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August 6, 2003

New Tablet Type Addition to the ALFE Brand
"ALFE White"for Freckles on Sale Now





Taisho Pharmaceutical Co., Ltd.(President: Akira Uehara) will release "ALFE White", a vitamin C treatment that works on freckles from inside the skin, on August 18.

In a company survey (women ages 20-40, n=1000) on beauty concerns the number one concern was "freckles" followed by "roughness of the skin" at number two. This revealed that among skin related beauty concerns "freckles" was the one that worried women most.

"ALFE White"acts on excess melanin pigment generated in the skin due to exposure to ultraviolet rays. The medicine acts from inside the skin exhibiting effects on freckles. Active ingredient L-cysteine, an amino acid, works with vitamin C to suppress the generation of melanin pigment, improving the pigmentation of freckles and sun burn. Because it promotes the dissolution of melanin pigment "ALFE White"works effectively on newer freckles. Also, vitamin B6 promotes renewal of the skin, and calcium pantothenate aids the action of vitamin C. Additionally, the tablet is small, so it is easy to swallow. 

The"ALFE"brand was established in 1992. "ALFE White"is an addition that builds upon the high reputation of a current line up that includes: iron and mineral fortified "ALFE Mini", medicated "ALFE EX", as well as caffeine-free "ALFE B-in" with coix seed. With the addition of "ALFE White"we are now able to respond to many different worries of women through the"ALFE"brand.


Product specification
Product name ALFE White
Suggested retail price ¥2,200 (100 tablets), ¥4,200 (200 tablets)
Ingredients (in every 2 tablets)
L-cysteine 80 mg
ascorbic acid (vitamin C) 100 mg
pyridoxine hydrochloride (vitamin B6) 2 mg
calcium pantothenate 8 mg
Indications
* Lessens the following symptoms:
freckles, sunburn, pigmentation from rashes
* Lessens bleeding in the following cases:
bleeding gums, nose bleeds 
"However, in cases where symptoms do not improve after a month of treatment please consult a pharmacist, doctor, or dentist."
* As a vitamin C supplement in the following cases:
physical fatigue, nursing, low energy during and 
following an illness, aging
Dosage
Age Dosage Frequency
Adult (15 and over) 2 tablets 3 times daily
7-14 years 1 tablet
under 7 years Do not administer to children under age 7.
Date of sale August 18, 2003
Expected sales ¥1 billion (one year from date of sale)