Contact lenses go Cosmo

According to Ciba Vision, this was the first time that a contact lens manufacturer has exhibited at a consumer exhibition and the event proved a success for Ciba, the contact lens industry and eye care practitioners. 'We offered visitors to the stand the opportunity to try our Focus Dailies one-day contact lens and asked them to consider the modality as an option for their vision correction,' said Lundy Fields, Ciba's sales and marketing manager. 'If they expressed an interest in using these or other contact lenses, we recommended that they visit their local practitioner for dispensing advice,' he added. Ciba Vision considered the Cosmopolitan Show to be the most appropriate consumer venue for promoting its contact lenses, because most of the 40,000 to 60,000 attending were aged between 17 to 32 years, which was the company's target age group for expanding this market. 'We are planning to attend next year's Cosmopolitan Show, but would also consider attending other consumer exhibitions,' said Mr Fields.