Alcon hires Lexis for Systane push

Alcon Laboratories is to target women over 30 as it bids to boost awareness of its Systane Lubricating Eye Drops.

Lexis PR has been appointed to handle a UK promotional campaign that will also seek to raise awareness of the brand among eye doctors and opticians.

Systane Lubricating Eye Drops – which provide relief from dryness, irritation, burning, stinging or grittiness – launched in opticians nationwide earlier this year.

Alcon wants to penetrate UK retail pharmacies in the next few months.

Alcon product and sales support manager Chris Miller said: ‘Traditional eye drops can get washed away very quickly but Systane creates a thin gel shield that protects the eye. It has none of the blurring associated with thicker gels.’

Women over 30 often suffer dry eyes because of hormonal changes, said Lexis head of healthcare Liz Jones.

Alcon’s global HQ is in Texas. Miller is based at the company’s UK subsidiary in Hemel Hempstead.

Lexis continues to handle project work for Alcon’s ICaps eye vitamins, which it has promoted since March. The agency sealed the Systane contract last week after a non-competitive pitch.

Jones formerly worked at Fuel Public Relations and joined Lexis earlier this year (PRWeek, 19 March).

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