Supermodel Frederique van der Wal Signs on as the New Face of Restylan

    Business Editors/Health/Medical Writers

    SCOTTSDALE, Ariz.--(BUSINESS WIRE)--Jan. 26, 2005--Medicis (NYSE:MRX) today announced that Frederique van der Wal will serve as the new face of its dermal filler, Restylane(R), an injection for the correction of moderate to severe facial wrinkles and folds. The supermodel's image will appear on the Company's Web site as well as its informational brochures. Additionally, Frederique will serve as the product's spokeswoman for its public relations efforts, as she conducts media interviews on the brand's behalf.
    "Restylane is a product I truly believe in," said Ms. Van Der Wal. "Maintaining a youthful appearance is vital to my career, so I was excited to find a natural, non-invasive treatment that can safely erase some of the fine lines I've recently started to notice. With a procedure like Restylane, I can make subtle improvements where and when I need to without worrying about side effects or recovery time."
    Among her credits, Frederique has appeared on nine Cosmopolitan covers as well as adorned the pages of Victoria's Secret, Vogue and Harper's Bazaar. Named one of Revlon's "Most Unforgettable Women in the World," Frederique has appeared in specials on E!, VH1 and DIY and is working on pilots for the Discovery Networks. She will also serve as the host on VH1's new reality makeover show, "Spread," scheduled to premiere in 2005.
    "We are delighted to have Frederique onboard as the new face of Restylane," said Jonah Shacknai, Chairman and Chief Executive Officer of Medicis. "Her enthusiasm for the product coupled with her immense success in the modeling and entertainment industries and great personality make her a natural choice for us."
    Since its U.S. launch in January 2004, Restylane has become the market leader among cosmetic dermal fillers. In addition to its long-standing safety profile in the clinical and real-world settings, Restylane also offers physicians and patients long-lasting results. In fact, of all the FDA-approved fillers available today, Restylane is the only one with clinical data supporting its efficacy for as long as six months.

    About Restylane

    Restylane is the first and only dermal filler made of crystal-clear gel called NASHA(TM) (Non-Animal Stabilized Hyaluronic Acid). Restylane uses a dual mechanism of action to correct wrinkles and folds. Upon being injected beneath the skin's surface, the NASHA gel adds natural volume and lift to smooth wrinkles and folds. The NASHA gel integrates into dermal tissue, then attracts and binds to water molecules to help maintain volume. Restylane is gradually degraded by the body's own mechanism and disappears without any residue. Results can be seen immediately following treatment and last six months, or even longer. Restylane does not require any allergy or skin test prior to injection. As with any dermal filler, reported side effects include temporary redness and swelling at the injection site.
    These effects usually resolve within two days.
    Restylane is a prescribed medical product, so please speak with your dermatologist or cosmetic surgeon to see if it is right for you. For more information on Restylane, including complete product information, log on to www.restylaneusa.com

    About Medicis

    Medicis Aesthetics Inc., the company that is marketing and selling Restylane in the U.S., is a wholly-owned subsidiary of Medicis Pharmaceutical Corporation, a leading independent specialty pharmaceutical company in the United States focusing primarily on the treatment of aesthetic, dermatological, and podiatric conditions. The Company is dedicated to helping patients attain a healthy and youthful appearance and self-image. Medicis Pharmaceutical Corporation has leading branded prescription products in a number of therapeutic categories, including acne, eczema, fungal infections, psoriasis, rosacea, seborrheic dermatitis and skin and skin-structure infections. The Company's products have earned wide acceptance by both physicians and patients due to their clinical effectiveness, high quality and cosmetic elegance.

    Except for historical information, this press release includes "forward-looking statements" within the meaning of the Securities Litigation Reform Act. All statements included in this press release that address activities, events or developments that Medicis expects, believes or anticipates will or may occur in the future are forward-looking statements. This includes earnings estimates, future financial performance and other matters. These statements are based on certain assumptions made by Medicis based on its experience and perception of historical trends, current conditions, expected future developments and other factors it believes are appropriate in the circumstances. Such statements are subject to a number of assumptions, risks and uncertainties, many of which are beyond the control of Medicis. Any such projections or statements include the current views of Medicis with respect to future events and financial performance. No assurances can be given, however, that these events will occur or that such results will be achieved. Medicis cannot validate its assumptions of the full impact on its business of the approval of competitive generic versions of its core brands, including DYNACIN(R) Tablets and/or LOPROX(R), or any future competitive product approvals that may affect its brands. Also, there are a number of additional important factors that could cause actual results to differ materially from those projected, including the anticipated size of the markets, the availability of product supply, the receipt of required regulatory approvals, the ability to realize anticipated synergies and benefits of the Q-Med transactions, the risks and uncertainties normally incident to the pharmaceutical industry, dependence on sales of key products, the uncertainty of future financial results and fluctuations in operating results, dependence on Medicis' strategy including the uncertainty of license payments and/or other payments due from third parties, the timing and success of new product development by Medicis or third parties, product introductions, the risks of pending or future litigation, and other risks described from time to time in Medicis' SEC filings including its Annual Report on Form 10-K for the year ended June 30, 2004. There can be no assurance as to when or if any of the holders of the Notes will have the right to convert or if the Notes will be converted, and what impact the increase in the number of shares outstanding will have on its results of operations. Forward-looking statements represent the judgment of Medicis' management as of the date of this release, and Medicis disclaims any intent or obligation to update any forward-looking statements.

    NOTE: Full prescribing information for any Medicis prescription product is available by contacting the Company. OMNICEF(R) is a registered trademark of Abbott Laboratories, Inc. under a license from Fujisawa Pharmaceutical Co., Ltd. RESTYLANE(R) is a registered trademark of HA North American Sales AB, a subsidiary of Medicis Pharmaceutical Corporation. NASHA(TM) is a trademark of Q-Med AB. All other marks (or brands) and names are the property of Medicis or its Affiliates.

--30--EK/ix*

CONTACT: Medicis, Scottsdale Kara Stancell, 602-808-3854 (Investor) or DeVries Public Relations Michelle Naughton, 212-891-0490 (Media)

KEYWORD: ARIZONA INDUSTRY KEYWORD: CONSUMER/HOUSEHOLD RETAIL PHARMACEUTICAL SOURCE: Medicis

Copyright Business Wire 2005