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FOR RELEASE 8/31/2010, Tuesday

Bausch + Lomb Launches New Alaway® Television Ads 

MADISON, N.J. — Bausch + Lomb, the global eye health company, recently launched its advertising campaign for Alaway®, the 12-hour eye itch relief drops. Television ads are currently airing across major U.S. broadcast and cable networks.

Alaway (Ketotifen Fumarate Ophthalmic Solution) Antihistamine Eye Drops provide fast-acting and
long-lasting relief from itchy eyes due to ragweed, pollen, grass, animal hair and dander. Alaway works in minutes and lasts up to 12 hours.

The campaign targets allergy sufferers using the slogan: It’s not just your allergies, it’s your eyes.™ The ads highlight that consumers don’t need to wait for systemic allergy medications to take effect before they can get relief for their itchy eyes. B+L developed the creative strategy with agencies Grey NY and Ionic Media.

The 30- and 15-second formats are airing during popular shows such as America’s Got Talent, Law and Order, 30 Rock and the recent Miss Universe and the Primetime Emmy Awards. The Alaway commercials are also running in morning news and talk shows, game shows, soap operas and entertainment news productions.

The U.S. television ad campaign will run through September. The brand will also be supported in store with shelf talkers, feature ads, pharmacist displays, free-standing inserts and doctor detailing.

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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

®/™ denote trademarks of Bausch + Lomb Incorporated

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