At its 22nd annual Transitions Academy (held Feb. 11-14 at Disney’s Swan Hotel in Orlando, FL), Transitions Optical announced the winners of its Innovation Awards, debuted a new brand identity, and hinted at new lens technology. The award program recognizes both individuals and companies for their efforts to support the Transitions brand over the past year. Winners are:
Brand Ambassador: This award celebrates an individual who best showcases their dedication to being an influential advocate of the Transitions brand.
Winner: Jennifer Lyerly, O.D. of Triangle Visions Optometry (Raleigh, N.C.), and the Eyedolatry blog
Eyecare Practice of the Year: Recognizes independent eyecare practices and retailers with fewer than 20 locations that are actively promoting healthy sight to their patients and within their local communities, and who have demonstrated excellence in supporting the Transitions brand.
Winner: Pacific Eye Care in Port Orchard, WA
Best in Training: Celebrates an individual, company or educator that has shown creativity in developing or offering training and education opportunities that include dispensing photochromic lenses, the Transitions brand or Transitions family of products.
Winner: 20/20 Visions, an independent eyecare practice in Plymouth, WI.
Best in Marketing: Honors an individual or company for creative and strategic marketing tactics that promote the Transitions brand or Transitions family of products among customers or within their communities.
Winner: Opto-Réseau a Canadian optical network with more than 80 clinics
U.S. Retailer of the Year: Honors a national retailer with a commitment to supporting and enhancing the Transitions brand.
Winner: Costco Optical
Canadian Retailer of the Year: Honors a Canadian retailer with a commitment to supporting and enhancing the Transitions brand.
Winner: Greiche & Scaff
NEW BRAND IDENTITYTransitions Optical also debuted a new brand identity and rejuvenation plan that will build upon the company’s efforts to recruit new wearers and attract a younger generation of single-vision wearers to the photochromic lens category. Together, a new visual identity, a new Transitions brand logo, a new “light intelligent lenses” tagline, and its new “Light Under Control” consumer advertising campaign will create desire for the products in a simple, modern, and innovative way.
The direction for the overall brand rejuvenation is inspired by research showing that 87% of eyeglass wearers report being sensitive to light. New campaign imagery and messaging will emphasize a renewed focus on light—on how we need it, embrace it and can be protected from its harmful elements.
Consumers and ECPs will begin seeing the new Transitions brand logo and the “Light Under Control” consumer campaign beginning May 2018. Supporting point-of-sale and digital assets will become available to eyecare professionals later in the second quarter.
NEW LENS TECHNOLOGYTransitions Optical also treated attendees to a sneak peek at new lens technology that will be available in the U.S. soon. The company announced four new lens tint colors that will join the existing portfolio of gray, brown, and graphite green. The new colors are sapphire, amethyst, amber, and emerald. Also on the horizon are mirror finishes…making clear-to-mirror tints a reality. Transitions Optical has not announced a product availability date.
For other coverage of generational research and survey results about eyewear buying behavior (also released at Transitions Academy), watch for the April 2018 issue of Eyecare Business.