Mentholatum Co. adds new product to eye drop line

ORCHARD PARK, N.Y. The Mentholatum Co. on Monday launched its latest addition to its Rohto eye drop brand — Rohto Hydra, specifically formulated to lubricate and provide moisture for dry, irritated eyes with the closest hydration as compared with natural tears, the company stated, while also providing the brand’s signature “kick” with menthol.

“The tiny screens of today’s mobile technology, combined with environmental irritants and busy lifestyles, has our eyes dried out,” stated Todd Cantrell, director of marketing in the healthcare division at Mentholatum.

Rohto Hydra contains the active ingredient hypromellose, a lubricant, while menthol provides a cooling sensation to the eyes. The new product will be positioned at a suggested retail price of $8.99 for a 0.4-oz. bottle.