Transitions Teams Up With Irma Martinez, Celebrity Influencer,
To Offer Summer Travel Tips to Hispanics

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PINELLAS PARK, Fla.—Earlier this month, Transitions Optical launched a continuation of its Spanish-language online web series “Estilo a Primera Vista,” starring celebrity stylist Irma Martinez and featuring summer travel content that will show Hispanic consumers how to pack the perfect carry-on suitcase and protect their eyes from the sun’s UV rays.

Given that Irma Martinez is a Miami native, she also gives her picks on Miami hotspots that are must-sees for any stylish traveler and talks about sunwear wardrobe options and the benefits of Transitions lenses. In mid-May, Martinez spoke with members of the national Hispanic media (including vloggers and bloggers) about her take on summer style and vacation must-haves, including Transitions lenses.

Martinez is involved in Transitions’ new consumer outreach campaign which continues throughout the year, highlighting the stories and experiences told by influential Transitions lens wearers as they speak to a younger, more fashion-focused audience. She is featured on Transitions Optical’s Spanish-language online web series, “Estilo a Primera Vista.” The new Martinez video is posted at Transitions’ Spanish-language site here.

A survey by Transitions found that only 4 out of 10 Latinos in the U.S. had visited their eye doctor in the past year even though they are more likely to suffer from eye disease than any other ethnic group. The company announced the new three-part web series last August, as CLICK reported.

“As a teen in Colombia I spent countless hours under the blazing sun only paying attention to protecting my skin with sunscreen,” Martinez said. “Not once did I think to protect my eyes, so as a result I have permanent damage to my retinas. It’s so important to also take care of your eyes from UV exposure and I’m happy to share this message with the Latino community.”