Reckitt Benckiser has ploughed £750k into promoting a new range of drops for dry eyes.
The roll out of Optrex Every Day, Optrex Intensive and Optrex Contact Lens is being supported by a TV advertising and digital campaign, which runs until November.
Debuting in selected supermarkets this month, the three-strong selection has an rsp of £4.99/10ml and is designed to provide comfort and alleviate the sore, sensitive, painful and gritty sensations associated with the condition.
According to Optrex, products for dry eye currently account for over half of the eye care category [Nielsen RMS+ IMS 2015 Apr].
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