Taisho launches minoxidil in Japan

Taisho plans to launch the baldness treatment minoxidil under licensefrom Pharmacia & Upjohn in Japan next month, seven years after the company filed for approval of the drug there. The product will be sold over-the-counter under the brand name RiUP, at a cost of 5,500 yen ($45) per 60ml bottle. It is the first product to be approved in Japan specifically for hair loss, although various hair tonics and herbal remedies are available on the Japanese OTC market. Taisho notes that it is the only product on the Japanese market which can both prevent hair loss and stimulate new growth.

Taisho is forecasting sales of 6 billion yen in the year to March 2000, with peak sales estimated at 10 billion yen, corresponding to 20% of the market for hair-loss remedies. P&U markets minoxidil as a prescription product in 85 countries worldwide as Rogaine and other brand names, and in 24 countries as an OTC product. Sales reached $200 million worldwide last year.