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Eye Care Author: Staff Editor Last Updated: Jun 26, 2014 - 11:40:33 AM



Color Contact Lenses Offer a Comfortable Way to Enhance the Eyes

By Staff Editor
Jun 26, 2014 - 11:33:53 AM



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(HealthNewsDigest.com) - FORT WORTH, Texas, June 26, 2014 - Alcon, the global leader in eye care and a division of Novartis, announced today the launch of AIR OPTIX® COLORS prescription contact lenses, a new color contact lens that encapsulates Alcon's 3-in-1 Color Technology in a silicone hydrogel lens.  Available in nine colors ranging from subtle to vibrant, AIR OPTIX® COLORS contact lenses are the first monthly-replacement, daily-wear color lenses available in the U.S. on a silicone hydrogel platform, allowing up to six times more oxygen through the contact lens compared to the leading, older technology color contact lens.1* The natural-looking color is contained within the innovative lens material, so that the only thing touching the wearer's eyes is the ultra-smooth permanent plasma surface of AIR OPTIX® brand contact lenses. Contact lens wearers can enjoy beautiful, comfortable lens wear.

"The scientific advancements in AIR OPTIX® COLORS make this lens the biggest breakthrough in the color contact lens industry in more than a decade," said Carla Mack, OD, MBA, FAAO, Director of Professional and Clinical Support, for U.S. Vision Care at Alcon. "We know our consumers - Millennials in particular - want the ability to enhance their eye color in a natural, beautiful way. Now, we can give them an option that's not only stunning, but also incredibly comfortable."

A recent survey conducted by Alcon and Kelton Global revealed that color is one of the major factors that allows female Millennials to enhance their appearance and express themselves. In the survey, 71 percent of 18-29 year old women believe that color allows them to showcase their personality2. With 3-in-1 Color Technology, AIR OPTIX® COLORS contact lenses allow consumers to enhance their eye color in a way that mimics the natural subtle color blend of the iris, gently blending with the wearer's unique, natural eye color to create an attractive and natural-looking effect.

"AIR OPTIX® COLORS isn't about changing who you are or altering the features you were born with. Rather, it's a new opportunity to enhance your best accessory - your eyes -- just like I would with mascara or a bright new eyeshadow," said Nina Dobrev, Alcon spokesperson and star of CW's Vampire Diaries. "These new lenses allow me a fun and creative way to express my love for color and my own unique style - but in a subtle way that still feels like me!"

The Kelton survey also revealed that 63% of American female Millennials can't pick just one favorite color2. In fact, they'll typically incorporate four different colors into one outfit. With these colorful, "fashion chameleons" in mind, Alcon designed AIR OPTIX® COLORS in nine different shades, ranging from subtle (Pure Hazel, Blue, Green, Gray and Brown) to vibrant (Brilliant Blue, Gemstone Green, Honey and Sterling Gray).

"AIR OPTIX® COLORS contact lenses are taking fashion to new heights," says Ilaria Urbinati,  Alcon spokesperson and Celebrity Fashion Stylist. "Color is central to every look I create, and the eyes are absolutely the first feature people notice. The ability to play with eye color creates so many possibilities! These lenses are perfect for any fashionista who wants to express their personality, mood or style-sense through their eye color."

Urbinati sees first-hand the style choices Millennials are making and agrees with the survey results showing their interest in change. According to the survey, 52% of respondents described their style as always changing, and over half (54%) claimed that making regular changes to their appearance is empowering and a fundamental part of their personality2. This change also happens frequently, as 85% of respondents admit that when shopping for make-up they'd opt to try something new rather than stock up on products they'd worn before2. AIR OPTIX® COLORS contact lenses offer fashion-forward consumers a bold, new way to enhance their look, complementing their vibrant fashion and make-up choices.

As a medical device, AIR OPTIX® COLORS contact lenses are available to consumers with a prescription from an eye care professional. Eye care professionals may prescribe the lenses to correct vision but they also have the option to prescribe the lenses in "plano" (non-corrective) form for consumers who do not require vision correction, yet still want to enhance their eye color. Importantly, there is no refit required for current AIR OPTIX® AQUA contact lens wearers.3

Consumers interested in enhancing their eye color with AIR OPTIX® COLORS should visit their local eye care professional for a fitting, or check out the AIR OPTIX®COLORS Color Studio at www.airoptixcolors.com/colorstudio to upload a photo and virtually "try on" any of the nine beautiful shades.

References:

1.     Based on the ratio of lens oxygen transmissibilities; Alcon data on file, 2013.

2.     Based on an online survey of 619 American women ages 18-29 and 608 American women ages 35-49; Alcon data on file, 2014.

3.     Alcon data on file, 2013

About Alcon

Alcon, the global leader in eye care, provides innovative products that enhance quality of life by helping people worldwide see better. The three Alcon businesses - Surgical, Ophthalmic Pharmaceuticals and Vision Care - offer the widest spectrum of eye care products in the world. Alcon is the second largest division of the Novartis Group, with pro-forma sales of USD 10.5 billion in 2013. Headquartered in Fort Worth, Texas, USA, Alcon has more than 25,000 employees worldwide, operations in 75 countries and products available in 180 markets. For more information, visitwww.alcon.com.

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