# science-backed eye relief campaigns TheraTears' new campaign is titled 'It's a Science' By Kalin Ned | Published 2025-08-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/its-a-science References: [prnewswire](https://www.prnewswire.com/news-releases/theratears-unveils-its-a-science-marketing-campaign-302521719.html)  TheraTears has launched a new marketing initiative titled 'It's a Science.' The campaign aims to educate consumers about the [scientific foundation](https://www.trendhunter.com/trends/remedy-science) behind the brand's [dry eye relief products](https://www.trendhunter.com/trends/koushicare-lumineyes). Developed by ophthalmologist Dr. Jeffrey P. Gilbard, TheraTears eye drops distinguish themselves by replicating the five essential electrolytes naturally present in tears — sodium, potassium, calcium, magnesium, and bicarbonate. The brand maintains that this feature makes it unique in the over-the-counter market. The 'It's a Science' campaign underscores the brand’s commitment to research-backed solutions, leveraging striking visuals inspired by water refractions and droplets to symbolize [hydration and soothing relief](https://www.trendhunter.com/trends/the-wonder-of-water-campaign). These elements are designed to reinforce the product’s effectiveness in providing immediate and long-lasting moisture for dry eyes. The multi-platform rollout includes television, digital media, and social channels, with creative direction handled by FCB and award-winning filmmaker Martin Rodhal. Image Credit: TheraTears ## Trend Insights (Trend Hunter) - Score: 3.1/10 - Popularity: 24% | Activity: 25% | Freshness: 45% - Audience gender: 50% men, 50% women - Primary generations: Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### Why This Trend Is Growing - **Science-driven Marketing:** Brands increasingly highlight scientific research in their marketing campaigns to build consumer trust and differentiate their products. - **Visual Storytelling in Health Campaigns:** Health brands are utilizing striking visual elements to communicate product benefits and enhance consumer engagement through emotionally resonant imagery. - **Personalized Healthcare Solutions:** There is a growing demand for products that replicate or integrate natural bodily functions, offering consumers evidence-based, tailored health solutions. ### Industries Being Reshaped - **Ophthalmic Products:** The ophthalmic market is innovating with products that replicate natural tear electrolytes, enhancing consumer appeal with more natural treatment options. - **Digital Health Advertising:** Digital media platforms are becoming pivotal in the advertisement strategies of health brands, emphasizing multi-platform campaigns to maximize reach and impact. - **Over-the-counter Healthcare:** Over-the-counter healthcare products are seeing a surge in scientifically-backed formulations that aim to provide more effective and credible solutions to common ailments. ## Related on Trend Hunter - [Ultra-Lubricating Eye Drops](https://www.trendhunter.com/trends/lubricant-eye-drops.md) - [Dry Eye Dietary Supplements](https://www.trendhunter.com/trends/bausch-lomb-blink-nutritears.md) - [Dual-Delivery Eye Health Products](https://www.trendhunter.com/trends/dual-relief-delivery-system.md) - [Preservative-Free Eye Drops](https://www.trendhunter.com/trends/similasan-eye-drops.md) - [Blink-Moisturizing Contacts](https://www.trendhunter.com/trends/terasaki-institute.md) - [Animated Eye Health Campaigns](https://www.trendhunter.com/trends/best-eyes-for-life.md) - [Eyelid Health Campaigns](https://www.trendhunter.com/trends/look-at-the-lids.md) - [Debunking Skincare Campaigns](https://www.trendhunter.com/trends/periodic-fable.md) - [Extra-Gentle Eye Care Solutions](https://www.trendhunter.com/trends/biotrue-products.md)