DAKOTA DUNES | A woman sits in her hair stylist's chair and brushes her long auburn locks back to reveal red, scaly patches on her neck.

Embarrassed, she visits her doctor and is prescribed Humira. After injecting herself with the biologic drug, the woman's plaque psoriasis on her body gradually disappears with every subsequent trip to the salon. A voice-over spouts the message, "Clearer skin is possible."

This is one of many commercials for biologic medications to recently hit the airwaves. A TV ad for Enbrel stars pro-golfer Phil Mickelson, while a Stelara commercial features CariDee English, a sufferer of plaque psoriasis and winner of America's Next Top Model.

"If there's any time in history that you would want to get psoriasis, now's the time," said Indy Chabra, a dermatologist at Midlands Clinic in Dakota Dunes.

Chabra said a "renaissance" in psoriasis treatment is underway and more and more medications are expected to come down the pipeline in the future to manage the autoimmune disease that causes the body's immune system to attack the skin. About 2 percent of the population, he said, suffers from psoriasis.

Creams, ointments, light therapy and oral medications are available to help manage the condition, as well as powerful new biologic drugs administered via injection. While there is no cure for psoriasis, Chabra said these treatments can clear it up.

"If you have it, we can help you. You don't have to suffer," he said.

AGGRESSIVE TREATMENT

Red, scaly spots covered with silver-white patches typically appear on a person's skin in their 20s and 40s.

Classic areas of the body affected by psoriasis include the scalp, ears, elbows, knees and nails -- where tiny pits form. Psoriasis can also appear on the face and groin.

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New biologic drugs offer relief for psoriasis sufferers