Attracting a younger demographic

Transitions Optical has extended its Signature Style Colours collection to its Varilux E and X series.

The range is designed to help independent practitioners attract a younger demographic, who are looking for a prescription lens to match their chosen frame and their own style.

Speaking to OT about the launch, category manager at Transitions Optical, Carly Rocyn-Jones, said: “We know that practitioners are really good at talking to previous wearers of Transitions or people that are wearing a progressive product, but we don’t seem to be engaging with younger, single vision wearers. We think this is a great product to help independent opticians pull that demographic into practice.”

She added: “We know that the younger demographic tends to go to the multiples, so what we were looking at was a way of providing something these patients couldn’t get everywhere else in order to help independents.”

The Signature Style Colours are available in amethyst, sapphire, emerald and amber for varifocal and single vision patients.

The lenses have been introduced at the same time as a re-brand for Transitions Optical, as well as a supporting out-of-home campaign with singer Paloma faith as a brand ambassador.

This all adds up to creating a more modern appeal for the lens company with the opportunity to create a more bespoke offering for patients, Ms Rocyn-Jones explained.

She said that choosing the frame has typically been the most exciting part of a visit to an optical practice, but “that excitement can now be translated to the lens choice.”

“We’re trying to almost position the eye care practitioners as style consultants in a way,” she explained, adding: “Explaining that based on a patient’s style, this frame colour would work and then based on that frame, this lens colour looks good.”

One benefit is at the mid-point of colour change, Ms Rocyn-Jones shared: “When the lenses go from light to dark there’s a mid-tint, which has had a bad reputation in the past as a bit old fashioned. The idea of the Signature Style Colours is that they are vivid, so at mid-range they look like a fashion tint. What was a negative has been turned around into a key selling point of the product.”

For further information, visit the Transitions Optical website.