NovaBay® Pharmaceuticals, Inc. (NYSE American: NBY) today unveils a rebrand for non-prescription Avenova, its antimicrobial lid and lash solution. The comprehensive refresh reinforces the Company’s strategy of reaching a broader audience through Avenova.com and Amazon.com.
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Avenova Lid & Lash Solution’s new consumer branding (Photo: Business Wire)
Avenova is the only patented, FDA-cleared formula that uses pure hypochlorous acid to treat issues like bacterial dry eye, blepharitis and contact lens intolerance.
"The goal of the rebrand is to make the sophisticated science behind our product accessible and appealing to the end consumer. It also reflects influence from the beauty industry as Avenova is not only about taking care of how you see but also how you're seen," said Justin Hall, NovaBay CEO. "We firmly believe that Avenova is the safest and most effective product available for the topical treatment of bacterial infections that affect the majority of patients with chronic dry eye disease. To build on the momentum we have experienced with Avenova online sales, we are refreshing our consumer product messaging and packaging. Our reinvigorated branding is being combined with cost-efficient social media to entice new customers to try Avenova. Once people try our product, we are confident that many will become repeat customers.
"Now that prescription-strength Avenova is available directly to the end consumer without a prescription, we thought it was important to have the brand clearly convey our core values. A scientific approach to personal care is reflected in the "Purely you" and "Return to Life" themes represented in our new communications. We expect our refreshed branding to be more attractive to a broader base of consumers who shop online seeking a gentle yet powerful antimicrobial solution. Our plan is to have the new packaging available to consumers for online sales within the next few months, while prescription Avenova sold through pharmacies will continue to retain the current packaging."
Please visit Avenova.com to explore the new website and learn more about Avenova.
About NovaBay Pharmaceuticals, Inc.: Going Beyond Antibiotics®
NovaBay Pharmaceuticals, Inc. is a biopharmaceutical company focusing on commercializing and developing its non-antibiotic anti-infective products to address the unmet therapeutic needs of the global, topical anti-infective market with its two distinct product categories: the NEUTROX® family of products and the AGANOCIDE® compounds. The Neutrox family of products includes AVENOVA® for the eye care market, CELLERX® for the aesthetic dermatology market NEUTROPHASE® for wound care market.
This release contains forward-looking statements that are based upon management’s current expectations, assumptions, estimates, projections and beliefs. These statements include, but are not limited to, statements regarding our current re-branding strategy, the launch of a new marketing initiative, and the impact any of these efforts may have on our future financial results. These statements involve known and unknown risks, uncertainties and other factors that may cause actual results or achievements to be materially different and adverse from those expressed in or implied by the forward-looking statements. Factors that might cause or contribute to such differences include, but are not limited to, risks and uncertainties relating to consumer acceptance of our new branding, and any potential damage to our established goodwill in the marketplace. Other risks relating to NovaBay’s business, including risks that could cause results to differ materially from those projected in the forward-looking statements in this press release, are detailed in NovaBay’s latest Form 10-Q/K filings with the Securities and Exchange Commission, especially under the heading "Risk Factors." The forward-looking statements in this release speak only as of this date, and NovaBay disclaims any intent or obligation to revise or update publicly any forward-looking statement except as required by law.
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