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.