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FOR RELEASE 8/3/2010, Tuesday

Bausch + Lomb Teams Up with Actress Marcia Gay Harden
to Encourage Parents to Make Vision Care a Priority for Back-to-School 

Brand Launches Back-to-School Initiative and “Seeing Eye to Eye” Contest Via Facebook

ROCHESTER, N.Y. – Just in time for back-to-school, Bausch + Lomb, manufacturer of SofLens® daily disposable contact lenses, is teaming up with award-winning actress Marcia Gay Harden to encourage parents and kids to make vision care a priority. It’s important to make sure kids are getting proper vision care for optimal performance in and out of the classroom. This fall, a visit to the eye care practitioner should be top of mind for every family.

Award-winning actress Marcia Gay Harden knows the value of clear focus when it comes to her kids. She keeps a close eye on her tween daughter, Eulala Grace Scheel, to help her handle the everyday challenges kids often face.

“My daughter, Eulala, recently switched from glasses to SofLens daily disposable contact lenses as a more comfortable and convenient way to correct her vision,” said Harden. “Since she’s following in the same line of work as me, it’s great for her not to have to worry about her glasses on set. We’re definitely ‘seeing eye to eye’ there — I don’t have to worry about her losing them!”

Studies indicate that kids with glasses sometimes choose not to wear them, which negatively affects their performance in academics, sports and other areas. According to a recent study conducted by Fairfield Research among members of the Good Housekeeping Reader Advisory Panel, a significant amount of respondents were aware that their child was unhappy wearing glasses:

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

More importantly, in the Contact Lenses in Pediatrics (CLIP) Study conducted at The Ohio State University College of Optometry, New England College of Optometry and University of Houston College of Optometry, 68 percent of children and 65 percent of teens reported improved performance in activities after wearing contact lenses. Contact lenses, such as Bausch + Lomb SofLens daily disposable contact lenses, are a healthy and convenient option for kids because a fresh, new pair is worn every day and thrown out at the end of the day, so parents don’t have to worry about overseeing the cleaning and maintenance of contact lenses.

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

Contest Information

The Bausch + Lomb SofLens daily disposable “Seeing Eye to Eye” contest asks parents with kids between the ages of 10 and 19 to submit a story of 200 words or less along with a photo between July 1, 2010, and August 27, 2010. Contest submissions can cover any topic from sports and academics to travel and hobbies. The grand prize winners will receive a $5,000 scholarship and the opportunity to attend the American Music Awards® in Los Angeles, Calif., on November 21. The trip includes airfare and hotel accommodations. Entries will be judged based on relevance and creativity, and the winning pair will be announced on September 27, 2010.

Special Promotion

As part of the “Seeing Eye to Eye” contest, Bausch + Lomb is offering a special back-to-school promotion for SofLens daily disposables to spread the word to parents about the benefits of daily disposable lenses for children, and promote a discounted rate for a box of 90 lenses. Additionally, the back-to-school promotion will address the barrier of price, by reducing the cost per day equivalent to that of wearing the leading two-week lens. Discounted SofLens daily disposables will be available at participating locations, including Pearl Vision Center, Wal-Mart, Target and Costco as well as local eye care practitioners, from July through September. For more information, please visit www.soflens.com.

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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 Disposables
SofLens® Daily Disposables 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.

Bausch + Lomb and SofLens are registered trademarks of Bausch & Lomb Incorporated. Other product/brand names are trademarks of their respective owners.