Bausch & Lomb has initiated a national multimillion dollar consumer online marketing campaign surrounding the U.S. launch of SofLens daily disposable contact lenses. This multi-faceted campaign targets adults ages 25 to 34 and is designed to generate knowledge and interest in the benefits of wearing daily disposable lenses.
“With daily disposable contact lenses, consumers get to treat their eyes to a fresh, new pair of lenses each day. This is one of the healthiest and most convenient ways to wear contact lenses,” says Lisa VanDeMark, vice president, Brand Marketing, U.S. Vision Care. “Yet, despite this fact, according to an annual report published in the January 2009 issue of Contact Lens Spectrum, daily disposables account for only 10-13% of lens fits in the United States.”
In order to raise awareness of the many benefits of wearing its SofLens daily disposable contact lenses, Bausch & Lomb has initiated an online marketing campaign driving consumers to www.soflens.com. As the newest addition to the U.S. Bausch & Lomb family of lenses, SofLens daily disposables are also the first and only daily disposable lenses to utilize High Definition Optics, an advanced optical design that helps reduce blur, halos and glare, especially in low-light settings, and offers wearers sharp and clear vision throughout the day, each day. Through Bausch & Lomb’s rebate program and yearly savings on lens cleaning solutions, SofLens daily disposables are available at a price comparable to the leading two-week contact lens.
Consumers can participate in a number of limited-time promotions, including a free trial offer for SofLens daily disposable contact lenses. Through an interactive demonstration, site visitors also have the ability to discover for themselves how the High Definition Optics in SofLens daily disposable lenses help reduce the appearance of blurriness, halos and glare. Additionally, the online “doctor locator” function offers people who enter their zip code an easy way to find eye care professionals in their area, if they don’t already have one.
In addition to High Definition Optics, SofLens daily disposable contact lenses also feature a unique thin lens design and an innovative, slow-release moisture formula that works with the eye’s natural tears to create a cushion of moisture that lasts throughout the day. Additionally, consumers rate SofLens daily disposables higher for end-of-day comfort compared to the leading daily disposable lens, making them an ideal choice for those with sensitive eyes.
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