RB is set to drive new market growth for its Optrex brand through the launch of its new Optrex Actimist 2in1 Eye Spray for Itchy & Watery Eyes*. The launch of Optrex Actimist in 2008 exploded a previously stagnant category and has continued to drive category growth (+26% 2008 to 2010) with on-going innovative product development. New Optrex ActiMist 2in1 Eye Spray for Itchy & Watery Eyes* is set to reignite the eye care market by bringing incremental spend to this category through a convenient and effective solution for itchy eyes sufferers.

Optrex-ActiMist-Carton-FOP
49% of the UK population suffers from different eye conditions and of these 33% have itchy/allergy eyes, however currently only 34% of them buy an eye drop which presents a huge opportunity for this new product.

Optrex Actimist 2 in 1 Eye Spray to Itchy & Watery Eyes* repairs the eyes’ natural protective moisture barrier and is clinically proven to relieve the itchiness in* and around the eyes, bringing relief in a quick and easy spray. Added to that, it also won’t smudge eye make-up, is safe to use with contact lenses and can be used for up to six months after first opening.

The new Eye Spray is being supported by a dedicated £1.2m promotional campaign (part of a £5m Optrex support package) that includes TV, radio, press and in-store promotion.

Optrex is the UK’s leading pharmacy eye care brand, with a 75 year heritage in eye care, and is the OTC brand with the broadest range of solutions for minor eye ailments and everyday eye care.

*Itchy and watery eye symptoms due to disturbed lipid layer of the tear film

Reckitt Benckiser

www.RB.COM

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