Ann: Cellmid Launching Major Advertising Campaign, page-2

Here we go!!!

SYDNEY, Thursday, 27 August 2015, Cellmid Limited (ASX: CDY), is pleased to advise
that it will launch a national advertising and media campaign on 30 August 2015 to
contribute to brand development and increase sales for the company’s évolis®
branded hair growth products in Australia.
The campaign will include television, digital and social channels as well as
engagement with key influencers, bloggers and opinion leaders. It is expected to last
twelve months and will also serve as test marketing for Cellmid’s global brand
development plans.
Cellmid has signed a major advertising and media management agreement with
the Ikon Group, a full service agency based in Sydney Australia. Ikon will provide
creative brand development and positioning services as well as implement a
comprehensive media strategy for the Company’s évolis® branded hair growth
products.
The advertising and media launch is the third component of Cellmid’s recently
communicated three pillar strategy to maximise market penetration for the évolis®
branded, FGF5 inhibitor hair growth products.
In May 2015 the Company increased its product offerings from two to six SKUs (stock
keeping units) and commenced the broadening of its pharmacy distribution. This
resulted in an increase in sales in 4QFY2105, as reported to the market on 9 July 2015.
Concurrently, a team of évolis® brand representatives have been deployed to
medical practitioners to increase awareness amongst professional health care
providers.
The national television campaign will primarily target women suffering from hair loss
or hair thinning and it is expected to build brand recognition and sales through
pharmacy retail and online.
The campaign will include free-to-air and subscription channels. It will run over
several months using a combination of 30 second and 15 second ads across the
board. Programs targeted will be those focused on lifestyle, reality and drama.
“This is a very exciting, major media campaign for our FGF5 inhibitor hair loss
products” said Emma Chen, General Manager of Cellmid’s consumer health business.
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“We are especially delighted to be the first ones to bring an innovative solution to
women with hair thinning or hair loss concerns through this campaign” she added.
With a clear mechanism of action, the évolis® products are scientifically validated
and clinically tested and address various forms of hair thinning and hair loss suffered
by men and women. The Company’s strategy is to maximise brand value in Australia
through a pharmacy retail model, and replicate this in other territories building a
global brand.
The Ikon Group was signed following a competitive tender. Ikon is part of STW,
Australasia’s leading marketing content and communications group. In addition to
traditional advertising and media management Ikon will provide digital, SEO and
SEM services, consistent with the brand positioning developed by the creative team.
Cellmid will provide updates on the campaign, including the ads, on its website
(evolisproducts.com.au) as they are released to the market.
End
Contact:
Maria Halasz, CEO
T +612 9221 6830
@mariahalasz