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Murphy Analytics Initiates Coverage of True 2 Beauty, Inc. (TRTB.PK)

Murphy Analytics announced today that it has initiated coverage on True 2 Beauty Inc., a California based manufacturer and distributor of sexual enhancement pills and liquids. Available to the public, the Initiation Report contains a detailed discussion of the company’s business operations, market opportunity and competition, macroeconomic data and indicators, and risks. The Initiation Report is available at

Analyst Patrick J. Murphy, CFA noted in the report: “The acquisition of Libigrow by TRTB was announced on 10/4/10 and the Company has begun the process of illustrating the market opportunity and detailing its operating and marketing strategies. Like many of the products sold by GNC, Vitamin Shoppe and others, the Food and Drug Administration has not evaluated the statements made by Libigrow with regard to its products, and the products are not intended to diagnose, treat, cure, or prevent, any disease.

“However, as evidenced by the success of Enzyte, GNC, Vitamin Shoppe and others, it seems to be clear that consumers continue to demand dietary supplement type products in general, with significant growth appearing to be likely to continue. The opportunity before TRTB, utilizing an effective marketing and business development plan, is to build upon the Company’s success to date by delivering more product through existing channels and developing a robust distribution network.”

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