TV deal shows Acuvue Define contact lens benefits

Acuvue Define’s eye enhancing benefits will be highlighted by a new partnership between its manufacturer Johnson & Johnson and fashion and entertainment broadcaster E!

Until December 2015, the two companies will work on a number of initiatives, including a search for E!’s next UK & Ireland presenter, behind-the-scenes coverage of the London and New York Fashion Weeks, and a series of on-screen sponsorships on some of E!’s most popular programmes.

It was hoped that the partnership would encourage more patients to experience the lens for themselves and raise awareness among the channel’s audience of young, fashion-forward, female viewers.