Johnson & Johnson Vision Care Companies launch the Eye Define Studio
London 24 February 2015: Johnson & Johnson Vision Care Companies is revolutionising the relationship between eye-health and beauty, thanks to the launch of its new Eye Define Studio. An innovative, new digital-imaging experience which analyses the individual beauty of a woman’s eyes, it also provides detailed, recommendations on how to further enhance eyes including which variant of 1-DAY ACUVUE® DEFINE® Brand Contact Lens would be most suitable.
Designed “for her and by her”, the Eye Define Studio provides a one-of-a-kind, personalised, interactive beauty experience, where women have a rare opportunity to discover the five beauty features of their own eyes and how to create their own eye-style through a proprietary digital imaging technology booth developed by Johnson & Johnson Vision Care Companies.
The Eye Define Studio, which launched for the first time in the UK this week taking pride of place at the 11th annual Johnson & Johnson Beauty Journalism Awards, will be showcased at Johnson & Johnson Vision Care Companies roadshows and professional events, allowing Eye Care Professionals to experience the technology firsthand. The Eye Define Studio will then be showcased to consumers through an experiential marketing campaign later in 2015, bringing the excitement for 1-DAY ACUVUE® DEFINE® to life and capturing new demand by reaching out to beauty engaged consumers and bringing new contact lens wearers to the category.
The studio booth uses technology called EYE-D Creator, which identifies and analyses the five unique attributes of a women’s eye: size, color, shape, whiteness and shine. Based on this analysis, with the help of their Eye Care Professional, they can discover how to accentuate their own eye features with 1-DAY ACUVUE® DEFINE® Brand Contact Lenses; 1-DAY ACUVUE® DEFINE® NATURAL SHIMMER™ or 1-DAY ACUVUE® DEFINE® NATURAL SPARKLE™.
Marcella McParland, Director of Professional Affairs UK and Ireland, Johnson & Johnson Vision Care Companies, says:
“We know that the revolutionary design of 1-DAY ACUVUE® DEFINE®, which enhances the natural beauty of a patient’s eyes, creates a new market segment in vision care. It is a pioneering advancement that bridges the gap between standard contact lenses and coloured contact lenses,” says McParland.
“Our research shows that consumers are looking for natural eye enhancement, not to change the colour of their eyes. The Eye Define Studio allows women to walk away understanding how 1-DAY ACUVUE® DEFINE® contact lenses, together with eye makeup, can accentuate their natural eyes and beauty.”
Eye Care Professionals can find out more about 1-DAY ACUVUE® DEFINE® brand contact lenses and how to attract new patients and retain existing ones, by contacting their ACUVUE® Account Manager or going on line
About 1-DAY ACUVUE® DEFINE®
1-DAY ACUVUE® DEFINE® lenses come in two variants 1-DAY ACUVUE® DEFINE® NATURAL SHIMMER™ and 1-DAY ACUVUE® NATURAL SPARKLE™ and are the first daily disposable contact lenses to enhance the natural beauty of the eye.
1-DAY ACUVUE® DEFINE® NATURAL SHIMMER™ Brand Contact Lenses are designed to give eyes greater depth and intensity and 1-DAY ACUVUE® DEFINE® NATURAL SPARKLE™ are designed to give eyes a natural, luminous brightening effect. With just two variants available fitting and chair time is kept to a minimum.
Following the success of 1-DAY ACUVUE® DEFINE® in Asia, Johnson and Johnson Vision Care Companies conducted extensive tests with 40,000 women over ten years, which found there was an opportunity for eye enhancement contact lenses in Western markets. It revealed more than 1 million women in the United Kingdom would be interested in 1-DAY ACUVUE® DEFINE®, over 50 per cent of whom are new to contact lenses.1
1.Quantitative Incidence Study, UK 2013, conducted online by independent market research agency n=4041.