Upfront: L&T Marketing

Feb
2012

Lens Marketing

SHAMIR LAUNCHES NEW WEBSITE
Shamir has completely overhauled its website. Although the site’s URL, shamirlens.com remains the same, it has been updated with a new look that matches Shamir’s branding and a layout that makes it easier to locate and
access information.

Shamir has designed the site for easier navigation. Product information is readily available for patients, eyecare professionals and labs, and can be found in a central location. The site contains background information about the company, including a profile, history and testimonials. It also features an events calendar.

Shamir has added an optical glossary and a Vision 101 section that includes a comprehensive selection of optical information ranging from the basics of “How Eyes Work” to the “Eyes Over 40” section, which explains presbyopia and the eventual need for progressive lenses. Shamir also offers consumers advice on choosing lenses and information about how lenses are made. Visitors can download press releases, videos and images through the new media section.

“The new site is truly extensive,” says Matt Lytle, vice president of sales and marketing. “We have designed it to fulfill the needs of anyone searching for optical information.”

Shamir’s new site also offers a search feature that patients can use to locate eyecare professionals in their area and search for labs. It also indicates whether a practice has been through Shamir’s Freeform Certification Program to learn about the benefits of free-form lenses.

ESSILOR DEBUTS NEW VARILUX BRANDING CAMPAIGN
Essilor of America
has launched a new trade print branding campaign to highlight how Varilux progressive lenses offer solutions to presbyopia in different situations of one’s daily life. The print ads communicate that Varilux improves vision at a distance, up close or in between, offering a personalized solution for each wearer at any distance.

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 both up close and at a distance. The main visual presents a man who is an architect by profession and also enjoys flying glider planes. By showcasing these different moments, the campaign tells the story of how Varilux lenses work in harmony with the wearers’ vision and visual behavior.

The video can be viewed at YouTube.com/VariluxLenses.

ROBERTSON HOSTS FOOTBALL TAILGATE PARTY
Hundreds of eyecare professionals attended a customer appreciation Football Tailgate Party in October at Robertson Optical Laboratories’ facilities. The festive event, sponsored by Signet Armorlite, featured outdoor games, competitive sports, barbequed food, spirit awards, exciting door prizes, lab tours, optical education, music, dancing and more.

At the tailgate party were Robertson Optical customers Beth Berry of H. Rubin Vision Centers of Sumter, S.C., (left) winner of a five-day cruise for two, and Cathy Lynch of H. Rubin, Sumter, S.C. Also pictured here, from left, are Robertson Optical customers Heather Kneece, Valerie Mitchell, April Wells and Pedro Wells of H. Rubin Vision Centers, Orangeburg, S.C.

—Andrew Karp

 

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