CIBA VISION PROMOTES FRESHLOOK RADIANCE CONTACT LENSES
By Adnews Staff
CIBA Vision has introduced a new line of cosmetic contact lenses in Canada. According to the company, the FreshLook Radiance lenses are designed to "illuminate" the wearer's eyes while allowing their natural colour to show through, similar to the way in which lip gloss adds shine to lips or highlights add colour to hair. The lenses will be sold in four varieties: Moonlight (silver), Eden (green), Autumn (bronze) and Sunshine (gold). The lenses are sold in boxes of six at Canadian optical outlets. CIBA Vision Canada, based in Mississauga, is promoting the lenses with a magazine campaign. Print ads, created by Publicis, are running in women's magazines and trade publications. Media buying was done by Optimedia. Public relations for the launch of the line are being handled by LexPR Canada. CIBA Vision, which is based in Atlanta, GA, is also releasing the lenses in Italy and Germany.