TARRYTOWN, N.Y., Aug. 5, 2025 /PRNewswire/ -- 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.

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
• Photography
• Social
• Creative Showcase

TheraTears® products, including Dry Eye Therapy, EXTRA Dry Eye Therapy, and Liquid Gel Nighttime Therapy, are available over the counter at major retailers and online. For more information, visit www.theratears.com.

About TheraTears®

TheraTears®, a Prestige Consumer Healthcare brand, is a pioneer in dry eye relief, founded by Dr. Jeffrey P. Gilbard, M.D., a Harvard-trained ophthalmologist, and innovator in ocular health. TheraTears® offers science-backed solutions and contains a proprietary blend of OxyLytes™, the five vital electrolytes (Sodium Na⁺, Potassium K⁺, Calcium Ca²⁺_, Magnesium Mg²⁺_, Bicarbonate HCO₃^-) found in natural tears. The EXTRA formula offers up to 12 hours of hydrating comfort. Available over the counter in Dry Eye Therapy, EXTRA Dry Eye Therapy, Preservative Free vials, and Liquid Gel Nighttime Therapy formats, TheraTears is trusted by persistent dry eye sufferers worldwide. Learn more at www.theratears.com.

About Prestige Consumer Healthcare Inc.

Prestige Consumer Healthcare is a leading consumer healthcare products company with sales throughout the U.S. and Canada, Australia, and in certain other international markets. The Company's diverse portfolio of brands include Monistat® and Summer's Eve® women's health products, BC® and Goody's® pain relievers, TheraTears® Dry Eye Therapy, DenTek® specialty oral care products, Dramamine® motion sickness treatments, Fleet® enemas and glycerin suppositories, Chloraseptic® and Luden's® sore throat treatments and drops, Compound W® wart treatments, Little Remedies® pediatric over-the-counter products, Boudreaux's Butt Paste® diaper rash ointments, Nix® lice treatment, Debrox® earwax remover, Gaviscon® antacid in Canada, and Hydralyte® rehydration products and the Fess® line of nasal and sinus care products in Australia. Visit the Company's website at www.prestigeconsumerhealthcare.com

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SOURCE TheraTears