LensCrafters recently announced a unique collaboration with Golden Globe award-winning actress and producer Sharon Stone for its first-ever celebrity-infused “Your Eyes First” campaign. The optical retailer, with more than 1,000 stores in the U.S., Canada, and Puerto Rico, and part of EssilorLuxottica, recently brought the campaign to life via a television spot, digital touch points in LensCrafters stores, on LensCrafters.com, and across company marketing channels. 

“Eyewear has become not only a vision solution for me, but an empowering outlet to show my personality and creativity as an accessory,” says Stone. 

Here, LensCrafters general manager Alfonso Cerullo shares the backstory on the unique collab—and the campaign, which will run through 2023. 

EB: How did the relationship with Sharon Stone come into play for the campaign—and why was the actress a fit for the focus?

ALFONSO CERULLO: With Sharon Stone being a prominent style icon and well respected in the entertainment industry, we felt that she was a good fit to complement the brand and be the face of our new 2022 “Your Eyes First” communications campaign. Ms. Stone is also the star of our latest TV campaign where she explores the latest eyecare experience, eyewear collections, and an assortment of quality lenses in-store. Our experts are there to guide her every step of the way, helping her find the perfect vision solution for her eyes and lifestyle. 

We are excited to communicate our efforts and offerings with Ms. Stone. Eye health is an essential part of everyday life and eyewear certainly plays a leading role in individual expression. 

The versatile assortment of designer frames she wears in the campaign align perfectly with her personal style. In the campaign, Ms. Stone wears Dolce & Gabbana, Prada, and the bestselling legacy model from the iconic Ray-Ban round family with an exclusive, only-at-LensCrafters color combination of black on silver.

EB: What are the key messages for consumers with “Your Eyes First”?

AC: “Your Eyes First” spotlights the LensCrafters experience, focusing on new spring designer eyewear collections, premium eye care, and style. The 360-degree omnichannel campaign…encompasses the latest innovations from LensCrafters in both clear and sun lens technology, and the expertly tailored eyecare services that LensCrafters offers, including a comprehensive, state-of-the-art eye exam and high-quality prescription lenses. 

EB: This campaign is a fresh departure for LensCrafters; does it signal a new focus on messaging? 

AC: This is the first time LensCrafters has partnered with a celebrity of this caliber such as Ms. Stone. Her stature in the fashion world will help drive awareness and credibility around our eyecare services and premium products. The new campaign will further underscore our brand value proposition that LensCrafters is committed to being the trusted optical retailer for customers and patients that want a comprehensive, high-quality eye-care and eyewear experience in the communities we serve.