Transdermal Cosmetics poised for big US launch

The UK-based company is rumoured to have signed a £25m advertising deal to launch the cream in the US in exchange for shares, British newspaper the Times reported. The company launched its share flotation on Plus Markets on December 3, releasing 1,200,000,000 ordinary shares that were initially priced at 5 pence each. Transdermal markets a technology referred to as a 'platform' to facilitate the delivery of a variety of cosmetic substances, including collagen and elastin, enabling it to be absorbed by the skin without side affects such as swelling. Clinical trials conducted in 2005 at the University of Miami Medical Centre and by Stephens Associates claim that facial wrinkles were reduced moderately, while tests on skin samples showed enhanced delivery of collagen and elastin. Transdermal's first brand to use the technology is Entre Derm, a range of skin care and cleansing products that includes a day and night cream that incorporates collagen combined with the delivery technology for anti-ageing purposes. The company's board of governors has agreed to launch the product range in key global markets during the first quarter of this year, where it is most likely to be launched through infomercial channels - a concept that is particularly popular in North America. The directors also said that some sales are likely to be generated through the company's own website and through conventional television advertising.