Eye care sees the future in fashion.

Quick, name three contact lens companies. Exactly.

Because contact lenses are FDA-regulated and consumer decisions are made mostly by eye-care professionals, Alcon felt their AIR OPTIX® COLORS contact lenses deserved – demanded – more.

As these color enhancing lenses aren’t mere medical devices, but personal fashion statements, Cohn & Wolfe, Austin, turned the conversation from eye care to eye fashion, taking in colorful runway trends and exciting new looks through the unifying platform of #LiveinColor.

In an integrated campaign across seven countries, C&W’s client Alcon blasted past sales projections, outselling more established, well-known lenses.

Oprah, too, approved, donning the lenses on four consecutive covers of O Magazine, each showing a uniquely colorful look, titled “Seeing life through a New Lens.”