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Essilor Luxottica‘s Trade Marketing division, a significant producer of ophthalmic lenses, has been our client for years. Over time, we’ve supported the brand through pivotal moments like brand architecture reorganization, lockdown, subsequent store reopenings, the launch of new products and special projects, and the development of sales force presentation tools. This seemingly invisible work has had a significant impact, particularly on opticians, increasing brand awareness considerably among their clients.
The latest major challenge was developing the new Products and Services catalog for the Trade, a comprehensive work encompassing all Essilor’s production and, most importantly, a tool capable of adding value to the brand and strengthening relationships with opticians and, consequently, with end consumers.
CLIENT: EssilorLuxottica
WORK: Catalog Trade
WHAT: Trade Marketing, Graphic Design
Trade product catalogs are not only a sales tool but can also become a powerful conveyance of the brand’s values. For EssilorLuxottica, we developed a genuinely innovative product catalog, a sales support tool and brand value.
From target analysis and consumer insights, we understood the need for a functional and well-organized catalog that enhances the experience and professionalism of opticians. Opticians are not just sellers but experienced professionals capable of offering tailor-made solutions; thus, this catalog became their pillar, showcasing all their knowledge – a precious business card, the ideal bridge between the brand and the final consumer.
When goals and concepts are clear, developing such a rich catalog becomes a less complex challenge. We anchored ourselves to the brand’s 3 pillars — Correction, Protection, and Transparency — dividing the products accordingly. Once the order was restored, we wrote new content and revised existing content, aligning not only the graphics of product pages but also the tone of voice: more intuitive, modern, immediate, and in line with the concept “To improve people’s lives, you must see the world through their eyes.” Finally, we adorned the entirety with a lavish cover, using a gloss finish in the printing phase.
The Trade catalog is an indispensable tool for sellers, in this case, opticians, as it must support their experience, facilitate sales, and be shown and understood by the customer purchasing the product. When it meets these requirements, it becomes a fundamental pillar in the relation between the brand and the final user, based on trust, transparency, and listening. For EssilorLuxottica, we looked at the world through the eyes of consumers and wanted to provide them with a product that improved their lives.
Essilor is a French multinational that produces and markets ophthalmic lenses and optical equipment. Since its inception in the early ’70s, its goal has been to become a leading group specialized in progressive organic lenses, a goal achieved through the acquisition of important brands like Varilux® and the creation of treatments like Crizal®.
Over time, brands under the Essilor umbrella multiplied to the point where a profound reorganization became necessary, with the ambitious goal of becoming experts in visual well-being, with products and technologies dedicated to every target and need. This reorganization gave birth to a new Brand catalog that sets the guidelines for using the brands and outlines the values on which the 3 brand pillars are based: Correction, Protection, and Transparency.
Looking for an agency to develop the trade catalog for your brand? Write to us or come visit us; we are in Varese, at Piazza Monte Grappa 12.