To launch Bausch + Lomb’s most distinctive eye product, we positioned LUMIFY as the eye drop that goes beyond functional relief, offering instant brightness and a boost of radiance in a single drop. Our challenge was to introduce a totally new kind of product, blending beauty benefits with clinical efficacy, all while respecting the regulatory rigor of the category.

We developed a brand identity and campaign that broke conventions of the eye care aisle, pairing clean, editorial visuals with a bold voice that spoke directly to beauty consumers. The integrated campaign spanned TV, digital, social, and influencer channels, highlighting real, visible results with a premium yet approachable tone.

The launch not only redefined how eye drops are marketed but exceeded performance goals, becoming the #1 eye drop on the market within its first year and driving over $100M in sales.