Maxwellia launches new brand of emergency contraception

In their latest move to help widen access to medicines, Maxwellia is delighted to announce the launch of LoviOne®; a new brand of levonorgestrel-based emergency contraception. Set to hit pharmacy shelves this autumn, LoviOne® aims to improve access to emergency contraception through a focus on community pharmacy distribution.

Following their game changing reclassification of Lovima®, one of the first contraceptive pills to be made available over the counter in pharmacy in 2021, Maxwellia became aware of the challenges and anxieties that women face when experiencing unplanned pregnancy.

In 2021 there were over 86,000 emergency hormonal contraception (EHC) prescriptions dispensed in England alone, and in 2022 there were more than 400,000 morning-after pills sold over the counter in pharmacies across the UK.

Despite the common use of emergency contraception, 2021 saw the highest number of abortions since the Abortion Act was introduced, and data from January to July 2022 highlighted a further 17% rise in abortions compared to the same period in 2021.

“With unplanned pregnancy an ongoing challenge in the UK, more needs to be done to help women understand the options available to them following unprotected sex” says Anna Maxwell, Founder and CEO of Maxwellia. “As a branded pharmacy medicine, the launch of LoviOne® will help to raise awareness of the emergency contraception options available.”

With an RRP of £12.99, LoviOne® has been priced to reflect the current economic climate, and the squeeze on consumer finances. There is currently a significant price-gap between branded EHC products and the generic alternatives that are available to buy over the counter. “We wanted to introduce an emergency contraceptive pill that provides the reassurance of a brand, at a price that is accessible for most women. The EHC is often a distress purchase, women do not need the added barrier of cost when considering their options.

“LoviOne® is 99% effective when taken within 24 hours of unprotected sex, and 84% effective up to 72 hours. We are proud to bring an effective, branded solution to the EHC market” adds Ms Maxwell.

The launch of LoviOne® coincides with Sexual Health Week, of which Maxwellia is a patron. The annual campaign led by the sexual health charity Brook, provides a platform to drive awareness of relationships, sexual health, and a consent. Kim Wathall, Senior Brand Manager at Maxwellia commented “We are proud to be a patron of Sexual Health Week 2023, and support the fantastic work that Brook deliver in educating young people about safe sex. Sexual health, contraception, and particularly emergency contraception continue to carry a stigma; with the launch of LoviOne®, we aim to drive the conversation around avoiding unplanned pregnancy and provide women with the information that they need to make an informed decision about their reproductive health.”