Alcon announced a major national television, online and print media campaign in support of AIR OPTIX COLORS prescription contact lenses, the first color contact lens in the US to encapsulate Alcon’s 3-in-1 Color Technology in a silicone hydrogel lens.
This national media campaign is aimed at reaching the fashion-forward and beauty-savvy female consumer through TV, online and print media. Thirty-second and 15-second television spots are now airing on several major network and cable channels, including NBC, CBS, TNT, TBS, Lifetime, Oxygen and more. A full-page print advertisement also targets females through placements in fashion and beauty magazines, including Glamour, Seventeen, Nylon, Teen Vogue and OK!
“We know that 40 million consumers are interested in changing their eye color, so speaking to them directly through direct-to-consumer advertising is a key tactic for the US launch of AIR OPTIX COLORS contact lenses,” says Lynn Smith, head of US Marketing for Vision Care at Alcon. “We also launched this campaign to help ensure that patients understand that AIR OPTIX COLORS contact lenses are prescription medical devices that require a visit to their eye doctor.”
The fashion-focused ads feature brown-eyed model Sofia enhancing her look with AIR OPTIX COLORS contact lenses in Sterling Gray. Consumers get a close-up look at her eyes before and after inserting the contact lens, and are encouraged to virtually try on their perfect color at www.AIROPTIXCOLORS.com or by visiting an eyecare professional.
“We see direct-to-consumer advertising as a win-win situation for both Alcon and eyecare professionals because it allows us to drive awareness for our brand while also driving patients into the offices of eyecare professionals,” Smith says.
The 15- and 30-second TV spots began airing nationally in August, online media is now active and the first print ad will be published in the September issues of several fashion and beauty magazines.
AIR OPTIX COLORS prescription contact lenses were introduced in the US earlier this year. Available in nine colors ranging from subtle to vibrant, AIR OPTIX COLORS contact lenses are the first monthly replacement, daily wear color lenses available in the US on a silicone hydrogel platform, allowing up to six times more oxygen through the contact lens compared to the leading, older technology color contact lens.1 The natural-looking color is contained within the lens material, so that the only thing touching the wearer’s eyes is the ultra-smooth permanent plasma surface of AIR OPTIX brand contact lenses.
Eyecare professionals may prescribe the lenses to correct vision, but they also have the option to prescribe the lenses in ”plano” (non-corrective) form for consumers who do not require vision correction, yet still want to enhance their eye color. Importantly, there is no refit required for current AIR OPTIX AQUA contact lens wearers.2
References
1. Based on the ratio of lens oxygen transmissibilities; Alcon data on file, 2013.
2. Alcon data on file, 2013.
