Essilor&CO

The Essilor brand universe

The briefing

Essilor wanted to make its products tangible, while helping consumers to differentiate between the various product lines that might seem similar. It had to clearly communicate that the brands which appeared to be competing were actually complementing one another. In addition to simplifying communications between eye care professionals and their customers, it was necessary to generate consumer interest in the choice of lenses. Essilor’s complete offering had to be clear, precise, inspiring and full of available personalization options.

The idea

ESSILOR&CO implemented an intelligent and inspiring communications tool. A brand universe was created in order to transfer equity between the brands. To facilitate comprehension of the role of each, three action verbs orbited this universe (CORRECT, PROTECT, STYLIZE).

Several persona were developed to show the various possibilities and humanize the brands. Thus, consumers could find the persona with which they identified to properly determine their product combination. To each lifestyle its own combination. Effective imagery that guided consumers in their purchase process.

Finally, so as to open the discussion between eye care professionals and their customers and increase cross-selling, a consumer path was devised and a merchandising plan was implemented. Informed consumers make sales more obtainable.

Finally, eye care professionals had to unite around the new positioning. ESSILOR&CO therefore organized several Canada-wide large-scale events—road shows—using the constellation theme to explain each of the brands. Brand respect and integrity were ensured during each step of the project.

The idea

ESSILOR&CO implemented an intelligent and inspiring communications tool. A brand universe was created in order to transfer equity between the brands. To facilitate comprehension of the role of each, three action verbs orbited this universe (CORRECT, PROTECT, STYLIZE).

Several persona were developed to show the various possibilities and humanize the brands. Thus, consumers could find the persona with which they identified to properly determine their product combination. To each lifestyle its own combination. Effective imagery that guided consumers in their purchase process.

Finally, so as to open the discussion between eye care professionals and their customers and increase cross-selling, a consumer path was devised and a merchandising plan was implemented. Informed consumers make sales more obtainable.

Finally, eye care professionals had to unite around the new positioning. ESSILOR&CO therefore organized several Canada-wide large-scale events—road shows—using the constellation theme to explain each of the brands. Brand respect and integrity were ensured during each step of the project.

The results

Opticians experienced greater cross-sales: higher average invoices.

Consumers better understood the brands and their various banners: decision time reduced by 15 minutes.

The three Canada-wide events generated 500 new direct contacts, which represents 1/6 of the potential retail sales channel.