Defining partnership

Johnson & Johnson Vision Care (J&J) has partnered with fashion and entertainment broadcaster E! to raise awareness of the benefits of 1-Day Acuvue Define contact lenses. 

Between now and December, the two companies will join forces through a range of initiatives, including a search for the next UK and Ireland presenter for E!, behind-the-scenes coverage of London and New York Fashion Weeks, and sponsorship adverts on some of the broadcaster’s most popular programmes.

Director of professional affairs for J&J in the UK and Ireland, Marcella McParland, said: “Teaming up with E! is the perfect way for us to reach affluent, trend-setting young women who may not yet have heard about new 1-Day Acuvue Define. With 60% of the channel’s audience comprising of women aged 16–34, E! is an ideal place to reach potential Define wearers.

“Whether they are experienced wearers or contact lens considerers, discovering the product’s natural eye-enhancing benefits is sure to inspire many of them to visit their local optician for a free trial.”

J&J’s partnership with E! is part of a major consumer campaign for Define which will see the contact lens manufacturer invest in a series of media partnerships including bloggers and vloggers for the first time.

UK managing director for NBC Universal International Networks, Nicky Douglas, added: “E! is a great sponsorship proposition for brands wanting to reach a young, aspirational, female audience whose fingers are firmly on the pulse of popular culture. We are excited to be working with 1-Day Acuvue Define on a truly integrated campaign.”

To help practitioners make the most of the opportunity which the campaign brings, J&J has developed new marketing, point-of-sale and educational materials for use in practice with Define. For more information, visit the Johnson & Johnson Vision Care website.