Essilor Launches Consumer Campaign That Spotlights its Top Brands and Points Patients to Independent Practices

DALLAS—Essilor of America is starting the new year by launching a consumer advertising and branding campaign that spotlights it top lens brand and points patients to independent eyecare practices that dispense them. Unveiling a fresh, new logo, the company leveraged the national platform of the Cotton Bowl Classic, Peach Bowl and Fiesta Bowl to launch its new national television campaign in support of Varilux brand progressive lenses. The 30-second commercial urges consumers to “push the limits” of their vision by purchasing Varilux from a local Essilor Expert private practice.

The brand was rated number one in a 2018 survey of independent opticians and optometrists conducted by an independent third party and sponsored by Essilor.

The new campaign will air nationwide in 2021 across TV providers, Hulu, YouTube and other media outlets, driving awareness of the Varilux brand, defining the benefits of a progressive lens and encouraging consumers to book an appointment. This is the company’s first national campaign leveraging its refreshed logo and new branding system designed to make Essilor and its sub brands known and preferred among consumers at independent eyecare practices.

“An informed consumer will seek Varilux lenses and their best possible vision,” said Sherianne James, chief marketing officer and senior vice president of customer engagement at Essilor. “We are harnessing the power of our consumer media investment to create recognition and even more desire for Varilux lens technologies, and ensuring our independent partners reap the benefit of that investment by driving ready-to-purchase consumers directly to them.”

View the new Varilux commercial below.

With the launch of its new logo and branding system for the flagship brand and its premium lens brands, including Varilux, Crizal, and Eyezen, Essilor said it is transforming from a “house of brands to a branded house” in order to develop stronger patient recognition and to help drive demand to eyecare professionals.

This new branding system will support eyecare professionals in their recommendation of the advanced lens technologies Essilor creates by further developing consumer awareness and purchase intent, according to Essilor. The lens maker cited market research conducted in 2020 which demonstrated that with a stronger overarching brand, consumers identified product brands more easily and experienced a significant uplift in purchase intent.