Essilor of America is educating consumers on the benefits of Varilux progressive lenses through the expansion of a national advertising campaign and the launch of a new web site.
“The first phase of our Varilux campaign was hugely successful, and we’re looking forward to the opportunity to reach even more consumers,” says Lauri Crawford, senior vice-president of marketing, Essilor of America. “By illustrating the impact eyesight has on every part of our lives, these ads promote not just the Varilux lens brand, but the overall importance of working with an eyecare professional (ECP) to achieve sharp, healthy vision.”
Earlier this year, the Varilux campaign increased in scope from television and radio to include digital and print advertising and a redesigned web site. The new site features elements of the advertising campaign, more consumer-focused content, illustrations of what consumers can expect when viewing the world through a Varilux lens and a responsive design that adjusts based on the viewing device. The new site also displays resources for eyecare professionals and includes a highly-visible ECP locator on every page. The ECP locator has seen 500 percent more use since the TV spots began airing in April.
The ads demonstrate the ways blurry vision negatively affects day-to-day life, promoting Varilux as the top progressive lens solution and the only provider of the groundbreaking W.A.V.E. Technology: Wavefront Advanced Vision Enhancement, which identifies and removes lens high-order aberrations to deliver sharper vision. The campaign will also employ new Varilux Point-of-Purchase (POP) materials, which provides a direct link between the advertising and the ECP practice, facilitating recommendations of the product and discussions between consumers and their providers.
The strategy is part of Essilor’s continued efforts to generate brand awareness and encourage patients to ask their eyecare professionals about Varilux lenses. In addition to this targeted marketing initiative, Essilor’s senior vice-president of customer development, Howard Purcell, OD, FAAO, Dipl., recently appeared on Lifetime’s Baby Boomers in America to discuss presbyopia and Varilux lenses with Morgan Fairchild on Lifetime Television and Lifetime Television HD.
While presbyopia affects almost everyone over the age of 45, more than half of those with presbyopia don’t receive adequate correction. By 2020, it’s estimated that 2.3 billion people will have presbyopia.
For more information, and to explore the redesigned web site, visit Varilux.com
