Work / Johnson & Johnson Vision

In-store beauty retail experience for Asian markets

Johnson & Johnson Vision approached us with an urgent brief to reposition their Acuvue Define instore retail experience for Asia.  Their ambition was to create a customer experience that would attract and engage younger beauty conscious Asian consumers, in their key target markets of Singapore, Japan, China and Korea.

The research and strategy work needed to be completed within one month, across multiple markets to identify critical factors that could shape success.


  • Retail Design
  • Customer Experience Design & Strategy
  • Brand Identity & Positioning
  • UX & UI Design


A fast-paced project with a tight timeline, we quickly drew from the expertise of our Directors of Japan, China and Korea, and deployed designers from our London and Seoul offices to conduct instore and desk research in their markets to identify relevant beauty trends and the national differences across sales channels.

Critically, our multicultural team were able to help J&J to understand both the subtle nuances within each market, such as beauty trends and patterns of consumption and the differences that drive structural change.


It was imperative to rapidly rethink how the customer experience could change for the better and originate design concepts for the total customer journey, including store layout, look and feel and digital/physical touchpoints.

Multiple project team stakeholders including J&J’s leadership team, agency partners and local experts, were engaged through sprint style workshops held in the different regions. Concepts were explored, evaluated and developed eventually leading to a single concept that could be tailored to regional and local perspectives.


A beauty-focused vision for an instore retail concept was created, encompassing a new customer journey and store concept design including new retail zoning and touchpoints.  This was expanded into a vision for a family of pop-up stores, instore concessions, and a flagship proposition with new digital experiences that redefine the way that Acuvue coloured contact lens are experienced and purchased.

The Define® concept was trialled in the Singaporean market in 2018 in collaboration with MeeMee optical store and Videre Eyecare at The Centrepoint, and further pilots are planned for shop-in-shop test & learn concepts for China, working with local fast fashion optical brand INMIX.

In a very short space of time tangerine successfully created a top-down vision for an in-store concept for Johnson & Johnson Vision that encompassed visual interpretation, function, and retail. The concept work continues to feed inspiration for many aspects of development moving forward as a guideline that includes online and offline (O&O) efforts.

Angie Bowers, Global Manager - Consumer Experience, Johnson & Johnson Vision