Alcon launches national media campaign to encourage consumers to try AIR OPTIX® COLORS prescription contact lenses
Sep 08, 2014
®Colors prescription contact lenses
TV spot showcases eye enhancing looks and guides consumers to visit the brand website for an in-office trial offer
Online and print campaigns target fashion-minded consumers, encouraging virtual try-on of nine beautiful shades at AIROPTIXColors.com
Fort Worth, Texas, September 8, 2014- Alcon, the global leader in eye care, is now engaged in 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,” said 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 eye care professional.
“We see direct-to-consumer advertising as a win-win situation for both Alcon and eye care professionals because it allows us to drive awareness for our brand while also driving patients into the offices of eye care professionals,” Smith said.
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 United States 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 innovative 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. Contact lens wearers can enjoy beautiful, comfortable lens wear.
Eye care 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.
About Alcon: Alcon, the global leader in eye care, provides innovative products that enhance quality of life by helping people worldwide see better. The three Alcon businesses - Surgical, Pharmaceutical and Vision Care - offer the widest spectrum of eye care products in the world. Alcon is the second largest division of the Novartis Group, with pro-forma sales of USD 10.5 billion in 2013. Headquartered in Fort Worth, Texas, USA, Alcon has more than 25,000 employees worldwide, operations in 75 countries and products available in 180 markets. For more information, visit www.alcon.com.
*High oxygen transmissible lenses: Dk/t = 138 @ -3.00D. Other factors may impact eye health.
Important information for AIR OPTIX® COLORS (lotrafilcon B) contact lenses: For daily wear only for near/far-sightedness. Contact lenses, even if worn for cosmetic reasons, are prescription medical devices that must only be worn under the prescription, direction and supervision of an eye care professional. Serious eye health problems may occur as a result of sharing contact lenses. Although rare, serious eye problems can develop while wearing contact lenses. Side effects like discomfort, mild burning or stinging may occur. To help avoid these problems, follow the wear and replacement schedule and the lens care instructions provided by your eye doctor.
Ask your eye care professional for complete wear, care, and safety information.
Media Contact: Donna Lorenson +1-817-615-5092 (office) +1-410-258-8571 (mobile) [email protected]