Why half the contact lenses sold in Asia have nothing to do with vision correction.


Our Insight

Most contact lenses sold in Asia are beauty accessories that make the iris look bigger and richer. The ACUVUE Define brand team was looking for a powerful insight that could help them own key dimensions of beauty. Among brand fans in Korea, Japan and China we discovered that Define was central to their identity—more important than make-up. It transformed both the look of the eye and the way the women felt about themselves. Define wasn’t selling contact lenses, they were really selling personal transformation.


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