NovaBay Announces Consumer Launch of CelleRx® Clinical Reset™
November 12 2020 - 5:50AM
Business Wire
Company enters beauty market with the launch of
Clinical Reset as an expansion of the CelleRx brand
NovaBay Pharmaceuticals, Inc. (NYSE American: NBY) announces the
consumer launch of Clinical Reset, an FDA-cleared skincare product
proven to help clean and reduce the buildup of bacteria on facial
skin. A patented spray solution, Clinical Reset creates a new
category in beauty products by disrupting the layer of bacteria
that settles and grows on the face, yet is a gentle way to get skin
back to a healthy baseline to heal itself and to better absorb
skincare products.
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the full release here:
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CelleRx Clinical Reset (Photo: Business
Wire)
The Clinical Reset product is being launched under NovaBay’s
existing CelleRx brand and is initially available to consumers on
cellerx.com. Broader distribution is expected in the future.
Unlike many other skincare products, Clinical Reset is medical
grade and made in the United States. It is formulated with
NovaBay’s patented, pure, prescription-grade hypochlorous acid
(HOCl), the same molecule produced by the human body’s immune
system to fight infection and heal wounds. Clinical Reset is the
only bleach-free HOCl skincare product on the market today. It
keeps the skin’s natural barrier intact, which when out of balance
can allow acne, rosacea and infection to set in. Clinical Reset is
complementary to a daily beauty regime for use on clean skin or
over makeup.
Spritzing the face with Clinical Reset can replace or augment a
morning cleanse for dry sensitive skin, reduce bacteria after
exercising, calm skin following microdermabrasion and other
aesthetic facial procedures, combat environment aggressors or
disinfect facial masks before or after use.
NovaBay CEO Justin Hall said, “Prior to this consumer launch,
our marketing of CelleRx focused on medical professionals only.
With the rebranding, we intend to leverage new consumer focused
messaging and the product's pharmaceutical pedigree in robust
social media and print advertising campaigns marketing CelleRx
Clinical Reset in the beauty industry. As we explored ways to
expand the use of our patented, pure hypochlorous acid, we were
fortunate to partner with Sarah Rutson in launching Clinical Reset.
This opportunity allows us to expand into the beauty category,
while capitalizing on years of research and development.”
Sarah Rutson, renowned for building successful brands in the
fashion and beauty industries, will join Lena Xiao, an experienced
consumer marketeer, serving as a consultant to NovaBay, in driving
this initiative forward.
“I’ve built a long career calling trends before they take off,
building and buying every brand in the world for the global luxury
market. It’s rare to have the opportunity to create a whole new
category. This is truly groundbreaking and sets a new standard for
beauty,” said Ms. Rutson. “This year taught the world that personal
care and skincare are part of the same routine. While hand
sanitizing has become the norm, until now no product existed to
kill bacteria on the face throughout the day. Clinical Reset by
CelleRx acts like a gentle, non-stripping sanitizer for the
face."
“It’s exciting to identify a novel consumer use for pure HOCI.
It enables access to an entirely new level of clinical research and
rigor that is often missing from the traditional beauty industry,”
added Ms. Rutson.
Making its debut in the traditional beauty press and with early
access given to leading beauty industry influencers and executives,
initial feedback indicates a strong appetite for this category.
Like all NovaBay products, Clinical Reset is proudly American made
and available on cellerx.com for $54.
About NovaBay Pharmaceuticals, Inc.: Going Beyond
Antibiotics®
NovaBay Pharmaceuticals, Inc. is a biopharmaceutical company
focusing on commercializing and developing its non-antibiotic
anti-infective products to address the unmet therapeutic needs of
the global, topical anti-infective market with its two distinct
product categories: the NEUTROX® family of products and the
AGANOCIDE® compounds. The Neutrox family of products includes
AVENOVA® for the eye care market, NEUTROPHASE® for wound care
market, and CELLERX® for the beauty market. The Aganocide
compounds, still under development, have target applications in the
dermatology and urology markets.
Forward-Looking Statements
This release contains forward-looking statements that are based
upon management’s current expectations, assumptions, estimates,
projections and beliefs. These statements include, but are not
limited to, statements regarding our NYSE American listing status,
our future momentum and generally the Company’s expected future
financial results. These statements involve known and unknown
risks, uncertainties and other factors that may cause actual
results or achievements to be materially different and adverse from
those expressed in or implied by the forward-looking statements.
Factors that might cause or contribute to such differences include,
but are not limited to, risks and uncertainties relating to our
ability to enter into the beauty market, find and maintain
distribution channels, and generally all risks associated with
launching a new product into the beauty industry. Other risks
relating to NovaBay’s business, including risks that could cause
results to differ materially from those projected in the
forward-looking statements in this press release, are detailed in
NovaBay’s latest Form 10-Q/K filings with the Securities and
Exchange Commission, especially under the heading “Risk Factors.”
The forward-looking statements in this release speak only as of
this date, and NovaBay disclaims any intent or obligation to revise
or update publicly any forward-looking statement except as required
by law.
For more information visit https://cellerx.com.
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Avenova Purchasing
Information For NovaBay Avenova purchasing information:
Please call 800-890-0329 or email sales@avenova.com.
Avenova.com
CelleRx Purchasing
Information For NovaBay CelleRx purchasing information:
sales@cellerx.com cellerx.com
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version on businesswire.com: https://www.businesswire.com/news/home/20201112005362/en/
NovaBay Contact Justin Hall
Chief Executive Officer and General Counsel 510-899-8800
jhall@novabay.com Investor
Contact LHA Investor Relations Jody Cain 310-691-7100
jcain@lhai.com PR Contact
press@cellerx.com
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