Transitions launches eye-catching new media campaign

Transitions launches eye-catching new media campaign

Transitions® Optical has launched a vibrant, multi-channel media campaign for its dynamic Transitions® GEN S™ lenses, illustrating how these ultra-responsive lenses empower the wearer by transforming their eyewear.

Running through May and June, the campaign is expected to be seen over 60 million times, featuring engaging video and rich media adverts that showcase the lenses in action.

A targeted digital campaign will raise awareness of Transitions® Gen S™, using a mix of social and influencer strategies. The campaign spans Facebook and Instagram for visual storytelling, TikTok for viral, short-form engagement to a younger audience, YouTube for in-depth product content using vibrant assets, and Ogury to reach audiences through data-driven mobile advertising.

An influencer initiative complements this approach, with creators sharing their personal experiences wearing the lens. These authentic stories aim to spark conversation and connect with consumers in a more relatable way.

Transitions® GEN S™, which is available in eight colours including an on-trend ruby colour, is ultra-responsive to light, reaching category three levels of darkness in a few seconds¹* and fading back to clear quickly².

Alan Pitcher, Commercial Director for Wholesale Lenses at EssilorLuxottica, said: “We’re excited to announce our most powerful Transitions® campaign yet, using a multi-channel approach to create stronger connections with our brand.

“We’re using TikTok to capture the attention of a new generation of wearers, with the key message that Transitions® GEN S™ lenses are not only exceptionally functional but also effortlessly stylish too.

“Quickly adapting from clear to dark and back again in changing light conditions, these lenses provide a sharper, more comfortable visual experience and the stunning range of colour options offers endless pairing combinations to elevate personal style.”

Eye care professionals can learn more about Transitions® GEN S™ on EssilorLuxottica’s learning platform Leonardo and by contacting their Transitions® Brand Promoter.

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