Fashion Outreach

Fashion Outreach

Get to Know Eyecessorize

Eyecessorize is The Vision Council's campaign to increase awareness of the fashion and lifestyle aspects of eyewear, sunwear and reading glasses. By sharing the latest in eyewear trends, advances in technology and advice from eyewear experts, The Vision Council educates millions of Americans about options in eyeglasses, sunglasses and readers. Check out the Eyecessorize new member kit to learn more about the campaign and how it can benefit your company.

A Snapshot of Your Member Benefits

  • Free coverage in the Eyecessorize trend kits, look books, e-blasts and events, all of which directly target fashion and lifestyle outlets
  • Promotion on Eyecessorize's consumer-facing social media channels and well-read blog
  • Opportunities to participate in print, online and broadcast requests from top-tier media outlets

Marketing Materials

Spring/Summer 2019 Trend Kit

Eyecessorize released its spring/summer 2019 trend kit in March to approximately 300 fashion, health and lifestyle media outlets. The trend kit will be used as a short- and long-lead pitching tool to encourage coverage of eyewear and sunwear.

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The contents of the trend kit focus on trends interpreted from styles seen on fashion runways, while spotlighting products from 85 members of The Vision Council's Eyewear & Accessories (E&A) and Sunglass & Reader (SRD) Divisions as well as select of non-member Vision Expo exhibitors.

Curated by The Vision Council's team, the trends include Creative Upheaval flaunting exaggerated silhouettes with neon hues and bold details, Eclectic + Evolved showcasing futuristic shapes complemented by edgy accents, and Universal Connection highlighting global and retro influences with a distinctly natural feel.

The following members have product featured in the kit: A&A Optical, Achievia, Acuity Optical USA Inc., Allure Eyewear, Altair Eyewear, Alternative Eyes, Andy Wolf Eyewear, Barton Perreira, Bolle/Serengeti, Cal Optix, Charmant USA, Chlogan Eyewear, Classique Eyewear, ClearVision Optical, Cliff Weill, Inc., Colors In Optics, Costa, Coti Vision, De Rigo Rem, Desert Sunglass, Design Eyewear Group, Eastern States Eyewear, Europa Eyewear, eyebobs, Eyenavision Inc., eyeOs Premium Readers, Eyes of Faith Optical, Eyewear by ROI, Eyewear Designs Ltd., FGX International, I Heart Eyewear, ic! berlin, Icon Eyewear Inc., ICU Eyewear, Imagewear, Inspecs USA, JINS Eyewear, Inc., Kasperek USA Optical, Kenmark Eyewear, l.a.Eyeworks, Lafont, L'Amy , Legacie, Leisure Society, Liberty Sport, Live Eyewear, Luxottica Group, Marchon Eyewear, Marcolin Group, Match Eyewear, Matsuda, Maui Jim, Maybach, Miyagi, Modern Optical, Modo Eyewear, Mondottica Eyewear, Morel Eyewear, Mykita, New York Eye, OGI Eyewear, Okia Optical Co., One Click Ventures, Optic Nerve, OPTIUSA, OWP USA Inc., Peepers by PeepersSpecs, Prologue Vision, Reykjavik Eyes Black Label, Safilo USA, Shwood, Silhouette Optical, Smith Optics, SPY Optic, TD Tom Davies, TOMS Eyewear, Tura Inc., Ultra Palm Optical, Vuarnet Inc., WestGroupe, Wiley X Eyewear, Zeal, Zimco Optics and Zyloware.

Click here to view the trend kit.

Events

South by Southwest Eye Health Event

The Vision Council, in tandem with Think About Your Eyes, teamed up with The Jane Club to host a three-day event at South by Southwest March 8–10, to educate attending media, celebrities and influencers about eye health and style.

The Jane Club is an exclusive workspace in Los Angeles geared toward working moms and their families—the ideal audience to speak to about making vision a priority for the entire family and all age groups. The Vision Council and Think About Your Eyes sponsored The Jane Club's pop-up workspace in Austin, TX, and leveraged the space to showcase a variety of eyeglass, sunglass, readers and lens product, while speaking to the importance of annual eye exams, UV eye protection, digital eye health and children's eye health.

As a result of their efforts, The Vision Council and Think About Your Eyes secured tremendous media coverage for the vision industry at large through celebrity, broadcast and influencer partnerships. Collectively, the organizations garnered more than 378 million consumer media impressions based on event initiatives and outreach. Keep reading for a snapshot of the secured coverage to date.

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Celebrity Coverage

The Vision Council and Think About Your Eyes partnered with actress and business woman Gwyneth Paltrow—known for her modern lifestyle brand goop, which includes a website and podcast offering the latest in health and wellness—for a sponsored Instagram post sharing her appreciation for maintaining good eye health and the importance of an annual eye exam, tagging @thevisioncouncil and @thinkaboutyoureyes. Gwyneth personally requires vision correction and wears glasses.Further celebrity partnerships include: actress Olivia Wilde, actress and co-founder of The Jane Club June Diane Raphael, and model, actress, supporter of The Jane Club and co-founder of the Finery app Brooklyn Decker.

Additionally, Camila Alves was photographed at the event space. Photos of these celebrities were pitched to and picked up by renowned entertainment outlets like HarpersBazaar.com, ExtraTV.com, Variety.com, EOnline.com and People.com, among many others.

The placements in the entertainment outlets—which not only included the photos of the celebrities in the event space, but also mentioned The Vision Council and/or Think About Your Eyes with top-level eye health event information—garnered more than 367 million impressions. The celebrities' Instagram posts garnered more than 9 million impressions.

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Broadcast Coverage

Additionally, The Vision Council and Think About Your Eyes secured broadcast segments on "We Are Austin" and "KVUE Austin"—both local news and lifestyle outlets—featuring optometrist and medical adviser Dr. Justin Bazan and style expert Lindsey Ruhe highlighting the top-level messaging shared at the event.

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Influencer Coverage

Plus, The Vision Council and Think About Your Eyes hosted various talks and mini events—a talk about digital eye health, a talk about children's eye health, a Sip 'N See event to reveal the latest frame trends and a brunch with Finery app to showcase how eyewear should be part of everyone's wardrobes—throughout to further spread their messaging. As a result, the organizations also partnered with local and regional influencers/bloggers including, but not limited to, Jen Pinkston of TheEffortlessChic.com, Dani Austin of DaniAustin.com, Michelle of AGirlFromTX.com, Lee Anne Benjamin of LifeByLee.com and Kristen Joy of KristenDukePhotography.com. The influencers'/bloggers' Instagram and blog posts garnered more than 1.8 impressions.

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The Vision Council Garners Media Attention Surrounding Vision Expo East

The Vision Council capitalized on Vision Expo East to raise awareness of the importance of eyecare and eyewear through the following consumer and trade media-centered initiatives: a well-attended off-site press preview, a full-page advertisement in the New York Times, individualized Show Floor press appointments, as well as a Show Floor press walk-through. Collectively, these initiatives succeeded in bringing these messages center stage in the media space, while also lending increased visibility to The Vision Council, Vision Expo and the industry at large. The details regarding each initiative are as follows:

Off-Site Press Preview

The Vision Council, with Vision Expo, hosted an event for consumer and trade media, as well as influencers, at The Gramercy Park Hotel Terrace on Thursday, March 21—the day prior to opening day of the Show Floor. The event offered media the exclusive opportunity to see what's trending in eye health, technology and fashion, with an array of products and innovations—ranging from eyeglasses, to sunglasses, to reading glasses, to contact lenses, to eye drops, to eyecare equipment—on-display from 36 members of The Vision Council and exhibitors at Vision Expo East. Attracting 84 media and influencer attendees—from consumer outlets like Women's Health, Bustle, Rachael Ray Show and Well + Good, plus trade outlets like VCPN, INVISION, 20/20 Glance and Eyecare Business, among many others—the event has garnered significant media coverage, with more to come.

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New York Times Advertisement

The Vision Council featured a full-page ad in the New York Times, which was distributed Friday, March 22—opening day of the Show Floor—spreading the greater message that there has never been more choice when it comes to eyewear and eyecare options available today.

NY Times

Individualized Show Floor Press Appointments

The Vision Council, with Vision Expo, welcomed additional consumer media and influencers to the Show Floor, with renowned outlets like SomethingNavy.com and NBC News, not to mention influencers along the likes of Lilliana Vasquez and Love Taza, in attendance. As a result, these appointments have garnered social media coverage, with further editorial coverage to come.

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Show Floor Press Walk-Through

Lastly, The Vision Council, with Vision Expo, executed an on-site Show Floor walk-through for consumer and trade media, as well as influencers, on Friday, March 22. Nearly 20 attendees were walked through a predetermined route of eight exhibitor booths to showcase the breadth of what the Show has to offer.

Blogger Partnerships

New York Fashion Week

The Vision Council's Eyecessorize campaign teamed up with two top-tier fashion and lifestyle bloggers – Marni Harvey and Preston Konrad – for sponsored Instagram and blog posts surrounding men's and women's New York Fashion Week (NYFW) this February. Altogether, these posts garnered more than 1.5 million impressions.

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In an effort to promote fashion-forward frames and encourage their followers to start an eyewear collection to complement their ever-changing wardrobes, each blogger featured on-trend eyewear and sunwear from the following members of The Vision Council and exhibitors of Vision Expo: De Rigo REM, Classique Eyewear, Lafont, Marchon, Marcolin, WestGroupe, Zyloware, TOMS Eyewear, Shwood and l.a.Eyeworks.

Throughout the week, Marni and Preston each posted five photos to Instagram featuring their frames (one pair per post), tagging the featured eyewear brands and the Eyecessorize campaign. Marni and Preston each finished NYFW with an eyewear roundup post to their blogs spotlighting the brands they wore throughout the week and explaining how they styled each pair of frames.

View more Eyecessorize media placements here.

PLACEMENTS

NBC's 'New York Live' and Lilliana Vazquez Highlight Seasonal Sunwear

The Vision Council secured a broadcast segment promoting spring sunwear styles as seen at Vision Expo East that aired April 5, on NBC's "New York Live," a lifestyle show with an estimated viewership of over 54,000. The segment was also made available on nbcnewyork.com, which reaches over 3.8 million unique visitors per month.

Multi-media personality and style expert Lilliana Vazquez shared tips on how to pair the hottest fashion trends with this season's most popular sunglass styles, as illustrated by Eyewear & Accessories Division members Charmant USA, Kenmark Eyewear and Marcolin Group. Lilliana mentioned her visit to Vision Expo East in New York City in March, where she had a first-hand look at the latest eyewear styles. To view a clip of the segment, please click here.

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