Varilux campaign highlights first signs of presbyopia

Essilor has introduced a new campaign to capture the attention of people over 40 who might be noticing the signs of presbyopia

1 min read

A woman wearing pink tinged clear spectacles is behind the wheel of a car. She is dressed professionally and paying attention to the road in a low sun setting

EssilorLuxottica

Kimberley Young

15 April 2026

Essilor has launched a new media campaign promoting Varilux to people over 40 who are experiencing the first signs of presbyopia.

The campaign began on 30 March with a nationwide radio and Spotify ‘burst’ running for six weeks, alongside paid social media campaigns on Facebook and Instagram, which is expected to generate 122 million impressions overall.

The advert is airing on Capital, Classic FM, Magic FM, Talk Sport, and other UK stations.

Essilor said the campaign will capture the attention of those struggling to read their phone or holding a menu at arm’s length, and let them know they are not alone.

The advert highlights that Varilux provides sharpness at any distance with smooth transitions from near to far.

Fredrik Jönsson, vice president wholesale, North Europe, at EssilorLuxottica, said: “Our approach for this campaign is to pinpoint the symptoms people start struggling with visually once they hit their 40s.”

Acknowledging that symptoms can “creep up gradually” the messaging of the campaign is around recognising the symptoms and signposting people to the store locator on Essilor.com to find a local practice.