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Consumers 'always looking for something new'.

NEW YORK -- Among the suppliers seeking to drive eye care sales with innovative launches are Bruder Healthcare Co. and Bausch + Lomb.

Bruder has just introduced the microwave-activated Thermalon dry eye compress, which employs the company's patented Hydro Pearls moist heat technology.

"The result is a compress that is easy to activate and apply," says president and chief executive officer Mark Bruder. "In just minutes the moist heat safely penetrates to melt the residues and fatty acids in the meibomian glands, allowing these lipids to again flow freely to the surface of the eye."

The compress is reusable, washable, nonallergenic and self-hydrating and may be applied as often as necessary. Also, the product will not interfere with prescribed or over-the-counter medications.

"Consumers are always looking for something new to try in this category, and the opportunity to add a new product to the basket is always present," Bruder points out.

As in almost all categories, the price/value equation is having more influence on product choice, he adds. "Reusable products are again gaining consideration versus more expensive disposables," notes Bruder.

For its part, Bausch + Lomb recently introduced Biotrue multipurpose solution.

"It has been the most successful multipurpose solution launch in the category ever," says John Conos, associate director of customer development. "Consumers and eye care practitioners are raving over the performance of this product."

The greatest opportunity for eye care is to be first to market with segment-based, insight-driven innovations, adds Conos. "The key is for chain drug retailers to partner with manufacturers leading in this space," he says. "Driving new materials, technologies, bottle designs and packaging will continue to drive the category and keep patients seeing better."

Bausch + Lomb is committed to launching three to five major new items a year across all of its lens care and lens franchises, Conos says.

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Title Annotation:EYE & EAR CARE
Comment:Consumers 'always looking for something new'.(EYE & EAR CARE)
Publication:Chain Drug Review
Article Type:Brief article
Geographic Code:1USA
Date:Apr 11, 2011
Words:302
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