B & L Renews Focus on ReNu ROCHESTER, NY (WXXI) - Bausch & Lomb is renewing its focus on the ReNu brand of contact lens solutions. The company announced it is launching a new, multi-million dollar marketing and rebranding effort to help consumers understand the ReNu product line.

The move comes just weeks after the company settled hundreds of lawsuits around a discontinued ReNu product. The ReNu with Moisure Loc solution was withdrawn from the global marketplace in 2006 after being linked to an outbreak of a rare but serious fungal eye infection.

Despite that problem, the rest of the ReNu product line continues to do well says company Vice President of Brand Marketing Lisa Vandemark.

"We are definitely continually wanting to invest in it and build the business and move forward with the brand."

Vandemark says studies show ReNu is a highly recognizable brand that consumers trust and equate with high quality.

"When you ask them to name a lens care brand off the top of their heads, ReNu almost always comes up. That takes a lot of investment to get the the point where consumers recognize your brand," says Vandemark. "There are elements of trust and quality that come to mind when consumers hear the ReNu brand name also."

Vandemark says the new marketing and rebranding campaign is design to help consumers distinguish between different ReNu products.
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