ACUVUE® DEFINE APAC
TAKING DEFINE FROM A COSMETIC LENS TO A FASHION STATEMENT
The Brief
ACUVUE® wanted to launch its luxury contact lens brand in Asia, mainly China, Japan and Korea. In a market flooded with coloured contact lenses and where the competition has the upper hand with packaging, colour options and variety, how can ACUVUE® stand out and win?
The Solution
We disrupted the contact lens category by playing up Define’s premium aspects, repositioning the brand as the Chanel of contact lenses.
Define became the new category-defining fashion lens, an object of desire, like the Chanel No.5 perfume. Our brand platform was built on the idea of craftsmanship, with the tagline “Craft Your Beautiful.”
We also defined the persona of the wearer and linked it to the value and beauty each lens brought to her life. From high-fashion looks to fantastical environments, we created an aspirational narrative through engaging campaign assets and content for each lens, bringing to life a unique story inspired by nature.
With engaging digital and social content, local websites and e-commerce, consumers could experience, try and own the lenses. Local markets were provided with toolkits for market usage.
The Results
- ACUVUE® Define elevated itself to become a fashion statement in the market
- ACUVUE® Define more than doubled its social media following during the campaign period in local markets
- ACUVUE® became the premium household name for coloured lenses, standing out with craftsmanship and style
