Johnson & Johnson introduces 1-DAY ACUVUE DEFINE cosmetic contacts

JOHNSON & JOHNSON VISION CARE, INC. INTRODUCES A NEW INNOVATION IN BEAUTY WITH INITIAL U.S. LAUNCH OF 1-DAY ACUVUE DEFINE BRAND CONTACT LENSES

Johnson & Johnson Vision Care, Inc. (JJVCI), today announced the initial launch of 1-DAY ACUVUE DEFINE Brand Contact Lenses with LACREON Technology, a new category of eye enhancement contact lenses that accentuate natural beauty while helping to support a healthy eye. The innovative brand, already the number-one beauty contact lens in Asia, is now available at a limited number of independent eye doctors' offices, with expanded product availability in the United States to follow in the first half of 2015.

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1-DAY ACUVUE DEFINE addresses a significant unmet need for natural-looking eye enhancement: the 2013 Gallup Study of the U.S. Consumer Contact Lens Market showed that one in three vision corrected teens/adults (32%) express a strong interest in purchasing a contact lens that enhances the natural beauty of their eyes.1 1-DAY ACUVUE DEFINE Brand has sophisticated iris-inspired designs that combine an outer darker limbal ring – to give eyes greater definition by creating contrast between the iris and sclera – and an inner translucent light-effects pattern – to add depth and definition without changing the eye's natural color. Independent research shows that people are more attracted to women and men with pronounced limbal rings, as limbal rings are associated with a healthy and youthful appearance.2Interviews with over 40,000 women informed the design of the lens.

1-DAY ACUVUE DEFINE Brand will be available in plano and vision correction ranges from +1.00 to -9.00 with a base curve of 8.5 and diameter 14.2mm and is being introduced in three styles to complement all eye colors:
• 1-DAY ACUVUE DEFINE Brand Contact Lenses NATURAL SPARKLE
• 1-DAY ACUVUE DEFINE Brand Contact Lenses NATURAL SHIMMER
• 1-DAY ACUVUE DEFINE Brand Contact Lenses NATURAL SHINE

"1-DAY ACUVUE DEFINE provides personalized eye enhancement that uniquely interacts with each iris pattern," explains Millicent Knight, OD, Head of Professional Affairs, JJVCI, U.S. "It is not a colored contact lens," she adds. "Colored contact lenses usually have opaque and pixelated, patterns that mask the natural beauty of the eye. 1-DAY ACUVUE DEFINE offers subtle, natural-looking enhancement that allows the beauty of the eye to shine through." 1-DAY ACUVUE DEFINE Brand also uses proprietary BEAUTY WRAPPED IN COMFORT Technology that fully encloses the pattern within the ultrathin lens material of 1-DAY ACUVUE MOIST Brand Contact Lenses, ensuring that the design pigments are not in contact with the surface of the eye or the eyelid.