FORT WORTH, Texas— Alcon has launched a national consumer media campaign in support of its new Air Optix Colors prescription contact lenses, the first contact lens in the U.S. to encapsulate Alcon's 3-in-1 Color Technology in a silicone hydrogel lens, as reported in VMail Product Watch July 1, 2014.

Aimed at reaching fashion-forward female consumers, the campaign will consist of television, online and print media. Thirty-second and 15-second television spots now airing on several major network and cable channels, including NBC, CBS, TNT, TBS, Lifetime, Oxygen and more, showcase the contact lenses' eye-enhancing looks and guide consumers to visit the brand website for an in-office trial offer.

Beauty-savvy female consumers are also targeted with a full-page print advertisement in fashion and beauty magazines, including Glamour, Seventeen, Nylon, Teen Vogue and OK! The print and online campaigns encourage consumers to virtually try on the nine different shades of Air Optix Colors at the online Color Studio. The ads feature brown-eyed model Sofia enhancing her look with Air Optix Colors in Sterling Gray, giving consumers a close-up look at her eyes before and after inserting the contact lens.

"We know that 40 million consumers are interested in changing their eye color, so speaking to them directly through direct-to-consumer advertising is a key tactic for the U.S. launch," said Lynn Smith, head of U.S. marketing for vision care at Alcon. "We also launched this campaign to help ensure that patients understand that Air Optix Colors contact lenses are prescription medical devices that require a visit to their eye doctor."

Plano lenses are also available for eyecare professionals to fit their patients who do not need correction but want to enhance their eye color. "We see direct-to-consumer advertising as a win-win situation for both Alcon and eyecare professionals because it allows us to drive awareness for our brand while also driving patients into the offices of eyecare professionals," Smith said.

In addition, Alcon created the Eye Color Test to determine what our personalities can tell us about what our eye color should be and to help us decide which color contact lenses to buy, as reported by Vision Monday's Aug. 27, 2014 edition of CLICK.