As both a beauty accessory and a medical device, Alcon COLORS contact lenses sat at a tricky intersection. While the healthcare positioning lent credibility, it also created a barrier: consumers viewed it strictly as a corrective tool, not something to experiment with or enhance their look. To shift perception, we needed to reframe COLORS not just as a product, but as a canvas for creativity.

Our strategy: give beauty lovers “permission to play.” The campaign, Ready to play with your eye color every day?, launched with a broadcast TV spot, print ads, and HCP focused materials.

Through a vibrant, seasonally themed social media campaign — from “Shades of Summer” to “Fall for Color” — we inspired users to explore how changing their eye color could elevate their entire look. This approach transformed the narrative from utility to self-expression.

The result? A 50% boost in social media engagement, proving that when you reposition a product around personal style, audiences don’t just notice — they participate.