DALLAS—Essilor is targeting the constantly connected Millennial Generation with a new consumer marketing campaign in support of Eyezen, a new type of eyeglass that alleviates eyestrain caused by staring at smartphones, tablets and computer screens and guards against the harmful blue light emitted by these devices. The launch will entail an integrated digital, social media and website components, both direct-to-consumer as well as via ECPs.

Although Essilor said Eyezen glasses can benefit people of all ages, the company is targeting Millennials, an important market for eyecare professionals. Intended for everyday use, Eyezen glasses are meant not only for prescription eyeglasses or contact lenses wearers, but also for emmetropes who do not require vision correction, according to Essilor. The glasses contain a small amount of accommodative relief to help alleviate eyestrain often caused by viewing text and small screens on devices such as tablets and smart phones.

Essilor will emphasize the importance of eye health in its communication to Millennials. “As Millennials spend more of their time looking at digital screens, complaining of tired and sore eyes, trouble sleeping and headaches are becoming more common; however, this generation isn’t thinking of their eye health until they experience a problem,” said Howard Purcell, OD, FAAO, Dipl., and senior vice president of customer development, Essilor of America.

“We must educate Millennials on the visual effects of their digital screens and encourage them to take care of their eyes before problems arise. With the launch of Eyezen glasses, we’ll show them the importance of a comprehensive eye exam and direct them to independent ECPs, which in turn, will help ECPs create life-long relationships with these new patients.”

Essilor will promote Eyezen glasses through an integrated advertising, social media and public relations campaign to push the Eyezen brand name to consumers, instructing them to ask for Eyezen glasses and pointing them directly to an ECP locator on a consumer website, EyezenUSA.com.

Essilor is recruiting independent ECPs to be part of the Eyezen Professional Network, which entitles them to an exclusive listing on the ECP locator at EyezenUSA.com. More than 600 ECPs have already enrolled, according to Lauri Crawford, senior vice president of marketing, Essilor of America. The company has also set up a dedicated website, EyezenPro.com, where ECPs can learn more about the product and enroll their practice.

“We will continue to share information about our consumer marketing plan on the website, and include training and tools about how the ECP can leverage our activities for their benefit,” Crawford told I. “Starting in September, we’re deploying a variety of tactics that include digital advertising (display, rich media and online video), social media content (Facebook, Twitter, YouTube and Vine) and strategic media outreach urging reporters and influencers to try the product and post reviews,” she added.

Essilor is also promoting Eyezen through events such as Playlistlive, a three-day event in Washington, D.C. for online creators and their biggest fans. The event, which runs Sept. 4 to 6, attracts more than 4,000 attendees and 120 invited online content creators.

“Eyezen will be on the show floor and in the green room with a fun, interactive ‘Digital Doodle.’ We’ll have a YouTube Virtual Reality Video Station in the green room and pairs of glasses for influencers to try. We encourage industry partners to follow along on Twitter @EyezenUSA as we live tweet from the event,” said Crawford.

Essilor will also be hosting an Eyezen launch event for ECPs at Vision Expo West on Sept. 17.

Currently, ECPs can order Eyezen glasses through Essilor’s lab network and partner labs as spectacle lenses only. However, in the coming months Eyezen will launch an exclusive frame collection allowing consumers to purchase a complete pair of Eyezen eyewear—lenses and frame—with or without a prescription. In 2016, Essilor will explore distribution of non-Rx Eyezen glasses through non-optical outlets to create a larger physical presence for the brand, through its FGX International division, Crawford said.