Transitions Optical has launched a new campaign that aims to highlight its light adaptive lenses to the younger consumer.
The Live the Good Light television campaign, which launched last month, focuses on “broadening the appeal of Transition lenses to consumers and engaging and attracting a younger generation of single-vision wearers to the photochromic lens category,” the company explained.
The campaign, which began running last month with television advertising on Channel 4’s weather reports, showcases a range of people with different lifestyles and in different settings wearing Transitions lenses.
Speaking about the new campaign, business development and marketing director for Transitions Optical in Europe, Laurent Dosseville, said: “By taking a new approach and focusing on wearers and their experience with Transitions lenses, we are able to create an emotional connection with viewers of all ages while still communicating the key benefits of our product.”
He added: “We are building upon our recent efforts in connecting with younger, single-vision wearers by demonstrating the stylish aspect of Transitions lenses, and also by reiterating the seamless comfort and protection the lenses offer against UV and harmful blue light indoors and outdoors.”
Practitioners can highlight the new campaign with customers through dedicated point of sale materials.