NEW YORK—Luxottica is debuting a new prescription lens program for its Ray-Ban brand in mid-April, offering both single vision and progressive lenses for both sun and optical and processing the complete pairs at the company’s Luxottica’s newly-expanded Atlanta hub, which combines the lab and distribution center.

The program will launch simultaneously across the U.S. on April 10, and then roll out to Canada in May, according to Fabrizio Uguzzoni, president of Luxottica Wholesale N.A. “For years, customers have been asking for the complete pair of branded Ray-Bans,” Uguzzoni told VMail. “Until now, we were missing the finishing touch—the customer’s prescription lenses were not produced with the Ray-Ban logo etched on. Having branded frames plus branded lenses produced and assembled in the same place will provide customers with the most authentic Ray-Ban experience possible.”

Logistically, Luxottica accounts will be able to place their orders 24/7 through MyLuxottica.com where they can view the prescription lens catalogue and order Ray-Ban lenses, along with Ray-Ban frames at the same time. There will be a wide range of frames and lens options

Uguzzoni added, “From a pricing standpoint, we are positioning this to be an accessible premium offer in line with the Ray-Ban brand, adding great value considering the high level of lens quality and the service. Our approach is to create simple lens packages, and different pricing based on features that are easily understood by the consumer. For example with sun, entry price will be for a single vision solid tinted lens and up-charges will be based on polarization, special cosmetic features such as mirror and gradient effect, and progressive. All elements will be clear and easily understood by the customer.”

Both Ray-Ban sun prescription lenses and ophthalmic prescription lenses will be marked with the Ray-Ban Logo.

Luxottica will be training its sales teams to present, educate and support the program at the ECP level. ECP customers will also be able to access the LuxAcademy portal with specific training tools to educate themselves on the full Ray-Ban prescription lenses experience. Uguzzoni also pointed out that, “We have created a center of competence within our Customer Service team entirely dedicated to assist with our prescription lenses products.”

He continued, “This is the Full Ray-Ban Experience, which consists of providing consumers with a finished product where frames and lenses are treated as one single product and customized specifically based on your prescription, frame style, sun lens colors and lens shape.”

Luxottica will focus its messaging efforts toward optical retailers and ECPs for the first half of the year, communicating via special one-on-one training and educations sessions, Uguzzoni noted. He said that the full concept will be previewed at Vision Expo East this week. In the second half of the year, Ray-Ban will have a dedicated campaign to engage consumers on the introduction of Ray-Ban prescription lenses.