Essilor launches new consumer campaign showcasing Varilux® XR series™ as the progressive lens of the future

“ One pair does it all. Overly impressed overall”

“I highly recommend XR lenses above any other progressive lenses”

Essilor, part of EssilorLuxottica a leading global eyecare and eyewear provider, is proud to announce that Varilux® XR series™ progressive lens is now widely available across Canada. Recognized as the best overall progressive lenses, Varilux® XR series™ progressive lenses harness the power of artificial intelligence, combined with its scientists’ unmatched understanding of consumer lifestyles.

The innovative lens has already received rave reviews from Essilor ® Expertsand EssilorLuxottica 360® members who had early access to the progressive lens in Canada. Moreover, Varilux® XR series™ progressive lens wearers benefit from instant sharpness, even in motion, with +49% volume of broadband vision compared to Varilux® X ™ series. In independent third-party tests, 87% of consumers preferred Varilux® XR series™ compared to their current high-end progressive lenses. And 95% of wearers adapted to their new lenses on the first day.

In addition, a new consumer advertising campaign has launched globally, in support of the breakthrough progressive lens. Produced by EssilorLuxottica’s Creative Hub in conjunction with external agency The Mill, the campaign seeks to create awareness among consumer presbyopes of the first eye-responsive progressive lens powered by behavioral artificial intelligence. The theme “see the future” showcases the technology in Varilux® XR series™ lenses by demonstrating how a predictive model is used to understand how the consumer’s eyes move.

“Varilux has always been at the forefront of technology, but this campaign goes further to position Varilux® XR series™ as the lens of the future. It illustrates how the innovation leverages cutting-edge behavioral artificial intelligence to meet presbyopes’ changing visual needs,” says Agnes Dewidehem, Global Head of Marketing Lens Brands & Categories at EssilorLuxottica.

The campaign has a 360-degree communication approach to support the consumer journey and guide them to ask their eyecare professional about Varilux® XR series™. It includes a TV spot, audio spot for music streaming services, and digital assets for all social platforms as well as out of home. In-store materials will be fully visible at the point of purchase. There will also be an emphasis on driving traffic to Essilor Experts, Essilor’s flagship partner program designed to optimize practices’ business results.

“In this pivotal moment for the brand, we needed a campaign that would bring consumers into this new Varilux world – one that is pushing the boundaries of science and technology further than ever before,” says Matteo Pelo, Executive Creative Director at EssilorLuxottica. “A lens engineered with artificial intelligence needed an art direction and a visual treatment fit for the storytelling that we have in the new Varilux® XR series™ campaign – one that reflects the lens of the future.”

Varilux®, invented in 1959, is the best overall progressive lens and Varilux® lenses lead the way with over 70 patents; the result of more than 60 years of research and development. Varilux® XR series™ progressive lens is now available across Canada.

About Essilor

Essilor, part of EssilorLuxottica’s portfolio, is a leader in eyeglass lenses worldwide and the number one lens brand recommended by eye care professionals (ECP). It offers a complete range of solutions dedicated to each individual’s vision and lifestyle needs throughout their life. Every Essilor lens is a combination of multiple complementary technologies thanks to its suite of leading premium vision care solutions, including innovative brands such as Stellest®, Eyezen®, Varilux® and Crizal®. These groundbreaking technologies correct vision, protect eyes from harmful rays and enhance visual clarity.


Media Contact:

Valerie Burnatowski

Manager, Commercial Relations


Mobile: 514-242-1809