Stage set for baldness product war

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Consumers will be bombarded early next year by an estimated $60 million in direct-to-consumer advertising, via Y&R Advertising, New York, for anti-baldness pill Propecia from Merck & Co. The prescription product received U.S. Food & Drug Administration clearance late Friday. The approval sets up a battle with Pharmacia & Upjohn's Rogaine, which breaks its own $60 million marketing effort next month from Jordan, McGrath, Case & Taylor, New York.

Copyright December 1997, Crain Communications Inc.

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