The Eye Drop That Changed the Beauty Game.
How Bausch + Lomb Brought Radiance to a Stagnant Category
THE CHALLENGE
When Beauty Shines, Why Shouldn’t Your Eyes?
The over-the-counter redness reliever category had been stuck in neutral for years—flat sales, little innovation, and a lack of excitement. Meanwhile, beauty culture was evolving, with consumers embracing new ways to enhance their look beyond traditional cosmetics.
Enter LUMIFY, Bausch + Lomb’s game-changing, FDA-approved redness reliever, designed to make eyes whiter, brighter, and more radiant—with less risk of side effects like rebound redness or loss of efficacy.
The challenge? Re-energizing the category by positioning LUMIFY not just as an eye-care solution, but as a must-have beauty essential for makeup lovers, skincare enthusiasts, and anyone wanting their eyes to shine.
THE SOLUTION
A Bridge from Beauty to Eye Care
To change the way beauty shoppers thought about eye drops, we created a seamless connection between beauty and eye care—meeting them where they already shop and engage.
Retailer Buy-In from the Start – Introduced LUMIFY’s beauty-first positioning to top retailers, showing its potential to attract a new audience and drive category growth.
Bringing the Magic to Life – Live retailer events combined science with beauty, where eye care professionals explained LUMIFY’s benefits while makeup artists demonstrated its instant, eye-brightening impact.
Beauty-Focused Digital & Social Strategy –
Custom geo-targeted ads and influencer content showcased real results and drove traffic to retailer.com.
High-value rebates incentivized first-time buyers.
CVS & Walgreens Beauty Advisors received product education, turning them into in-store LUMIFY ambassadors.
Sampling & In-Store Experiences – CVS pop-up beauty events let shoppers try LUMIFY, receive makeovers, and leave coupons to drive conversion.
Prominent placement on Walmart.com Helping raise the awareness of LUMIFY, the new BAUSCH + LOMB product.
Shelf talkers & wayfinding signage guided beauty shoppers from the makeup aisle to the eye-care section, reinforcing LUMIFY’s place in their beauty routine.
Seeing is Believing
THE RESULT
From Flat to Fabulous—A Category Game-Changer
LUMIFY lifted an entire category, turning a stagnant OTC product into a must-have beauty essential.
Retailers embraced the new positioning, seeing strong shopper engagement and sales growth.
Beauty enthusiasts made it part of their routine, proving that radiant eyes are the ultimate beauty hack.