truth in advertising

BioTrue – Green or Greenwashing?

Posted by Sheila Shayon on August 10, 2010 11:30 AM

Bausch & Lomb has just launched a new contact lens solution brand targeting green-conscious consumers – Biotrue. The minty fresh packaging, however, appears to be the only "green" feature of the brand, prompting the New York Times to take issue with its marketing claims.

Biotrue is billed as the first lens solution that comes close to recreating the tears that occur naturally in eyes. As noted in a science class-style video explaining the biology of the eye, B&L is not so subtly pushing a healthy message to consumers.

“Inspired by the biology of your eyes, it’s the only solution with the same pH and the same lubricant found naturally in your eyes, so you’ll find it easier on them,” claims an image spot created by TM Advertising, part of the Interpublic Group.

As for the packaging, the carton reads: “Bausch & Lomb cares about the environment. This carton and bottle are 100 percent recyclable.”Continue reading...

brand news

In the News: BP, H-P, Blackberry

Posted by Dale Buss on August 9, 2010 09:00 AM

BP tells U.S. officials its cement plug for damaged well was a success, and that its Gulf clean-up costs have passed $6 billion.

H-P faces questions over whether its board acted too rashly in demanding the resignation of CEO Mark Hurd, as the woman at the center of his ethics scandal identifies herself. The New York Times writes, "turning the page on the scandal won't be easy" for HP.

BlackBerry-maker Research in Motion faces a deadline of today to test proposed solutions to its security challenges in Saudi Arabia, as a temporary agreement keeps its services intact there.Continue reading...

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