Chinese eyewear specialist Bolon has named American actress Anne Hathaway as its brand ambassador.
Hathaway, said to offer a sophisticated, romantic and artistic image, stars in the eyewear company’s promotional campaign, which is set to launch across China next month. The campaign will include TV advertising and will feature internet and social media, print and in-store promotions. A video and images highlighting the brand’s ‘My Style, My Bolon’ tagline were shot in Los Angeles.
Brand owner Essilor Group said the new campaign and face aim to accelerate growth in strategic markets like China, but also across South East Asia and in other countries. The company noted success in the past six months in airports, high-end shopping malls and in duty free shops throughout Asia.
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American actress Anne Hathaway is the new face of Bolon eyewear |
Essilor International President Sun, Readers and Photochromics Eric Thoreux commented: “Anne Hathaway epitomises youth and style for billions of consumers. She symbolises perfectly what Bolon stands for, both in Asia and in the rest of the world: a sophisticated, romantic and artistic image. Having Anne endorsing both Bolon sunglass and optical is validating our strategy to continuously reinforce the quality of our products and to allow people to look good while protecting their eyes from the sun.”
In 2015, Bolon said it defined its brand essence of elegance, romance and art with French actress Sophie Marceau heading its campaigns.
Bolon is a flagship brand of Xiamen Yarui Optical, a Chinese company that joined the Essilor Group in 2013. As reported, Essilor turned its focus to travel retail in 2015, making its first appearance at the TFWA Asia Pacific Exhibition. 2015 also saw the brand make its debut at the TFWA World Exhibition in Cannes where Essilor Vice President Head of Asia & Global Travel Retail Francesco Leccisi described Bolon as a company “with Asian roots but global vision.”
He revealed that the company had “big” investment plans for 2016; brand focus was on Asia and he expected Bolon to be “massive” in China. “We are the only brand in Asia offering a 100% Asian fit. Our sunglasses are big, light and with lens quality second to none,” Leccisi said.
