15 July 2021 - Deborah Wilkes
Bausch Health Companies has extended its Biotrue eyecare brand in the US, Bayer Consumer Health is backing the launch of AleveX with a golf-themed campaign, and AFT Pharmaceuticals has received regulatory approval for Maxigesic Oral Liquid in two countries.
Bausch extends Biotrue
Bausch Health Companies has extended its Biotrue eyecare brand in the US with two products for irritated, dry eyes.
Joe Gordon, US president of Bausch + Lomb, said one of the major causes of dry eyes in the US was the increasing use of digital devices. “We developed Biotrue Hydration Boost Lubricant Eye Drops and Biotrue Micellar Eyelid Cleansing Wipes to provide instant moisture to help relieve dry, digital-device weary eyes,” he added.
Gordon pointed out that both products were “free of preservatives and pH-balanced”.
Bausch Health said Biotrue Hydration Boost Lubricant Eye Drops provided “instant moisture and relief for irritated, dry eyes”. A strapline on the packaging states the product provides “instant moisture”.
Biotrue Micellar Eyelid Cleansing Wipes, added the company, “gently cleanse and hydrate the eyelid area to help eyes feel more comfortable”. A strapline on the packaging says the product “gently cleanses and hydrates eyelid area”.
The newcomers join Biotrue’s contact lenses and contact lens solution.
Bayer supports AleveX
Bayer Consumer Health is backing its AleveX range of topical pain relievers in the US with a “worst golf swing in America” campaign.
The campaign features a video of basketball legend Charles Barkley, who has a less than perfect golf swing, and professional golfer Max Homa, who provides sarcastic commentary.
Golfers are encouraged to record a video of their swing and submit it for a “chance to win AleveX swag and be personally roasted by Chuck and Max”.
AleveX taps into the heritage of Bayer’s Aleve line of pain relievers in the US, which mostly contain naproxen sodium as an active ingredient.
The recently-launched range of topical pain relieving products – including a lotion, lotion with rollerball and spray – contain menthol and camphor.
AFT moves ahead with Maxigesic Oral Liquid
AFT Pharmaceuticals has announced the first regulatory approval for Maxigesic Oral Liquid, a new line extension to its Maxigesic range of combination pain relievers.
The New Zealand company said Italy and Malta had authorised Maxigesic Oral Liquid but declined to say whether the product had prescription-only or non-prescription status.
AFT said Maxigesic Oral Liquid would be launched in Italy by its partner Angelini Pharma, which has already launched Maxigesic tablets.
Formulated to treat pain in children aged 2-12 years, Maxigesic Oral Liquid is a combination medicine containing 160mg paracetamol and 48mg ibuprofen per 5ml oral suspension.