DALLAS--Essilor of America is
launching a re-branding campaign in support of its Definity
progressive lenses. It is the first major marketing campaign
Essilor has undertaken for Definity since acquiring the brand last
year from Johnson & Johnson.
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| Essilor recommends
Definity progressives for presbyopes who have an active
lifestyle. |
The new look and feel of Definity
will demonstrate key benefits of the lens and explain why Essilor
recommends it for presbyopes who have an active
lifestyle.
“The new marketing campaign,
WOW: Wide Open World, speaks to the feedback we received from eye
care professionals and patients when they first experience Definity
lenses,” said Francois Glon, general manager, Definity.
“They are amazed by the clarity, minimal distortion, wider
intermediate and peripheral vision, and smooth transition that
Definity offers. Most importantly, Definity provides patients with
the opportunity to take on a whole new world of possibilities.
Patients experience a new sense of freedom with Definity--they can
enjoy activities without limitations and maintain an active
lifestyle.”
Essilor will introduce new sales
materials featuring the WOW logo, including sales aids for Definity
and Definity Short (a short-corridor version), patient brochures,
dispensing mats and reading cards. According to Essilor, the new
face of Definity will focus on three color pallets: green to
signify “the active, strong lifestyle Definity helps patients
maintain,” berry to demonstrate “the excitement and
passion of Definity,” and yellow to show “the optimism
and light that the lens brings to patients.”
Both Definity and Definity Short are
available in polarized versions which provide 100 percent UVA and
UVB protection and are available in gray and
brown.