Publicis Pushes Color Contacts

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The color contact-lens category is about to get its biggest boost in 20 years this month when CIBA Vision, the largest manufacturer, launches a $20-25 million print push for its FreshLook line.

Creative for the campaign from Publicis in Mid-America, Chicago, treats the lenses as a fashion accessory like makeup, as does the tag, “Just for tonight.”

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