Nielsen's BASES Names LUMIFY® Eye Drops To 2020 U.S. BASES Top 25 Breakthrough Innovations List

Bausch + Lomb today announced that BASES, a Nielsen Global Consumer business division, has named LUMIFY® (brimonidine tartrate ophthalmic solution 0.025%) redness reliever eye drops to its 2020 U.S. BASES Top 25 Breakthrough Innovations List in the "Superstar" category for its success in driving sales and category growth. The Top 25 Breakthrough Innovations List has been the gold standard for nearly a decade in recognizing innovation and global success within the Consumer Packaged Goods (CPG) space.

Joe Gordon, U.S. president, Bausch + Lomb Said: We're proud LUMIFY has been recognized by Nielsen's BASES on its 2020 U.S. BASES Top 25 Breakthrough Innovations List, This prestigious recognition is a testament to the positive consumer response we have continued to receive on LUMIFY, which has helped drive growth to the once flat redness reliever category. We remain steadfast in our commitment to bringing products like LUMIFY to market to meet the ever-evolving needs of consumers.

Since Bausch + Lomb first launched LUMIFY in 2018, these one of a kind OTC eye drops that contain low-dose brimonidine have become ingrained in popular culture through an ongoing surround-sound integrated consumer campaign highlighting their ability to significantly reduce redness to help eyes appear whiter, brighter and more radiant for up to eight hours when used as directed. As a result, LUMIFY has achieved the No. 1 dollar share among redness relievers (at 40% share in the latest 52 weeks), became the No. 1 eye doctor recommended brand within the first few months of launch, and brought in more than a million first-time users into the eye redness reliever category.

Ben Macedo, BASES Leader, North America Said: Our Superstar category celebrates the best of what marketers do to drive growth, and we selected LUMIFY based on its strong business performance in years one and two, and the success it had in growing a category through premiumization, Bausch + Lomb successfully married a novel formulation with a fresh national marketing campaign that caught fire in the popular culture and on social media, spurring LUMIFY to capture the hearts of consumers.  

LUMIFY was also recently recognized in IRI's 2019 New Product Pacesetters™ 25th annual report, which highlights the most successful new product launches across food and beverage, non-food and convenience store sectors. LUMIFY was named alongside nine other products in the non-food category for their ability to retain their unique, targeted appeal as niche products within mass-market outlets.

About LUMIFY® Redness Reliever Eye Drops

LUMIFY is the first and only over-the-counter eye drops developed with low dose brimonidine tartrate 0.025% for the relief of redness of the eye due to minor irritations. Unlike other redness relievers, LUMIFY selectively targets redness, with a reduced risk of certain side effects, including rebound redness and loss of efficacy over time, when used as directed. LUMIFY is also the No. 1 eye doctor recommended redness reliever brand with approximately 79 percent of doctor recommendations.

SOURCE Bausch Health Companies Inc.

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