NovaBay Pharmaceuticals Targets New Market with Antimicrobial Avenova® Lid and Lash Spray for Lash Extensions

Rhea-AI Summary

NovaBay Pharmaceuticals (NYSE American: NBY) has launched a new marketing campaign targeting women who use eyelash extensions, aiming to expand the Avenova brand into this growing market. Avenova is recognized as a premier antimicrobial spray, and the campaign integrates pharmaceutical expertise with beauty, addressing the need for lash care. The global lash extension market is expected to grow 7.6% annually to $2.4 billion by 2031, with Avenova providing a solution to issues like irritation and infection while prolonging the life of extensions.

Positive

• Launch of a targeted marketing campaign for eyelash extensions, tapping into a growing market segment.
• Avenova is clinically proven to kill bacteria and remove irritants, addressing specific needs of lash extension users.
• Potential for significant growth as Avenova introduces its brand to a new demographic.

Negative

• None.

EMERYVILLE, Calif.--(BUSINESS WIRE)-- NovaBay^® Pharmaceuticals, Inc. (NYSE American: NBY), a pharmaceutical company developing and commercializing high-quality, scientifically formulated eyecare and skincare products, announces the launch of a new marketing campaign targeting the large and growing number of women who wear eyelash extensions. This campaign represents the first step in a larger growth initiative to introduce the Avenova brand to an entirely new group of beauty-based consumers.

“Years ago, we established Avenova spray as the premier antimicrobial lid and lash spray among optometrists and ophthalmologists. For the first time, we are integrating our expertise in both the pharmaceutical and beauty industries to address an entirely new customer demographic for Avenova, giving us the opportunity to expand the brand into a totally new market segment,” said Justin Hall, NovaBay CEO.

Many women are turning to eyelash extensions to enhance their appearance while eliminating the need for mascara. The global lash extension market is projected to grow 7.6% annually to $2.4 billion in sales by 2031 with the average customer receiving lash extension services once every four to six weeks and paying up to $200 per service. While popular for their aesthetic, lash extensions can attract oil, dust, dirt and debris that may shorten their life span, cause irritation and increase the likelihood of eye infections.

Avenova offers an ideal and differentiated solution to these bothersome issues for lash extensions users. Unique from water-based cleansers and serums on the market, Avenova is clinically proven to kill infection-causing bacteria and removes the irritants on lids and lashes. Avenova will not damage the adhesive that holds the extensions in place and can actually prolong the life of these expensive and time-consuming beauty enhancers.

“This is a breakthrough in the lash extension space that also has the potential to be a significant breakthrough for Avenova growth as well!” said Kim Shartsis, newly appointed VP of Commercial for NovaBay. “Avenova offers a viable solution to a very real unmet need for users of lash extensions with the added benefit of extending lash life. And for Avenova, this introduces the brand to an entirely new, growing cohort of engaged and motivated users. It’s rare to see a win-win opportunity like this.”

About NovaBay Pharmaceuticals, Inc:

NovaBay Pharmaceuticals, Inc. is a pharmaceutical company that develops and sells scientifically created and clinically proven consumer products for the eyecare and skincare markets. Avenova^® is the most prescribed antimicrobial lid and lash spray and DERMAdoctor is a premium skincare brand offering more than 30 dermatologist-developed skincare products sold through traditional domestic retailers, digital beauty channels and international distributors.

NovaBay Pharmaceuticals Forward-Looking Statements

Except for historical information herein, matters set forth in this press release may be forward looking within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including statements about the commercial progress and future financial performance of NovaBay Pharmaceuticals, Inc. 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 the potential impact of these online retailers on 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. 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 and Registration Statement on Form S-1 filing 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.

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Avenova Purchasing Information
For NovaBay Avenova purchasing information:
Please call 800-890-0329 or email sales@avenova.com
Avenova.com

DERMAdoctor Purchasing Information
For DERMAdoctor purchasing information:
Please call 877-337-6237 or email service@dermadoctor.com
DERMAdoctor.com

View source version on businesswire.com: https://www.businesswire.com/news/home/20220728005419/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

Source: NovaBay Pharmaceuticals, Inc.

FAQ

What is NovaBay Pharmaceuticals' new marketing campaign about?

NovaBay's new marketing campaign focuses on women who use eyelash extensions, promoting its Avenova brand.

How much is the global lash extension market projected to grow?

The global lash extension market is projected to grow 7.6% annually, reaching $2.4 billion by 2031.

What are the benefits of using Avenova for eyelash extensions?

Avenova helps remove irritants and kill bacteria without damaging the adhesive, potentially prolonging the life of eyelash extensions.

What is the stock symbol for NovaBay Pharmaceuticals?

The stock symbol for NovaBay Pharmaceuticals is NBY.