CIBA VISION launches 2010 Young Wearers Campaign
CIBA VISION’s hugely successful 2009 ‘Teens Campaign’ saw contact lens fits to teenagers rise from 7.7% to an impressive 9.3% of the market.1 On the strength of those figures they have announced the launch of their 2010 ‘Young Wearers Campaign’.
CIBA contend that there is a huge opportunity for growth with 52% of young wearers who are interested in contact lenses, yet only 3% of young people with vision correction needs currently wear them.3 This means the opportunity for growth is huge – especially when compared to other markets.
Research has shown that contact lenses go beyond meeting the young wearer’s vision correction needs. They can improve how young people feel about their appearance, their confidence at school and their ability to participate in sports and other activities.
The 2010 campaign
This year’s campaign combines consumer incentives with in-practice materials and educational support to help practitioners grow their contact lens business through young wearers:
• On-pack consumer promotion: Consumers simply buy three months’ supply of any DAILIES® or AIR OPTIX® contact lenses and collect the on-pack promotional codes to claim one of three rewards: two cinema tickets, £10 music download or £10 HMV voucher. This offer has 100% coverage through the choice of any cinema in the UK and Ireland.
• In-practice materials: These offer eye-catching and extensively tested point-of-sale (POS) materials provided as part of the campaign sales kit.
• Educational support: To supplement our continuing online resources and Practice Academy training, this June our professional affairs team united key industry figures to discuss all aspects of fitting contact lenses to young wearers at the Fit for Life road shows.