Transitions' Marketing Aimed at Younger Consumers

"Transitions Optical wants consumers to view it more youthfully," reports AdAge. "The manufacturer of the eyeglass lens that darkens when exposed to light is trying to update its image by reaching out to younger, more style- and tech-conscious consumers via music and events like SXSW (South by Southwest). Themed "See Life Through a New Lens," the push is aimed at broadening the company's primary market of people over 45, in order to change the perception of Transitions' adaptive lenses....The Pinellas Park, Fla.-based company hopes to update its image by bringing its message to unexpected places for eyewear campaigns, such as Rolling Stone and National Geographic." Read more.