Wesley finds face that fits CL drive

Ms Benitez, whose face has been featured on the covers of glossy magazines such as Vogue and Cosmopolitan, will be promoting the company's coloured contact lenses. Wesley Jessen PBH says it has chosen a recognisable face to enhance the message that eye colour change is a fun, everyday fashion alternative and because readers want to emulate the looks they see portrayed by models. The campaign has been reinforced by articles in women's magazines and national newspapers. Wesley Jessen marketing manager Ruth Dwyer says: 'The 'Beautiful in Blue' campaign will build on the success of last year's 'I love wearing green' campaign. Consumer awareness of, and interest in, the product is now high, so the prime objective this year will be to tackle misconceptions regarding contact lens affordability.' Last year's campaign helped to double sales of FreshLook Colour lenses in the three-month promotional period, claims the company. General manager sales and marketing Andy Cockayne adds: 'About 50 per cent of our coloured lenses are sold to plano patients, which means that there are opportunities to make sales to people who normally wouldn't enter opticians.'