New Varilux Ads Boost Brand Awareness and Increase Traffic to Independent Practices


DALLAS— Essilor of America is launching a national advertising campaign to introduce consumers to the benefits of progressive lenses and the technology behind Varilux progressives.

The ads, which will begin airing April 24 on television and radio, show how blurry vision can interrupt common, everyday activities such as viewing a menu at a restaurant and offers Varilux lenses as the leading progressive lens solution and the only line of progressive lenses featuring lenses designed with Essilor’s W.A.V.E. Technology (Wavefront Advanced Vision Enhancement) that identifies and removes lens high order aberrations, resulting in sharper visual performance.

“Through the Varilux campaign, we want patients to understand that they don’t have to compromise when it comes to their vision,” said Lauri Crawford, senior vice president of marketing, Essilor of America. “Patients need to know they have options, and there is a progressive lens available to help them see more clearly. With this campaign, we’re also looking forward to bringing excitement and awareness to the Varilux brand. As we’ve seen with Crizal and Xperio UV lenses, these consumer initiatives bring value to ECPs by raising patient knowledge of the importance of healthy, clear vision and increasing foot traffic into their practices.”

The ads direct consumers to a website, where they can access an ECP locator. Through June, the ads will air on television and radio as part of Essilor’s Power of 3 event, a consumer incentive program through which independent eyecare professionals can offer patients rebates when they purchase Varilux progressive lenses, Crizal No-Glare lenses and Essilor Transitions Adaptive lenses. Starting in the third quarter of 2014, Essilor will expand the Varilux ad campaign to include online and print media.