Eye-BlingTM is a new line of contact lenses that feature Swarovski crystals to give the wearer sparkling eyes, similar to how Lady Gaga's eyes appear in her music video thanks to these lenses. The lenses are described as simple, easy, and safe to use, and can be ordered from any participating retail contact lens store. Lady Gaga endorses the lenses, saying they allow her to shine through her eyes and not hide her soul anymore.