Transdel Pharmaceuticals Reports Excellent Results of Initial Testing on Anti-Cellulite Product Conducted by JH Direct

LA JOLLA, Calif., Sept. 9 /PRNewswire/ -- Transdel Pharmaceuticals, Inc. (OTC Bulletin Board: TDLP) ("Transdel") reported today that JH Direct has completed their initial product testing of Transdel's anti-cellulite formulation in 24 subjects, which consisted of observing the before and after results of applying the product over a 16 week period.  The excellent results observed during this test have led JH Direct to initiate plans for a final test in approximately 25 subjects to be conducted by a third-party skin research center that will conduct a similar test to the initial test as well as obtain additional measurements over a 12 week period.  JH Direct is planning a commercial launch of the product for the fourth quarter of 2010 or in early 2011 subject to successful completion of this final test.  

Under the terms of its exclusive worldwide licensing agreement, JH Direct will pay Transdel initial royalty advances and a continuing licensing royalty on the worldwide sales of the anti-cellulite product.  The product will be initially launched through a direct response television campaign created and managed by JH Direct, followed by a planned expansion into traditional channels of distribution, such as retail and wholesale channels.  

"We are pleased with JH Direct's product development progress and commercialization plans for our anti-cellulite product; given their significant experience and past success with direct response television campaigns we are confident they will maximize the potential of our product," stated John Lomoro, Acting Chief Executive Officer and Chief Financial Officer.  "The eventual launch of this product will be a significant milestone for Transdel."  

"We are very pleased with the results that the participants experienced from our initial testing and are excited to be moving into the final testing phase for the anti-cellulite product," stated Johann Verheem, JH Direct's Chief Executive Officer.  "We believe there is a large market opportunity for an anti-cellulite product that works as well as this product has proven in our initial testing and we are looking forward to introducing this product to the market."  

About Transdel Pharmaceuticals, Inc.

Transdel Pharmaceuticals, Inc. (OTC Bulletin Board: TDLP) is a specialty pharmaceutical company developing non-invasive, topically delivered products. The Company's innovative-patented Transdel™ cream formulation technology is designed to facilitate the effective penetration of a variety of products through the tough skin barrier.  Ketotransdel®, the Company's lead pain product, has completed a Phase 3 clinical trial and utilizes the Transdel™ technology to deliver the active drug, ketoprofen, a non-steroidal anti-inflammatory drug through the skin directly into the underlying tissues where the drug exerts its well-known anti-inflammatory and analgesic effects. The Company intends to leverage its Transdel™ platform technology to expand and create a portfolio of topical products for a variety of indications.  The Company is actively pursuing partnerships with companies to expand its product portfolio for pharmaceutical and cosmetic/cosmeceutical products.  For more information, please visit http://www.transdelpharma.com.

About JH Direct, LLC

JH Direct, LLC is a fully integrated Direct Response Television Company focusing on developing sustainable brands launched through direct response television campaigns as part of a multi-channel distribution approach.  The JH Direct senior management team has created and managed some of the most successful Direct Response Television brands in the cosmeceutical, beauty and fitness categories since the mid nineties.  

JH Direct is funded by JH Partners, a San Francisco-based private equity firm focused on building sustainable, long-term equity value in consumer and marketing-driven growth companies.  www.jhpartners.com

Safe Harbor Statement

The Company cautions you that the statements included in this press release that are not a description of historical facts are forward-looking statements. These include statements regarding: the Company's interpretation of the results of the initial testing of its anti-cellulite product; the results of the final tests of its anti-cellulite product and JH Direct's plans to commercially launch the anti-cellulite product.  Actual results may differ materially from those set forth in this press release due to the risks and uncertainties inherent in the Company's business, including, without limitation: the outcome of the final tests on the Company's anti-cellulite product may not be favorable, the timing of JH Direct's commercial launch of the anti-cellulite product may be delayed, JH Direct's efforts to commercially launch the anti-cellulite product may not be successful, the Company may receive limited licensing proceeds, and the Company may be unable to secure sufficient funding to complete its product development plans. More detailed information about the Company and the risk factors that may affect the realization of forward-looking statements is set forth in the Company's filings with the Securities and Exchange Commission, including its Annual Report on Form 10-K and its Quarterly Reports on Form 10-Q filed with the SEC. Such documents may be read free of charge on the SEC's web site at www.sec.gov. You are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date hereof. All forward-looking statements are qualified in their entirety by this cautionary statement and the Company undertakes no obligation to revise or update this press release to reflect events or circumstances after the date hereof. This caution is made under the safe harbor provisions of Section 21E of the Private Securities Litigation Reform Act of 1995.

SOURCE Transdel Pharmaceuticals, Inc.