New partnership between Essilor and Giuliani
Common aim: to promote end-consumer protection from UVA and UVB A shared mission centered on UVA and UVB ray protection Research and Development by Essilor and Lichtena, the brand by Giuliani - historical firm in the pharmaceutical channel. The two companies' considerable commitment to providing information about prevention and protection of eyes and skin from UVA and UVB rays led to a special promotional initiative for end-consumers: from March 15 through June 30, 2013, with the purchase of a pair of Crizal UV lenses with Eye-Sun Protection Factor (E-SPF) - the Essilor range of clear lenses with the most advanced level of protection from UVA and UVB rays -, participating opticians will be able to offer their customers a free gift of an exclusive kit of Lichtena sun cream of proven quality and effectiveness. Specifically, anyone who chooses a pair of Crizal Forte UV clear lenses will receive a free gift of 50 ml of Lichtena Sole cream with UVA and UVB protection factor 30 or 50+ for colored lenses. All outlets will soon receive the promotional offer and a specific communication kit. Through this initiative, Essilor intends to assist opticians when they propose Crizal UV lenses by offering qualified sales support based on raising consumer awareness about the importance of protecting eyes from the dangers of UVA and UVB rays in the same way that skin is more commonly protected. To create traffic at outlets, the promotional initiative will be backed by an important advertising campaign targeting the general public and programmed by Essilor to appear on SKY tg24. The campaign, which began February 25 and will run for 5 weeks, includes intensive advertising during peak viewing times and wide visibility in the main areas of airports, train stations and hotels to reach over 10 million people. Lastly, to support the co-marketing action and for continuity with the TV campaign, Essilor will provide its clients with an exclusive window display service and specific communication materials. All opticians participating in the initiative can enter the draw for a trip for 2 people to St. Petersburg in October.
