Pop singer Rachel Stevens is the face of CIBA Vision's latest Focus Dailies consumer campaign to raise awareness among 16- to 24-year-olds about the benefits of daily disposable contact lenses.
Stevens will feature in a series of lifestyle-led consumer magazine advertorials through March including Elle, Glamour, Bliss, Closer, More, Heat, Now, New! and OK!.
Stevens said: 'I've worn Focus Dailies for years. My eyesight isn't 100 per cent and I prefer wearing contact lenses to glasses. They're very comfortable and really convenient for me and my lifestyle.'
CIBA said the advertorials are designed to show the all day comfort and convenience that Focus Dailies provide Stevens whether 'catching a guy's eye', 'jetting from LA to London' or 'attending special events'. They will also feature a Focus Dailies 'money off' first purchase offer and a chance to win lunch with Stevens in London.
Brand manager Mark Halling said: 'We know from our research that nearly half of 16- to 24-year-olds who require vision correction are interested in contact lenses. Rachel Stevens' eyes have that beautiful, natural sparkle that epitomises our 'Smiling eyes' campaign. We are excited to be working with Rachel Stevens to introduce the benefits of Focus Dailies to this group of potential new contact lens wearers'.
To reach its young, on-the-go, mobile and tech-savvy consumers, CIBA Vision has also set up special bluetooth devices at retail outlets across the country that will transmit a 'Smiling Eyes' promotion to the mobile phones of passers by.
Optical outlets will be supported with POS materials and add 'Smiling eyes' will air on television in March and in cinemas until April.