Essilor Courts Millennials With Glasses that Combat Digital Eyestrain and Blue Light


Clinical evidence about the harmful effects of blue light continues to be evaluated by ECPs and new products are being introduced into the market on a regular basis.  The latest entry of eyeglasses that protect against blue light is from Essilor.  It is targeting millennials with Eyezen, a new type of eyeglass that alleviates eyestrain caused by staring at smartphones, tablets and computer screens and guards against the harmful blue light emitted by these devices. The launch will be supported by integrated digital, social media and website components, both direct-to-consumer as well as via ECPs.

Although Essilor said Eyezen glasses can benefit people of all ages, the company is targeting Millennials, an important market for eyecare professionals. Intended for everyday use, Eyezen glasses are meant not only for prescription eyeglasses or contact lenses wearers, but also for emmetropes who do not require vision correction, according to Essilor. The glasses contain a small amount of accommodative relief to help alleviate eyestrain often caused by viewing text and small screens on devices such as tablets and smart phones.

Essilor will promote Eyezen glasses through an integrated advertising, social media and public relations campaign to push the Eyezen brand name to consumers, instructing them to ask for Eyezen glasses and pointing them directly to an ECP locator on a consumer website, EyezenUSA.com.

Essilor will also be hosting an Eyezen launch event for ECPs at Vision Expo West on Sept. 17.

Currently, ECPs can order Eyezen glasses through Essilor’s lab network and partner labs as spectacle lenses only. However, in the coming months Eyezen will launch an exclusive frame collection allowing consumers to purchase a complete pair of Eyezen eyewear—lenses and frame—with or without a prescription. In 2016, Essilor will explore distribution of non-Rx Eyezen glasses through non-optical outlets to create a larger physical presence for the brand.

Source: Vision Monday

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About Arthur De Gennaro

My friends call me Art. Welcome to my blog. In this space you’ll find information and comments on the ophthalmology world, the optical industry, the hearing industry and medical practice management. My intent is to provide information you can use to improve your business and your own performance. Please visit often and feel free to join the discussions by leaving comments.

You can learn more about me and my consulting company, Arthur De Gennaro & Associates, LLC by visiting my web site www.adegennaro.com

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August 2015

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