Bausch + Lomb
Awakening a name that redefined OTC eye care
Before it became one of the most celebrated OTC eye care products on the market, Lumify was simply an unnamed innovation: An eye drop designed to brighten, reduce redness, and help consumers feel more radiant and confident within minutes. It offered visible results and emotional impact. But to connect with a beauty-forward audience and stand out on crowded shelves, it needed something essential: a name as compelling as the product itself.
The challenge
How do you name a product to stand out in a crowded space?
Early research revealed that Bausch + Lomb’s working names were already creating confusion with a prescription competitor, raising both regulatory and marketing concerns. At the same time, the product needed to appeal to a specific audience: image-conscious consumers, primarily young women, seeking effective results without sacrificing sophistication. The name had to balance beauty and efficacy and convey “affordable luxury,” all while staying rooted in credibility.
The solution
A name that felt as luminous as the results it promised.
We focused our naming strategy on the emotional payoff: bright, relaxed, and confident eyes. We explored names that felt effortless, elegant, and elevated; names that could sit comfortably in a beauty aisle while still speaking to the science behind the product.
To ensure it would resonate and differentiate, we ran the name through a medical panel and validated it with consumer testing. Lumify stood out across the board for pronunciation, memorability, and emotional appeal.
The results
At just one glance: a brand name that captured beauty, confidence, and clinical credibility.
Lumify launched with instant clarity to cut through the OTC space. The name struck the perfect balance between aspirational and accessible and helped position the product as a trusted, go-to solution for consumers seeking visible, feel-good results.
Today, Lumify is a top performer in its category and a case study in the power of smart, emotionally driven naming.
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