PALM SPRINGS, Fla.—Now Optics, parent company of the optical retail brands Stanton Optical and My Eyelab, is launching today a new advertising campaign, “The Perfect Fit,” that is timed to coincide with the back-to-school shopping season, according to a company announcement. The campaign, which was developed in conjunction with Now Optics’ agency of record, Barkley, focuses on how Stanton Optical and My Eyelab are “the solution to finding frames that fit your face, style and budget,” according to the announcement.

Supporting the launch is an integrated cross-media program that spans local broadcast TV and radio and that aligns with the company’s growing footprint in 25 states, the announcement noted. The campaign also includes digital video, OTT (over-the-top media) and social media. It marks the first time the company is running Spanish-language TV and radio in key Hispanic markets to reach the customers in those growing locations, according to Now Optics.

One of the new ads in The Perfect Fit brand campaign can be viewed here. 

The ads are designed to “clearly feature the company’s benefits in vibrant visuals while articulating them in an upbeat, relatable way,” Now Optics noted in its announcement. The ads also highlight walk-in eye exam appointments, the company’s broad assortment of eyewear in stores and special discount promotions.


Now Optics now ranks as the 12th largest optical retail organization in the U.S., with annual sales of about $155 million, according to Vision Monday’s Top 50 Optical Retailers Report for 2019. My Eyelab and Stanton Optical also are among the faster-growing retail optical centers with the expansion of its retail footprint to 156 corporate and franchise locations in 25 states, the company noted.

The new ad campaign kicks off with 30- and 15-second TV spots and 60- and 30-second radio spots, with an emphasis on showcasing how the right glasses complete a certain look, vice president of marketing Lukana Justin said in the announcement. “Finding the right pair at Stanton Optical and My Eyelab is an enjoyable and positive experience,” Justin added.

The Perfect Fit campaign replaces Now Optics’ previous campaign, Designer Eyewear without the Drama.