A&A Optical relaunches its VeraCruz women’s collection with the addition of nine frames and a revamped marketing campaign. Targeted to self-confident, modern women, new styles consist of semi-rimless designs and variations on rectangles and ovals with more detailed temple treatments, texture and zyl laminates with patterns. Colors take their direction from the season’s fashion trends and include such hues as black lemon, cocoa, cranberry, kiwi, onyx, plum and sapphire. The frames have all been named after exotic, tropical destinations: Aruba, Barbados, Cabo San Lucas, Grand Cayman and Grenada. Design elements include beveling, laser etching and interior animal prints.

 PHILOSOPHY:“ We have ‘refreshed’ the VeraCruz collection after taking cues from our target customer and industry trending,” says Rodney Hayes, A&A executive vice president. “A&A has made some exciting enhancements to this collection by combining unexpected details with unconventional, fashionable shapes. Women now have the luxury of one-of-a-kind styling at an affordable price point. They can change their eyewear to match their mood or activity.”

MARKETING: A five-place countertop display, countercard, wall and ceiling banners, logo plaque and ad slicks are available. Each frame comes with a colorful hard case and cleaning cloth.

PRICE POINT:  $$. For additional information, contact A&A Optical at (800) 492-4465; web site: www.aaopticalco.com

To support the relaunch, A&A has developed a series of four print ads combining eyewear images on compelling backgrounds. One ad will be released each month through the end of the year and early 2008. Each ad consists of an image which symbolically illustrates the self-confident character of the VeraCruz woman and supports the new energy of the collection.