Revolutionary new patented product developed by Shiseido promises 94% satisfaction in treating male baldness.

Dubai, 30 September, 2006 - At the Emirates Towers, end of September, amid a buzz of media anticipation, Shiseido  launched Adenogen, a hair-energising formula which promises to help men combat hair loss by stimulating growth of thicker, longer hair. After a six-month long dermatological tests on men, 94% saw clear visual improvement of hair diameter and density.

Adenogen, developed through collaborative research between Shiseido and hair science experts in Tokushima University, Japan, contains a patent-pending engineered ingredient called Adenosine. Levels of Adenosine, a naturally occurring component in the body, decline with age, leading to thinning hair. Adenogen helps maintain healthy hair roots and promotes production of FGF-7, (a hair growth factor that is essential for longer, thicker hair) by the utilisation of Adenosine.

"Shiseido has been a leader in the skin and haircare markets since 1915. In Japan we have over 20% of the haircare product market. When Adenosine was officially approved in Japan in October 2004, we enlisted dermatologists to do extensive, six-month long tests. Adenogen promises exciting possibilities for balding men all over the world and for Shiseido to capture a significant share of this fast-expanding market," said Thierry Laur, Export Director, Shiseido Europe & Middle East.

"Besides genetic factors, sun and hard water greatly contribute to hair loss in men in this part of the world. We expect Shiseido's Adenogen to bring them an unrivalled solution."  said Serge Kotovsky, President, Creation Alexandre Miya Paris, exclusive distributor for Shiseido in the Middle East.

Androgenetic Alopecia, or hair loss caused due to the male hormone Androgen, is characterised by an increasing proportion of thin, wispy hair, receding hairlines and thinning hair on the crown. In finding a solution to male baldness, it is most important to help immature hair get longer, stronger and thicker, rather than try to stimulate new hair." said Professor Vincent Descamps, Dermatologist and Scalp Research Specialist at Bichat Claude Bernard Hospital, Paris, speaking at the launch.

"Despite years of research, the causes of thinning hair had never been completely understood. Shiseido focussed its research on the factors that control the hair growth cycle by using DNA microarray method to detect differences in gene expression in different cells or tissues. It was found that a hair growth factor called Fibroblast Growth Factor 7 (FGF-7) was roughly half that of healthy hair in thinning hair, indicating that decline in hair growth was due to a decreased production of FGF-7. Shiseido next tested Adenogen and found it promoted hair growth due to the effect of Adenosine. Adenosine in turn was found to almost triple the production of FGF-7 in thinning hair. Shiseido thereby discovered the exciting link between Adenosine and FGF-7, which was lauded by the scientific community worldwide," said Reem Al Barry, Trainer, Shiseido Middle East.

A twice-daily application of Adenogen promises to significantly restore hair's natural vitality, thickness, and healthy sheen in over 94% of cases. The recommended massage also energises the scalp and increases delivery of oxygen to hair follicles by increasing microcirculation.

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Ms. Reem Al Barry
Tel: +971 4 332 9019
Email: r.barry@creation-me.com

© Press Release 2006