4Care is today part of the globally operating Essilor SA and Europe’s leading omni-channel provider of contact lenses, care products, eyewear and sunglasses. As a Europe-wide certified manufacturer of medical devices, the company stands for high-quality products, personal advice and innovative sales concepts – online and stationary.

The challenge

With the revolutionary idea of ​​selling contact lenses for the first time via mail order, Lenscare became industry leader in 1995. Their own contact lens brand makes procurement easier, because the company experiences strong headwinds from established opticians and major manufacturers in the industry.

The distribution channels pharmacy and stationary trade are developed with the brands Lenscare and Acumed. This is followed by years of internal conflicts, failed attempts in international markets and changing equity shareholders.

Rapid growth and numerous pilot projects in various sales channels are taking their toll. In 2006, the Lenscare business model is in an unprofitable state without sustainable structure. An independent “big picture” is needed and moreover, a clear focus on the companies’ customers.
We embark the damaged ship as an external partner – the beginning of a 10-year cooperation.

The strategy

In a first step, we bring together all loose ends and develop a clear vision as well as a market role and positioning. By focusing the business model on omnichannel with a relevant brand profile and optimized portfolio, the solid platform for future success is established.

Today’s team of 4Care GmbH aligns all its actions and dealings with customers according to a clearly defined value system that has a lasting impact on the culture of the company. A well thought-out corporate design as well as a comprehensive communication strategy complete the new corporate identity, which has been consistently implemented and developed further in close cooperation.

In a second step, we have revised the brand and product portfolio: The Lenscare brand becomes the exclusive brand for contact lenses and care products, the shop is renamed Lensbest.de.
The product portfolio is expanded by prescription glasses and sunglasses. In addition, a separate eyewear label with a wide product offering is created: Lennox Eyewear.

4Care is no longer just a supplier of medical products but is taking a step towards fashion and lifestyle. In its new own optics studio, customers receive the full professional ophthalmic service. Online cooperations are also being significantly expanded: established retail partners now have the opportunity to offer contact lenses, care products and eyewear in their online shop and to benefit from the profound know-how of the company.

The expansion of the retail offering for exclusive private labels completes the transformation of 4Care into a serious omnichannel company.
Learn more about digital strategy? See Project LENSBEST


Strategy  |  00:43 min

“For me, Pioneer New Ground is the only agency that transforms complex market situations into pragmatic, “guaranteed success “solutions. They take responsibility for operational implementation, and act as strategic catalysts that regularly optimize our business development.”

Bernd Behrens, Managing Partner 4Care GmbH