A beautiful sight for sore eyes

In a record 4 months, we successfully created and launched a new product campaign for OPTASE in the US and Europe. With striking visual standout, consumer traction has been very strong early into the launch period.

CHALLENGE
To carve out a new eyecare-meets-beauty space, that builds on Optase’s trusted reputation for effective treatments for dry & sensitive eyes, while highlighting the essential moisturising and cleansing benefits of their new eye care range.

STRATEGY
To communicate the duality of efficacy and beauty we combined quality beauty cues with strong health claims, and appealing to women across Europe and the US who seek aesthetic benefits that they can trust for their sensitive eyes.

We used endorsement from eyecare professionals and makeup artists to strengthen the RTB.

CREATIVE SOLUTION
Our original, highly stylised photography dramatised a holistic view of eye health – one where beauty and wellbeing go hand in hand. Beautiful eyes were revealed in expressive, natural poses, driving awareness and desire for the Optase Life Sensitive Eye Makeup Remover and the newly launched Optase Life Sensitive Eye Daily Renewal Cream.