J&J Vision debuts new try-it augmented reality tech application for Acuvue lenses in China

J&J Vision recently debuted Perfect Corp. AR technology in China to help people visualize contact lens looks. (Perfect Corp.)

Augmented reality has landed at Johnson & Johnson Vision this summer with a new virtual try-on for Acuvue lenses. A first-of-its-kind launch in China for the company, the app allows users to see how they would look wearing Acuvue's Define brand contact lens. The virtual on-eye experience debuted in Acuvue’s flagship store on Tmall and on WeChat.

The Define brand lenses accentuate eye color in part by outlining the limbal ring, which is the circular edge of the iris, versus traditional colored lens that cover up the iris. The more subtle effect however, is also more difficult to imagine, making the try-on feature useful—and, by the sales outcome, effective.

J&J Vision debuted the AR experience during the recent “6.18” midyear shopping festival in China with high engagement and an almost 30% consumer purchase conversion rate, J&J Vision said in answer to email questions from Fierce Pharma.

Free Webinar

Building a Flexible, Challenge Resistant and Patient Centric Clinical Supply Chain

The global landscape of clinical trials is rapidly changing as studies become more complex. An increasing number of sponsors are seeking enhanced flexibility in their supply chains to address a variety of clinical supply challenges, including patient demand and reducing delays. In this webinar, learn the benefits of utilizing demand-led supply and direct-to-patient distribution models in the clinical supply chain, as well as how they can be used to both improve flexibility and better align with patient needs. Register today!

RELATED: Expect augmented reality to come up big for pharma marketers: expert

“Digital innovative assets are a great complement to our traditional marketing approach to elevate our consumers’ experience and strengthen our engagement with them,” the company said.

J&J Vision, the eye care business unit inside J&J’s Consumer Health division, partnered with beauty tech company Perfect Corp. for the AR technology.

Perfect Corp. founder and CEO Alice Chang said in a news release that the solution would “offer beauty shoppers a full-range, immersive, hyper-realistic AR beauty experience, leading to a greater brand loyalty and a stronger omnichannel strategy.”

AR technology is increasingly being used by pharma companies with physicians to project 3D images onto real-life views that can help explain how a medicine works or create better empathy with patients. Migraine simulators in virtual headsets or on phones, for example, show how vision and hearing are impacted.

RELATED: Lights, camera, action as FCB Health spins production studio into standalone shop

The use of AR for consumers in health and pharma marketing is growing as well. At Cannes Lions Health last year, Sanofi talked about its OTC launch for Allegra in Brazil ,which included an AR campaign that showed users with red noses and watery eyes and even animated sneezes that blew droplets on the phone screen.

Suggested Articles

Former Indivior CEO Shaun Thaxter will face six months in federal prison for his role in misleading government officials on the dangers of Suboxone.

As of Friday after local time, 36 people have died in Korea after getting flu shots provided by at least seven companies, including Sanofi.

Two prominent pneumococcal vaccines from Merck and Pfizer are running low in Europe in a possible ill omen for the coming winter: report.