Usa, Ciba Vision Launches 'Most Beautiful Life' Campaign for FreshLook

Ciba Vision is about to launch a massive marketing campaign in the US in an attempt to further increase consumer preference for the line of cosmetic contact lenses FreshLook. To do this the company has planned a promotion aimed at an 18-to-24-year-old target and will include television spots, print ads in certain magazines, a completely renewed website, a summer concert tour and new product packaging.

The campaign will be televised starting June 30 on the MTV, WB, UPN, E! and Comedy Central networks, those being TV channels that have always been dedicated to the young segment of the population. There will be two spots: one of 30 seconds will present the entire range of FreshLook products, and the other, 15-second spot, will focus on the new type of lenses, FreshLook Dimensions. In addition to these, starting July print ads will appear in such magazines as Cosmopolitan, Glamour, Allure, Honey, Vibe Estylo and Latina.

The website, www.freshlookcontacts.com, has been renewed to give space to new products in the line that will give consumers the most beautiful eyes. FreshLook will also be sponsoring some of the programs transmitted by MTV and will collaborate with BMG Music for a summer concert tour dedicated to budding artistes. The tour, called Fresh Look Fresh Face, will begin August and go to 11 US cities.

'This is by far the most aggressive marketing campaign we have ever created for FreshLook', explained Julie Collins, Ciba Vision's Consumer Markets manager for North America. 'Through this operation the company wants to reach consumers who otherwise would never have known about the possibilities these colored contact lenses offer'.