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Nuvilex, Inc.'s Marketing Partner, CK41 to Launch purEffect(TM) in May

CHERRY HILL, N.J., April 9 /PRNewswire-FirstCall/ -- Nuvilex, Inc. (OTC Bulletin Board: NVLX), formerly, an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products, announced today that Charleston Kentrist 41 Direct, Inc. (CK41), the Company's joint venture marketing partner for purEffectTM, a four-step acne treatment system, intends to commence sales of purEffect through the product's website ( by mid-May 2009.

"CK41 has made tremendous progress during the first quarter of 2009 in preparing for the launch of purEffect," stated Martin Schmieg, Chairman and Chief Executive Officer of Nuvilex, Inc. "We attribute three key factors to CK41's ability to launch purEffect this May. The first is the appointment of Mr. Gary Savage as CK41's new Chief Executive Officer. Mr. Savage is widely regarded as a pioneer and industry leader in cosmetic products marketing. His thirty-year career includes senior executive positions with American Cyanamid, Inc., Diane Von Furstenburg, Inc., Beecham Cosmetics, Inc., Gale Hayman, Inc., and Savvy International, Inc. In particular, he was responsible for the launch of the highly successful Pierre Cardin men's line and the acquisition by Beecham Cosmetics of Diane Von Furstenburg, Inc. We believe that Mr. Savage's leadership and industry expertise will lend itself well to the launch of purEffect."

Mr. Schmieg continued, "Secondly, CK41 has engaged an investment bank to assist the company in its fund raising efforts, which should put it in a better position to support the sales and marketing of purEffect over the long term. Finally, and most importantly, CK41 has acknowledged that success can only be achieved by getting started, as such, they have committed to launching purEffect now. Nuvilex will continue to aggressively support CK41 in this important marketing effort and product launch."

The over-the-counter acne treatment market exceeds $1 billion and is a highly competitive market. The three leading products are Proactiv(R) Solution by Guthy-Renker, Acne Complex(R) by Murad and the Neutrogena(R) complete acne therapy system. Strong competition continues to drive product performance improvements and discount or incentive pricing. Nuvilex believes that purEffect, guided by Mr. Savage's considerable experience, will be a competitive offering in the acne treatment market, however, measurable market penetration will take time and require a continuous investment in product advertising and promotion. Nuvilex and CK41 are mutually committed to the continued investment in purEffect's advertising and promotion campaigns.

With CK41's agreement to launch purEffect in May, Nuvilex, Inc. has waived the April 1, 2009 financing milestone, which was part of the restructured marketing agreement announced in February. The venture capital financing markets continue to be constrained by the downturn in the economy. Nuvilex management is lending its considerable expertise to CK41 in obtaining the long-term funding it needs to support a successful sales and marketing campaign for purEffect over the long-term. That being said, CK41 currently has sufficient financial resources at hand to launch the purEffect product in mid-May. The decision to launch purEffect reflects Nuvilex' and CK41's commitment to the product, along with purEffect's performance and its marketability, which should give confidence to potential financial investors in CK41. Nuvilex remains confident that CK41 will achieve its financing goals in the near future.

About purEffect

purEffect is a comprehensive, all-in-one acne treatment solution that is designed to cleanse, tone, and heal the skin. purEffect combines a unique blend of ingredients that work to help maintain a radiant, blemish-free complexion. Benzoyl peroxide, the active ingredient in purEffect, is the safest, most widely recommended ingredient used to treat acne. Benzoyl peroxide serves as an antibacterial compound, minimizes inflammation that is associated with acne, and helps to prevent the formation of new acne deposits.

One kit of purEffect includes a 4 fl. oz. bottle of Purifying Cleanser (Step 1), a 4 fl. oz. bottle of Electrolyte Toner (Step 2), a 2 fl. oz. bottle of Intense Repair Lotion (Step 3), and a 0.5 fl. oz. container of Healing Cream (Step 4). Steps 1 through 3 are to be used in order--once in the morning and once at night--while Step 4 can be used twice daily at any time. Step 4 is also compatible with sunblocks, sunscreens, and other skin creams. The Purifying Cleanser and Intense Repair Lotion each contain 2.5% benzoyl peroxide while the Electrolyte Toner contains ingredients such as Hamamelis virginiana (witch hazel) and glycolic acid that are known to help revitalize the skin. The Healing Cream contains natural oils that are derived from plants and helps to repair skin that is damaged by acne (or acne-associated inflammation).

About CK41 Direct, Inc.

CK41 Direct, Inc. is a leading producer of direct response infomercial campaigns. Combining 50 years of expertise in network television and direct marketing know-how, the principals and directors of CK41 learned the direct response TV industry from the ground up. This experience has taught CK41 how both conventional and unconventional marketing strategies can excel a direct response television campaign.

About Nuvilex, Inc.

Nuvilex, formerly, is an emerging healthcare consumer products company with a portfolio of aesthetics, dermatology, environmental and nutraceutical products. The company's focus is on developing, licensing and commercializing healthcare products that address the health needs of consumers worldwide. In March 2009, Nuvilex merged with Freedom2 Holdings, Inc., a diversified skin products technology company serving the fast-growing body art, aesthetic, cosmetic and skin therapy markets. More information is available at: or

Safe Harbor Statement

Statements contained in this presentation that are not strictly historical are "forward-looking" statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities and Exchange Act of 1934. The forward-looking statements are made based on information available as of the date hereof, and the Company assumes no obligation to update such forward-looking statements. Forward-looking statements are sometimes identified by words such as "intends", "anticipates", "believes", "expects", and "hopes" and involve a number of risks and uncertainties that could cause the Company's actual results to differ materially from projected results. All parties are cautioned that such forward-looking statements involve risks and uncertainties that could cause the Company's actual results to differ materially from those in these forward-looking statements. Such risks and uncertainties include but are not limited to demand for the Company's products and services, the planned share exchange with Freedom2 Holdings, Inc., our ability to secure additional financing, and other factors that may be more fully described in reports to shareholders and periodic filings with the Securities and Exchange Commission.

    Investor Relations Contacts:
    Blair Barnes
    SVP and Chief Financial Officer
    Nuvilex, Inc.
    Ph: 856-433-6088

    Stephanie Carrington/Amy Glynn
    The Ruth Group
    Ph: 646-536-7017/7023

    Press Contact:
    Pat Arcand
    Arcand & Madison
    Ph: 617-576-7777

SOURCE Nuvilex, Inc.
Copyright©2009 PR Newswire.
All rights reserved

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