LuminEyes

[LandLord]

Anyone have experience with this procedure?

LuminEyes is like cosmetic Lasik. A laser applied to your iris surface destroys tissue thereby changing its color.

Anyone know the cost?
Who is performing it?
Where?

[BLContacts]

Lumineyes is not yet available to the public. Its cost is tentatively set at $5,000.

[Chris Ryser]

Breakthrough technologies often need an anchor so customers can grasp them. Consider an innovation called Lumineyes. It allows people with brown eyes to turn them permanently green or blue. According to the product's Web site, Lumineyes uses "a laser to heat the pigment layer [of your eye]. The process either bursts the pigment cells, resulting in the release of free pigment into the iris, or simply damages them."

Um, great. Everyone who has been craving some good cell-bursting or pigment-damaging action, you've found your solution. Perhaps, Lumineyes can upsell a "savaging and plucking" package.

A Stanford MBA student named Rose Roll, who was helping Lumineyes with its message as part of a class assignment, suggested that the company anchor its innovation in LASIK, the procedure that permanently improves eyesight: Lumineyes is like LASIK for eye color. In fact, Lumineyes is less invasive than LASIK -- it doesn't require peeling back the cornea to allow the laser to do its work.

That was the right idea, because LASIK had already done the heavy lifting in the marketplace. You think it's hard to sell your innovation? Try persuading people to sit still while someone shoots their eyeballs with a laser. Don't refight that battle.

The only downside to anchoring is that, by hooking into existing ideas, it creates sameness. Sameness helps people understand what you're doing. But to sell something, you usually need difference. It doesn't work to say, "Introducing new Gleemy toothpaste -- it's perfectly interchangeable with Crest!"

http://www.fastcompany.com/magazine/...and-twist.html