Bausch & Lomb Vision Care Strengthens Its Commitment to ReNu(R) Brand and the Eye Care... ( Portfolio Repositioning Introduces Re...)

Bausch & Lomb Vision Care Strengthens Its Commitment to ReNu(R) Brand and the Eye Care Community

Date:6/26/2009

Portfolio Repositioning Introduces ReNu(R) Fresh Lens Comfort(TM) and ReNu(R) Sensitive Eyes(R) to Meet Different Consumer Needs; Dedicated Sales Force Spearheads Efforts to Engage Eye Care Practitioner Community

ROCHESTER, N.Y., June 26 /PRNewswire/ -- Bausch & Lomb Vision Care announces a renewed focus on its ReNu(R) brand of lens care solutions through a U.S. consumer need-based rebranding effort that introduces eye care practitioners and consumers to ReNu(R) Fresh Lens Comfort(TM) and ReNu(R) Sensitive Eyes(R). Additionally, the company has recently established a dedicated U.S. lens care solution and eye care product sales force that is primarily responsible for engaging with eye care practitioners and keeping them updated on the benefits of Bausch & Lomb products for their patients and their practice.

"We felt that it was time to rejuvenate our original ReNu(R) brand of lens care solutions through a consumer need-driven portfolio approach that clearly articulates the specific benefits of each formula," says Steven Robins, president, North America, Vision Care. "With ReNu(R) Fresh Lens Comfort(TM) and ReNu(R) Sensitive Eyes(R), we can more directly help meet existing consumer needs such as the desire for a fresh lens feeling daily or for a solution that is gentle enough for sensitive eyes."

To support its renewed commitment to lens care solutions and other eye care products, Bausch & Lomb has also established a dedicated U.S. sales force known as the Eye Care Specialist (ECS) team. Tasked with reaching out to the medical community and driving engagement, the ECS team is currently focusing on reaching eye care practitioners in the eastern half of the U.S. The program may also expand to the western half of the country next year. One of the team's first tasks is to introduce eye care practitioners to the rebrandi
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