Alcon - Freshlook
All the fun
Services Industry
Brand campaign, creative Vision care
development, demand generation,
digital activation
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The Challenge
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FreshLook occupied a unique space in the contact lens category. While the product offered vision correction, its true value lived in self expression and personal style. At the same time, adoption depended heavily on eye care professionals who controlled recommendation, education and in office visibility.
The challenge was twofold. Consumers needed to see FreshLook as a natural extension of their identity rather than a novelty or costume product. Eye care professionals needed a more confident, modern way to talk about colored lenses as a legitimate, wearable option for everyday life. The campaign had to inspire desire while also equipping providers with language that made recommending FreshLook feel credible and relevant.
The Big Idea
FreshLook reframed colored contacts as a form of self expression rather than transformation. Eye color became something you could change the same way you change your makeup, your clothes or your mood.
The campaign positioned FreshLook as a way to enhance who you already are, not become someone else. By grounding the idea in confidence, choice and everyday wearability, the work moved colored contacts out of the costume category and into real life.
For professionals, this same idea gave permission to talk about FreshLook differently. Not as a novelty add on, but as a style forward option that fit naturally into how patients already express themselves.
The Work​
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Developed a campaign platform that balanced consumer desire with professional credibility.
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Created consumer facing messaging that framed FreshLook as an everyday form of self expression rather than a special occasion product.
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Wrote digital and social copy that emphasized confidence, individuality and subtle transformation.
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Built supporting messaging for eye care professionals that repositioned colored lenses as wearable, stylish and easy to recommend.
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Developed B2B materials and language systems to help providers introduce FreshLook naturally during patient conversations.
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Ensured consistent tone and narrative across consumer and professional touchpoints to reinforce legitimacy and trust.
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