ALBANY, NY: Silhouette, an international sun and ophthalmic eyewear company, is launching its first big US campaign in several years, in an effort to shift its positioning from fashion trends to personal beauty and wellness trends. As part of the repositioning, the company plans to eliminate its fashion frame aesthetic and focus on the benefits of its new rimless line.
“We learned we had a new niche – rimless eyewear. These designs... transcend age, geography, and gender,” said Diana Marino, brand manager for Silhouette.
Silhouette began discussing the launch in January and hired Lippe Taylor in April as its first AOR to assist with branding and PR. The international company, which is based in Austria with US headquarters in Albany, distributes to more than 8,000 practitioners in the US.
“With [the agency's] help, we're starting to reach out to media and explain who we are and what we do differently,” Marino said. “It's an educational process.”
To promote the shift, the PR team is hosting a consumer media launch event on September 25 at Cornelia Day Resort in New York City, where makeup artist Mary Greenwell will do a brief demonstration on makeup application for women who wear glasses.
The team is also reaching out to consumer media, including lifestyle and beauty publications, and plans to target optical trades, as well.
She explained that the team is launching the effort with consumer media because placing eyewear in the beauty category is so new.
“With consumer, we're talking about eyewear as a beauty product, and that's going to be an educational process that will take some time,” she said.
The PR initiative will support a national sales push set to begin in January 2009.
“My dream would be for our 8,500 accounts to have [new and existing] consumers... asking about the brand... and when they walk in, they see and feel the experience we portrayed through the media,” she added.