Essilor Of America Launches New Line Of Varilux Progressive Lenses, Expands Consumer Ad Campaign
By Essilor News
Essilor of America Launches New Line of Varilux Progressive Lenses, Expands Consumer Ad Campaign
DALLAS – Essilor of America, the nation’s leading manufacturer of optical lenses, announces a new range of Varilux® Progressive lenses to debut on February 3, 2015. The launch will be supported by an additional investment in Varilux consumer advertising, following successful efforts in 2014 that led to higher traffic on the new Varilux.com and more searches on the ECP locator. The additional investment is also a direct result of increased patient visits to independent ECP offices and an increase in sales. Varilux is the leading progressive lens for the correction of presbyopia, the most widespread vision problem in the world.
“We anticipate that the introduction of a new range of Varilux lenses, complemented by sustained consumer advertising, will continue to drive increased patient interest,” said Lauri Crawford, senior vice president of marketing, Essilor of America. “With this new range of 100 percent digitally-engineered lens designs, we’re confident ECPs will find a Varilux lens design to meet their individual patients’ unique vision needs and lifestyle preferences.”
The new range of Varilux lenses also feature W.A.V.E. Technology 2™, Essilor's next-generation lens technology that identifies and manages distortions to deliver sharp vision at every distance, even in low light. Essilor will provide ECPs with comprehensive training and streamlined, patient-friendly messaging around the new designs, to facilitate selection of the best visual solution for patients.
The comprehensive Varilux consumer campaign will return in 2015 with additional investment, including television advertising, radio, online and print media. The campaign will also utilize new Varilux Point-of-Purchase (POP) tools for ECPs, which offer a direct link between the advertising and the ECP practice.
The national consumer advertising campaign conducted in 2014 was widely successful, increasing traffic to the new Varilux.com, with more than one out of three visitors engaging with the prominently displayed ECP locator to find practices prescribing Varilux lenses. The website was recently redesigned, featuring a responsive design that adjusts to the user’s viewing device (mobile phone, tablet or computer). The redesign includes more consumer-focused content, with side-by-side simulations of Varilux lenses versus ordinary lenses and demonstrations that showcase the potential consumer experience with the product.
Presbyopia affects most people over the age of 45, but more than half of individuals with the condition do not receive treatment. It is estimated that 2.3 billion people will have presbyopia by the year 2020, and those statistics have encouraged Essilor to continue strengthening its promotion of Varilux to drive patients into an ECPs office for adequate correction. More than 300 million people around the world currently wear or have worn Varilux lenses, with a new wearer every three seconds.
For more information on the new range of Varilux lenses and consumer advertising campaign, visit Varilux.com.
Essilor is the leading manufacturer of optical lenses in the United States and is the market leader in progressive, high-index, photochromic and anti-reflective coated lenses. A pioneer in the development and production of ophthalmic lenses, Essilor employs more than 10,000 people throughout North America. Essilor manufactures optical lenses under the VARILUX®, CRIZAL®, TRANSITIONS®, XPERIO®, DEFINITY®, THIN&LITE® and other Essilor brand names. Essilor Laboratories of America, Inc is the largest, and most trusted, optical lab network in the U.S. and offers a wide choice of services and lens brands, including Essilor premium lenses, to eyecare professionals across the nation. Essilor of America, Inc. (Essilor) is a subsidiary of Paris-based Essilor International, a publicly held company traded on the Euronext Paris stock exchange (Reuters: ESSI.PA).
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VARILUX, CRIZAL, TRANSITIONS, XPERIO, XPERIO UV, E-SPF and DEFINITY are trademarks of Essilor International. THIN & LITE is a registered trademark of Essilor of America, Inc
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