Photocure announce positive preliminary results
from the Allumera(TM) consumer trial

Allumera(TM) shows significant improvements
in appearance of skin compared to light

Oslo, Norway, 29 November 2010: Photocure (OSE: PHO), a Norwegian specialty
pharmaceutical company focused in dermatology and oncology, announces positive
preliminary results from its consumer trial on Allumera(TM), demonstrating that
the product can improve the appearance of skin.

The RevitAll study was designed to determine the ability of Allumera(TM) cream
to improve the appearance of skin compared to illumination by light alone.

This prospective and controlled cosmetic study included 120 women of which 60
women received three applications of Allumera(TM) one month apart. The remaining
60 received light alone. The total study duration was five months. The four
month data presented today represent the results obtained two months after the
last session. Subjects who received Allumera(TM) for one hour followed by
illumination showed a time dependent and significant reduction in the appearance
of pores (p<0.01), significant improvement in skin appearing more supple
(p<0.05), and a significant increase in skin appearing firmer (p<0.05) compared
to base line as well as light alone. In addition, there was a significant
improvement in the appearance of even skin tone (p<0.05) compared to baseline.
However, this improvement in the appearance of even skin tone did not reach
statistical significance compared to light alone.

The majority of women receiving Allumera(TM) reported substantial benefits
across important personal cosmetic evaluations measurements. Moreover, the data
demonstrated excellent safety and tolerability. Allumera(TM) followed by
illumination was well tolerated with few side effects and minimal down-time. No
study participants in either group experienced side effect which caused
withdrawal from the study.

The company plans to bring Allumera(TM) to the US aesthetic dermatology market
via its newly established US subsidiary within the first half of 2011 and is
preparing to present this study and others at key aesthetic dermatology meetings
over the course of 2011. Allumera(TM) will offer a potential new convenient way
for consumers to receive cosmetic benefits without significant down-time or
other side effects.

Kjetil Hestdal, President & CEO of Photocure ASA noted, "This trial provides
strong evidence for applications of our technology in dermatology. We have
developed Allumera(TM) to enter the US dermatology market as an effective and
tolerable product to improve the appearance of skin."

"Dermatologists have long understood the cosmetic benefits of photodynamic
therapy", notes Dr. Michael Gold Assistant Clinical Professor of Dermatology at
Vanderbilt University; "and the Dermatology community is looking forward to
having access to a commercial product like Allumera(TM) that's been specifically
developed for this purpose".

Based on these encouraging results, and to support the launch and appropriate
use of Allumera(TM) in the aesthetic dermatology market, Photocure sponsors key
opinion leaders in the field initiating the GLOW Program. This is a group of
about 15 studies investigating how to use Allumera(TM) to improve the appearance
of the skin. Photocure supports these cosmetic trials to help guide
practitioners as to best practices with Allumera(TM).

For further information, please contact

Photocure
President & CEO, Kjetil Hestdal
Phone: + 47 913 19 535
Email: kh@photocure.no

CFO, Christian Fekete
Phone: + 47 916 42 938
Emaill: cf@photocure.no

Media Enquiries
Capital MS&L
Mary Clark, Justine Lamond and Hollie Vile
Ph: +44 (0)20 7307 5337
Email: Photocure@capitalmsl.com

About Allumera(TM)
Photocure initiated the development of Allumera, a cosmetic product for the
dermatology market, in 2009. Allumera is built on the reported cosmetic
improvements experienced with Photocure's divested cancer product
Metvix/Aktilite. Today the cosmetic procedure market in US alone has an
estimated value of USD 4 billion. Photocure's market research has shown the
benefits observed with Allumera in the pilot trial offer advantages which will
fit well within the current cosmetic procedures performed by dermatologists.

Photocure started a consumer trial (RevitAll(TM)) for Allumera in April 2010.
Final results of the trial are expected during the first quarter of 2011.
Photocure is working towards introduction of Allumera in the US in the first
half of 2011.

About Photocure
Photocure is a Norwegian speciality pharmaceutical company listed on the Oslo
Stock Exchange (OSE: PHO). The company develops and sells pharmaceuticals and
medical devices for the photodynamic treatment and diagnosis of cancer and
selected dermatology indications.

Photocure's commercial activities includes own marketing and sales in selected
markets as well as out-licensing to leading pharmaceutical companies on a
regional or global basis prior to Phase III.

Photocure has one proprietary pharmaceutical product on the market: Hexvix®, for
the diagnosis of bladder cancer. Hexvix® is approved in Europe and in the US. In
addition, the company has developed a proprietary light source, which is used in
combination with the Visonac(TM) cream. Through worldwide studies, Photocure is
continuously testing its products for new indications, and the aim is to develop
a pipeline of follow-on products based on the Photocure Technology(TM) platform.
Photocure® and Hexvix® are registered trademarks of Photocure ASA.

For more information about Photocure, visit our website at www.photocure.com

This information is subject of the disclosure requirements acc. to §5-12 vphl
(Norwegian Securities Trading Act)

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Allumera - preliminary data