J&J’s New Approach to Beauty

Beauty is in the eye of the marketer. Johnson & Johnson Vision Care, Inc. is launching daily disposable contact lens that promises to deliver a first-to-market beauty benefit in the US. New 1-Day Acuvue Define brand contact lenses with Lacreon Technology merges vision correction and beauty through iris inspired patterns to heighten the appearance and brightness of the eyes.

According to J&J, The Acuvue Brand product development team talked to thousands of women to better understand what they want in a beauty contact lens.  Those conversations validated the need for a contact lens that would enhance the appearance of the natural eye. The resulting 1-Day Acuvue Define effects were specifically designed to enhance a diverse range of eyes through added highlights, contrast and definition to the iris when worn.

“1-Day Acuvue Define is the first contact lens that gives consumers a choice to not only improve their vision, but also create a more radiant eye appearance,” said Laura Angelini, president, Johnson & Johnson Vision Care, Inc. “This launch is a business opportunity for eye care professionals by addressing an unmet consumer desire for natural-looking eye enhancement.”

The lenses create a more radiant eye in two ways: first, by providing a defining outline around the limbal ring (the outline around the iris) to amplify the contrast between the iris and the sclera (the white of the eye). Independent clinical research done by the University of California Irvine shows that people with prominent limbal rings are perceived as more attractive, as limbal rings are associated with a healthy and youthful appearance.1 Second, iris-inspired designs with light effect patterns add depth and dimension without changing the eye's natural coloring.

The lens is available in three effects: Natural Sparkle, Natural Shimmer and Natural Shine.