Varilux® XR series™ Now Available Across Canada
Wednesday, October 4 2023 | 10 h 01 min | News
Essilor,part of EssilorLuxottica,announces that Varilux® XR series™ progressive lensis now available across Canada. Varilux® XR series™ progressive lenses harness the power of artificial intelligence, combined with its scientists’ unmatched understanding of consumer lifestyles.
Varilux® XR series™ progressive lens wearers benefit from instant sharpness, even in motion, with +49% volume of broadband vision compared to Varilux® X ™ series. In independent third-party tests, 87% of consumers preferred Varilux® XR series™ compared to their current high-end progressive lenses. And 95% of wearers adapted to their new lenses on the first day.
In addition, a new consumer advertising campaign has launched globally, in support of the breakthrough progressive lens. Produced by EssilorLuxottica’s Creative Hub in conjunction with external agency The Mill, the campaign seeks to create awareness among consumer presbyopes of the first eye-responsive progressive lens powered by behavioral artificial intelligence. The theme “see the future” showcases the technology in Varilux® XR series™ lenses by demonstrating how a predictive model is used to understand how the consumer’s eyes move.
“Varilux has always been at the forefront of technology, but this campaign goes further to position Varilux® XR series™ as the lens of the future. It illustrates how the innovation leverages cutting-edge behavioral artificial intelligence to meet presbyopes’ changing visual needs,” says Agnes Dewidehem, Global Head of Marketing Lens Brands & Categories at EssilorLuxottica.
“In this pivotal moment for the brand, we needed a campaign that would bring consumers into this new Varilux world – one that is pushing the boundaries of science and technology further than ever before,” says Matteo Pelo, Executive Creative Director at EssilorLuxottica. “A lens engineered with artificial intelligence needed an art direction and a visual treatment fit for the storytelling that we have in the new Varilux® XR series™ campaign – one that reflects the lens of the future.”
View the video for the campaign:
Click HERE for the full press release.
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