Product box for contact lenses

Cosmética y belleza

eOptika

eOptika.hu

Pro-Vision (contact lenses)

This design is for a box of high quality contact lenses branded Pro-Vision. Contact lenses are vision correction products (medical devices). People who choose contact lenses over spectacles typically want to look better and “more natural”. Some also pick contact lenses for lifestyle reasons such as sports, going out, specific work, summer outdoor activities or wearing sunglasses. Pro-Vision is our private label product. As such, it has to outcompete branded goods on the market (by design, quality and price). Pro-Vision is a monthly replacement lens, that is, customers use a pair of lenses for one month and then will return to buy a box of lenses every 3 to 6 months. Thus establishing long term trust and “love relationship” with the brand is key.

About 5-20% of population in every industrialized nation uses contact lenses. The primary motivation to choose contact lenses over spectacles is to look better and more natural. Specific lifestyles (such as sports, going out, specific jobs, outdoor activities, wearing sunglasses) also motivates choice. Our target group is typically 20-45 years of age, and more female than male (ca 60-40%). They tend to be digitally very engaged, urban and better-than-average educated. Pro-Vision is our private label product. It will be offered to our existing buyers who already purchase other contact lens brands from us. This “private label” product (packaging) must convince them to switch. We as retailers will help the process with pricing, marketing and incentives, but the product design should also be convincing enough to entice customers to try; and engaging/lovable enough to keep them coming back. Contact lenses used to be sold as medical devices after medical advice by a professional. As such, product packaging used to be very “medical”. Now "digitally empowered" buyers moved to the internet and make their own choices including switching brands. Hence this should now be considered an FMCG product category; and other branded products now also showcase attractive looks, vivid colors, motives, special prints, etc. Trust, however, is still the absolute Nr 1 key to success. (People, rightfully, do not want to take medical risks.) Among trusted brands, however, customers pick products by quality, price, package size and commercial benefits. Our private label brand is similar in quality to the branded goods it has to replace but offers the best value for money available. In terms of quality, USPs such as “breathability” and “oxygen” (high oxygen performance), “moist” (high water content, eyes will not dry out) and “extra comfort” (round lens edge, soft and moist lens material, high oxygen performance) may be used.