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ATLANTA-A new era has arrived in the cleaning and disinfecting of soft contact lenses with the debut of Quick Care, a 5-minute, two-step system from Ciba Vision Corp.

Other care systems take at least 2 hours. Quick Care's attributes will be touted to professionals and consumers with a $7 million ad and marketing budget. The $3.3 million professional campaign from Dorland Sweeney Jones, Philadelphia, broke in March, and sample kits are going to doctors this month. The first phase of $3.7 million in consumer advertising, from the Tom Attea Co., New York, is free standing inserts that start in June.

Advertising will target the disposable lens market, said Joe DeLapp, Ciba Vision VP-sales and marketing.

Ciba Vision, a Duluth, Ga.-based division of Ciba-Geigy, leads the $311 million U.S. contact lens disinfectant category with a 31.3% share.

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