ORCHARD PARK, N.Y., July 12, 2017 /PRNewswire/ -- The No. 1 over-the-counter global eye drop brand*, Rohto®, brings relief to dry eye sufferers this summer with the launch of new Rohto® Dry-Aid™. With its breakthrough, non-blurry tear repair formula, Rohto Dry-Aid is clinically shown to provide longer lasting dry eye relief versus the leading brand1, so dry eye doesn't keep sufferers from doing what they love.
Rohto Dry-Aid is designed to relieve the five key symptoms of dry eye: dryness, irritation, grittiness, burning and stinging. In a clinical study2 it delivered consistent and continuous relief over time and was rated highly for its refreshing feeling while delivering significant improvements in quality of life measures. Unlike other over-the-counter dry eye drops that only work on one layer of the tear film, Rohto Dry-Aid is formulated with Liquidshield™ technology and works in a unique way to restore moisture to the tear film by working on all three layers to mimic a stable, natural tear – soothing eyes for up to 12 hours.
"With the issue of dry eye on the rise, we've been working with our eye care researchers in Japan for the past five years to come up with a unique product/formula that quickly soothes dry eye symptoms and provides long lasting relief," said Meryl Reis, Vice President, Research and Development at The Mentholatum Company, "and now we feel very good to bring to consumers the next generation eye drop for Dry Eye," said Reis.
"Designed with consumers in mind, we are certain that the advanced Rohto Dry-Aid formula will help dry eye sufferers enjoy their daily lives, delivering all day relief from irritating and distracting dry eye symptoms, in a refreshing non-blurring eye drop," said Erick Estrada, Senior Director of Marketing at Mentholatum.
"The symptoms of dry eye can keep sufferers from enjoying daily activities, affect their appearance, and impact their performance at work, at school, and during sports," says Mile Brujic, OD, Premier Vision Group, Bowling Green, Ohio. "Rohto Dry-Aid is fast-acting and offers consistent and continuous dry eye relief, comfort, and protection against further irritation throughout the day."
Rohto Dry-Aid features a clear bottle with a unique, mess-free single-drop applicator and is currently available at major national and regional retail locations where over-the-counter dry eye drops are sold and also online.
In addition to Rohto Dry-Aid, the Rohto brand offers a cutting-edge line of products that provide fast, cooling relief for a variety of symptoms including Rohto Cool Max for maximum redness relief, Rohto Cool for redness and dry eye relief, and Rohto Ice All-In-One for multi-symptom relief.
About The Mentholatum Company
The Mentholatum Company is a global health and wellness company, providing non-prescription pharmaceutical, healthcare, and cosmetic products to consumers worldwide. Founded in 1889, their focus is on providing quality healthcare solutions for the treatment of conditions associated with skin care, pain relief, cold and flu, and eye care. USA headquarters are based in Orchard Park, N.Y. Brands include OXY® Acne Medication, Hada Labo Tokyo™ Skin Care, pHisoderm® Facial Care, Softlips® Lip Care, Rohto® Eye Drops, WellPatch® Pain Relieving Patches, Deep Heating® Pain Relieving Rub, Mentholatum® Original Ointment and Vaporizing Rubs, Fletcher's® Laxative, Red Cross® Toothache and Red Cross™ Canker Sore Medications. More information can be found at http://us.mentholatum.com/.
Rohto® Dry-Aid™, LiquidShield™, OXY® Acne Medication, Hada Labo Tokyo™ Skin Care, pHisoderm® Facial Care, Softlips® Lip Care, WellPatch® Pain Relieving Patches, Deep Heating® Pain Relieving Rub, Mentholatum® Original Ointment, Fletcher's® Laxative, Red Cross® Toothache and Red Cross™ Canker Sore Medications are trademarks of The Mentholatum Company
Dr. Brujic is a paid consultant for The Mentholatum Company
*Euromonitor International Limited: Consumer Health Eye Care definition, retail value share, 2016 data
1Self-reported clinical data, 2016
2 Clinicaltrials.gov Identifier: NCT03183089. Publication Pending
Current Marketing for Rohto
Clint Bagley / email@example.com / 415-699-8280
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SOURCE The Mentholatum Company