ACUVUE® DEFINE MIDDLE EAST & RUSSIA
Redefining cosmetic lenses in the Middle East and Russia
INTRODUCE A BRAND WITH LOCALISED ELEMENTS TO A NEW MARKET – ACUVUE® DEFINE MIDDLE EAST & RUSSIA
The Brief
ACUVUE® wanted to launch Define, its premium coloured contact lens range, in the Middle East and Russia. In competitive markets, where competitors have aggressively advertised for years and ACUVUE® was recognised only for its vision correction capabilities, how could the brand stand out and win?
The Solution
Instead of launching it as another cosmetic lens, we positioned it as a fashion brand. Tying up different colours with different seasonal looks that were trendy, we shot films that looked like a fashion shoot. And with specially composed music that sounded like a pop single, the content drew attention online and in stores, standing out from all other traditional lens commercials.
The Results
- More than just a cosmetic lens, ACUVUE® Define became a trendsetting fashion brand
- Influencer content increased the brand following and had consumers posting their own lifestyle and UGC content
- ACUVUE® became the premium household name not just for vision correction but also for fashion and beauty lenses in the Middle East and Russia
