SAN DIEGO, Sept. 17 /PRNewswire-FirstCall/ -- More and more women are
 discovering the benefits of VANIQA(TM) (eflornithine hydrochloride) Cream,
 13.9%, for reducing the time-consuming and often painful task of waxing,
 tweezing or treating their unwanted facial hair.  Available by prescription,
 VANIQA is the first and only product clinically proven to inhibit the growth
 of women's facial hair.
     VANIQA (pronounced VAN-i-ka) represents a milestone in the age-old quest
 to rid unwanted facial hair.  Two years after U.S. FDA approval, one million
 VANIQA prescriptions have been dispensed nationwide, according to data from
 NDCHealth, a leading healthcare information services company.  The easy-to-use
 cream is gaining favor among women and physicians coast-to-coast for its
 ability to clear unwanted facial hair, or greatly reduce the time women spend
 removing or concealing it.
     The presence of facial hair is among the most prevalent and bothersome
 cosmetic concerns a women faces.  An estimated 41 million(i) American women
 have removed unwanted facial hair at least once in the last six months.
 Likewise, the market for hair removal products and services tops $1.8
 billion(ii) annually.
     Increasingly, women are turning to physicians, such as their OB/GYN, for
 advice, especially those reaching menopause or dealing with hormonal changes,
 factors that can increase facial hair growth.  Confirming the need for a
 product that slows hair growth, 43 percent of women surveyed reported they are
 unhappy with their current method of hair removal and 60 percent think the
 hair grows back too fast.(iii)
     "During their annual exams, my patients are increasingly taking more
 responsibility for their health and appearance; they want to look and feel the
 best that they can," said Dr. Diana Hoppe, OB/GYN, president of Pacific Coast
 Women's Health and American College of Obstetricians/Gynecologists section
 vice chair.  "Topping the list are questions about their skin, including acne,
 blemishes, wrinkles, and unwanted facial hair.  I've found VANIQA to be an
 effective product that reduces excess facial hair growth and allows women to
 both feel more in control of their appearance, and elevate their self-esteem.
 It is an incredibly easy product to use and fits nicely into a woman's daily
 skin regimen."
     Available only by prescription, VANIQA can be used by women of all ages,
 with all skin types.  It works regardless of the cause of excess facial hair,
 be it hereditary, hormonal, part of the aging process or the result of a
 medical condition.  Improvements may be seen as early as four to eight weeks.
 In clinical trails, results improved the longer VANIQA was used.
     "Finally, the constant need for bleaching, waxing or tweezing is over,"
 said Joan Nitis, who has been using VANIQA for four months.  "I noticed a
 significant difference in about three weeks, and I'm thrilled.  I don't feel
 as self-conscious about my appearance, and compared to my previous routine,
 VANIQA has taken the hassle and stress out of getting ready."
     VANIQA works at the root of the problem -- within the hair follicle -- to
 block an enzyme necessary for hair growth.  It is fragrance-free and gentle
 enough to be used daily, as part of a woman's regular skin care regimen.  The
 instructions are very easy to follow: women simply apply VANIQA in the morning
 and again before bedtime.  It absorbs quickly, so other skin-care products,
 cosmetics or sunscreens can be applied as usual.
     "VANIQA has shown to have systemic absorption of less than one percent, is
 appropriate to use on all skin types, and does not interfere with cosmetics
 and sunscreens," said Leslie Baumann, M.D., director of cosmetic dermatology
 at the University of Miami.  "For patients seeking a professional solution
 like electrolysis or laser hair removal, I prescribe VANIQA as an adjunct
 treatment.  I believe that VANIQA allows the results of these treatments to
 last longer and increases patient satisfaction."
     VANIQA may be prescribed by any medical doctor.  A tube of VANIQA lasts
 about two months, and costs approximately $49, according to a recent survey of
 U.S. pharmacies.  VANIQA is distributed exclusively by Women First HealthCare,
 Inc.
 
     ABOUT VANIQA:
     Prescription VANIQA is the only FDA-approved treatment clinically proven
 to slow the growth of unwanted facial hair in women.  VANIQA was studied
 around the lips and under the chin and provided statistically significant
 improvement in the reduction of hair growth in nearly 60 percent of women.
 Usage should be confined to these areas.  When side effects occurred they were
 mild and generally resolved without treatment.  The most common side effects
 were minor skin irritations such as temporary redness, hair bumps, stinging,
 burning, tingling or rash.  If no improvement has been seen after six months
 of appropriate use, VANIQA should be discontinued.  VANIQA's use in pregnant
 women was not studied and therefore cannot be recommended for these patients.
 For more information, visit www.vaniqa.com or call toll-free 1-888-796-6361
 (1-888-7WOMEN1).
 
     ABOUT WOMEN FIRST HEALTHCARE, INC.
     Women First HealthCare, Inc. (Nasdaq:   WFHC) is a San Diego-based specialty
 pharmaceutical company.  Founded in 1996, its mission is to help women and
 their physicians or healthcare providers make informed choices regarding their
 health, and to provide pharmaceutical and lifestyle products to meet their
 needs.  Further information about Women First HealthCare can be found online
 at www.womenfirst.com .
 
      (i, ii) From 1992 and 1999 US market research mail surveys of almost
      15,000 and 13,000 women, respectively.  Projection based on total female
      population in US extrapolated from present population.  Data on file,
      Women First HealthCare.
 
      (iii) From a quantified concept study involving 1,053 women who remove
      facial hair at least once a week (November 1999).  Data on file, Women
      First HealthCare.
 
      For more information, please contact Kimberly Goolsby, +1-949-464-0187,
 Kimberly@GoolsbyGroup.com.
 
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SOURCE  Women First HealthCare, Inc.