Hoya Vision Care is implementing a new global brand positioning that celebrates and underscores its commitment to working closely with eyecare professionals. The tagline for the corporate messaging campaign is “For the Visionaries,” and the lens maker says it “amplifies Hoya’s strongly embedded partnerships with ECPs who are essential to the company’s research and innovation, driving solutions to meet the evolving needs of their patients and to promote business success.”

Alexandre Montague, an optical industry veteran who was named CEO of Hoya Vision Care in August and is in charge of the company’s global business, says he intends to “strengthen Hoya’s position in the optical industry by continuing to support and build strong partnerships with eyecare professionals.” Speaking about the company’s new positioning, he says, “At its core, Hoya’s ‘For the Visionaries’ reaffirms our respect and commitment to the profession. We are constantly striving to better meet the needs of our customers,” says Montague. “As a business partner, we are passionately dedicated to the success of eyecare professionals, to enable them to make that difference in their patients’ lives. It is in our DNA: we see the world through their eyes. We support them by providing products and services they can trust, for connecting them with their patients and growing their business.”

Hoya has released a short video on its YouTube channel capturing the spirit of the new corporate messaging campaign. The company is also supporting the campaign with a series of trade ads, an example of which is shown here.

Montague, who is based in Hoya Vision Care’s Singapore office, previously served as president of Hoya Eye Care Company in Japan from March to August 2020. He began his optical career with Essilor in 2011, holding a series of management positions with the company’s international business units, most recently serving as managing director of Essilor France.

–Andrew Karp