REVERSA wins double Gold at the International Advertising Festival in Cannes, France



    MONTREAL, June 22 /CNW Telbec/ - The Reversa anti-aging skincare
advertising campaign whose audacity provoked tremendous positive consumer
response and reaction when launched last Fall, has been rewarded with Gold at
the 54th International Advertising Festival held this week in Cannes.
Reversa's edgy campaign won a first Gold Lion award and beat the world for its
See more side effects web site as well as winning a second Gold Lion for its
drive to web on-line banners.
    Developed by TAXI Montreal, the Reversa campaign created a lot of buzz.
In magazines, banners and web site, the ad features an elegant, mature woman
sitting on a couch with a handsome, young, naked man sprawled out beside her.
The provocative ad invites women to visit the microsite
www.seemoresideeffects.ca to learn more about Reversa products and their
positive side effects. Upon entering the site - the entrance to which is a
woman's living room - women are asked to select from one of four Reversa
anti-aging choices: UV Anti-Wrinkle Cream, UV Anti-Spot Lightening Cream, Skin
Smoothing Cream, and Corrective Night Cream. Each product has a character
assigned to it, a plumber, fireman, gardener and chef. All of whom, of course,
are young and good-looking. During the nine week blitz, the microsite
registered 600,000 visitors. Since then, the number has swollen to over a
million.
    "I thank TAXI Montreal for having created an ad campaign which has earned
numerous honours and prestigious awards while sending a positive message to
our consumers, women over 35 years of age. We are proud to have had the
audacity to follow TAXI's creativity and trusting the concept and all its
initiatives allowing visitors to interact with the brand by visiting our web
site" explains M. Robert Lavoie, President Dermtek Pharmaceuticals, the makers
of Reversa.

    The Reversa campaign has already received many honours such as; the
Strategy Award in the Audacity category of the Concours Stratégies de
L'AMMM-PCM; the best Magazine ad 2006 allotted during the Concours des Grands
Prix 2007 from Quebec Magazines; the 2006 Boomerang Award in the interactive
Marketing campaign category and two Creativity Annual Awards.

    About Dermtek Pharmaceuticals

    Founded in 1986, Dermtek Pharmaceuticals was the first completely
Canadian pharmaceutical company specializing in the development and production
of dermatological products. The creation of skin protection sunscreen Ombrelle
in 1990, which was acquired later by L'Oréal, naturally led to the development
of the Reversa brand for skin correction. The company markets and distributes
Reversa brand products (Glycolic acid rejuvenating skin care), and other
dermatological products. Dermtek's head office is located in Montreal, Quebec.
The Reversa anti-aging skin care line is available in most Canadian
pharmacies. More information on the company and its products can be found by
visiting www.reversa.ca

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/




For further information:

For further information: Caroline Desrosiers, Director of
Communications, REVERSA, (514) 685-3333 ext. 239,
carolinedesrosiers@dermtek.org

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