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LovelySkin

Innovative Skin Care Product Evolves from Burn Patients to Cosmetics Consumers; New Marketing Initiatives Bring Dermacia's Successful Cosmeceutical Products with Medical Base to Mass Consumer Market Following Scientific Studies

(press release from Dermacia Inc.)

NEWPORT BEACH, Calif.---May 2, 2005--Following extensive studies by doctors and use by burn patients and reconstructive surgery patients of its proprietary Lycogel camouflage makeup, Dermacia Inc. has introduced a new comparable line of its "cosmeceutical" products designed for a mass worldwide market, marketed under the name Firmaire(TM). The new products will address the estimated 50 million people who cannot use traditional cosmetics due to sensitive skin conditions, including rosacea, acne, psoriasis, and eczema. A series of major marketing initiatives, including an Internet campaign, product sampling, an infomercial in production, air time on a major home shopping network, and retail placements, will augment Dermacia's existing scientific product sales, currently sold through more than 1,000 surgical and dermatological centers across the country.

The Company's aggressive marketing thrust follows detailed studies that demonstrated the market void for commercial products with the properties of the Firmaire line of foundation, facial concealers, and moisturizers with revolutionary curative properties similar to Dermacia's successful Lycogel product. Unlike mainstream cosmetics that suffocate the skin, Lycogel - and now Firmaire - have a patent-pending tissue respiratory factor that increases the amount of oxygen to the skin - in effect, allowing up to 300% more air to reach the skin than leading makeup brands and, most notably, 10% more than wearing no makeup at all.

The innovative product was introduced four years ago and was extensively tested prior to being introduced. Lycogel is available in the U.S. only through physicians and is used by numerous medical clinics, hospitals and burn centers to speed recovery and minimize scarring of burn victims and patients undergoing reconstructive surgery.

"We know that there are an estimated 50 million people who cannot wear conventional makeup as a result of sensitive skin or skin disease. The studies conducted about our product gave us a clear indication that Firmaire's combined ability to promote therapeutic healing while allowing the skin to breathe and function as a superior form of makeup would appeal to this vast market," said Barry Knapp, Dermacia president and co-founder.

Added Matt Nicosia, Dermacia's chief executive officer and co-founder: "The overwhelming success of Lycogel was evidence that, not only was our product highly effective in its niche medical applications, many of its properties could be developed for a broad untapped consumer market. Our recent initial appearances on a national home shopping network far exceeded expectations. That's why we are aggressively marketing over the Internet, through an infomercial and other programs to augment exposure in selected retail stores."

Dermacia Inc., established in 2000, combines biotechnology, cosmeceuticals, cosmetics and nanotechnology as the technology hub for skin care products marketed under the Lycogel and Firmaire names. Lycogel products, sold exclusively through medical professionals, are designed for post-plastic surgery cover and special camouflage applications, facilitating rapid healing of wounds, scars and burns while providing effective, flawless cover.

The Company's proprietary Lycogel Complex(TM), with tissue respiratory factors and a breathable triple-silica gel base, delivers additional oxygen to the wound areas to promote rapid healing and minimization of scarring. The line includes a camouflage foundation, concealor and moisturizing anti-inflammatory spray. With Lycogel technology as a base, Dermacia has now developed the Firmaire cosmetic line for the general public, offering similar therapeutic benefits. The company, based in Newport Beach, California, sells its products worldwide

for Dermacia Inc.
Parsons Communications
Craig Parsons, 310-472-7632
310-200-4310


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