Objective: Position Novartis’ Air Optix® Colors contact lenses as a must-have beauty accessory for fashion-forward Latinas, while educating them on safe, prescription-based usage.

Strategy: We created a multi-platform program that placed Air Optix Colors at the center of the Latina beauty conversation through high-impact content, influencer engagement, and editorial integration. We brought this to life through:

Cover Model Contest: Partnered with editors to host a national contest, awarding the winner a photo shoot and feature on Siempre Mujer’s first-ever dual cover wearing Air Optix Colors

Custom Advertorial: Highlighted beauty tips from celebrity makeup artist Javier Romero and exclusive behind-the-scenes content

Influencer Marketing: Engaged five Latina beauty influencers to create makeup tutorials featuring Air Optix Colors

Vlogger Campaign: Produced a branded video chronicling the cover shoot experience and lens transformation journey

Digital & Social Activation: Deployed targeted banner ads and organic posts across SiempreMujer.com, social, and partner channels

Media Partnerships: Secured coverage and distribution through Univision, Yahoo!, and Reuters to amplify reach

Results:

• 185M+ total campaign impressions

• 132K+ total video views

• 2.6K+ social interactions

• Vlogger video received 31.7K views and 1.6K likes

• Drove meaningful consumer engagement and consideration for Air Optix Colors among Latina beauty enthusiasts