Eagle focus for Varilux

IFS has been designed to promote Varilux Comfort lenses to the patient and will be included in all aspects of this year's marketing activities. The company states that by using the system the patient can quickly and easily find the correct part of the lens they need to use. Essilor is using the theme of an eagle and the countryside in the advertisements, showcards and patient leaflets (pictured right). Press advertising will be featured in the Radio Times, Mail on Sunday magazine You, the Sunday Telegraph magazine, the Sunday Express and the Sunday Times. The company has also prepared two promotions for opticians. To convert bifocal wearers, a buy-back-bifocals-for-&\#163;20 scheme has been organised and a 30-day guarantee has been included to encourage first-time wearers. Free point-of-sale material will be available with advertising bromides for local press advertising. Anyone interested in becoming a Varilux specialist optician should contact Rachel Pearson on 01454 423488.