TARRYTOWN, N.Y., Aug. 5, 2025 -- TheraTears®, a leading brand in dry eye relief under Prestige Consumer Healthcare, is thrilled to announce the launch of its innovative "It's a Science" marketing campaign. This campaign highlights the science-backed formulation of TheraTears® eye drops, emphasizing their unique blend of the five vital electrolytes found in natural tears and the formula's immediate and long-lasting hydration.
Immediate, long-lasting dry eye relief and the only OTC dry eye drop with the five vital electrolytes found in natural tears
The TheraTears® brand has made it its mission to relieve dry eye symptoms following its research and development which began in 1978 by Dr. Jeffrey P. Gilbard, a renowned ophthalmologist. The new campaign highlights the TheraTears® proprietary formula with OxyLytes™. Featuring dynamic visuals and educational content, the campaign will roll out across television, print, digital, and social platforms.
"We are thrilled to bring the science of TheraTears® to the forefront with this campaign," said Alexandra Vogel, Director of Marketing at Prestige Consumer Healthcare. "Our goal is to educate consumers on our unique, hydrating formula. TheraTears® provides immediate, long-lasting dry eye relief and is the only OTC dry eye drop with the five vital electrolytes found in natural tears."
The "It's a Science" campaign spotlights three visual pillars—Water Refractions, Water in Motion, and Water Droplets—each inspired by nature photography to evoke hydration, clarity, and soothing relief. These artistic elements mirror the brand's science-backed commitment to dry eye wellness. This launch continues the TheraTears® legacy of innovation, rooted in research from the world-renowned Schepens Eye Research Institute.
The campaign was created, directed, and edited by TheraTears® creative agency of record, FCB, in conjunction with Martin Rodhal, award-winning director, executive producer, and founder of creative production company Picture North.
"It's a Science" marketing campaign assets:
- TV/Digital
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