Acuvue lenses SWOT Analysis, USP & Competitors

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SWOT Analysis of Acuvue lenses with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Acuvue lenses

Parent Company

Johnson & Johnson


Personal Care brands - Eye care



Tagline/ Slogan

Fresh is better; See what could be


First Disposable contact lens



Disposable contact lens, Beauty segment

Target Group

Working Youngsters


A healthy and convenient brand stressing the comfort factor that free you from the hassles of maintain the lenses.

SWOT Analysis


1. e-trial initiative to prompt the potential consumers to try out lenses.
2. Wide variety of colors and types available
3. Johnson & Johnson Limited was ranked among the Top 50 best employers and among MNC’s in the healthcare sector in the Survey conducted by the Great Places to Work Institute
4. Excellent distribution network
5. Good advertising and branding ensure high brand loyalty


1.Contact lenses are perceived to be priced higher and considered to be out of reach for the middle class
2. Still unable to overcome the perception of people who feel spectacles are safer


1. To make it a need of tier-2,tier-3 cities too
2. Focus on advantages and safety of lenses


1.Fear of inserting foreign object in the eyes which is termed as Pokeaphobia that restricts user to try lenses.
2. Established players and other brands



1.Bausch and Lomb

4.Cooper vision

The table above concludes the Acuvue lenses SWOT analysis along with its marketing and brand parameters.


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