Bausch & Lomb Vision Care Strengthens Its Commitment to ReNu(R) Brand and the Eye...

Bausch & Lomb Vision Care Strengthens Its Commitment to ReNu(R) Brand and the
Eye Care Community

Portfolio Repositioning Introduces ReNu(R) Fresh Lens Comfort(TM) and ReNu(R)
Sensitive Eyes(R) to Meet Different Consumer Needs; Dedicated Sales Force
Spearheads Efforts to Engage Eye Care Practitioner Community

ROCHESTER, N.Y., June 26 /PRNewswire/ -- Bausch & Lomb Vision Care announces a
renewed focus on its ReNu(R) brand of lens care solutions through a U.S.
consumer need-based rebranding effort that introduces eye care practitioners
and consumers to ReNu(R)Fresh Lens Comfort(TM) and ReNu(R) Sensitive Eyes(R).
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(R) 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(R) Fresh Lens Comfort(TM)
and ReNu(R) Sensitive Eyes(R), 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(R) portfolio.

ReNu(R) Fresh Lens Comfort(TM), formerly ReNuMultiPlus(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 mind from the very beginning."

Proven to help provide gentle lens care for soft contact lenses,
ReNu(R)Sensitive Eyes(R) 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(R) 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.

About Bausch & Lomb
Bausch & Lomb is dedicated to bringing visionary ideas to eye health. 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 www.bausch.com.

ReNu, MultiPlus, Fresh Lens Comfort and Sensitive Eyes are registered
trademarks of Bausch & Lomb Incorporated.

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

SOURCE Bausch & Lomb

Lina Shustarovich, Brand Building Communications for Bausch & Lomb,
+1-212-343-8917, lshustarovich@brandbuildingnyc.com