Pop star named as face of Define

Johnson & Johnson Vision Care has confirmed Pixie Lott as the face of its Define contact lenses

pixie lott
Pop star Pixie Lott has been named as the new face of Johnson & Johnson Vision Care’s (J&J) eye-enhancing contact lenses. 

The singer has begun wearing the news contact lenses in addition to her regular lenses and is encouraging the public to try the contact lenses themselves.

Commenting on the pop star’s appointment, J&J director of professional affairs for the UK and Ireland, Marcella McParland, said: “With her huge following of fashion-conscious young women, Pixie Lott is an ideal ambassador for one-day Acuvue Define. Her support will help us to further raise awareness of the UK and Ireland’s only natural eye-enhancing contact lens, and get women excited to try these new lenses.”

She added: “Pixie has been wearing contact lenses from a young age, and since her first fitting of Define she has loved how both the Natural Shimmer and Natural Sparkle variants brighten and enhance her eyes. With her brown eyes, Natural Shimmer really enhances the colour, giving them added depth and intensity.”

Since launching Define last year, J&J has invested in a series of campaigns to raise awareness about the new product. This has included a media partnership with entertainment channel E! News, as well as working with beauty bloggers and vloggers for the first time.

Talking about wearing Define, Pixie Lott said: “The lenses suit my vision correction needs, but also give my eyes that extra definition – they are definitely one of my must-have beauty essentials.”