ACUVUE® Contact Lenses Strategy Connects Eye Health with Lifestyle

MGR Online•General•17d ago

Reader Briefing

ACUVUE® contact lenses adopts a lifestyle-centric approach, partnering with influencer Butterbear for the 'ACUVUE® See Life Butter' event to engage younger consumers through health and entertainment.

•ACUVUE®, a contact lens brand from Johnson & Johnson MedTech (Thailand) Ltd., has launched a Consumer Lifestyle-Centric strategy.
•The brand hosted the 'ACUVUE® See Life Butter' event to create Brand Engagement through Healthtainment.
•The strategy aims to connect with new generation consumers by shifting from Functional Benefits to Emotional Connection, featuring influencer Butterbear.
•Key product innovations include the OASYS 1-Day family with HydraLuxe® technology for myopia/hyperopia and Eyelid Stabilized Design for astigmatism.

Overview

•ACUVUE® contact lenses, from Johnson & Johnson MedTech (Thailand) Ltd., aims to be an innovation leader in eye health.
•ACUVUE® launched a Consumer Lifestyle-Centric strategy with the event “ACUVUE® See Life Butter” to engage new generation consumers.
•The strategy focuses on creating Brand Engagement through Healthtainment, moving from functional benefits to emotional connection.
•ACUVUE® collaborated with social media influencer 'Butterbear' to enhance brand accessibility and warmth.
•Previously, an ACUVUE x Butterbear Camp & Care promotion was held, leading to the current Meet & Greet event.
•Special guest artists 'Alec Teeradej' and 'Blue Phongthiwat' participated in the event to build an approachable brand image.
•Mahesh Dorai Appa, Vision Care Director, emphasized that eye care is about quality of life and that fostering care and positive feelings encourages greater attention to eye health.
•ACUVUE®'s OASYS 1-Day product line, featuring HydraLuxe® and Eyelid Stabilized Design technologies, addresses consumer pain points for myopia/hyperopia and astigmatism.

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Key Quotes

Mahesh Dorai Appa

"Eye care is not just about an organ, but about taking care of life quality every day. We believe that care and good feelings are the important starting point for people to pay more attention to eye health."

การดูแลดวงตาไม่ใช่แค่เรื่องของอวัยวะ แต่คือการดูแลคุณภาพชีวิตในทุกๆ วัน เราเชื่อว่าความห่วงใยและความรู้สึกดีๆ คือจุดเริ่มต้นสำคัญที่ทำให้คนหันมาใส่ใจสุขภาพตามากขึ้น

Key Entities

Organization

ACUVUE(แอคคิววิว)

A brand of contact lenses from Johnson & Johnson MedTech, employing a Consumer Lifestyle-Centric strategy to engage modern consumers.

Johnson & Johnson MedTech (Thailand) Ltd.(บริษัท จอห์นสัน แอนด์ จอห์นสัน เมดเทค (ประเทศไทย) จำกัด)

The company behind the ACUVUE contact lens brand, focusing on eye health innovation and the implementation of new marketing strategies.

Person

Butterbear(หมีเนย หรือ Butterbear)

A 'phenomenal' mascot influencer making a high impact on social media, collaborated with by ACUVUE for marketing engagement.

Alec Teeradej(อาเล็ก ธีรเดช)

A special guest artist who participated in the ACUVUE® See Life Butter event to help build the brand's approachable image.

Blue Pongthiwat(บลู-พงศ์ทิวัตถ์)

A special guest artist who attended the ACUVUE® See Life Butter event to enhance the brand's friendly and gentle image.

Mahesh Dorai Appa(มาเฮช โดไรอัปปา)

Director of Vision Care Thailand at Johnson & Johnson MedTech (Thailand) Ltd., who shared the company's vision on eye care.

Law

OASYS 1-Day

A product line of ACUVUE contact lenses that offers advanced features like HydraLuxe® technology for myopia/hyperopia and Eyelid Stabilized Design for astigmatism.