Crisis Management at Bausch & Lomb (B): The 'ReNu with Moistureloc' Debacle |
ICMR HOME | Case Studies Collection Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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ExcerptsBackground Note
B&L Withdraws 'ReNu Moistureloc'On May 15, 2006, B&L announced that it had permanently recalled MoistureLoc from the market worldwide (Refer to Exhibit II for the B&L press release announcing the withdrawal of ReNu with MoistureLoc). This was because on May 11, 2006, officials of B&L met FDA and said that its internal investigations had suggested that under "certain unusual circumstances," MoistureLoc could increase the risk of keratitis. It told FDA that on the basis of these investigations, it wanted to recall the product globally...
B&L's Business affected by the DebacleMoistureLoc was a US$100 million-a-year brand in 2005. In the US alone, it was estimated that out of the 30 million odd people who wore contact lenses, about 2.3 million used MoistureLoc. The recall meant that B&L would lose a major driver of its revenue. But the impact went beyond that and affected the company's entire lens care business. The controversy surrounding MoistureLoc took its toll on B&L's market share in the lens care market and share prices even before the product recall... |
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