Quick, name three contact lens companies. Exactly. Because contact lenses are FDA-regulated healthcare devices, consumers are unfamiliar with them, simply following their eye-care professional’s recommendations.

An innovative new line of color contact lenses, Alcon AIR OPTIX® COLORS deserved –demanded –more. These were no ordinary prescription contact lenses, and we weren’t about to treat them as such. So, out with the standard, droll healthcare prattle, and in with the fun and flair of the fashion world. We turned the conversation from eye care, doctors and prescriptions to eye fashion, colorful runway trends and exciting new looks –all through a unifying, global platform: #LiveinColor.

The integrated campaign, which included Hollywood fashionistas, celebrity stylists, fashion/beauty media, influencer engagement, and compelling content marketing, was something never seen before in prescription eye care. The results were visible in more ways than one.

We gave the brand a fashion voice and changed perceptions about color contact lenses. And, as if to confirm Alcon’s arrival in the fashion world, Oprah donned the lenses on four covers of O Magazine –each showing a uniquely colorful look –with a headline that says it all, “Seeing Life through a New Lens.” Today, AIR OPTIX® COLORS is firmly established as a beauty brand and just as likely to show up in make-up bags and Millennial conversations as the hottest new mascara. Mission accomplished.

•Enlisted ‘Colorful’ Partners: We signed A-list actress and fashionista, Nina Dobrev, and her stylist, Ilaria Urbinati, to launch the brand. Nina provided the red carpet appearances, massive social following and star power to attract attention, and Ilaria lent the credibility and expertise for media to help readers “get the look.”

•Engaged the Influencers:We hosted #LiveinColor preview events for nearly 2,000 influencers (ECPs, celebrity stylists, make-up artists, media and digital mavens) in every market, allowing them to try the lenses as part of a total eye fashion makeover. Seeing was believing, and we changed perceptions in the blink of an eye –literally.

•Built Massive Consumer & ECP Awareness:Through five new social channels (an Alcon first), compelling content, a Millennial fashion study, blogger engagement, and an SMT, we showed up in all the right places to reach our target. Additionally, we leveraged ECP media and trade shows to engage this important audience.

In just six months (a timeframe when PR launched ahead of paid advertising and other marketing vehicles), we drove the following results:

•Exceeded sales projections by 74%, making the launch of AIR OPTIX® COLORS one of the most successful in Alcon history

•Nearly 1,100 media, ECPs and influencers were introduced to the brand –the fashion and beauty world was uncharted territory for Alcon

•195 earned media placements globally in top outlets in major markets: O Magazine, InStyle, Cosmopolitan, Vanity Fair Italy, Elle Canada, People and others

•183 million+ earned media impressions, globally

Once I tried the contacts, this technology totally made sense because I could barely feel anything in my eyes! The comfort level on these is a perfect 10. –Teni, Miss Maven

The new color contacts are a fun way to accessorize your make up and fashion choices – We see this becoming a trend!

–Katie Livanos, Star Magazine