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New Acne/Rosacea Treatment, Rosula Lotion (Sodium Sulfacetamide/Sulfur), Launched In US

FAIRFIELD, NJ -- January 27, 2003 -- Doak Dermatologics, a subsidiary of Bradley Pharmaceuticals, Inc. (Nasdaq: BPRX), announces the introduction of prescription-only Rosula® Lotion for the topical treatment of acne and rosacea. Rosula Lotion offers patients the benefits of antibacterial, keratolytic and moisturizing agents in an alcohol-free formulation. Rosula Lotion will be marketed to the dermatology community.

Capitalizing on the premise, "The difference is Urea," Rosula Lotion is comprised of two well-accepted acne/rosacea agents which are Sodium Sulfacetamide and Sulfur. With the addition of Urea, Doak Dermatologics presents a significant departure from traditional therapies to position Rosula Lotion as the next generation in acne/rosacea treatment.

Rosula Lotion efficiently helps to reduce comedones, papules, pustules, redness and inflammatory skin lesions in a non-irritating manner. Urea gently lifts away rough, flaky skin and works synergistically as a keratolytic with Sulfur to open pores and keep them open, which is an integral part of effective acne treatment. Additionally, Urea, in combination with Sodium Sulfacetamide and Sulfur, also soothes and relieves redness and inflamed skin, providing relief for rosacea sufferers.

Bradley Pharmaceuticals President and CEO Daniel Glassman, stated, "Bradley looks forward to entering the huge and highly-competitive market of acne/rosacea treatments with the unique therapeutic approach represented by Urea. Approximately 3 out of every 4 patient visits to dermatologists are for the treatment of acne or rosacea. Rosula Lotion, the Company's initial entry into this large market, will establish a unique niche base to support other future Bradley brand introductions in the acne/rosacea area. An extensive promotional campaign is being launched, including direct mail and professional journal advertising, intensive physician detailing and heavy sampling. The Management Team expects that the introduction of Rosula Lotion will add significantly to the sales generated by the Doak Dermatologics subsidiary."

Rosula Lotion is one of two major products launched by Bradley in January, 2003. AnaMantle HC, a new prescription hemorrhoid treatment, is being introduced by Bradley through its Kenwood Therapeutics division.

Bradley Pharmaceuticals, Inc., is a specialty pharmaceutical company marketing prescription niche therapies to highly targeted physician audiences in the United States and in 31 international markets. Dermatology brands are delivered by the Doak Dermatologics subsidiary and the Kenwood Therapeutics division provides gastroenterology, nutritional and respiratory therapies. Following the strategy Acquire, Enhance, Grow, the company has achieved success by acquiring and managing the life cycle of brands that fill unmet needs.

Please visit Bradley Pharmaceuticals web site at: http://www.bradpharm.com

Except for historical and factual information, this press release contains "forward-looking statements" within the meaning of the Private Securities Litigation Reform Act of 1995. These forward-looking statements include statements that address activities, events, or developments that Bradley expects, believes or anticipates will or may occur in the future, such as earnings estimates and predictions of future financial performance. All forward-looking statements are based on assumptions made by Bradley based on its experience and perception of historical trends, current conditions, expected future developments, and other factors it believes are appropriate under the circumstances. These statements are subject to numerous risks and uncertainties, many of which are beyond Bradley's control, including Bradley's ability to maintain CARMOL sales, effectively purchase or integrate new products into its portfolio or effectively react to other risks described from time to time in Bradley's SEC filings. Further, Bradley cannot predict the impact on its business of any future approvals of generic versions of its products or of other competing products. No forward-looking statement can be guaranteed, and actual results may differ materially from those projected. Bradley undertakes no obligation to publicly update any forward-looking statement, whether as a result of new information, future events or otherwise.



SOURCE: Bradley Pharmaceuticals, Inc.

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