Launches, promotions, merchandising, events, and other things to keep you in the know.
LIGHT IT UP. NuPolar’s LED Glare Demonstrator simulates bright glare to show the glare-blocking powers of polarized lenses. With a small footprint of 6.25 in. x 5.5 in. x 6.25 in., the handy unit includes a polarized lorgnette and runs on AA batteries (included) and lights up with the push of a button. The glare reflects from a horizontal surface. Younger Optics, 888-877-5367, youngeroptics.com.
BAIT AND SWITCH. With an updated user interface experience, Switch Vision’s remodeled website has a host of new features that include a live social media feed on the home page, lens simulator module showcasing specialty lenses for each frame style, and a section devoted to Switch’s brand ambassadors. The company’s magnetic interchange technology allows patients to easily swap out lenses and eye cups to adjust to different light conditions and activities. Switch Vision, 877-733-7948, switchvision.com.
VARILUX WEBSITE GETS REMODELED. Essilor has expanded its national campaign for Varilux‘ progressive lenses to include digital and print advertising and a redesigned website, varilux.com. The new site contains more consumer content, images that simulate looking through a Varilux lens, a responsive design that adjusts based on the viewing device, and an ECP locator on every page. Essilor of America, Inc., 800-542-5668, essilorusa.com.
TAKING THE DESIGN LEAD. The 12-member Eyewear Designers of the Council of Fashion Designers of America (CFDA) was created to promote awareness of eyewear design and the vitality of the optical industry. Christian Roth of Optical Affairs, Gai Gheradi of l.a.Eyeworks, Selima Salaun of Selima Optique, and Blake Kuwahara of Blake Kuwahara Eyewear will serve on the executive committee, and Roth will also serve as the group’s spokesperson. CFDA, 212-302-1821, cfda.com.
NAVIGATION A BREEZE ON GÃ–TTI WEBSITE. The newly redesigned götti website, which is now smartphone- and tablet-friendly, provides a platform for pictures and information that can be navigated intuitively, a blog with personal insights from designer Sven Götti, and browsing options that showcase the collections, background information, and a store finder. götti, 407-415-0778, gotti.ch.
Actor Paula Patton is the new face of the 2015 Ellen Tracy ad campaign, including ClearVision Optical’s Ellen Tracy eyewear.
Dragon Alliance signs renowned water photographer Clark Little as brand ambassador.
Marchon Eyewear inks a deal with Etro FOR eye- and sunwear starting in September 2015.
Snow reflects up to 80% of UV radiation compared to 15% at the beach, which means that eyes need even more protection during a snowy white winter!
MIDO takes place in Milan Feb. 28 – March 2. The rebranded 2015 show carries the theme of “New, Never Ending Wonder.” Check out mido.com.