Opzelura Commercial Promises to “Kick the Itch” in Eczema

The new Opzelura commercial opens with a lighthearted scene: an anticipatory exchange between a family that goes, “There’s a pharmaceutical commercial coming up!” followed eagerly by, “The eczema one?”. As the camera shifts to the commercial on the TV, a young person, portrayed by producer and actress Kristen Vaganos, asks the viewers to imagine finding a steroid-free cream for mild to moderate eczema that targets inflammation, gives clear skin and “kicks the itch.”

Opzelura (ruxolitinib), which contains 1.5 percent ruxolitinib, a topical Janus kinase (JAK) inhibitor, is US Food and Drug Administration (FDA)-approved for the treatment of mild to moderate atopic dermatitis in patients 12 years and older. It’s also indicated for nonsegmental vitiligo, marking a significant breakthrough for patients seeking repigmentation solutions for the face and body.

The initial FDA approval for atopic dermatitis paved the way for the 2022 FDA approval for vitiligo. More recently, Opzelura received European Commission approval for non-segmental vitiligo.

Related: Nemolizumab Delivers Significant Itch-Relief in Phase III Clinical Trials

The Opzelura commercial underscores the growing prominence of the topical cream in treating mild to moderate atopic dermatitis and vitiligo. As the first FDA-approved topical JAK inhibitor, the Opzelura commercial raises awareness among both healthcare professionals and patients, offering a clear visual of how the cream fits into everyday routines. It highlights moments of real-life relief for patients, emphasizing the cream’s non-steroidal formulation and availability “at your fingertips”.

Current management for eczema typically includes daily moisturizing routines, identifying and avoiding triggers and the use of topical corticosteroids or antihistamines to manage itching and inflammation. As eczema can vary in severity, not all patients respond to the same treatment regimen.

Opzelura works by inhibiting the JAK-STAT pathway, a critical regulator of inflammation in the immune system. By doing so, the cream targets the underlying inflammatory response in skin conditions like eczema. In patients with vitiligo, the JAK-STAT pathway is believed to contribute to the immune-mediated destruction of melanocytes, the cells responsible for skin pigmentation. Unlike traditional topical steroids — which can lead to side effects like skin thinning — Opzelura stands out for its steroid-free approach. The Opzelura commercial takes full advantage of that distinction, positioning the cream as the modern, more convenient option.

In the Phase III TRuE-AD clinical trials, which formed the basis for Opzelura’s initial approval, the drug demonstrated significant reductions in both skin inflammation and itching associated with atopic dermatitis. Over 50 percent of patients achieved clearer skin and a meaningful reduction in itch by Week 8.

However, Opzelura does carry boxed warnings or black-box warnings for risks associated with JAK inhibitors, including potentially serious infections, malignancies and cardiovascular events, though these are rare when used topically. The cream is intended for short-term, non-continuous use.