Allergan’s Botox may be under threat from competitor

Allergan’s Botox may be under threat from a competitor if Medicis’ Reloxin is approved by regulators, it has been claimed.

The latter’s product uses a similar type of botulinum toxin as the former does, which relaxes the muscles that causes frowns, explained Bloomberg.

Reloxin is currently waiting for approval by the Food and Drug Administration and Gary Nachman, an analyst for Leerink Swann, told the news agency it is expected to happen in the second half of this year.

He continued to note that Medicis’ product may be priced at around 15 per cent lower than Allergan’s and it is possible for it to take 25 to 30 per cent of the market share from its rival.

“Ultimately this is going to come down to a marketing game,” Mr Nachman told the online resource. “A lot of this is going to come down to pricing and how aggressive the companies are in terms of promotions and overall marketing.”

Allergan was founded in 1950 and now has around 5,000 employees across the globe.