The eye drop category had remained largely unchanged for years, with little innovation or consumer excitement. At the same time, beauty culture was shifting toward subtle enhancements that elevated natural features.

LUMIFY, Bausch + Lomb’s FDA-approved redness reliever, offered a breakthrough, brighter, whiter eyes with less risk of rebound redness.

The goal was to reposition LUMIFY beyond eye care, establishing it as a beauty essential for modern consumers looking to enhance their look with confidence.