Lumenis taps ‘This Is Us’ star Mandy Moore for first DTC campaign for dry eyes

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You’ll probably be hard-pressed to find a dry eye among “This Is Us” fans when the hit TV drama, famous for bringing viewers to tears, airs its final episode later this year. But dry eyes were a constant frustration for Mandy Moore, who plays Pearson family matriarch Rebecca on the popular NBC series.

As the first celebrity spokesperson for Lumenis’ new OptiLight dry eye treatment, the actress and singer said before she was diagnosed that she never knew her often gritty, tired and itchy eyes were caused by a medical condition with a name: dry eye.

In the company’s first DTC commercial, which debuted on February 8, she tells people they “don’t have to live with it.” Sitting on a sofa in a bright and airy living room, Moore says she’s part of the ‘there’s no way to live with this generation’ and compares dry eyes to other nuisances avoided by her group of age, like wearing high heels “everywhere we go” or continuing to watch a lousy movie.

“When there’s a problem, we find a solution,” she says in the 50 Seconds spot.

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Lumenis, of course, wants that solution to be OptiLight, which it touts as the first and only light-based therapy for dry eye. The disease is usually treated with daily eye drops such as Xiidra from Novartis, Restasis from AbbVie or Cequa from Sun Pharma, all of which have rolled out new television commercials during the pandemic as increased screen time imposes a greater great demand in the eyes of patients.

The OptiLight procedure, which won the FDA approval last April, uses a device to apply pulses of light to the skin just below the eyes, targeting the underlying inflammation that causes the disease. Patients typically undergo four in-office treatments of 10 to 15 minutes as well as maintenance sessions once or twice a year. The procedure is intended to be used alongside other treatments, including artificial tears, but aims to reduce reliance on eye drops, according to the company.

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As an endearing and likeable celebrity who also suffers from dry eye, Moore is the perfect ambassador for OptiLight, said Itay Mayer, vice president and general manager of the Israel-based company’s vision division. He said she did the treatment after the company contacted her and introduced her to the technology.

“So many people don’t even know this disease exists,” Mayer said. “Mandy was one of those people and now after the treatment she feels much, much better.”

While dry eye was once associated with older women, the market is younger and includes more men now that people are spending longer hours staring at screens, according to the company. Lumenis hopes Moore will appeal to those in their thirties and up.

The ad will be seen in the U.S. market on social media, YouTube and Connected TV as well as in print magazines and digital publications like “Women’s Health” and “People.” A dedicated website also offers a quiz that people can take to see if they have dry eye and a tool to find a doctor who administers the treatment.

Mayer said it was the first DTC campaign for the 50-year-old medical device company, whose vision arm also manufactures laser technology to treat glaucoma and retinopathy. Lumenis sold its surgical laser division to Boston Scientific for $1.1 billion last year.

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