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Essilor of America Celebrates Launch of Transitions® Signature® GEN 8™ with Introduction Of “Essilor Next GEN” Buy One, Get One Offer

By Essilor News

Essilor’s Next GEN Offer and national advertising will drive patient traffic to eyecare practices and promote trial of industry’s best overall photochromic lens 1

DALLAS, JULY 10, 2019 – Essilor of America kicks off back-to-school season today with the launch of the Essilor Next GEN Offer, a consumer promotion designed to enable eyecare professionals to recommend the new Transitions® Signature® GEN 8TM lenses to more patients and increase overall practice revenue while providing patients with their best vision possible. From July 10 through May 31, 2019, when patients purchase Transitions Signature GEN 8 lenses with select Essilor lenses, 2 from participating practices, they can receive a free bonus pair of clear, qualifying lenses with frame purchase.

Engineered with proprietary technology, Transitions Signature GEN 8 lenses, the best overall photochromic lenses, 1 provide all of the benefits patients want: protection, outdoor darkness, full indoor clarity, responsiveness and long-lasting performance with improved activation and fade back speed. In fact, 9 out of 10 Transitions lens wearers are satisfied and would repurchase. 3

The Essilor Next GEN Offer allows patients to customize their lenses to best fit their vision needs. When they purchase Transitions Signature GEN 8 lenses with any Crizal®, they can choose between Varilux® X Series TM, EyezenTM + or Essilor Single Vision lenses to qualify for a free pair of lenses with the offer 2 . For their free clear pair, patients can select any Crizal on any Varilux®, Eyezen+ or Essilor Single Vision lenses.

“The Essilor Next GEN Offer will provide our customers a powerful incentive to increase trial of Transitions Signature GEN 8 lenses with all patients. We have designed the offer so that patients can choose from any single vision lenses with Crizal and Transitions Signature GEN 8, to ensure that our customers have a compelling tool to win during the critical back-to-school season,” says Sherianne James, senior vice president and chief marketing officer, Essilor of America. “We don’t want our customers to miss out on the opportunity with single vision wearers and we want them to recognize that many single vision patients desire their guidance and expertise. They trust their eyecare professionals to recommend the best lenses for them and with this offer, they can feel confident to introduce them to a superior photochromic experience and our best-in-class brands at an incredible value.”

In an effort to amplify awareness of the Essilor Next GEN Offer and generate patient traffic for its eyecare provider partners, Essilor will launch an extensive consumer advertising campaign consisting of national TV, connected TV, digital advertising including video and display ads, in-store advertising, and geo-targeted and smart search ads.

“From our advertising investment to our compelling promotion, we will bring Transitions Signature GEN 8 lenses to more consumers of all ages. We are committed to delivering exceptional support to our partners to deliver the best patient experience in the market,” James adds.

Any qualifying eyecare practice is eligible to participate in the Essilor Next GEN Offer. To participate, eyecare professionals must enroll their practice at,, and/or Enrollment started June 3 and ends December 30, 2019. Promotion period is July 10 (or enrollment date, whichever is later) until May 31, 2019. Visit for more details, full terms and conditions.


About Essilor of America, Inc.

Essilor, the leading manufacturer of optical lenses in the United States, is driven by the company's mission of improving lives by improving sight. A pioneer in the development and production of ophthalmic lenses, Essilor employs more than 10,000 people throughout North America. Essilor manufactures optical lenses under the VARILUX® , CRIZAL® , TRANSITIONS ® , XPERIO UV™ , EYEZEN™ and other Essilor brand names. Essilor Laboratories of America, Inc. is the largest and most trusted optical lab network in the U.S. and offers a wide choice of products and services to eyecare professionals across the nation. Essilor of America, Inc. (Essilor) is a subsidiary of Paris-based Essilor International