By Cathy Ciccolella
Senior Editor

The "Out of Africa" merchandising campaign featured Rem's Lauren Hutton eyewear displayed near boxes featuring photos of the supermodel.

LOS ANGELES--A series of themed promotions highlighting its eyewear collections is making Kaiser Permanente's Southern California optical locations more appealing to potential customers, according to Mary Lou Stephan, merchandising manager for Kaiser Vision Services operations here.

In April, Kaiser featured Rem Eyewear's Lauren Hutton collection in its in-store merchandising. Using the theme "Out of Africa," the stores were festooned with leopard-print and burgundy paper. Eyewear displays included photos of supermodel Hutton in Africa showcased in cardboard boxes; props on view in the dispensary included wooden giraffes and bowls.

Beginning in late April, Kaiser has linked with Marchon Eyewear for a spring-themed promotion, "Welcome to the World of Marchon."

"We're using daisies, and a pink-and-green, springlike color scheme in the stores," Stephan told VM. Frames and sunwear were displayed in flower pots and hanging at the ends of colorful ribbons.

Promotions generally run eight weeks. During that period, Kaiser's customers are offered special pricing on the featured collections.

"We've been doing this kind of promotion for about three years, after testing the concept as a pilot program in three or four stores," Stephan said. Boxes containing the promotional materials--including product to display, posters and patient-information handouts--are sent out to each Kaiser location in Southern California.

The concept is a way of focusing consumers' attention on the Kaiser dispensaries' fashion aspect in addition to their vision-care side, according to Susy Yu, OD, director of business strategy and operations support for the Southern California region.

"That doesn't mean we lose focus on the clinical side," Yu explained. "We're just expanding our breadth of service."

Kaiser currently operates 37 optical stores in Southern California, including two free-standing locations, one in Pasadena and a second--opened in November--in Inglewood. Yu said the company is exploring the possibility of opening additional free-standing stores.

All the Kaiser locations are open to the public and Kaiser members. Non-members pay a fee for their eye exams, but eyewear pricing is the same for both members and non-members.