A marketing campaign has been launched by Essilor to highlight the benefits of its Eyezen lenses and encourage patients to purchase them at their local, independent optical practice.
Alan Pitcher, commercial director at Essilor, said: ‘For those under 40, having single vision lenses that support and enhance everyday activities is invaluable, and the marketing assets communicate this message and signposts consumers to their local independent optician to give them just that.’
Consumer data has been profiled and utilised in a direct mail approach to direct new patients to practices and a leaflet has been created that can be tailored with practice details.
Eyezen window graphics have also been designed to drive awareness of the brand to passers-by and encourage conversations between patients and eye care professionals.