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ZILA, INC., TO ENTER SKIN CARE MARKET WITH NEW DERMAFLEX

 ZILA, INC., TO ENTER SKIN CARE MARKET WITH NEW DERMAFLEX
 PHOENIX, Ariz., May 7 /PRNewswire/ -- Zila, Inc. (NASDAQ: ZILA), a leader in the oral health care market, today announced it will expand into the skin care/first aid market with new DermaFlex Topical Anesthetic Gel Coating.
 Non-prescription DermaFlex dries to form a tenacious, long-lasting film bandage that is flexible, water resistant and transparent. The film holds pain- and itch-relieving medication in place for hours while it protects scrapes, cuts, insect bites and the rash of poison ivy, oak and sumac. DermaFlex's bandage protects as it permits a full range of activities, including sports and bathing. Traditional strip bandages, on the other hand, tend to get soiled and soggy and fall off or may become breeding grounds for infection.
 Zila's newest product will be formally unveiled at the World Congress of Dermatologists in New York City June 13-17. A national sales roll-out will begin in the Pacific Northwest the same month. DermaFlex will be promoted to pharmacists, dermatologists, general practitioners and other medical professionals. It will be sold through drug outlets and directly to physicians.
 Results of a university-conducted clinical study of the effectiveness of DermaFlex on lacerations and sutured wounds are expected soon. Additional clinical studies are being launched to establish the role of DermaFlex in treating burns and for sealing and protecting invasive procedures -- permanent or semi-permanent openings in the skin to accommodate feeding or drainage tubes and other devices associated with colostomies, ileostomies, etc. If required, approval to make the appropriate claims will be sought upon completion of the studies.
 "We believe that DermaFlex will replace millions of common bandages in the nation's medicine chest," said Zila President Joseph Hines, "but the current series of clinical studies will also earn DermaFlex a critical role in the treatment of complex and long-term medical problems."
 "DermaFlex is another natural extension of the Zila family of health care products," said Hines. "Just as Zila built dentist and pharmacist support for Zilactin, making it the third most recommended canker sore/cold sore product, we intend to build critical professional support for DermaFlex. Professional marketing and targeted consumer advertising and education will assure success for our newest product."
 The topical analgesic market last year totaled $198 million (up 13 percent) and the adhesive bandage market was $230 million (up 7 percent), for a combined market of $428 million. Pharmacists make nearly 500,000 recommendations per month for topical analgesics; 782,000 for rash products; 500,000 for insect bite products; and 715,000 for poison ivy/oak treatment.
 -0- 5/7/92
 /NOTE: DermaFlex is a trademark; Zilactin is a registered trademark./
 /CONTACT: Joseph Hines of Zila, 602-266-6700/
 (ZILA) CO: Zila, Inc. ST: Phoenix IN: MTC SU: PDT


MP -- DC005 -- 7423 05/07/92 08:22 EDT
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Publication:PR Newswire
Date:May 7, 1992
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