Consumer campaign supported by expanded product availability
NEW YORK, March 20, 2015 — Coinciding with the rollout of expanded availability for Transitions® XTRActive® lenses, Transitions Optical, Inc. is kicking off a consumer campaign that will highlight the product’s R&D story and the unique set of benefits it offers. Two new colours – brown and graphite green – and expanded material offerings in gray is allowing Transitions Optical to drive further consumer consideration for the photochromic category and enabling eyecare professionals to recommend the product to more patients.
Throughout 2015, consumers will hear messages of choice and mentions of Transitions XTRActive lenses specifically through digital advertising and social media. New Transitions XTRActive online videos will also intrigue consumers using fun and shareable content. Beginning in May, “Optics Test Force” videos will be featured online through social media. The videos are inspired by the extensive work the Transitions Optical R&D team does to develop and test products.
“Since the product launched, sales of Transitions XTRActive lenses have steadily increased year over year,” said Patience Cook, director, North America marketing. “With the addition of brown and graphite green to the Transitions XTRActive family, expanded availability through our lens caster partners and new consumer-reaching tactics, we are creating the opportunity for our partners to see incremental growth with this lens.”
The consumer campaign will also drive home the message that Transitions XTRActive lenses provide extra protection from light outdoors, indoors, and even in the car.
“We’re hearing that some of the most common objections patients and eyecare professionals have with Transitions lenses still relate to performance behind the windshield and darkness. The videos will directly talk about how Transitions XTRActive lenses offer unique benefits in these areas, helping drive awareness of these capabilities and connecting with more groups of consumers.”
Education and Industry Best Practices
Education materials have been developed to equip eyecare professionals with the knowledge they need to successful market Transitions XTRActive lenses.
• An education presentation summarizes existing dispensing tools, and includes insights and tips from eyecare professional who are already seeing success with Transitions XTRActive lenses.
• A new tech paper (“A Photochromic Dye Chemist’s Challenge”) allows eyecare professionals to explore the science behind the unique benefits of Transitions XTRActive lenses.
Both will be available for download at TransitionsCanadaPRO.ca on May 15.
For questions regarding product availability, pricing and timing, eyecare professionals should contact their lens manufacturer or lab.