Client: ACUVUE (Johnson & Johnson Vision) | Category: Beauty, Personal Care, Optical, Contact Lenses | Discipline: POSM, Counter-Top Point-of-Sale, ECP Consultation Collateral | Scope: A4 Tent Card System (Dual Variant), Promotional Mechanics, Voucher Tier Communication, MyACUVUE App Sign-Up | Format: A4 Tent Card | Retail Environment: Optical Stores, ECP Consultation Desks | Season: Chinese New Year 2026 | Market: Malaysia | Agency: Laugh Contagious Communications, Kuala Lumpur
Most POSM is built for the walking shopper — block displays, gondolas, aisle interrupters all engineered to catch attention in motion. Counter-top POSM does the opposite. It lives on the optical consultation desk, in front of a seated customer mid-conversation with their eye care professional. There's no attention to grab — the customer is already in a high-consideration moment with a trusted advisor. The job of the tent card isn't interruption, it's persuasion: surfacing the right promotion, the right voucher, the right next step at exactly the moment the ECP is helping the customer decide.
ACUVUE CNY 2026 — a dual-variant A4 tent card system on the optical consultation desk.
For ACUVUE's Chinese New Year 2026 retail POSM, we designed a dual-variant A4 tent card system built precisely for that consultation moment — with one meaningful twist. The two cards segment by consumer mindset: a femme-led pink-and-gold variant headlined Natural at Zero Distance, Beauty in Full Bloom, and a male-led deep-gold variant headlined Comfort in Every Look, Prosperity in Every Moment. The ECP picks the card that matches the customer across the desk, so the right communication is on the table for the right person. Each card carries the full CNY festive system — talent imagery in cheongsam and changshan attire, festive motifs and warm prosperity palettes — while loading the real commercial mechanics that close the sale: free trial lens pairs, free ang pao packets with minimum purchase, cash vouchers, and MyACUVUE app sign-up with QR code to capture the customer into the loyalty programme. Festive emotion and commercial conversion, both landed in one A4 frame.
The femme variant — pink-and-gold styling, Beauty in Full Bloom headline, and a talent in festive cheongsam.
The male variant — deep-gold styling, Prosperity in Every Moment headline, with the ECP choosing the right card for the customer across the desk.
Most POSM systems make one piece of communication and put it in front of everyone. The sharper move — when the retail environment allows it — is to design the system around the customer rather than the brand: different cards for different mindsets, with the trusted retail staff or professional choosing which one fits the conversation. It's a small design discipline that rewards the brands willing to invest in it, because it makes the in-store communication feel personal rather than promotional. As a creative agency in Kuala Lumpur, we design counter-top POSM, tent cards, ECP consultation collateral, and retail point-of-sale systems for beauty, optical, healthcare, and FMCG brands across Malaysia and Southeast Asia.
Capabilities applied to this project: ACUVUE CNY tent card, ACUVUE counter-top POSM, A4 tent card design Malaysia, ECP consultation collateral, optical retail POSM Malaysia, counter-top POSM design Kuala Lumpur, point-of-sale design, segmented POSM system, festive optical retail design, MyACUVUE app activation, voucher mechanics design, Johnson & Johnson Vision creative agency, multi-year ACUVUE stewardship.
Got a counter-top moment that needs to land the close — not just look festive?
