Meeting the moment: How Johnson & Johnson is addressing modern eye health challenges

Digital devices are now central to how we live, work and connect—and for many people, that means spending seven or more hours a day looking at screens.[i] [ii] When looking at a digital screen, people tend to blink less—up to 60% less—which can affect the tear film that helps keep eyes comfortable[iii]2,3.[iv] Over time, this can lead to dryness and irritation, along with symptoms such as tired eyes (strain and fatigue), headaches or blurred vision.

At the same time, environmental factors such as ultraviolet (UV) rays, raise the risk of eye diseases and other problems with too much exposure4. 

Together, these shifts are changing how we think about eye health, making it a more visible part of overall well-being and a growing public health concern.

A focus on modern eye health

In response, Johnson & Johnson is addressing these changing needs through a combination of both product innovation and awareness about everyday eye health.

In Japan, for example, the Eye Love ACUVUE^® campaign highlights the everyday eye challenges people experience in their daily lives. Its message “Love eyes. Loved by the eyes.” expresses a commitment to support eye health as part of everyday routines.

Connecting to real life through Mio Imada

As the official ACUVUE^® brand ambassador for Japan, actress Mio Imada has joined the campaign. As a contact lens wearer, she reflects how vision care fits into daily routines—from time spent on digital devices to time outdoors—helping connect broader trends to real-life experiences.

Designed for the way we live now

The Eye Love ACUVUE^® campaign brings these ideas to life through storytelling. In the first　TV commercial, “Digital Life,” Ms. Imada moves through a fast-changing, screen-filled environment that mirrors today’s digitally intense world. As the story unfolds, the setting shifts to open skies and ocean views evoking the clarity and comfort 5 associated with ACUVUE^® OASYS MAX 1-Day contact lenses.

Supporting today’s visual needs

The campaign is supported by this contact lens innovation designed for today’s visually demanding environments.

ACUVUE^® OASYS MAX 1-Day is a daily disposable contact lens with exceptional clarity of vision when using a digital device 6. The lens brings together a combination of innovative technologies in one lens, including TearStable^® Technology and OptiBlue^® Light Filter†, to support comfort and visual clarity across a variety of environments5.  

Globally, more than one million people are now wearing ACUVUE^® OASYS MAX 1-Day Family of contact lenses8,   reflecting growing adoption of solutions designed for modern visual demands.

A continued commitment to eye health

ACUVUE^® has a long history of transforming vision care, beginning with the introduction of the world’s first soft disposable contact lens in the United States in 1987. Since then, ACUVUE^® has continued to build on its innovation through advances in materials and lens design, helping address a wide range of vision needs, from nearsightedness and astigmatism to presbyopia.

Today, eye health is about more than how well we see. It is connected to how we live, work and experience the world. As those needs continue to evolve, Johnson & Johnson remains focused on helping people care for their vision in ways that fit into everyday life.

Expanding the conversation 

As the campaign continues in Japan, it is addressing various vision issues relevant to local lifestyles, including UV rays, and spotlighting how ACUVUE^® options can help people feel comfortable and confident in their daily routines.

Supporting everyday eye health

Small changes in daily habits can support eye comfort, especially during prolonged screen use:

• Take regular breaks: Looking away from screens regularly—such as focusing on something in the distance—can help reduce strain
• Remember to blink: People tend to blink less when using digital devices, which can affect eye comfort
• Optimize your setup: Position screens at a comfortable distance and adjust brightness to match your surroundings
• Check lighting: Reducing glare and ensuring proper lighting can help ease visual strain