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AMO Kicks Off ‘The O.C.’ Campaign

It’s all about “The O.C.” for Advanced Medical Optics Inc.’s latest marketing campaign.

The Santa Ana maker of eye surgery devices and contact lens care products is tapping the cachet of the TV show by using one of its stars to help promote a contest.

Advanced Medical said Monday it is searching for “America’s most beautiful eyes” with the help of “The O.C.” celeb Melinda Clarke, who plays Julie Cooper-Nichol on the show.

Clarke is the campaign’s spokeswoman and will appear on packaging during the three-month promotion.

Through October, people can vote for the celebrity who they think has the most beautiful eyes at completemoistureplus.com, a site for Advanced Medical’s line of contact lens solutions.

Voters are put in the running to win a trip to Orange County and a year’s supply of Advanced Medical’s Complete MositurePlus solution, among other prizes.

Advanced Medical’s Hollywood campaign is similar to moves by other OC companies.

Irvine-based Allergan Inc. and Valeant Pharmaceutical International of Costa Mesa have been pushing cosmetic versions of their prescription skin drugs in a bid to boost sales and profits.

Allergan’s been working with Elizabeth Arden Inc., the New York-based cosmetics maker, on a consumer version of its anti-oxidant cream Prevage. The cream is set to sell at Arden department store counters in the U.S. this fall and in international markets in 2006.

In March, Valeant signed actress Courteney Cox Arquette of “Friends” fame as its spokeswoman for Kinerase, a line of anti-aging products to be sold at Sephora stores.

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