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Reckitt Benckiser Healthcare creates “a new ‘eye beauty’ category” and invests £3m in ad campaign

Reckitt Benckiser (RB), producers of eye care range Optrex, is set to launch a £3m media campaign to promote its new Optrex Eye Revive range.

The products, which hits shelves this month, are the “first beauty products designed to restore moisture in and around the eyes” according to the retailer.

Mark Pearson RB healthcare category marketing director said: “This is a really exciting launch as we see that there is a big opportunity to drive eye care to the same levels as facial skincare. Moisture is essential for youthful beauty and that goes for the eyes as well as the skin. We know that women place healthier, less tired looking eyes within their top five priorities but current products only enhance the appearance of skin around the eyes.”

The new range includes a ‘moisture mist’, ‘brightening drops’ and a ‘smoothing roll-on’.

Pearson added: “We have developed three highly effective products that target the appearance of tired eyes from within. With the launch of the Optrex Eye Revive Range RB is literally going to change a woman’s daily beauty routine forever.’”

The 360 media campaign, which launches 17 March, will utilise print, TV and online media.

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