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2019 GOLD NEW PRODUCT/SERVICE INTRODUCTION
UNITED STATES
LUMIFY Recharging Redness Relievers in a Beautiful Way
RAN IN: United States
CLIENT
Bausch + Lomb
Chris Marschall, VP Marketing Consumer Brands Sharon Meckes, Brand Manager John Conos, Director Customer Marketing
Katey Rybski , VP, Business Development Alexa Dorini, Senior Business Leader Jason Geis, Group Creative Director Rob Soltan, Senior Copywriter Stefanie Daichent, Senior Strategist Sarah Miller, Shopper Marketing Manager Addison Van Hise, Project Leader
Barker Advertising
The Lane Communications Group
Wavemaker
Helen & Gertrude
SUMMARY
Bausch + Lomb introduced new innovation into a declining category with LUMIFY, a new redness reliever eye drop. With the goal of bringing new users into the category, we positioned LUMIFY’s unique benefits for whiter, brighter, more radiant looking eyes to a new target, the beauty enthusiast. Aiming to capture her when she was shopping in beauty, LUMIFY created a ‘bridge’ between beauty and eye care at retail stores. LUMIFY single handedly lifted the redness reliever category by 26%, and 70% of LUMIFY purchases were cross shopped with beauty products.
