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NovaBay rebrands i-Lid Cleanser
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NovaBay Pharmaceuticals Inc. has renamed its daily surfactant lid cleaner i-Lid Cleanser as Avenova, the company announced in a press release this week.
In doing so, NovaBay hopes to differentiate the product, which requires a prescription, from over-the-counter products.
“Avenova is uniquely suited for daily use by the millions of Americans who suffer from chronic eye conditions like blepharitis and dry eye. Yet far too many ophthalmologists and optometrists have confused prescription Avenova with OTC surfactant lid cleaners,” Glenn Moro, NovaBay’s vice president for sales and marketing, said in the release.
As detailed in the release, Avenova contains Neutrox, which is pure hypochlorous acid.
“Changing the name of our ophthalmic anti-infective cleanser from i-Lid Cleanser to Avenova will reinforce our marketing message that Avenova brings a powerful new prescription tool to eye care,” Ron Najafi, PhD, chairman and CEO of NovaBay, said in the release. “Once eye care professionals prescribe Avenova, we believe they will quickly experience the improvement it has on the lives of their patients.”
NovaBay also noted in the release that it has signed a distribution agreement with McKesson Corp.