Client: ACUVUE (Johnson & Johnson Vision) | Category: Beauty, Personal Care, Optical, Contact Lenses | Scope: Chinese New Year Campaign, Key Visual Design, POSM, Tent Cards, Retail Display, ECP Marketing Toolkits | Market: Malaysia | Year: 2025 | Agency: Laugh Contagious Communications, Kuala Lumpur
Festive campaigns don't really land in a single year — they earn their commercial value across consecutive seasons, building familiarity, refining what works, and giving consumers a visual language they start to recognise as part of the season itself. ACUVUE Malaysia's CNY 2025 was the first chapter of an ongoing festive system we've continued to evolve with the brand through 2026 and beyond.
The hero key visual — premium-led festive storytelling designed for the optical retail environment.
The campaign spotlights the Define coloured contact lenses and the Oasys clear lens range through a festive, premium-led visual system designed for the optical retail environment specifically. Rich festive palettes, modern styling, and elegant Chinese New Year motifs differentiate the two product ranges while holding them under one unified identity. The system extends across key visuals, POSM, tent cards, retail displays, and ECP marketing toolkits — balancing emotional festive storytelling with the commercial conversion mechanics optical retail actually needs.
The Oasys range — comfort and everyday confidence, holding its own visual lane within the same festive system.
Optical storefront display
The tent card — designed for the optical retail consultation, where conversion actually happens.
The brands that genuinely own a festive moment in any given category aren't the ones running the loudest single campaign — they're the ones running a recognisable system across consecutive years, refining the visual language until consumers start associating the brand with the season itself. That's the long view we bring to festive campaign design and multi-year brand stewardship for beauty, optical, and FMCG brands across Malaysia and Southeast Asia.
Capabilities applied to this project: ACUVUE CNY campaign Malaysia, multi-year festive brand stewardship, Chinese New Year beauty campaign, festive optical retail campaign Malaysia, coloured contact lens festive campaign, ECP marketing toolkit design, optical POSM design Kuala Lumpur, tent card design Malaysia, festive beauty retail Malaysia, Johnson & Johnson Vision creative agency.
Got a festive moment you want to own across years — not just deliver once?
