Essilor has launched the ‘Transitions Style Academy’, a multi-faceted initiative to educate and empower Australian optometrists and dispensers to feel confident and equipped in recommending the Transitions Style Colours and Transitions XtrActive Style Mirrors ranges to new and existing customers.
The Transitions Style Colours range is aimed at young, fashion-conscious single vision glasses wearers. The Academy program kicked off in March with three ‘Trendsetter Series’ launch events for selected independent optometrists in Brisbane, Sydney, and Melbourne. The stylish events included an introduction to the campaign, insightful speakers focused on educating attendees to communicate about style in an authentic way, a styling booth hosted by influential brand ambassadors, free fit registrations and more.
Throughout 2019 the Transitions Style Academy will also include a sales incentive program and the appointment of brand champions – dispensers who can share their passion for the brand and host in-store events for customers. The brand ambassadors selected in key cities across Australia will also use their influence and style acumen to introduce Transitions Style Colours to a youthful consumer audience.
Tara McCabe, Marketing and Business Development Manager, Essilor Australia and New Zealand said, “Transitions has been extremely successful with an older demographic but there’s a big opportunity to communicate the style and fashion values of the lenses, as well as the obvious practical benefit, to a new audience.
“Feedback from the trade is that many feel apprehensive about communicating with a younger audience. Through Transitions Style Academy we’ll be equipping them with the language, knowledge and tools to feel confident during these interactions and communicate the benefits of the lenses to this group more effectively.”
TOOLS AND MATERIALS AVAILABLE
A series of tools and materials has been created to assist ECPs with the campaign, including a downloadable toolkit, which includes factsheets, tips, images, and content for proposed social media posts, all hosted on a trade-focused website. Consumer-facing point of sale items will include shelf ‘wobblers’, an interactive flipbook, and a beautifullydesigned Lookbook for ECPs to refer to for style inspiration.
‘Brand champions’ appointed in each state will host in-store events to introduce Transitions Style Colours to their key customers, supported by brand ambassadors who can share advice on the fashion attributes and suitability of each Transitions Style Colour depending on aesthetic preference and appearance.
Transitions Style Colours were launched in 2018, offering consumers the choice of four colour options for lenses: sapphire, emerald, amber, and amethyst. These different colours were created to allow more single vision wearers the option to put their personal stamp on their glasses, according to their style, preference, and frame colour.
