Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

Stage set for baldness product war

Published on .

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.

Most Popular
In this article: