Transitions extends its portfolio

Transitions Optical has announced that its ‘Signature Graphite Green’ lenses will now be available to the whole of the optical market.

The release of the lenses coincides with a new campaign by the company featuring actress Laurence Leboeuf. Previously Transitions Optical’s advertising campaigns only featured its original grey lens colour.

A green lens colour was originally developed in the 1950s after research showed that human eyes do not respond equally to all colours in the visual spectrum. As a result, Transitions Optical created the grey-green lenses colour using a unique, patented colour science technology to provide an enhanced colour and contrast experience, the company said.

The television advertisement campaign will run across a number of channels including Sky News, Sky Atlantic, Sky Sports, ITV, Channel 4 and Channel 5. The adverts will run alongside a targeted consumer digital ad campaign featured on websites such as Yahoo news, Netmums and So Feminine.

Transitions Optical believes that the new colour lenses allow the company to appeal to a “different, younger, stylish segment of glasses wearers.”

Watch the Transition Optical advertising campaign below.