J&J Acuvue champions natural beauty in new campaign

The campaign runs across multiple platforms including a TVC, print ads, digital and out-of-home advertisements for its one-day Acuvue Define range of contact lenses. The 20-second TV spots will air on free to air and cable channels, while 50-second spots will also run in cinemas in Golden Village, Shaw and JCD Cinema Halls. Meanwhile, print ads will be featured in My Paper, Strait Times and Today newspapers and OOH advertisements will be seen in Orchard and Raffles MRT station pillars.

McCann Erickson Singapore was responsible for all ATL creative, MRM Singapore for digital creative, OMD for media duties and Weber Shandwick tasked with PR activities. 

The campaign features Korean actress Lee Min Jung, the brand advocate for one-day Acuvue Define. In the TVC, she shares how women often compromise health for beauty, such as frequent hairdryer use which damages the hair and wearing towering stiletto heels that hurt their feet. 

JJVC aims to educate women that there is no need to compromise eye health for beautiful eyes with its brand of contact lenses. Its first beauty enhancement contact lenses protects eyes from coming into contact with the colourants, have UV protection and are comfortable to wear for a long period of time.

“We want to celebrate natural beauty, and the distinctive, confident aura that such women exude.  The one-day Acuvue Define range of contact lenses allows wearers to be themselves and discover new possibilities in their lives without worrying about eye health thanks to the 'Beauty wrapped in comfort' technology, which seals the colourants between two thin transparent layers of lens materials so that they are not in direct contact with the eyes,” commented Bebe Teo, general manager and regional key account director of Asia-Pacific at JJVC.

On the digital front, will reach out to consumers on Facebook, aiming to engage consumers and help them discover their possibilities with the product. Users who ‘like’ the Acuvue page will have an opportunity to 'try on' the different one-day Acuvue Define series of beauty enhancement contact lenses virtually and see how they look with them and participate in the 'Be a Define star' challenge.  

In addition, as part of its below-the-line activities, JJVC will be organising a themed workshop for beauty influencers in the coming months.