Introducing Biofinity Energys: The First Contact Lens for a Digital World
Millions of people experience eye dryness and tiredness from staring at digital device screens each day. In 2016, CooperVision launched Biofinity Energys – the world’s first contact lens specifically designed to address digital eye fatigue – with public relations helping lead the way. As the company’s global PR partner and U.S. lead, the firm played a key role in long-term strategic planning and execution for the introduction.
Over the course of 18 months, we worked to seed market enthusiasm among thousands of eye care professionals, used bold messaging to cut through the clutter while adhering to regulatory standards, elevated the company’s presence at top industry events, and even targeted the consumer electronics market to jump-start early adopter demand and create mainstream intrigue.
Biofinity Energys has not only been CooperVision’s most dynamic launch in years, but also the most talked about in the entire contact lens category in a decade. Optometry trade media covered the lens extensively, dominating share of voice among the top four lens manufacturers for months on end. Eye care professionals reacted with extreme interest in the lens: 7,500+ North American optometry offices had trial inventory within three months of launch. Consumer technology media have fallen in love with Energys – it was named “the must have product” of CES by uber-influencer Digital Trends, one of the top seven products by futurist Marsha Collier, and one of the top five tech innovations of CES week by Forbes.com.