Sept. 2, 2015
Essilor has introduced Eyezen glasses, designed to serve as a digital eye fatigue solution for the Millennial generation – people between the ages of 18 and 34.
Eyezen glasses are intended to serve as an everyday pair of glasses to provide comfort and protection for a generation of people who are on smartphones, tablets and computers for hours at a time on a daily basis. Eyezen glasses not only benefit those who require a prescription, but also those who currently wear contact lenses or do not wear prescription glasses at all.
Eyezen glasses contain a small amount of accommodative relief (add power or magnification), to help alleviate eyestrain often caused by viewing text and small screens on devices such as tablets and smartphones. Eyezen glasses also come with a high quality AR lens coating that selectively filters the harmful blue-violet light emitted by digital devices.
There will be three unique Eyezen lens designs available, and the patient’s age will determine which design is suggested for them:
· Eyezen 1 – patients aged 20 to 34
· Eyezen 2 – patients aged 35 to 44
· Eyezen 3 – patients aged 45 and up
Eyezen glasses can benefit patients of any age, but the main focus of the brand is to target the millennial generation, which provides the biggest opportunity for ECPs.
Essilor notes that Millennials view and interact with the world differently than previous generations. More than other age groups, their digital devices are an integral part of their lifestyle both at home and at work. They are accustomed to using the internet to find answers to their questions and solutions to their problems. Research shows some millennials spend at least nine hours a day in front of a digital screen, creating visual demands that the human eyes weren’t meant to handle. While they may not be diagnosed with a visual disorder, Millennials do frequently suffer from eye strain and fatigue. It’s a critical time for millennials to pay attention to their eye health.
“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,” says 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 says it 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 the ECP locator on the web site.
“The technology in Eyezen glasses supports the digitally connected lifestyle of the millennial generation – a lifestyle they aren’t willing to change – by reducing eyestrain and exposure to harmful blue light,” says Lauri Crawford, senior vice-president of marketing, Essilor of America. “We are launching a go-to-market strategy for the Eyezen brand that informs Millennials of the importance of eye health, and offers an effective solution to vision issues they are most likely experiencing, yet may not realize are preventable.”
Currently, Eyezen glasses are available to order as spectacle lenses only, but 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.
For more information, visit EyezenUSA.com, on Twitter @EyezenUSA and at Facebook.com/EyezenUSA. ECPs interested in being listed on the web site locator should visit EyezenPro.com.
