This week's step forward in conforming to the beauty standard at any cost is a laser that can turn brown eyes into blue ones. The treatment, developed by Stroma Medical's Dr. Gregg Homer, takes only 20 seconds to perform, but is irreversible. Aside from giving you the piercing stare of an Arctic wolf, the procedure could also impair your sight, experts warn. Brown eye pigment helps to prevent problems such as glare and double vision. Removing it could leave the eye with no way to control the light getting in.