Objective: create a launch campaign that would position this revolutionary pharmaceutical product as a lifestyle brand.

Strategy: designed and produced an environment that allowed us to fuse pharmaceutical with beauty through a multi layered lifestyle laboratory featuring on site physicians, a beauty bar, educational experience zone and a custom retrospective on the beauty of the eye curated by iconic photographer, Matthew Rolston.

Results: one of the most unique, talked about and successful pharmaceutical product launches in the history of the industry along with mass media awareness. Job done!