DALLAS—Essilor is launching 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.

Although Eyezen can be worn by anyone, the company is targeting Millennials, an important market for ECPs. Intended for everyday use, Eyezen glasses are designed not only for prescription eyeglasses or contact lenses wearers, but also for emmetropes, 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 smartphones.

Three designs are available: Eyezen 1, for people aged 20 to 34; Eyezen 2, for people aged 35 to 44; Eyezen 3, for those 45 and up.

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

To be listed on the ECP locator, visit EyezenPro.com.

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