Acuvue x Nona Bayat
Background
Acuvue, a brand by Johnson & Johnson Vision, is one of the world’s most trusted names in eye care. Known for its innovative contact lenses, Acuvue blends cutting-edge technology with everyday comfort to support clear, confident vision. As the lines between wellness, beauty, and lifestyle continue to blur, Acuvue is evolving its brand presence to reach the next generation of wellness-minded consumers in fresh, authentic ways.
[https://www.acuvue.com/]
Challenge
Acuvue aimed to expand brand relevance beyond the traditional optical and medical space, targeting a younger demographic who views vision care as part of their broader lifestyle and wellness routines. To do so, the brand needed to show that contacts can be empowering (not clinical) and seamlessly fit into the lives of active, image-conscious, and highly engaged consumers.
Solution
Acuvue partnered with nowfluence to activate Nona Bayat, one of its exclusive wellness and fitness creators. With over 4.5 million followers, Nona is known for her daily fitness content, healthy lifestyle inspiration, and deeply engaged female community. As an exclusive nowfluence talent, she was the ideal voice to organically integrate vision care into her lifestyle, showing how Acuvue fits into her daily routine both functionally and aesthetically.
Execution
nowfluence streamlined the campaign from strategy to execution, leveraging its exclusive access to Nona to ensure both brand alignment and creative efficiency. There were no lengthy onboarding processes or third-party coordination: just rapid, frictionless integration with a creator who authentically resonated with the product.
The campaign focused on organic storytelling, with Nona featuring Acuvue lenses as a subtle but essential part of her wellness and getting-ready routine. The tone remained true to her brand: uplifting, confident, and authentic. This ensured that the product felt naturally embedded, not inserted, and allowed her audience to discover the brand without disruption or overt promotion.
Results
- The content organically reached over 500,000 views and sparked real interest from Nona’s community
- Comments included direct questions about her lens preferences and how she incorporates them into her daily lifestyle
- The collaboration reinforced Acuvue as a lifestyle brand, not just a medical product, helping shift perception within a hard-to-reach demographic
- The post continues to deliver long-tail value as evergreen, high-trust content on Nona’s profile
Conclusion
The Acuvue x Nona Bayat collaboration proves that authentic integration wins over scripted endorsement. With nowfluence's exclusive access and streamlined production, Acuvue was able to enter the wellness and fitness conversation in a way that felt personal, relevant, and aspirational. It’s a model for how legacy health brands can reach new audiences: through trusted voices and real-life routines.