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Bausch & Lomb Vision Care Strengthens Its Commitment to ReNu(R) Brand and the Eye Care Community
Date:6/26/2009

ng of the ReNu(R) portfolio.

ReNu(R) Fresh Lens Comfort(TM), formerly ReNu MultiPlus(R), is specifically designed to keep contact lenses feeling like a fresh pair -- every day. The formula is the only multi-purpose solution on the market with Hydranate(R), a clinically-tested ingredient that removes protein deposits that accumulate during wear. It also contains poloxamine to help remove dirt and debris and enhance wettability and moisture retention for a more comfortable feeling throughout the day, as well as DYMED(R), which provides unsurpassed disinfection efficacy.

To support the introduction of Fresh Lens Comfort(TM) solution, Bausch & Lomb has launched a fully integrated consumer marketing campaign which includes the www.renufresh.com Web site, a free-standing advertising insert (FSI) distributed in newspapers nationally, in-store shelf talkers and banners, and an online advertising and search keyword campaign. The Web site, which features lens care information and tips for consumers, includes a Bausch & Lomb Wear & Care video and a coupon for Fresh Lens Comfort(TM) solution. Consumers are also able to vote for their favorite fresh image of the day.

Additionally, as part of its new consumer needs-based portfolio strategy, Bausch & Lomb has repositioned its ReNu(R) Multi-Purpose Solution as ReNu(R) Sensitive Eyes(R). Available in new packaging at stores nationwide in July 2009, this multi-purpose solution is designed specifically for lens wearers who want a gentle formula.

"A number of contact lens wearers identify themselves as having sensitive eyes," says Robins. "We wanted to take into consideration this consumer need by letting them know that we have a formula on shelves that has sensitive eyes in mi
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SOURCE Bausch & Lomb
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