Introducing Mystic Style and Timeless , designed to enhance natural eye beauty
Eye Health
14 The HEALTH | May-June . 2024
Beauty in every blink
Introducing Mystic Style and Timeless , designed to enhance natural eye beauty
BY KHIRTINI K KUMARAN
IN a vibrant blend of nature-inspired designs and trending colours , Johnson & Johnson ( J & J ) has recently launched their new variants of the ACUVUE ® DEFINE ® beauty contact lenses .
These new variants , Mystic Style and Timeless , offer wearers a seamless and personalised look that enhances their natural beauty .
The ACUVUE ® DEFINE ® beauty contact lenses stand out due to their unique design .
Vision Care STAR Cluster Marketing Lead , Johnson & Johnson , Annie Yam explained : “ First , we have a blending layer , which aims to blend the natural colour of our iris .
“ Then , a highlight layer adds colours to the iris . Lastly , the limbal layer , which is the contact lens ' outer layer , enhances our eyes ’ size . This innovative design highlights and personalises the beauty of everyone .”
EXPRESSING INDIVIDUAL UNIQUENESS
What makes these contact lenses truly special is their ability to express individual uniqueness .
“ Everyone wears ACUVUE ® DEFINE ® beauty contact lenses differently , even if they are the same colour .
“ The recent trend is about expressing your individuality and your best self , and ACUVUE ® DEFINE ® beauty contact lenses aim to bring out the unique beauty in each wearer by blending their natural iris colour with our hand-crafted coloured lenses .”
Yam expressed her optimism about the launch of the new variants , buoyed by initial positive feedback from consumers .
She explained that the latest variants , Mystic Style and Timeless , were chosen to meet the preferences of the Malaysian market , striking a balance between natural appeal and striking highlights .
“ Its colour and design are very on-trend , and we expect it to be well received , just like our previous launches ,” she said .
MARKETING STRATEGIES FOR MAXIMUM IMPACT
The marketing strategy for ACUVUE ® DEFINE ® beauty-coloured contact lenses is
“ The recent trend is about expressing your individuality and your best self , and ACUVUE ® DEFINE ® beauty contact lenses aim to bring out the unique beauty in each wearer by blending their natural iris colour with our hand-crafted coloured lenses .”
– Annie Yam robust and multifaceted . It involves heavy collaboration with key opinion leaders ( KOLs ) and influencers to create buzz and engagement .
“ We are investing significantly in our marketing efforts , riding on the rising consumer demand for beauty . We have planned a series of consumer promotions , encouraging potential users to visit our Eye Care Professionals ( ECPs ) and try out the new contact lenses ,” shared Yam .
J & J emphasises partnering with ECPs to ensure a comfortable and satisfying fitting experience . Yam underscored this partnership as vital for both wearer satisfaction and business growth .
“ Our marketing effort goes beyond the product itself . We believe in promoting eye health and safety , so we collaborate with ECPs for contact lenses trials and fittings . It ’ s essential to ensure the best try-on and fitting experience , especially for new wearers .”
PRIORITISING EYE HEALTH
The role of ECPs is paramount in ensuring contact lenses users ’ health , safety , and comfort .
Yam stressed that beauty contact lenses should be seen as medical devices that require proper fitting and care , something that is often overlooked in markets where contact lenses can be bought without a prescription .
“ A contact lens is a medical device that needs to be treated with utmost care . That ’ s why it requires a partnership with our ECPs to support the best fitting experience and wearer satisfaction ,” she explained .
J & J ’ s approach is to offer a high-quality product and ensure that consumers are well-informed and receive proper eye care . By working closely with ECPs , the company aims to drive business growth and enhance patient satisfaction , ultimately promoting a healthier and more beautiful way to wear contact lenses .
With ACUVUE ® DEFINE ® beauty contact lenses , J & J continues to set the standard in beauty contact lenses , blending advanced design with a commitment to eye health and individualised beauty . – The HEALTH
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