Alcon holds beauty and colour event at Birmingham's Bullring

Pop up store concept highlights coloured contact lenses

27 Feb 2015 by Robina Moss

Contact lens manufacturer Alcon has run an experiential pop-up event in one of the busiest UK shopping centres, the Bullring, Birmingham, inspired by the beauty industry’s “pop up stores” trend.  

Believed to be a first of its kind for the industry, the activity was aimed at raising awareness about contact lenses among the general public and introducing consumers to the possibilities of changing the colour of their eyes with Air Optix Colors contact lenses. 

The stand was situated in a high footfall area of the shopping centre and offered consumers the opportunity to experience the contact lenses and a new look. A make-up artist was also on-hand to offer a free makeover and advice.  

With two digital interactive areas running the ‘Color Studio,’ consumers were invited to virtually try on any of the Air Optix Colors with the digital augmented reality screens, and then share their new look with friends. 

Consumers who wanted to know what wearing coloured contact lenses felt like, were given the opportunity at key times throughout the event facilitated by eye care professionals.   

Air Optix Colors offers nine colours to choose from and the power range available is being extended to include plus powers up to +6.00D.  

To visit the ‘Color Studio,’ visit the Alcon website.


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