Bausch & Lomb Kicks Off U.S. Consumer Online Marketing Campaign for SofLens(R) Daily...

Bausch & Lomb Kicks Off U.S. Consumer Online Marketing Campaign for SofLens(R)
Daily Disposable Contact Lenses

ROCHESTER, N.Y., June 26 /PRNewswire/ -- Bausch & Lomb has initiated a
national multimillion dollar consumer online marketing campaign surrounding
the U.S. launch of SofLens(R) 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(TM) 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.

By visiting www.soflens.com, 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(TM) 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(TM) 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.

For more information, please visit www.soflens.com.

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.

(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