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Novartis Ophthalmics

This article was originally published in The Tan Sheet

Executive Summary

GenTeal Mild for dry eye sufferers joins existing two-item line of lubricant eye drops. Product contains GenAqua sodium perborate for "thin, comfortable consistency" that is "preservative-free in the eye." Mild will ship to food, drug and mass outlets in September in 15 mL and 25 mL sizes retail priced at $9.11 and $12.06, respectively. With addition of Mild, GenTeal line provides full range of artificial tear viscosity levels, including GenTeal for moderate dry eye relief and GenTeal Gel for a severe condition, firm says. New packaging will feature multi-color banners distinguishing severity levels; ads promoting all three products will appear in ophthalmic journals with tagline, "One stop drop." Novartis is developing consumer advertising for 2002
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