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For eye care professionals

Essilor's new brand structure explained

29 March 2019

Brands are a vital part in every aspect of our lives, they drive consumer purchases. Discover how Essilor will use our lens brands to deliver a stronger message to consumers. 
When it comes to choosing  lenses consumers can easily become confused by the multitude of options available. Some consumers rely solely on the recommendation of their optician whilst others feel they know enough to make their own decision, but most consumers want a guided choice and want to be in a position to discuss what their wants and needs are.

Today, brands are a vital part in every aspect of our lives. They drive consumer purchases and are both reassuring and satisfying. Brands build loyalty and are equally as important within optics as they are in other industries.

The Essilor brand is #1 in spectacle lenses worldwide(1) and you'll be seeing a lot more of the Essilor Umbrella brand in the future.

By integrating the Essilor brand name into your expert clinical discussions we can together deliver a great patient experience. To help you to do this we have simplified our brand structure to enable you to Correct, Protect and Enhance the clarity of vision for every consumer.  Here we will illustrate just how easy it is to talk about brands within your dispensing process. 
 

By pushing the brands outside of the practice through marketing you could attract more footfall and will reaffirm your premium positioning whilst helping you to differentiate from your competitors. In store, your recommendations will be easier and you'll have the reassurance that Essilor lenses are helping you to grow your business.

In terms of repurchase, we know that brands drive loyalty and get the brand message out to your patients which will maintain your repurchase level in the future. 
 

Have you seen our new campaign materials?


It gives Essilor a stronger voice. Not only are we using parent and child brands in our communication materials (both the Essilor and Varilux brands on the same communication for example), we are also taking the opportunity to position Essilor and Varilux as #1 worldwide.
 

 

All of the #1 claims are backed up with independent data, so when you tell you patients that Essilor lenses are the best, we can actually prove it!
 
(1)
(2)
(3)

 
 

Did you know?


We are starting our national media campaign at the beginning of April and both the Varilux and Transitions brands will once again be on TV with programme sponsorship. Look out for more details of the campaign and how you can get onboard by letting us create your own marketing campaign for you.

If you would like to order some of our new Varilux campaign point of sale material shown above, its completely free of charge. Just complete the form and we'll do the rest.


Source: 
(1) Euromonitor, Eyewear 2019 edition; Essilor International SA Company; Retail value sales at RSP
(2) Euromonitor, 2017 data; retail value amongst spectacle lenses category, brands representing progressive lenses. 
(3) Brand recommended by eye care professionals - Survey conducted by CSA among a representative sample of 1018 independent ECPs, in 10 countries: Fr, Sp, Ger, It, UK, US, Canada, Brazil, India, China. Feb-Apr 2018.

 

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