Quick Take: Oakley, from Luxottica, is launching the Shield Your Eyes initiative in tandem with its new Clear Collection. The initiative campaign features Oakley athlete and NFL star JuJu Smith-Schuster.
Specifics: Shield Your eyes features a curated collection of clear eyewear that provides greater coverage around the eye area. Developed in response to a growing consumer demand for protective eyewear, it features Oakley and ESS (Eye Safety Systems) clear and photochromic products in a mix of iconic models that feature a wider coverage area and models that are certified as PPE. For the first time, as part of this collection, consumers will also have access to Luxottica’s ESS brand, whose products include eyewear designed and distributed for military, first responder and industrial use and are certified as PPE. ESS eyewear meets or exceeds the most stringent U.S. military testing standards. Oakley will also bolster its apparel collection with a series of masks, neck gaiters, bandanas and garments made from antibacterial fabric and featuring detachable face covering elements.
Selling Point: Fabrizio Uguzzoni, president of Luxottica Wholesale North America said, “In 2020, consumers are looking for something that reflects their state of mind - and safety along with style and functionality is now on everyone’s mind. There is no company better equipped to help consumers shield their eyes than Luxottica. We see the trend continuing to evolve and we’ll evolve with it, leveraging our strengths and expertise to provide consumers with the best offering to meet their needs.”
www.luxottica.com/en