Alcon will put significant investment into driving the 16-24-year-old new wearer category this year after it discovered that 35% of under-24s would like to try lenses in the future.

Its research identified the category as a massive growth opportunity for opticians, with only 8% of spectacle users in Europe currently using contact lenses.

Launching first in Germany, a new ‘My First Lenses’ campaign will be released in the UK during 2018.

The company also announced that it would continue to invest in the multifocal category this year, with an additional £750,00 going to a variety of promotional activities.