Alcon's new vision for shopper marketing

This event report demonstrates how Alcon has built up the shopper marketing muscle of its various brands in the eye-care space.

Alcon's new vision for shopper marketing

Stephen WhitesideWarc

Alcon's contact lenses and drops promise to relieve most everyday eye-care problems – and its new vision for shopper marketing is spreading that perspective among a growing number of consumers.

A unit of the pharmaceutical giant Novartis, Alcon is based in Fort Worth, Texas. And it boasts an over-the-counter portfolio including:

  • OPTI-FREE and Clear Care lens solutions
  • Systane and GenTeal drops
  • Zaditor for relieving allergies
  • ICAPS eye vitamins

But while each of these products fulfils a valuable purpose in its own right, none was big enough to drive major retail partnerships...

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