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Friday / March 1.
HomeminewsTransitions Distances Itself From ‘Free’ Promo

Transitions Distances Itself From ‘Free’ Promo

Transitions Optical has distanced itself from a recent consumer promotion that markets the company’s lenses as ‘free’ when bundled with particular products.

In a letter distributed to the industry, Mr. Eric Breda, Transitions Optical Business Director Australia and New Zealand, said “It is important to us that you know this is the initiative of the optical retailer and we would always prefer our product to be promoted on its benefits.”

Mr. Breda reinforced Transition Optical’s support of the entire optometric industry and urged optometrists to “discuss the benefits and value to your patients around comfort, convenience and protection,” when promoting lenses.

Optical retail stores are free to set their own pricing for Transitions lenses and, as such, the company has no control over individual promotions. However at a corporate level, Transitions is maintaining its own brand presence with large billboards and street furniture around Australia and New Zealand featuring the ‘Live a Life Less Squinty’ campaign that encourages consumers to visit their optometrist to ask about Transitions lenses.

Mr. Eric Breda, Transitions Optical Business Director Australia and New Zealand, said “It is important to us that you know this is the initiative of the optical retailer and we would always prefer our product to be promoted on its benefits.”

In addition, Transition Optical will double its investment in the OAA’s UV protection campaign.

For further information contact your Transitions Optical Territory Manager.