Transitions launches new marketing campaign

Transitions Optical has launched a new marketing campaign to illustrate how Transitions lenses enable wearers to ‘move freely in any light.’

Launched on 10 September, the campaign sees a Transitions lens wearer moving “smoothly” through changing lighting conditions in a busy city environment.

In practice posters are available to help grow awareness, along with window banners for selected customers.

The campaign is expected to generate more than 15 million impressions, with a video promoted across YouTube, Disney+, Amazin Prime Video, and Netflix, along with digital adverts on social media and consumer lifestyle titles.

Tim Precious, managing director at EssilorLuxottica, said: “We envision a world where Transitions lenses are the standard – empowering people to move through life with clarity and ease, transforming everyday moments into experiences of comfort, confidence, and connection.”

He highlighted: “We need to showcase how Transitions dynamic lenses are the new standard for everyday glasses by demonstrating how they can make a real difference in patients’ lives.”

Precious suggested that Transitions lenses offer the possibility to upgrade vision, providing increased comfort and eye protection, as well as style.

“From must-wear to love-wear, wearers no longer ‘have to’ wear glasses; wearers ‘love’ wearing glasses,” he said.