|Red Rose relaunches with “life is light” campaign|
Metzler International USA relaunches its Red Rose line of eyewear with a collection of five frames made of genium—a metal alloy composed of steel, chrome, manganese, carbon and silicone that is hypoallergenic, nickel-free and feather weight and has superior tensile strength, durability and elasticity. Targeted to hip, urban consumers between the ages of 18 and 45, the styles feature clean, modern lines and are offered in variations on oval, rectangular and bowtie designs. A five-style stainless-steel collection will be available in July, with a four-style titanium collection to follow in September. A line of six sunglasses will be released early in 2004.
PHILOSOPHY: “Known for its original designs and excellent quality and price points, Red Rose appeals to the trendy, fashion-forward eyewear consumer. This brand represents a complete synergy of modern design and innovative materials. It’s eyewear for those who enjoy wearing glasses that augment the subtleties of their personality,” says Metzler product development manager John Castagnetti.
MARKETING: Merchandising materials
include a display, triangular countercards and logo block, featuring a “Life is light” tagline and introducing Gianni Smooth, a cartoon character/Red Rose spokesperson. Each frame comes with a hard case.
PRICE POINT: $$$$
AVAILABILITY: Spring 2003. For additional information, contact Metzler International USA, (866) METZLER; web site: www.metzlerinternational.com.