Working with tangerine the industrial design and innovation studio, there was a need for a rapid response to help Johnson & Johnson reposition their Acuvue contact lens brand in the competitive Asian markets of Korea, China and Japan. Through a process of research followed by workshops in each region, local perspectives and opportunities were highlighted to help create a vision that was a move away from clinical in look & feel to an integrated approach to personal beauty across all touch points. A retail concept was developed around Define - helping redefine Acuvue as a beauty focussed brand - which can be adapted to each market. With physical solutions including window display, small shop-in-shop concession through to a flagship store format, along with digital touchpoints to support the customer journey, the design has enabled local partners to trial and interpret the concept to suit their retail space.