Acuvue Define: Hitomi ** Rhythm 1:2:1

Johnson & Johnson's Acuvue Define is a contact lens that crosses over into the eye make-up category, being designed to make women's eyes look bigger and brighter while still providing vision correction.

Acuvue Define: Hitomi ** Rhythm 1:2:1

David Marquez-Clemente and Casey Grant

Campaign details

Brand owner: Johnson & Johnson Vision Care JapanBrand: Acuvue DefineAgency: McCann WorldgroupCountry: JapanChannels used: Branded content, Internet - display, Internet - microsites, widgets, Internet - search, Outdoor, out-of-home, Print - general, unspecified, Social media, Television, Word of mouth and viralMedia budget: 1 - 3 million

Executive summary

Marketing 'beauty benefits' in a highly regulated therapeutic category is one of the toughest strategic and creative challenges one can undertake – yet that is exactly what Acuvue Define...

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