TRANSITIONS TEAMS UP WITH IRMA MARTINEZ TO OFFER SUMMER TRAVEL TIPS TO HISPANICS
Transitions Optical has launched a continuation of its Spanish-language online Web series “Estilo a Primera Vista,” starring celebrity stylist Irma Martinez and featuring summer travel content that will show Hispanic consumers how to pack the perfect carry-on suitcase and protect eyes from the sun’s UV rays. Given that Irma Martinez is a Miami native, she also gives her picks on Miami hot spots that are must-sees for any stylish traveler.

“As many of us prepare to embark on our summer vacations, we wanted to make sure that we offered some useful tips to our Hispanic consumers,” says Patience Cook, director, North America marketing, Transitions Optical. “Irma is a seasoned traveler who can talk about how to pack stylishly but as a Transitions lens wearer, she also knows firsthand how Transitions lenses have a positive impact on her daily life in sunny Miami. We want to raise awareness about the importance of protecting your eyes, not just your skin, from UV rays.”

One of the videos focuses on the impact of UV rays on eye health. According to a survey conducted by Wakefield on behalf of Transitions Optical, 8 out of 10 Americans know that the sun can damage their skin, but only 1 percent know it can damage their eyes. Damage from UV rays is cumulative, building every time your eyes are exposed to the sun. Research shows that UVA and UVB rays may contribute to short-term vision impairment, as well as potentially serious age-related eye problems and diseases of the eye.

While regular visits to eyecare providers can even prevent issues, the same survey by Transitions Optical found that only 4 out of 10 Latinos in the United States had visited their eye doctor in the past year, even though they are more likely to suffer from eye disease than any other ethnic group.

To view “Estilo a Primera Vista,” go to transitions.com/es-us or visit YouTube.



LIBERTY SUPPORTS VETERANS CHARITY RIDE AGAIN
Liberty Sport served as the official eyewear sponsor of the Veterans Charity Ride to Sturgis (VCR) for the second year in a row. Participating motorcycle riders protected their eyes with Liberty sunglasses while on their nine-day journey from Los Angeles, Calif., to Sturgis, S.D.

Founded in 2015 by Veteran Army Paratrooper Dave Frey and Emmy Award-winning Director Robert Manciero, VCR uses motorcycle therapy to provide a healing and fun experience for a select group of veterans who need support.

Starting on July 30, the ride to Sturgis will provide 20 veterans a chance to use motorcycle therapy as a way to decompress from the challenges of post-war life. The scenic backroads tour of the western U.S. on Indian motorcycles, Trikes and in Champion Sidecars will have a new route this year with a scheduled stop in Denver, Colo., where a special event will be held in the hometown of one of Liberty Sport’s headquarters. Each veteran will be outfitted with prescription and/or nonprescription eyewear, from Liberty’s Switch and Rider Collections to keep their eyes safe on their journey.

“Liberty Sport is proud and honored to grow our support to the VCR family by providing eyewear solutions to our veterans who have protected us. Empowering people in their passions and protecting their vision is a key component of our company mission, and the opportunity given to these vets by the VCR does exactly that,” says Angela Gerber, marketing manager of Liberty Sport.

—Andrew Karp







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