Bausch & Lomb Launches TV Campaign for SofLens® Multi-Focal Contact Lenses
Bausch & Lomb is launching a national TV advertising campaign for its new SofLens®Multi-Focal contact lens, which, in its first six months on the market, has captured a nearly 25-percent market share, according to Health Products Research.* Bausch & Lomb SofLens Multi-Focal is the fastest growing multifocal contact lens for new fits and refits in the U.S.
'The speed with which we've achieved such strong gains in market share demonstrates that both patients and practitioners are choosing the SofLens Multi-Focal contact lens based on its excellent performance,' said Jeff Nardoci, Bausch & Lomb vice president - Marketing for contact lenses and OTC products.
'Our nationwide TV campaign is designed to raise consumer awareness of eye health, introduce Bausch & Lomb SofLens Multi-Focal contact lenses as an attractive alternative to reading glasses, and encourage consumers to visit their eye doctors,' Nardoci continued.
There are more than 100 million people over the age of 40 with presbyopia - a condition that results in gradual loss of the ability to focus sharply for near vision. The SofLens Multi-Focal lens provides people with presbyopia with crisp, clear vision at all distances - near, far and in between. Practitioners prefer its ease of fit, lens performance and wearing success compared to the leading bifocal contact lens.
The SofLens Multi-Focal ad is the third in a multimillion-dollar TV campaign that reflects Bausch & Lomb's new master-brand strategy supporting individual products while communicating the company's commitment to innovation in eye health and vision. The SofLens Multi-Focal ads will air on network and cable TV stations across the U.S. through the spring and summer.
In the new SofLens Multi-Focal contact lens commercial, a married couple on a road trip can't locate their destination when the husband, who rejects reading glasses, has difficulty reading a map. With SofLens Multi-Focal lenses, he is able to read the map clearly and enjoy the panoramic vistas of their scenic destination with his wife.
Other Bausch & Lomb products included in the campaign so far are Ocuvite® PreserVisionTM, the one and only eye health vitamin clinically proven effective by the National Eye Institute, and ReNu MultiPlus® Multi-Purpose Solution, the No. 1 doctor-recommended soft lens care solution.
