The Summer Forecast from Rohto® Cooling Eye Drops: Clearer & Brighter than Ever

The number-one global eye drop brand introduces new Rohto® Cool Max for maximum strength redness relief

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Jul 08, 2014, 08:03 ET

ORCHARD PARK, N.Y., July 8, 2014 /PRNewswire/ -- Rohto^® Cooling Eye Drops, the fastest growing redness reliever brand popular among Millennials* for its unique cooling formula and innovative clear bottle, is adding a new variant to its portfolio of products. Rohto^® Cool Max, now available nationwide, delivers maximum strength redness relief to whiten, protect and relieve red, irritated eyes without the need for a prescription.

The number-one global eye drop brand introduces new Rohto? Cool Max for maximum strength redness relief (PRNewsFoto/Rohto)

"In our always-on, technology-driven society, being kind to your eyes can be a challenge. People get less than the recommended amount of sleep and spend an average of more than 12 hours a day in front of computers, TVs and mobile devices, contributing to more incidences of red, irritated eyes," said Erick Estrada, director of marketing for Rohto. "With its unique cooling relief properties, Rohto Cooling Eye Drops are effective solutions, and people who have discovered them are extremely loyal. And now with summer in full swing, we're excited to announce the expansion of the Rohto line with Rohto Cool Max."

Unlike ordinary eye drops, Rohto Cooling Eye Drops deliver a cooling sensation through proprietary Freshkick™ technology: an intense freshness formula designed to relieve irritation, plus soothe and comfort eyes for up to 8 hours.

The Rohto Cooling Eye Drop line has an assortment of cooling solutions for a variety of symptoms to refresh, moisturize and provide fast-acting relief for irritated eyes:

Rohto^® Cool Max (NEW) – Maximum strength redness relief specially formulated to whiten and protect red, irritated eyes.
Rohto^® Cool – Clears and brightens red, irritated eyes.
Rohto^® Ice – Multi-symptom relief in one bottle: relieves redness, refreshes, hydrates dry eyes, and soothes itch and burn.
Rohto^® Relief – Soothes seasonal itch and burn from pollen, dust and ragweed.
Rohto^®Hydra – Restores moisture and relieves irritation by mimicking natural tears.
Rohto^® Arctic – Advanced redness relief; refreshes and moisturizes while relieving eye strain.

Rohto^® Cooling Eye Drops are available in drugstores, mass merchandisers and supermarkets nationwide at an SRP of $5.99 per bottle. Rohto Cooling Eye Drops come in an eye-catching, clear bottle that has a non-squirting single drop dispenser – the only packaging of this kind on the market.

For more information about Rohto Cooling Eye Drops, visit www.rohtoeyedrops.com or join us on Facebook and Twitter.

About Rohto Pharmaceutical Company, Ltd.
Rohto Pharmaceutical Co., Ltd. was founded in 1899 in Osaka, Japan as a small family drugstore. The company was a pioneer in over-the-counter medicines and consumer healthcare products. It is now the 2^nd largest consumer healthcare company in Japan, establishing its position as a world leader in manufacturing and marketing pharmaceuticals, cosmetics, skin care and healthcare products. Rohto Pharmaceuticals Company. Ltd. has operations in 12 major markets, with marketing and distribution agreements in more than 150 countries globally.

Rohto Cooling Eye Drops were first launched in Japan in 1964. Rohto premieres as the number one eye drop in market share globally. The Mentholatum Company, a wholly owned subsidiary of Rohto Pharmaceutical Co., Ltd., launched Rohto Zi^® and Rohto V^® in the United States in 2001.

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 and prevention of conditions associated with skin care, pain relief and eye care. USA headquarters are based in Orchard Park, N.Y. Brands include OXY Acne Medications, Hada Labo Tokyo™ , pHisoderm^®Facial Care, Softlips^®Lip Care, Rohto^®Cooling Eye Drops, WellPatch^®Pain-Relieving Patches, Deep Heating^®Muscle Rub, Mentholatum^®Ointment, Fletcher's^®Laxative and Red Cross^®Toothache and Canker Sore Medications. More information can be found at http://www.mentholatum.com/.