Ever since one day playing tennis during law school and I realized that the ball was completely blurry on the other side of the court, contacts (right alongside contract law) became a part of my daily routine. Along with them came renu saline solution, and all was well. That is, until the spring of 2006, when Bausch had a major voluntary recall of renu with MoistureLoc due to possible linkage to fungal eye infections. My optometrist recommended another brand. I switched. The other brand worked fine. It was safe. Four years passed, and renu faded from my brand retinue.

All this came rushing back when a couple of weeks ago I received a PR outreach about renu and found myself wondering how those fifteen years of brand loyalty had so quickly evaporated. So I reached out and had the opportunity to speak with Mike McDougall, Vice President for Corporate Communications and Public Affairs for Bausch + Lomb, both about the brand’s evolution over the past four years as well as the new renu design. I found myself pondering what happens to consumer trust after a major recall, especially as other examples currently bound in the market, from Tylenol to Toyota.

Enter Mike McDougall who explained that they knew it was going to take time to earn back consumer’s trust, and for the past four years they have gone back to their labs and science rather than fight what might be a losing battle to restore consumer trust with folks like me. Moreover, they, like Toyota, believe that actions speak louder than ads, and they’re asking for trust. They have quite the history to stand behind them, with Bausch + Lomb founded 157 years ago in 1853.

So what have they been up to in the intervening years I asked of Mike? First, he told me how they focused on the optometrists and ophthalmologists, as they serve as powerful recommenders as well as dispensers of free samples at eye exams. The bottles we see stacked in their offices send a strong message about brand preference. Next, Mike explained that contrary to my perception that all saline formulas are the same (silly me, I thought it was just purified water and salt). In actuality, differences in formulation and disinfecting agents determine how the solution interacts with your eyes. For instance, renu fresh works with tear chemistry to create a cushion of moisture between your eye and the lens, enabling a fresher feeling. Renu Sensitive uses fewer ingredients so sensitive eyes experience less burning, stinging, and irritation.

With the docs on board, renu has decided it’s time to proactively go back to consumers like me with a cool packaging innovation to recapture our attention, and a 4-year track record of no problem to regain our trust. So welcome to the newly designed bottle of renu, see-through instead of the thick white plastic standard to all else in this product group. The benefit: instead of swishing around the bottle trying to guess how much remains, you simply look inside. The transparency thus answers both practical and symbolic needs.

And it worked, as they got my attention and got me to consider renewing my commitment to the new renu. 

Stacy DeBroff

Stacy DeBroff, founder and CEO of Mom Central.com and social and digital consultancy, Influence Central, is a social media strategist, attorney, and best-selling parenting author. A sought-after expert for national media, she trend-spots regularly with national brands and speaks frequently to national and international audiences on a wide range of subjects, including influencer marketing, social media, entrepreneurship, and consumer trends. A passionate cook, gardener, reader, and tennis player, she adores this new chapter of post-college-age parenting.