— Case Study — ALCON contact lenses
in-store discovery campaign

#Alcon #ContactLenses #DisplayDesign #VisualMerchandising #ShopperExperience
Feb 2026

              
                  Client
                  Alcon
                
                  Sector
                  Health & eyecare
                
                  Project
                  
                    Creation, development, and production of an in-store campaign designed to encourage discovery of Alcon contact lens solutions in optical stores, with an inline installation as well as a floor-standing and a tabletop display unit.

ALCON contact lenses in-store discovery campaign: key visual — The campaign’s key visual was developed by the agency Wildvertising.

What if you didn’t always need glasses? 🤓

In optical stores, most customers come to shop for the perfect frame — shape, color, style… But what if vision correction didn’t always need a frame?

ALCON contact lenses offer an alternative: clear vision, all-day comfort, and the freedom to change your look. For younger generations, flexibility matters: some moments call for stylish frames, others call for nothing at all.

ALCON contact lenses: the in-store discovery experience

Contact lenses are not about replacing glasses. They create freedom, allowing wearers to move between looks, activities, and moments.

To encourage discovery of its lens solutions in optical stores, ALCON sought a campaign that feels intuitive and relevant to today’s consumers. Rather than presenting contact lenses as a technical solution, the communication focuses on curiosity, discovery, and awareness.

The objective is simple: help customers realize, on their own, that another way of seeing clearly is possible.

That is why we designed and produced three display materials that guide discovery across three distinct touchpoints in the purchasing journey.

ALCON contact lenses in-store discovery campaign: lineup of three POS display solutions — A floor-standing display, an on-shelf communication, and a tabletop display encourage discovery of Alcon contact lenses in optical stores © Pilotes

1. Floor-standing display unit – freedom at first glance

ALCON contact lenses in-store discovery campaign: floor-standing display unit — The fixture stocks the full ALCON contact lens range, making it also a practical solution for opticians. © Pilotes

The floor-standing display attracts attention and presents contact lens solutions as a choice for specific moments or activities, rather than as a purely technical solution.

Its slim design makes this in-store communication accessible. The products are playfully highlighted, and the layout guides the eye from the messaging — the freedom to change style — to the product range.

More than a product presentation, the display becomes a visual invitation: not only to see better, but to live with greater ease and flexibility.

2. On-shelf communication – a subtle invitation to reflect

ALCON contact lenses in-store discovery campaign: in-line installation — While browsing frames, a silent question emerges: what if you didn’t always need glasses? @Pilotes

Integrated among real frames, a pair of mirrored glasses interrupts routine browsing.

Customers trying on frames instinctively look at themselves in the mirror. When they encounter mirrored glasses instead of transparent ones, they see their own reflection — without glasses.

The effect is immediate — no instructions, no explanation needed.

This simple communication transforms passive browsing into a moment of reflection. It sparks curiosity, encourages dialogue with the optician, and invites customers to imagine an alternative version of themselves.

3. Tabletop display unit – where curiosity becomes consideration

ALCON contact lenses in-store discovery campaign: tabletop display — The tabletop display is compact enough to fit easily on any optician’s consultation table, securing its place at the very moment and location where decisions begin to take shape. @Pilotes

The consultation desk is where curiosity becomes consideration. After browsing frames and discussing options, customers are already thinking about comfort, practicality, and daily life.

Placed within this privileged moment of exchange, the tabletop unit invites to a conversation.

This compact presence allows opticians to introduce contact lenses naturally, as an additional option tailored to lifestyle needs — precisely where decisions are made.

See differently, choose freely

Together, these three display elements create an in-store journey of discovery:

The floor display attracts attention and introduces the idea of freedom.
The on-shelf communication encourages reflection.
The tabletop display invites conversation and supports decision-making.

The result is an experience that feels intuitive rather than promotional. Vision correction today is not only about seeing clearly; it is about seeing differently and choosing freely.

ALCON contact lenses offer that flexibility — helping each wearer choose, day by day, how they want to see the world and how they want the world to see them.

We help brands like ALCON make their product offerings more visible in stores. Discover the retail experience we can create for your brand. Get in touch with us 👇

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