TRANSITIONS SHEDS SOME LIGHT.Life Well Lit™ is Transitions’ global communication campaign intended to inform consumers about superior light management and the multiple benefits of Transi-tions® lenses. The multimedia campaign will include messaging in print, on television, and online. Television ads will appear on networks including CNN, USA, and The Weather Channel, while the print campaign will appear in National Geographic, Travel & Leisure, Prevention, Popular Science, Bon Appetit, Southern Living, Midwest Living, and Reader’s Digest. Transitions Optical, Inc., 800-848-1506, transitions.com.
BEST IMAGE SHOWS THE LOVE. ECPs and consumers who are fans of the Plume Paris brand, aka Plume Paris Lovers, can take part in the brand’s “Let Love Take Over” campaign, wherein they can share photos of themselves in Plume Paris Eyewear and share love stories to be posted at plumeparis.com. Photos and stories can be emailed to firstname.lastname@example.org. In addition, plumeparis.com will have “Let Love Take Over”-themed wallpaper available as a free download (for a limited time). Best Image Optical, Inc., 800-688-7661, bestimageoptical.com.
HILCO PLAYS IT SAFE. With the OnGuard® “Safety Sells” program, Hilco offers ECPs the groundwork they need to offer safety eyewear as well as an affordable approach for getting started. This second-pair selling opportunity stresses four main points: ever-increasing numbers of workers are not covered by employer-mandated safety eyewear programs, Hilco’s OnGuard Style Nos. OG-210 and OG-220 work well as second pairs, the initial investment for the ECP is $100, and patients may be more interested in upgrading their fashion eyewear if they’re not concerned about it suffering wear and tear at work. Hilco, 800-955-6544, hilco.com.
MARCHON GOES WILD. For the third consecutive year, Vogue Italia and Marchon Eyewear teamed up for “Wild Eyes,” a showcase of what’s hot in sunwear and eyewear. Photos were orchestrated by Editor-in-Chief Franca Sozzani and photographer Douglas Friedman and displayed during MIDO. Marchon Eyewear, 800-645-1300, marchon.com.
MCGEE HITS THE HAMPTONS. ECPs who purchase all three April and June Argyleculture ophthalmic releases (a total of six frames or 12 SKUs), or who buy any 12 Argyleculture frames, will be eligible to enter the Argyleculture Sweepstakes. Two winners (with one guest each) will receive a weekend in the Hamptons that includes attendance at the 13th Annual Art of Life East Hampton Benefit at Russell Simmons’ private East Hampton Estate. The trip includes airfare and transportation to the event as well as a daily allowance for the weekend to cover food and transportation. The McGee Group, 800-966-2020, mcgeegroup.com.
CHARMANT BRINGS ON A NEW BRAND STRATEGY. Charmant Titanium Perfection has a new image and comprehensive campaign intended to reach both retailers and consumers. The company is taking a multi-channel approach, including trade ads, in-store displays, brand videos, and a brand book to demonstrate the brand’s evolution as it identifies its target wearer. Charmant Group, 800-645-2121, charmant.com/us.
WILEY X THINKS PINK FOR BREAST CANCER RESEARCH. For the third year in a row, Wiley X will be raising funds to benefit The Breast Cancer Research Foundation (BCRF). Throughout 2012, $3 from the sale of each Lacey model (polarized or non-polarized) will be donated to BCRF. The Lacey model features a cotton candy frame and lenses in either coral pink or polarized bronze. Wiley X Eyewear, 800-776-7842, wileyx.com.
L’Amy enters licensing agreement with Bally to develop and distribute eye- and sunwear starting in late 2012.
My Vision Express teams up with marketing and communications company Demandforce.
Eyeking enters into a multi-year partnership with USA Football.
Rudy Project North America now operates under the name Running and Cycling Enterprises (RACE).
McGee Group enters partnership to become the exclusive global eye- and sunwear manufacturer for Badgley Mischka as of January 2013.