AO Colors: Color Studio, launched globally on airoptixcolors.com in 2014
Challenge: Identify hurdles preventing consumers from trying colored lenses to drive market share and sales.
Insights: Early adopters loved the idea of changing their eye color, but most women were concerned that wearing colored lenses is fake or deceptive.
Campaign Strategy: Influence how early adopters think about changing their eye color through the creative idea of “Permission to Play," and the freedom to experiment without fear of being judged.
Results: The campaign doubled awareness and engagement metrics 1 year out from the successful product launch.
The Color Studio is a virtual try-on tool that allows users to test colored contact lenses, playing with a new look.
Users can upload their own photo or use a model to compare lens colors. Based on the hair, skin, and original eye color in the image used, color recommendations can can be provided.
The objective of the tool is to increase registrations for EyeFile and in-office trial, so the final state of the tool is a coupon.