ACUVUE® DEFINE MIDDLE EAST

Launch coloured contact lenses as a fashion statement

LAUNCHING ACUVUE® DEFINE COSMETIC LENSES IN THE MIDDLE EAST & RUSSIA IN HIGH FASHION STYLE.

The Brief

ACUVUE® wanted to launch, Define, its premium coloured contact lens range in the Middle East and Russia. In two very unqiue competitive markets where competition had aggressively been advertising their coloured lenses for years, and ACUVUE® was recognised only for its vision correction capabilities, how could the brand stand out and win?

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The Solution

Instead of launching it as another cosmetic lens, we positioned Define as a fashion brand. Tying up different colours with different seasonal looks that were trendy, we shot films that looked like a fashion shoot, unique to each market. 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.

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The Results

  • More than just a cosmetic lens, ACUVUE® Define became a trend setting 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 fashion and beauty lenses in the Middle East and Russia.