One of the big launches at the recent BCLA exhibition in Manchester was the introduction of another premium daily disposable contact lens - it's been a good couple of months for this segment - with CooperVision's MyDay. Explaining how the lens stands out, the company points to a new chemical structure in Smart Silicone for efficient channels for oxygen delivery. CooperVision adds that, because less silicon is needed for the required oxygen permeability, there are improvements in lens surface wettability, there's a higher water content and a softer, more comfortable wearer experience. This seems to be a modern interpretation of a silicone hydrogel daily, which sounds very promising, but the proof of the pudding is in the wearing and a European launch date of September 2013 is planned. A special mention must be given to the simple, yet memorable name, MyDay, which, in combination with the suggested material improvements could make for a very interesting addition to the daily disposable market. One presumes that price positioning will be at the higher end, but no details as yet have been provided on the monthly costs.