Bausch & Lomb Vision Care Strengthens Its Commitment to ReNu® Brand and the Eye Care Community
Portfolio Repositioning Introduces ReNu® Fresh Lens Comfort™ and ReNu® Sensitive Eyes® to Meet Different Consumer Needs; Dedicated Sales Force Spearheads Efforts to Engage
Eye Care Practitioner Community
ROCHESTER, N.Y. -- Bausch & Lomb Vision Care announces a renewed focus on its ReNu® brand of lens care solutions through a U.S. consumer need-based rebranding effort that introduces eye care practitioners and consumers to ReNu® Fresh Lens Comfort™ and ReNu® Sensitive Eyes®. 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® 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® Fresh Lens Comfort™ and ReNu® Sensitive Eyes®, 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 rebranding of the ReNu® portfolio.
ReNu® Fresh Lens Comfort™, formerly ReNu MultiPlus®, 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®, 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®, which provides unsurpassed disinfection efficacy.
To support the introduction of Fresh Lens Comfort™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™ 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® Multi-Purpose Solution as ReNu® Sensitive Eyes®. 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 mind from the very beginning.”
Proven to help provide gentle lens care for soft contact lenses, ReNu® Sensitive Eyes® features fewer ingredients and is intended to provide gentle cleaning without sacrificing performance and a high level of disinfection for healthy lens wear. It is specifically formulated to gently draw teardrops to the lenses and create a moisturizing comfort that results in less burning, stinging and irritation for the wearer. The suggested rub regimen also helps to remove potentially irritating particles.
To support the rebranding of the Sensitive Eyes® solution, Bausch & Lomb will be launching a fully integrated consumer campaign, which includes the www.renu.com Web site, a national FSI, in-store shelf talkers and banners, and an online advertising and keyword search campaign.
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