Insight

In Asia, over half the contact lenses sold are beauty accessories that make the iris look bigger and richer. ACUVUE was the market leader in this segment with their “defineTM” brand, but competitors were starting to erode ACUVUE’s share. The brand team was looking for a powerful insight that could form the basis of a campaign to rejuvinate sales. What aspect of “beauty” could defineTM own? Brandgarten discovered that the among fans in Korea, Japan and China, defineTM was central to their identity—more important to these women than make-up. It not only transformed the look of the eye, but also the way the women felt about themselves.
DefineTM wasn’t selling contact lenses, they were really selling
“personal transformation.”

Result

This idea of transformation became the basis for new creative campaign. Acuvue defineTM remains the top-selling brand in Asia and around the world for contacts that change the look of your eye.