ESSILOR COURTS MILLENNIALS WITH MULTIMEDIA CAMPAIGN FOR GLASSES THAT COMBAT DIGITAL EYESTRAIN AND BLUE LIGHT

Essilor is targeting the constantly connected Millennial Generation with a new consumer marketing campaign in support of Eyezen, a new type of eyeglass that alleviates eyestrain caused by staring at smartphones, tablets and computer screens, and guards against the harmful blue light emitted by these devices.

Although Essilor said Eyezen glasses can benefit people of all ages, the company is targeting Millennials, an important market for eyecare professionals. Intended for everyday use, Eyezen glasses are meant not only for prescription eyeglasses or contact lenses wearers, but also for emmetropes who do not require vision correction, according to Essilor. The glasses contain a small amount of accommodative relief to help alleviate eyestrain often caused by viewing text and small screens on devices such as tablets and smartphones.

Essilor will emphasize the importance of eye health in its communication to Millennials. “As Millennials spend more of their time looking at digital screens, complaining of tired and sore eyes, trouble sleeping and headaches are becoming more common; however, this generation isn’t thinking of their eye health until they experience a problem,” says Howard Purcell, OD, FAAO, Dipl., and senior vice president of customer development, Essilor of America. “We must educate Millennials on
the visual effects of their digital screens and encourage them to take care of their eyes before problems arise. With the launch of Eyezen glasses, we’ll show them the importance of a comprehensive eye exam and direct them to independent ECPs, which in turn, will help ECPs create lifelong relationships with these new patients.”

Essilor will promote Eyezen glasses through an integrated advertising, social media and public relations campaign to push the Eyezen brand name to consumers, instructing them to ask for Eyezen glasses and pointing them directly to an ECP locator on a consumer website, EyezenUSA.com.

Essilor is recruiting independent ECPs to be part of the Eyezen Professional Network, which entitles them to an exclusive listing on the ECP locator at EyezenUSA.com. The company has also set up a dedicated website EyezenPro.com, where ECPs can learn more about the product and enroll their practice.

Currently, ECPs can order Eyezen glasses through Essilor’s lab network and partner labs as spectacle lenses only. However, in the coming months Eyezen will launch an exclusive frame collection allowing consumers to purchase a complete pair of Eyezen eyewear—lenses and frame—with or without a prescription.

—Andrew Karp