Johnson & Johnson Vision Care is getting into beauty – and launching a new type of contact lens, and the first lens that provides wearers with “beauty benefits.”

The new daily disposable contact lens, 1-DAY Acuvue Defiine, is made with Lacreon Technology – and “merges vision correction and beauty,” J&J says. The lenses have iris inspired patterns to heighten the appearance and brightness of the eyes. The effects were specifically designed to enhance the appearance of the natural eye, including a diverse range of eye types. Enhancements include adding highlights, contrast and definition to the iris.

Who needs makeup, when these lenses are designed to create a “more radiant eye”?

It works in two ways: first, by providing a defining outline around the limbal ring (the outline around the iris) to amplify the contrast between the iris and the sclera (the white of the eye). Second, iris-inspired designs with light effect patterns add depth and dimension without changing the eye’s natural coloring.

The lenses will have the most effect on eyes that are a light to medium color. The results: On light eyes, the lenses will add sharp impact and highlights; on medium eyes, highlights will look balanced and the added sharpness will create more deoth; on dark eyes the highlights an d contrast will be the most subtle.

Laura Angelini, president, Johnson & Johnson Vision Care, said, “This launch is a business opportunity for eye care professionals by addressing an unmet consumer desire for natural-looking eye enhancement.”