Upfront

Aug
2008

Sun Made Simple

20/20 has been saying it for years: Dispensers need to educate their patients about the dangers of sun exposure to the eyes and not back off from selling sunwear. Now it’s all been made simple thanks to Luxottica. They have introduced a new sunwear destination program, “Simply Sun.” The new program is dedicated to using high-end display and marketing materials to maximize sun protection for patients and boost sunwear business for eyecare professionals. The package includes a training manual for account staff, dedicated point-of-purchase materials (banner, brochure holder, countercards), ECP educational materials on how to maximize sun business and a consumer brochure to help educate the patient.

“It is extremely important to protect your eyes from the sun’s harmful UV rays,” says Vittorio Verdun, VP of marketing. “This program is dedicated to using merchandising materials to educate consumers on eyecare while providing fashionable eyewear.” “Simply Sun” features such brands as classic fave Ray-Ban, fashionable and youthful Vogue, performance powerhouse Revo and hardcore sporty Arnette.

Overexposure to the sun’s harmful ultra-violet rays can cause damage to the cornea, lens and retina, and create an increased risk of cataracts and other visual problems. Whatever the lifestyle, all individuals need 100 percent UV protection. “Simply Sun” is a comprehensive program designed to help eyecare professionals promote the prevention of these UV associated eye diseases by using brand visibility, training, consumer education, POP material and advertising, which enhance opportunities for the ECP to increase profits.   
—Jackie Micucci

 

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