SOURCE: Bausch + Lomb

Bausch + Lomb

September 30, 2010 13:02 ET

Bausch + Lomb Crystalens® National Advertising Campaign Begins Featuring Actress and Crystalens Patient Florence Henderson

ALISO VIEJO, CA--(Marketwire - September 30, 2010) -  Bausch + Lomb, the global eye health company, announced today that it has launched a national television advertising campaign for its accommodating intraocular lens, Crystalens, in several major media markets. The campaign features Broadway, film and TV actress Florence Henderson. It will be augmented by a national print and online campaign that started earlier in September.

Commercials will air in the following markets:

Chicago, New York (NYC, Albany, Schenectady, Troy, Rochester, Syracuse, Binghamton), Dallas, Philadelphia, California (Orange County) and Florida (West Palm Beach, Tampa)

Ms. Henderson recently had the Crystalens surgery to treat a cataract that had developed in her eye. She is best known for her role as Carol Brady in the iconic television series The Brady Bunch, which ran on network television from 1969 to 1974 and continues in syndication today. She has enjoyed a storied entertainment career that has spanned five decades. She also is currently a cast member of ABC-TV's Dancing With The Stars.

The Crystalens is the only FDA-approved accommodating intraocular lens. The marketing and advertising program will feature Ms. Henderson talking about what it is like to have a cataract, how cataracts adversely affected her vision and what life has been like since she had her Crystalens surgery. It will emphasize that the Crystalens not only corrects the cataract but also provides a full range of vision.

"When we met with Florence Henderson after her surgery, she was thrilled with the results. As we continued our discussions over the past several months, it became obvious to her and to us at Bausch + Lomb that she would be an ideal spokeswoman for this product. She embodies the Crystalens brand with her energetic, active lifestyle," said Amy Jacobs, director, Global Marketing for Crystalens.

An estimated 20 million aging baby boomers and seniors have cataracts. Approximately three million cataract surgeries are performed in the U.S. every year. A cataract is a clouding on the normally clear lens in the eye. When one forms, the natural lens in the patient's eye is surgically replaced by an intraocular lens. Research indicates that only a small fraction of people realize that not all intraocular lenses are the same. The research also indicates that a number of patients are willing to pay a little extra money in order to get the best quality vision.

"When something works for me like Crystalens has, I like to share my experience. I am happy when telling my story helps empower, inspire and motivate people to take care of themselves. It is important for people over 50 to understand what a cataract is and what they can do about it," said Ms. Henderson.

In addition to the advertising campaign, Bausch + Lomb has launched a cataract education web site to educate aging baby boomers and seniors who have cataracts. The web site, www.cataracteducation.com, features Ms. Henderson. It informs visitors about what causes cataracts, describes how they are treated, provides valuable information patients can use to speak with their doctor, and emphasizes the importance of seeing your eye doctor regularly.

Bausch + Lomb will also make available in-office patient education materials and other promotional items featuring Ms. Henderson to Crystalens surgeons throughout the United States.

Unlike the standard cataract replacement lenses, Crystalens is designed to not only eliminate the patient's cataract but also to give the patient full range of vision so that the patient can see near, far and everything in between. Many Crystalens patients hardly if ever need their glasses or contacts again.

For more information about the Crystalens, please visit www.crystalens.com or call 1.877.7.SEEBETTER.

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.

Crystalens is a registered trademark of Bausch & Lomb Incorporated.

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