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FOR RELEASE 6/21/2010, Monday

Bausch + Lomb Partners with Eye Care Community Giving Access to SofLens® Daily Disposable Contact Lenses to Children Who Need Vision Correction

Studies Reveal Contacts Improve Overall Performance and Confidence in the Classroom, the Field and Everyday Activities

ROCHESTER, N.Y. – From July through September, Bausch + Lomb is partnering with the eye care professional community to raise awareness about the benefits of daily disposable lenses for children.

As parents prepare to send their children back to school, it’s important to make sure they are getting proper vision care for optimal performance in and out of the classroom. Bausch + Lomb will offer a discounted rate for a box of 90 SofLens® daily disposable lenses that will reduce the cost per day equivalent of fresh, new lenses each day to that of wearing the leading two-week lens.

“B+L is proud of our innovative partnership with the eye care professional community, one that is aimed at extending access to daily disposables to children who need vision correction,” says Lisa VanDeMark, vice president, Marketing, U.S. Vision Care at Bausch + Lomb. “Our goal is twofold: to address the concerns of parents – namely, health, safety, convenience and price – and to provide children who want to wear contact lenses with crisp, clear vision.”

The Contact Lenses in Pediatrics (CLIP) Study by The Ohio State University College of Optometry reveals that 94 percent of children and 83 percent of teens noticed improved performance in activities after switching from glasses to contact lenses. Contact lenses, such as Bausch + Lomb SofLens daily disposables, are a healthy and convenient option for many children because they provide a fresh, new pair every day, dispelling parental concern over management of their lenses.

In fact, a recent study supports the benefits of wearing contact lenses, as opposed to glasses, on children’s performance. According to the study conducted by Fairfield Research among members of the Good Housekeeping Reader Advisory Panel:

  • 42 percent of parents with a child who wears glasses say that their child dislikes wearing them.
  • 41 percent stress that their child does not always wear glasses when he/she should.
  • 50 percent state that their child would rather be wearing contact lenses.

“A growing body of evidence shows that daily disposables are a great option for children,” says Shelly Toltz, O.D., an optometrist, mother, and former school teacher. “They’re affordable, do not require cleaning and storage, and allow children to pursue sports, arts, and academics without dealing with glasses.”

In an effort to promote the benefits of daily disposable lenses, Bausch + Lomb is encouraging parents and children to share inspirational stories about how “seeing eye to eye” impacted their world in a positive way on www.facebook.com/Soflens beginning July 1. Stories can relate to any topic relevant to their lives, from sports and academics to travel and hobbies. The grand prize winners will receive a $5,000 scholarship and a chance to attend a national awards show.


About Bausch + Lomb
Bausch + Lomb is dedicated to bringing visionary ideas to eye health. Its core businesses include contact lenses and lens care products, ophthalmic surgical devices and instruments, and ophthalmic pharmaceuticals. The Bausch + Lomb name is one of the best-known and most respected healthcare brands in the world. Founded in 1853, the company is headquartered in Rochester, N.Y., and employs more than 10,000 people worldwide. Its products are available in more than 100 countries. More information is available at www.bausch.com.

About SofLens ® Daily Disposable
SofLens daily disposable contact lenses are designed with High Definition™ Optics to reduce the appearance of blurriness, halos and glare, and offer crisp, clear vision — even in low-light situations. The slow-release packaging solution works with your natural tears and creates a cushion of moisture around the lens to deliver comfort that lasts throughout the day, and the thin lens design provides a remarkably natural feel. More information is available at www.soflens.com.

®/™ denote trademarks of Bausch & Lomb Incorporated.