Trade Catalogue: from a sales tool to a brand asset.

The Trade Marketing division of Essilor Luxottica, a leading manufacturer of ophthalmic lenses, has been a long-standing client of ours and, over the years, we have supported the brand through key moments such as the reorganisation of its brand architecture, the lockdown, the subsequent reopening of retail outlets, the launch of new products and special projects, and the development of presentation tools for the sales force. This work may seem behind the scenes, but it has had a significant impact, particularly on opticians – that is, their customers – considerably increasing brand awareness.

The latest major challenge was the development of the new Products and Services catalogue for the trade – a comprehensive overview of Essilor’s product range and, above all, a tool capable of adding value to the brand and strengthening relationships with opticians and, consequently, with end consumers.

Product catalogues for the trade are not just a sales tool; they can also become a powerful vehicle for conveying the brand’s values. For EssilorLuxottica, we have developed a truly innovative product catalogue – a valuable sales support tool that enhances the brand.

Through target audience analysis and consumer insights, we recognised the need to develop a functional and well-organised catalogue capable of showcasing the expertise and professionalism of opticians. Opticians, in fact, are not merely salespeople, but experienced professionals capable of offering bespoke solutions: this catalogue would therefore serve as the cornerstone upon which they could base all their expertise, a valuable calling card, and the ideal bridge between the brand and the end consumer.

When the objectives and concept are crystal clear, developing such a comprehensive catalogue becomes a less daunting challenge. Our approach was to anchor ourselves to the brand’s three pillars – Correction, Protection and Transparency – and to categorise the products accordingly. Once order had been restored, we wrote the new content and revised the existing material, aligning not only the design of the product pages but also the tone of voice: more intuitive, modern, immediate and in line with the concept ‘To improve people’s lives, you have to see the world through their eyes’. Finally, we brought it all together with a luxurious cover, using a gloss finish during the printing process.

The trade catalogue is an indispensable tool for sales staff – in this case, opticians – because it must enhance their experience, facilitate sales, and be presented and understood by the customer purchasing the product. When it meets these requirements, it becomes a cornerstone of the relationship between the brand and the end user, a relationship based above all on trust, transparency and listening. For EssilorLuxottica, we looked at the world through the eyes of consumers and, with those eyes in mind, we wanted to provide a product that would improve their lives.

Essilor is a French multinational company that manufactures and markets ophthalmic lenses and optical equipment. Since its inception in the early 1970s, it has set itself the goal of becoming a leading group specialising in organic progressive lenses, a goal achieved thanks in part to the acquisition of major brands such as Varilux® and the development of treatments such as Crizal®.

Over time, the number of brands under the Essilor umbrella has grown to such an extent that a major reorganisation became necessary, with the ambitious aim of becoming the leading experts in visual wellbeing, offering products and technologies tailored to every type of target audience and need. This reorganisation has given rise to a new brand catalogue, which sets out the guidelines for the use of the brands and outlines the values underpinning the three brand pillars: Correction, Protection and Transparency.