Go Back To All Articles May 9 2018

Transitions Optical Launches New Brand Identity and Light Under Control Consumer Campaign

PINELLAS PARK, Fla., – Transitions Optical has debuted a new brand identity that aims to bolster the company’s efforts to attract new wearers and recruit a younger generation of eyeglass wearers to the photochromic lens category. The new brand identity features Transitions® Light Intelligent Lenses and communicates that the product is a smart, everyday solution for managing and filtering all types of light. As part of the brand refresh, the company launched the Light Under Control campaign to maximize consumer awareness and position the brand as modern, stylish and relevant.

"We know style and customization are important to young eyeglass wearers. Glasses are part of their personal identity. The Light Under Control campaign encourages consumers to personalize their glasses, including the lenses, to reflect their lifestyle," said Chrystel Barranger, president of Essilor Photochromics and Transitions Optical. "Eyecare is the ultimate combo of self-care and self-expression."

The Light Under Control™ campaign leverages disruptive imagery and revitalized language to pique consumer interest, and inspire and create a desire for the category among eyeglass wearers. New TV spots showcase the brand as modern and relevant for the younger, style-savvy consumers. The direction for the overall brand rejuvenation is inspired by research showing that 87 percent of eyeglass wearers report being sensitive to light. With research around harmful light continuing to emerge, the Light Under Control™ campaign educates consumers about the need for protection from the sun’s UV rays and harmful blue light, indoors and out, while highlighting wearers’ ability to customize their lenses to complement any style.

"Today’s consumers are exposed to so much light, whether it comes from the sun, oncoming headlights, or our electronic devices, so there is a serious need for protection. But while people have been educated to take daily care of their skin, they often overlook the need to protect their eyes as well" added Barranger. "As leaders in optical innovation, it’s time for us to take control and raise awareness for protection while also helping people see that everyday eye care can be hassle-free, smart, and stylish."

To celebrate the new brand campaign, Transitions Optical is also leveraging Snapchat to create an interactive, augmented reality try-on experience within the Snapchat app through June 2018. This custom Snapchat Lens enables users to experience the products’ adaptability on a relevant platform. Targeted users will find the Transitions lens experience in the Snapchat app and all users can scan a custom Snapcode, which can be found on Transitions Optical’s Instagram, Twitter or Facebook. The Snapchat try-on experience enables consumers to see themselves in three modern eyeglass frame styles, in fun indoor and outdoor environments, watching the lenses darken as the scenes go to daytime outdoor settings. The company will also launch in a hyper-targeted digital strategy to reach key consumers on the additional platforms where they consume media most heavily.

Consumers began seeing the new Transitions brand logo and the Light Under Control consumer campaign on cable television and digital media including online video April 2018.

About Transitions Optical

Transitions Optical is the leading provider of photochromic (smart adaptive) lenses worldwide, having been the first to successfully manufacture and commercialize plastic adaptive lenses in 1990. As a result of its relentless investment in research, development and technology, Transitions Optical offers a wide variety of eyeglass lens and shield products, setting new standards of advanced performance to provide ever increasing visual comfort and optimum harmful blue light protection, and blocking 100% of UVA and UVB rays.

Product leadership, consumer focus, and operational excellence have made the Transitions® brand one of the most recognized consumer brands in optics.

For more information about the company and Transitions® Light Intelligent Lenses, visit Transitions.com.