LONDON, April 29 /PRNewswire/ --

- Bausch Lomb Launches New Bottle Innovation Supported by Eye-Catching Online Campaign

Bausch Lomb unveils a ground-breaking new bottle innovation for ReNu(R) multi-purpose solutions in its continued effort to improve the habits of contact lens-wearers and enhance general eye health. As part of the THINK EYEGIENE(TM) campaign, Bausch Lomb is introducing ReNu MultiPlus(R) for improved comfort and MPS for sensitive eyes, in translucent, user-friendly bottles, which includes a line marker to clearly alert lens wearers when their solution is running low. The trusted brand and market leader's modern new bottle is supported by the launch of an innovative short film on the world's most popular online video site, YouTube which can be viewed here http://www.youtube.com/watch?v=YRyXg0-fETQ

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http://www.prnewswire.com/mnr/bausch/38090/

Whilst contact lenses are considered to be one of the safest forms of vision correction(1), 98% of lens wearers in Europe are putting their eye health at risk by mismanaging the correct care regimen for their lenses(2). In their drive to help consumers recognise the benefits of a proper lens care routine, Bausch Lomb has introduced a short film which aims to direct consumers to http://www.thinkeyegiene.com where they can learn more about maintaining optimum eye health. The film is inspired by the latest interactive addition to the THINK EYEGIENE(TM) website: a video game titled Defeat the Enemy, modelled after the retro classic Space Invaders, where contact lens wearers are invited to wipe out virtual bacteria with ReNu(R) solution.

Bausch Lomb's THINK EYEGIENE(TM) initiative premiered in late 2008 and boasts a number of engaging features, including a virtual optician whose answers are translated in 10 different languages. It is with this accessibility in mind that the site was developed, to enable interaction with a wider European audience. And with much of that audience using social networking and multi-media websites on a daily basis, branching out to include YouTube with the lens care compliance message is a natural fit for Bausch Lomb.

Eye care professionals are constantly seeking ways to improve patient compliance in lens care, and campaigns such as THINK EYEGIENE(TM), which come to life online, help to increase awareness of the importance of maintaining good eye health. The launch of the new translucent bottle has the potential to initiate best practice amongst contact lens wearers and the comical short film aims to support this by not only making the topic interesting and relevant, but by spreading the word faster and further across Europe.

Bausch Lomb continuously strives to innovate with products that aid patient compliance under the THINK EYEGIENE(TM) umbrella, helping the busy contact lens wearer make the most of their vision care. The latest example of this is the next generation ReNu(R) Compliance Kit, which now includes a memory stick featuring the virtual optician from http://www.thinkeyegiene.com to help consumers answer their pressing lens care questions in the comfort of their own home. This is in addition to the OnTheGo Pack, launched in 2008 across the EU, and the already popular ReNu Flight Pack, which ensures that consumers do not have to compromise on contact lens care when travelling abroad and abiding by stricter flight security.

Notes to Editors

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About ReNu(R) Multi-Purpose Solutions - Bausch Lomb offers ReNu(R) solutions for soft contact lenses, designed to make your lens wearing experience healthy and comfortable - Patients may choose a product specific to their individual needs: ReNu MultiPlus(R) for Fresh Lens Comfort(TM) and ReNu(R) MPS for Sensitive Eyes - ReNu Multiplus(R) solution contains Hydranate(R), a special ingredient proven to effectively remove protein deposits while you clean - ReNu(R) Fresh Lens Comfort solution exceeds industry disinfection standards, effectively killing germs in just 4 hours, helping to keep soft contact lenses comfortable and eyes healthy(3) - Eye care professionals have been recommending ReNu(R) solution for over a decade and it has been successfully used by millions of contact lens wearers(3)

About the THINK EYEGIENE(TM) Programme

As part of a healthy lens care routine it is important to clean and disinfect contact lenses after each use to remove build-up, debris and protein. Attention to the Bausch Lomb recommended rub, rinse and soak regimen helps keep contact lenses comfortable and helps maintain healthy eyes. Bausch Lomb also recommends the following steps as part of a particular regimen to contact lens wearers:

- Always wash your hands before handling your lenses - Use fresh solution to store your lenses each day - Replace your lens case every 30 days - Ensure the solution bottle is closed after use - Contact your practitioner immediately if your eyes become very red, sensitive to light or uncomfortable.

About 'The Science of Compliance(TM)'

The survey was conducted online amongst 1,402 monthly or fortnightly contact lens wearers, across seven countries in Europe (UK, Germany, France, Italy, Spain, Russia and Poland). The research, led by Dr Philip Morgan from Eurolens Research and funded through an educational grant by Bausch Lomb, investigated how compliant contact lens wearers are with their lens care routine to help identify how Bausch Lomb could best help consumers maintain optimum eye health.

About Bausch Lomb

Bausch Lomb is the eye health company dedicated to perfecting vision and enhancing life for people around the world. Its core businesses include contact lenses and lens care products, ophthalmic surgical devices and instruments, and ophthalmic pharmaceuticals. The Bausch Lomb name is one of the best-known and most respected healthcare brands in the world. Founded in 1853, the company is headquartered in Rochester, N.Y., and employs more than 10,000 people worldwide. Its products are available in more than 100 countries. More information is available at http://www.bausch.com.

(c) Bausch Lomb Incorporated

(R)/(TM) denote trademarks of Bausch Lomb Incorporated

References

1) American Optometric Association, http://www.aoa.org, accessed July 2008

2) Bausch Lomb. 'The Science of Compliance', see information above

3) Bausch Lomb. http://www.bausch.com, accessed July 2008

For further information please contact: Amy Manuel, Product Manager, Lens Care, Europe, Middle East Africa, Bausch Lomb Vision Care EHQ, +44(0)208-781-5592, Amy.Manuel@bausch.com; Ann Blumenstock/ Arran Titley, Red Door Communications, +44(0)208-392-8040, ablumenstock@rdcomms.com/atitley@rdcomms.com