Coming Soon to a TV Near You: An Xperio Marketing Campaign

Essilor of America will launch a second year of its national consumer advertising for Xperio UV polarized lenses. Xperio UV is the first Rx polarized lens brand to launch direct to consumer advertising, which last year increased brand awareness with its website, XperioUV.com, drawing more than 1,500  visits per day.

The 2014 campaign will be back on the air in the second quarter. It will show relevant situations of how the lenses eliminate blinding reflective glare and offer an Eye-Sun Protection Factor of 50+, the highest level of UV protection that provides at least 50 times more protection from dangerous UV radiation compared to wearing no lenses at all.

Essilor will also launch a national point of purchase campaign, sending consumer display specialists to over 4,000 practices. Read more.

Essilor Goes to Extremes to Test Xperio

Essilor is running what it’s calling the Extreme Testing project in the Canadian Arctic with scientist and polar traveller Eric Brossier. Brossier, who crosses the Canadian Arctic on the scientific observation vessel the Vagabond, lives under extreme light and weather conditions with his family, often facing freezing temperatures (-40°c), harsh winds, and periods of midnight sun and polar night. For four months, Brossier and his family will carry out a number of tests using 12 high-performance indoor and outdoor Essilor lenses, including the Xperio. Eric and his family have to undergo long hours of vision with only artificial and dim light during the 24-hour nigh period. Essilor believes that his findings will allow it to improves its high-performance lenses. Read more.

New Crizal and Xperio Consumer Ads

Essilor of America launched two multimedia ad campaigns targeting consumers. They will highlight Crizal No-Glare and Xperio UV lenses. The Crizal 2013 campaign, which should reach more than 214 million consumers, will focus on the benefits of no-glare lenses and the importance of UV protection by showcasing the Eye-Sun Protection Factor (E-SPF). (The system evaluates eye protection against UV rays. E-SPF values vary from two to a maximum of 25 for clear lenses and 50+ for sunwear.) The Xperio UV commercials will feature scenes on the road, ski slopes, and in the tropical sun, situations where the Essilor lenses eleminate reflective glare while offering E-SPF 50+.

Essilor says it’ll send merchandisers to more than 4,000 practices across the United States to help incorporate Xperio UV point-of-purchase and educational materials. Merchandising materials will be available later this year. Find out more about these commercials at crizalusa.com, xperioUVusa.com, facebook.com/CrizalUSA, and facebook.com/XperioUV.

Varilux Launches New Ad Campaign and Xperio Sunwear Training Program

"Essilor of America has launched a new trade print branding campaign for  Varilux progressive lenses, according to a post on Eyesurf. "The new branding campaign, which includes print visuals and a video, will showcase how Varilux lenses respond to diverse visual needs, via four individuals portrayed in different situations of their daily lives, who depend on clear vision bo..[who] enjoys flying glider-planes." Essilor believes that these stories show "how Varilux lenses work in harmony with the wearers’ vision and visual behavior." Read more.

Essilor also started its Xperio Sunwear Conversation training series, which includes a series of webinars that show how ECPs can talk with patients about the need for sunwear. Read more on Eyesurf.