Charmant USA launches a new brand image for its flagship line, Charmant Titanium Perfection. “The market has seen significant changes in what the consumer wants. Today’s adults are more diverse than ever before and have a different attitude toward fashion than they did five or 10 years ago,” Dee Berghuys, Charmant director of product and marketing, explains. “The Charmant Titanium brand has evolved to attract a broader wearing audience and speaks to the individuality of today’s consumers.” Charmant Titanium now consists of 33 men’s frames and 29 women’s styles. Frames are divided into three segments, each with its own attitude: Signature Series, targeted to consumers who seek classic styling; Studio Series, appealing to those who appreciate form as well as function; and Statement Series, geared to individuals who want to make a statement.

Photographed by Black Box Studios

“The new Charmant Titanium identity comes at an important time for the brand,” says Harry Aida, president and CEO of Charmant USA. “The collection has evolved from a product standpoint over the last few years. This year in particular has been revolutionary. We are excited to see the effects the new branding strategy will have on the trade and consumers.”


The new strategy involves a comprehensive campaign that speaks to retailers and end consumers. This multichannel approach involves trade advertising, in-store displays,brand videos and a brand book. All vehicles showcase the evolution of the brand and identify the newly expanded Charmant Titanium target wearer.

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Based in Sabae-City, Japan, the Charmant Group has 50 years of experience in eyewear frame production and today is one of the world’s leading integrated frame manufacturer with a presence in nearly 100 countries. Charmant also sells licensed brands, including Puma, Esprit, Elle and Tru Trussardi.