Bausch + Lomb transformed the monthly contact lenses market by introducing Ultra®. Born to satisfy the new needs of consumers who suffer from dry eyes and blurry vision, due to the constant use of digital devices, the new lens is effective, safe and comfortable all day long.
The Campaign’s key visual we have designed is an unconventional hourglass, a metaphor of time passing by. With Ultra® time stops to keep the performances of the lens unchanged until the end of the month. Ultra® challenged time and won, thanks to its patented Moisture Seal™ technology that maintains moisture and comfort all day long, for healthy eyes and clear vision.
In order to support the launch of the new product, we have developed several POS materials for optical stores: window stickers, displays, shelf signs, counter mats, leaflets, as well as some gadgets for trade people.
We have revised Bausch + Lomb digital strategy and launched a unique website for the whole vision care department: both contact lenses and solutions.
It was designed to present the benefits of the products and tell tips and curiosities on vision care overall too. Starting from its naming, which emphasizes company’s heritage focused on vision, to the content strategy, built on blog and social media.
Targeting to explain and enhance the unique and innovative features of its cutting-edge technology, Ultra® is the hero of a VR video addressed to opticians: a stunning and engaging experience inside the lens, at 360°, to discover its formulation and its performances.