Bausch & Lomb Eyecare (I) Pvt Ltd has launched its biggest-ever marketing campaign--called `Confidence, Contacts & Me'. The campaign will run in the press and radio across 1,500 outlets in 70 cities across the country. The company also plans to step up its marketing efforts for its colour contact lenses as part of this campaign.
The company has chosen Sohini Jaitly, a college student from Mumbai, as its Face of the Year. She will model for the `Colors - Scandaleyes' campaign and participate in the company's awareness programmes at schools and colleges. FCB Ulka, Delhi, is the advertising agency.
The campaign involves a scratch card offer, the grand prize being a free pair of colour lenses. Friendship bands are also being given as gifts with every purchase of soft contact lenses.
The company's market research had found that contact lenses offered not only comfort and convenience but increased confidence levels too.
According to company sources the market for contact lenses has been growing by 15-20 per cent every year, a rate that is expected to sustain over the next three years.
The fastest growing segment within this category was the monthly disposable lens. B & L offers conventional contact lenses which can be disposed after a year of use, and those which can be disposed after three months or one month of use.
The penetration of contact lens was 14 per cent. About six per cent of the seven lakh users use colour lenses, which is a rapidly growing category. B & L's market is the age group 15-35 years in the top 70 SEC A and B cities. Its competitors include Johnson & Johnson, Cibavision, Allergan and Silklens.