(L to R) Members of the Alcon Color Squad include Lacy Redway, Scott Barnes and Ilaria Urbinati.
FORT WORTH, Texas—Contact lenses which enable users to change eye color to enhance their hair, makeup and fashion choices, are undergoing a resurgence in the market. Alcon is supporting its launch of Air Optix Colors with a big social and digital media push featuring the recommendations and advice of a group of celebrity stylists, each with large social media followings, to inspire consumers worldwide about the new products.
Launched in 2014, Air Optix colors are the first silicone hydrogel color contact lenses available in the U.S. and the lenses enable consumers to enhance their eye color in a way that mimics the natural color of the iris.
To relate and inform a generation of consumers new to the concept, Alcon, a division of Novartis, announced "The Color Squad" to headline the promotion of its Air Optix Colors contact lenses this year. The team includes award-winning fashion stylist, Ilaria Urbinati, renowned hair stylist, Lacy Redway and famed make-up artist, Scott Barnes. Making waves in the fashion and beauty industry since their launch last summer, Air Optix Colors contact lenses are monthly replacement, daily wear color lenses, available in nine colors ranging from subtle to vibrant.
Alcon points out that eyecare professionals, who are referenced often in the program's materials, can also take part in the digital media realm via connections and interaction on their own with Alcon's social media Air Optix platforms including Facebook, Instagram and YouTube.
As a medical device, Air Optix Colors are available to consumers with a prescription from an eyecare professional. ECPs 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, Alcon pointed out.
Bringing red carpet experience with Hollywood's most trendsetting and beautiful stars, team members will lend their expertise and provide Air Optix colors contact lenses fans, including many Millennials, with exclusive fashion and beauty tips as well as tutorials that relate to adding color through personal style. By changing their eye color, consumers can experiment with entirely new make-up palettes and wear shades they'd never thought possible—and "The Color Squad" will show them how through a series of tips, images and videos to be released by Alcon in 2015.
Just like consumers, "The Color Squad" members have a unique vision story and reason to support the lenses, Alcon said. Barnes is no stranger to color lenses and requires "plus power" contact lenses meant for patients with hyperopia or long-sightedness. Redway has worn Air Optix Aqua clear contact lenses for years, but is so excited to showcase her eyes in a new and colorful way. Urbinati, who doesn't wear lenses for corrective vision, was recently introduced to contact lenses through Alcon and has been using plano Air Optix Colors contact lenses to complete many of her own looks.