Bausch & Lomb, in association with Hindustan Lever''s Fair & Lovely, has unveiled a marketing initiative branded `Confidence, Contacts & Me''. The first phase of the two-phase campaign will run in 15 cities across the country for a period of 21 days from the date of launch in each city.
In the first phase of the campaign, which has already been launched in Pune, New Delhi, Bangalore and Chennai, customers who visit outlets that stock the company''s contact lenses can try Bausch & Lomb lenses free of charge. Those customers who decide to buy a pair of the company''s contact lenses during this period will receive gifts including Fair & Lovely''s `under-eye'' cream, contact lens cleaning solutions and so on.
The company will promote this initiative through banners and handouts in busy places such as shopping malls and also through point-of-sale material.
According to industry sources, the second phase of the `Confidence, Contacts & Me'' campaign will be held in close to 60 cities and will offer customers the option of obtaining a Rs 400 discount on a pair of soft contact lenses by simply handing in a pair of used spectacles. Through these efforts, the company hopes to create greater awareness of contact lenses and induce more trials.
Most of the company''s promotional activities in the country are centred on creating greater awareness of the need for vision care. As a part of this effort, the company is focusing on increasing the level of awareness among school and college students. The company has already organized eye camps in schools and colleges across 100 cities.
Bausch & Lomb, which started operations in India in 1992, has two lines of business in the country — vision care and surgical products. According to industry sources the company, which has over 30 distributors across the country, is the largest player in the vision care market, with a turnover of approximately Rs 70 crore.
Source: Business Line