TRANSITIONS® ADAPTIVE LENSES™
Transitions adaptive lenses provide seamless comfort and protection from
UV and Harmful Blue Light
Unique Portfolio
Unique Features
• Clear indoors, fast fadeback: Transitions® Signature® VII
• Extra protection from light, activation behind the windshield: Transitions® XTRActive ®
• Variable Polarization: Transitions® Vantage ®
FOR MORE PATIENTS THAN YOU MAY THINK…
Comfort of Vision in various outdoor
conditions
– Warm Temperature Performance
– Indirect Sunlight
Aesthetics
– Color stability
– Clarity / fade back speed
Protection (UV, Blue Light)
FOR MORE PATIENTS THAN YOU MAY THINK…
of Transitions wearers
repurchase the product
FOR MORE PATIENTS THAN YOU MAY THINK…
of first-time wearers
are satisfied with indoor clarity
of Transitions Signature VII
of Transitions XTRActive wearers
are satisfied with the behind the
windshield activation levels
of first-time wearers Are satisfied
overall with Transitions Signature VII
of people aged 20-29 will purchase
Transitions when fully presented the product
(actually higher than ages 40-65!)
BLUE LIGHT MESSAGING IS AN OPPORTUNITY
Transitions helps protect from Harmful Blue Light
Indoors and especially Outdoors
The sun is the largest source of Harmful Blue Light
Only 36% of ECPs say they know a lot about Blue
Light, and even fewer know the Sun is a source of
Blue Light
Educating on Harmful Blue Light and the protection
of Transitions increases the intent to recommend
Transitions
BLUE LIGHT MESSAGING IS AN OPPORTUNITY
of ECPs say they will recommend
Transitions to more patients
after learning that Transitions lenses help
protect from harmful blue light
THE LARGEST SOURCE OF BLUE LIGHT IS THE SUN
1.2
1.0
Facing the sun
0.8
Irradiance
(W/m2) 0.6
Away from the sun
0.4
TV (Plasma)
0.2
0.0
380
390
400
410
420
Wavelength
(nm)
430
440
450
460
INDOOR AND OUTDOOR PROTECTION
Indoors
1Transitions®
2Transitions®
Outdoors
Blocks at least 20%
2X times more than a
clear lens
Blocks over 85%
Blocks at least 34%
3X times more than a
clear lens
Blocks 88%-95%
Blocks at least 34%
3X times more than a
clear lens
Blocks over 85%
lenses block 20% to 36% of harmful blue light indoors excluding CR607 Transitions®Signature™ VII products which block 14% to 19%. The 2 times comparison refers to typical clear 1.50 and polycarbonate hard-coated lenses.
XTRActive® lenses block 34% to 36% of harmful blue light indoors excluding CR607 Transitions® XTRActive® products which block 27% to 31%.
THE TRANSITIONS BRAND ADVANTAGE
Transitions is the most recognized lens brand
among consumers
Consumers want Transitions, but ECP
Recommendation is key!
• Over half of consumers that are aware of the brand
intend to purchase Transitions but only 2 in 10 end
up purchasing them!
• 73% of consumers say that a recommendation from
their ECP is an important factor in their lens
purchase decision…but only 14% receive a
recommendation for Transitions.
Your accounts recommending Transitions to
patients can help YOU meet your 2017 goals!
THE TRANSITIONS BRAND ADVANTAGE
of consumers have never been
recommended Transitions lenses
by their ECP
HOW ECPS CAN MAKE THE DIFFERENCE
70%
60%
50%
40%
30%
20%
10%
0%
Wearers
Purchase Intent based on basic
Purchase Intent when
brand perception
discussion occurs with product
and benefits presentation
NEW 2017 CONSUMER MARKETING CAMPAIGN
Deliver on the key product message of
adapting indoors/outdoors
First to communicate the Harmful Blue
Light message to consumers on TV!
Designed to appeal to a younger
consumer, but relevant to all ages
Showcase variety of colors
Launching February 2017
NEW 2017 CONSUMER MARKETING CAMPAIGN
Adding high visibility early
morning broadcast including…
Strong cable TV networks that
resonates with our target
Increasing quality broadcast TV
4
weeks
vs 2016
↑ :30 spots to further Transitions
branding
:30
2016
:30
2017
NEW 2017 CONSUMER MARKETING CAMPAIGN
• Contextually relevant and highly targeted
• Tailored, sequenced messaging
• Amplify blue light and style focused content throughout the
year
• Increasing presence on properties with vision engaged
consumers
• Highly engaging rich media
• Direct consumers to preferred partners and share stats
NEW 2017 CONSUMER MARKETING CAMPAIGN
Partnering with influencers to guide the conversation, delivering a meaningful
and authentic message around eye health / protection and style.
Style, Science & Eye Health (including Harmful Blue Light)
Develop custom content (social media, website, email, etc)
Leverage Influencers to generate Earned Media
Social Media Evolution
Change brand perceptions and broadening appeal
Leverage added value from media partnerships
Guide consumers to purchase
What is Harmful Blue Light
and how can your eyes?
Protect your vision with these helpful
tips.
TRANSITIONS 2017 CONSUMER MARKETING CAMPAIGN
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
TV
EOA Consumer Promotion
Online Video
EOA Consumer Promotion
Print
Digital
Display /Native
EOA Consumer Promotion
Paid Search
PR
Support Campaign Launch
Social Media
Support Campaign Launch
CRM / Email
EOA Consumer Promotion
New Campaign
TRANSITIONS 2017 TRADE MARKETING CAMPAIGNS
Trade Ads to leverage the new consumer campaign
and “new news” including:
Blue Light Protection
How Transitions is style-complimenting
Third-Party Marketing Campaign to reach 4,000
ECPs in May/June and November/December
Essilor will sponsor “Lunch and Learn” events
Tools to Capture Patients:
Power of Vision: April 1 – September 30
Trade
Marketing
Product
Training
Support
Tools to
Capture
Patients
Your efforts
More
Transitions
Sales
• Trade Ads
• Third-Party Touchpoints
• Enabling
Transitions Lunch
& Learns
• Power of Vision
TOOLS AND RESOURCES