merchandising resources

Alicia Hoglund

New campaign

Essilor of America recently launched a national advertising campaign designed to educate consumers on the benefits of Crizal No-Glare lenses. The ads introduce the critical health message about the need for everyday UV eye protection and showcase the Eye-Sun Protection Factor (E-SPF), an index measuring the total level of UV protection on a lens. Throughout the TV commercial, viewers are shown the difference between ordinary lenses and Crizal No-Glare lenses in a variety of settings and activities.

The Crizal 2013 campaign marks the third year of national consumer advertising for the brand and is expected to reach more than 214 million consumers. The television ads, which were launched last month, can be seen on top cable television stations. In addition to TV, the multi-media campaign will continue to roll out through the rest of the year in radio, print, and digital media.

INFO: news.essilorusa.com

Getaway Giveaway

Now through August 31, Signet Armorlite invites ECPs to participate in the Cruise Through Summer promotion for a chance to win a cruise vacation (or cash prize) and earn gift card rewards based on KODAK Progressive Lens purchases from participating laboratories.

A total of 15 practices will win a cruise certificate throughout the promotion period. Each certificate entitles a trip for two on a four-day cruise through The Bahamas aboard a Norwegian Sky cruise ship. In addition, during each calendar month, every time a registered ECP completes the requisite number of redemptions needed to fulfill that monthly sales incentive goal, he or she will earn a gift card reward.

INFO: kodaklenspromo.com

SUN Catalog
ClearVision Optical, Inc., has released a digital version of the Sun Catalog on its website, which features the company’s portfolio of sunwear collections for 2013, including its newest releases. INFO: cvoptical.com/suns_toc.htm

Gaga for Gant

Viva International Group has released a small in-store merchandising kit in time for the release of the GANT Spring/Summer 2013 collection. Promotional items include a frame board plaque, door cling, logo plaque, three-piece display, men’s optical countercard, and a men’s sun countercard.

INFO: vivagroup.com

New Beginnings

What began in 1956 named after the legendary Carrera Panamerican road race in Mexico, , the Carrera brand has become synonymous with design, quality, and adventure. In 2013, the brand begins on a new path with a renewed spirit, presenting a new sunwear collection based on four philosophies: Icon, Muse, Craze, and Active.

“The main goal for the reintroduction of Carrera is to convey the brand’s identity through an unending dialogue between the past and the present,” says Safilo CEO Roberto Vedovotto. “Its original racing attitude is combined with the latest trends, always revisited with originality and passion. Racing is not just a sport, it’s an attitude.”

Created for men and women with a dynamic lifestyle, the ideal wearer is what Vedovotto describes as a ‘lifeaholic’: A self-confident, fastmoving, worldly, bold, spirited, and fashionable being.

“The new collections of sunglasses and ophthalmic frames reflect the brand’s stylistic heritage, through strong themes of the past, revisited with a contemporary flair and embellished with new distinctive details, for a unique, timeless style,” says Vedovotto.

To accompany the latest collections, Safilo has released a branded logo plaque for display.

INFO: safilo.com

1. Invited guests celebrate the brand’s reintroduction in style at the historic 5 Beekman building in New York; 2. A mix of DJs set the mood; 3. An installation showcases the brand’s rich history; 4. “Fashion Star” host Louise Roe and Safilo CEO Roberto Vedovotto sample frames from the latest collection; 5. The four philosophies—Icon, Muse, Active, and Craze—make for a fun backdrop; 6. Capital Cities performing on stage; 7. Styles from Carrera’s sunwear collection on display throughout the event space