EssilorLuxottica and Dufry showcase Ray-Ban innovation across Europe
EssilorLuxottica is pushing the boundaries of innovation with the unveiling of its first-ever inverted lens. The eyewear company has launched the new Ray-Ban Reverse Collection in travel retail through high-profile installations in Italy and Switzerland in partnership with Dufry, highlighting the impressive new lens and disruptive aesthetic.
Ray-Ban’s new collection is created to compliment every face shape. The reverse lens follow the natural curve of the cheekbone, resulting in a universally flattering fit. Its anti-glare properties accompanied with the use of pantoscopic lens, which reduce up to 70% of the reflections at wavelengths to which the eye is most sensitive, add to the extraordinary features from the new collection. The disruptive design further optimizes its refractive, astigmatic, prismatic and resolving powers.
EssilorLuxottica rolled out the collection with Dufry in Italy with a 360º Emotion+ campaign in Milano Linate and Bergamo Airports. From August 1 to 28, the eyewear leader created a space, highlighting the Ray-Ban Reverse collection with eye-catching pop-ups, inviting travelers to try on the new concave lens technology. Adding to the excitement, EssilorLuxottica incorporated immersive elements to its activations, aligning with Dufry’s Dufry Emotion+ 360º digital and in-store strategy that focuses on high profile consumer activations. Customers can reserve and collect their order online or engage with the members of the Red By Dufry Loyalty program. These digital assets build awareness around the new collection, boost sales and engage with customers at various stages of their journey. Additionally, a dedicated advertising campaign featuring Italian supermodel Vittoria Ceretti sporting the new inverted lens adds a touch of sophisticated star power to the campaign, heightening the Emotion+ 360º campaign.
In Switzerland, EssilorLuxottica introduced travelers visiting Dufry at Zurich Airport to the new collection with a bold statement window display and promotional unit at the Sun Catcher store, showcasing the re-envisioned lens until the end of September. Futuristic design elements nod to the disruptive, yet innovative, aesthetic of the lens, highlighting the shift from convex to concave without sacrificing on optical precision. The placement of reflective, mirrored cubes catches the attention of passengers walking by, inviting them to step in store and try on the new collection. Display cubes inside further emphasize the momentous launch with slogans that read, ‘Introducing our first ever inverted lens’ and ‘You’ve never seen anything like this,’ incentivizing travelers to experience innovation for themselves.
EssilorLuxottica is leading the way in innovation, not only in the way that it turns eyewear on its axis, but also in the way it crafts its products. Designed with consideration for our planet, the collection utilizes a palette of alternative materials, including bio-based nylon lenses with a 41% bio-based carbon content, bio-based acetate frames with a 67% bio-based carbon content and 100% recycled packaging, card and cleansing cloth.
“Innovation and technology come together to take our most classic and iconic styles and breath revolutionized life into them. That is exactly what EssilorLuxottica has achieved with our latest Ray-Ban reverse collection. With our partners at Dufry, we are boldly showcasing our unique collection and showing consumers what our eyewear can do for them,” said Alessio Crivelli, Global Travel Retail Director at EssilorLuxottica.
Yigit Durna, Global Head of Sunglasses Category at Dufry, continued, “It has been a pleasure to introduce such a revolutionary concept of this iconic brand to our customers. The 360º campaign gave great visibility of this new, exciting product to travelers, and we thank the team at EssilorLuxottica for their partnership in bringing this campaign to life.”