To accelerate the post-Covid relaunch, Essilor Canada
is back in full force with a media campaign to reach consumers in need of
visual solutions and offer them the possibility to find an eye care
professional near them and, in turn, help drive traffic to ECP practices.
« The campaign will reach 5 million Canadians with the message: “Discover customized lenses for your connected life. See more. Do more. Essilor.” explains Christophe Perreault, President – Essilor Canada.
From August to December, the message will be delivered nationally through digital marketing: web banners, social media (Facebook and Instagram), SEM and influencers such as Maxime Laoun, Eli Garcia and Sandra Sassine.
The influencers are also participating in a special project for the Quebec market: a series of one-minute TV spots presenting their testimonials on the visual challenges they face and the solutions that Essilor offers through the support of ECPs. The messages started airing mid-August, during prime time on Quebec’s news channels, and will continue until mid-October. They are also available, with English sub-titles, on Essilor’s YouTube channel.
Nikon introduces the Nikon Anti-Fog Lens Cloth, a lens cloth designed to
prevent fog accumulation on lenses while wearing a face mask. The anti-fog
formula will have an immediate effect on the lenses, and it will last up to 12
hours before the next application.
According to the company, the premium material helps preserve the
benefits of the Nikon coatings and it will last for up to 12 months or 300
activations.
As a result, patients can confidently wear their
eyewear (ophthalmic lenses or sun lenses) with their face masks without
worrying about fogged lenses and blurry vision.
The Accessories Council announced the winners of
their second annual Design Excellence Awards on September 3, 2020, via Zoom. Marchon’s Longchamp won the Eyewear-Optical category
for model LO2670L, and
Safilo’s Jimmy Choo won the Eyewear-Sun category with model Shine/S.
The awards celebrate outstanding
new and innovative products. The Council has bestowed 16 awards in 12 unique
categories. Categories include: Eyewear, Footwear, Handbags, Jewelry, Personal
Accessories, Tech and Innovation, Sustainability, PPE and Social Impact.
Silmo reinforces its cooperation with
Who’s Next / Première Classe through the co-location of their respective
events. For fashion as for eyewear, Fashion Week is a key time for the two
communities to gather.
““A positive consequence of this
unprecedented crisis is the Silmo Hors Les Murs event in Paris, presented in
collaboration with Who’s Next, the fashion trade fair of reference. This marks
an important step in the partnership with Première Classe that we began five
years ago,” explains Amélie Morel, Chairwoman of Silmo.
For fashion as for eyewear, Fashion
Week is a key time for the two communities to gather. Stronger together, these
complementary worlds will bring a new experience to visitors, who are seeking
out solutions for 2021 now more than ever.
“During this exceedingly difficult
period for the business of our respective industries, we can draw on strength
in numbers. We are proud to welcome Silmo Hors Les Murs alongside our events at
Le Jardin des Tuileries,” explains Frédéric Maus, CEO of WSN.
At each regional happening, Who’s
Next and Première Classe will exhibit a selection from fashion and accessory
brands alongside the latest creations and innovations of the optical and
eyewear industry.
Of course, professionals from both spheres will enjoy access to the full
events.
Widespread use of face masks has been determined essential to combat COVID-19’s spread yet is giving rise to a new phenomenon: increased reports of dry, uncomfortable eyes. Experts from the Centre for Ocular Research & Education (CORE) are advising eye care professionals (ECPs) on how to recognize mask-associated dry eye (MADE) and methods to mitigate the condition.
Reports of MADE have circulated since early summer and
a recent review concluded that eye dryness and irritation from mask wear may
become a problem for a large percentage of the population.
MADE: What, Why and Who’s at Risk?
Masks significantly reduce the outward spread of air.
However, exhaled air still needs to disperse; when a mask sits loosely against
the face the likely route is upwards. This forces a stream of air over the
surface of the eye, creating conditions that accelerate tear film evaporation,
leading to dry spots on the ocular surface and discomfort.
In addition to worsening symptoms in patients with
pre-existing dry eye disease, MADE can affect a wide-spectrum of others: the
elderly who typically have a poorer quality tear film, contact lens wearers,
and masked people working extended hours in air-conditioned settings and/or
while using digital screens.
Beyond discomfort, MADE may encourage people to rub
their eyes for temporary relief—raising the possibility of unwashed hands being
brought to the face. In turn, this increases the likelihood of coronavirus
infection through the mouth, nose, and to a lesser extent, the eye.
Guidance for Practitioners
CORE suggests that ECPs consider incorporating three
MADE-related actions into their examination lane protocols:
Consider the role of the face mask if there are worsening symptoms and signs in patients with confirmed dry eye disease, or if patients report dry, uncomfortable eyes or variable vision for the first time.
Routinely ask all patients how their eyes feel while wearing a mask, since many may not think to volunteer their experiences or associate their symptoms with mask use.
Provide advice on alleviating the symptoms, including using a new CORE-developed infographic to help show how a few simple steps can likely provide relief and minimize reoccurrence.
Don’t Ditch the Mask
Dr. Lyndon Jones, director of CORE, is adamant that
bringing more attention to MADE should not be used to support anti-mask
wearing sentiments.
“Responsibly wearing a mask, even when having to contend with eye dryness, is a critical part of overcoming the global pandemic. The good news is that we understand MADE and can address it—an opportunity for ECPs to further communicate their knowledge and ongoing value to patients at a time when sound, scientific guidance is needed more than ever,” he noted.
Discover how improving access, trust, culturally safe care, and early eye examinations can help close gaps in vision care for Indigenous communities in Canada.
Inspired by Longchamp’s Roseau line, the LO800S sun frame combines a lightweight teardrop shape, transparent colourways and refined bamboo-style metal detailing.
Ray-Ban Meta expands its portfolio with new audio only AI glasses and next generation Gen 3 models, bringing AI, audio and hands free capture to iconic frames.
Costa expands its Untangled eyewear collection with new frames made from NetPlus recycled fishing nets, strengthening its commitment to ocean protection.
First Look London 2027 introduces a curated showcase of independent eyewear brands and new designers, hosted at King’s Cross Town Hall with a world class content programme.
Discover how improving access, trust, culturally safe care, and early eye examinations can help close gaps in vision care for Indigenous communities in Canada.
Inspired by Longchamp’s Roseau line, the LO800S sun frame combines a lightweight teardrop shape, transparent colourways and refined bamboo-style metal detailing.
Ray-Ban Meta expands its portfolio with new audio only AI glasses and next generation Gen 3 models, bringing AI, audio and hands free capture to iconic frames.
Costa expands its Untangled eyewear collection with new frames made from NetPlus recycled fishing nets, strengthening its commitment to ocean protection.
First Look London 2027 introduces a curated showcase of independent eyewear brands and new designers, hosted at King’s Cross Town Hall with a world class content programme.
Discover how improving access, trust, culturally safe care, and early eye examinations can help close gaps in vision care for Indigenous communities in Canada.
Inspired by Longchamp’s Roseau line, the LO800S sun frame combines a lightweight teardrop shape, transparent colourways and refined bamboo-style metal detailing.
Ray-Ban Meta expands its portfolio with new audio only AI glasses and next generation Gen 3 models, bringing AI, audio and hands free capture to iconic frames.
Costa expands its Untangled eyewear collection with new frames made from NetPlus recycled fishing nets, strengthening its commitment to ocean protection.
First Look London 2027 introduces a curated showcase of independent eyewear brands and new designers, hosted at King’s Cross Town Hall with a world class content programme.
Discover how improving access, trust, culturally safe care, and early eye examinations can help close gaps in vision care for Indigenous communities in Canada.
Inspired by Longchamp’s Roseau line, the LO800S sun frame combines a lightweight teardrop shape, transparent colourways and refined bamboo-style metal detailing.
Ray-Ban Meta expands its portfolio with new audio only AI glasses and next generation Gen 3 models, bringing AI, audio and hands free capture to iconic frames.
Costa expands its Untangled eyewear collection with new frames made from NetPlus recycled fishing nets, strengthening its commitment to ocean protection.
First Look London 2027 introduces a curated showcase of independent eyewear brands and new designers, hosted at King’s Cross Town Hall with a world class content programme.
