Hot on the heels of unveiling its new branding, Transitions Optical has launched a new consumer campaign Light Under Control.

The new campaign and rejuvenated brand aims to recruit new wearers and attract a younger generation of single vision wearers to the photochromic lens category, and responds to research showing that 87% of glasses wearers report being sensitive to light, said Stuart Cannon, Transitions Optical general manager for Asia Pacific.

“The Light Under Control campaign dramatises light, making light the hero of our story. Light is illuminating but it can also be harmful or inhibiting. So, it has to be under control. Our light intelligent lenses allow a hassle-free life, with ultimate light protection.”

Commencing in October, Transitions is running an online consumer media campaign, aimed at younger wearers, using selected social media influencers.