Essilor International has reported a “strong and fruitful” week at the TFWA Asia Pacific show, where the first-time exhibitor successfully expanded distribution of its flagship Bolon sunglass brand.
Introducing Bolon to the trade at the Singapore show last week, Essilor showcased the brand’s Classic and Boutique collections, equipped with its new E-SPF technology. The stand was designed with a Parisian theme to echo the “˜My Paris, My Bolon’ marketing campaign, fronted by French actress and Bolon brand ambassador Sophie Marceau.
Speaking to The Moodie Report, Essilor International Vice President Duty Free & Special Distribution Francesco Leccisi underlined the company’s ambitions to replicate Bolon’s success in China’s domestic market to become a leading mid-tier brand in travel retail.
Leveraging the brand awareness of Bolon among Chinese consumers, Essilor made its foray into travel retail in late 2014, securing key locations in Asia Pacific with DFS Group, King Power and Walkerhill. The company began the TFWA Asia Pacific week on a high note, announcing an additional listing for Bolon with DFS at Changi Airport Terminal 3.
“During the TFWA show the brand also achieved additional important milestones, expanding its distribution in other key locations – mainly Korea, Taiwan and China – and successfully penetrating 80% of the available space in the region,” Leccisi revealed. “We are very happy and pleased with this result as it is the consequence of our hard work in positioning Bolon as the favourite brand for Chinese consumers, incorporating its Asian roots with a global vision and a “˜sparkling French savoir faire’.”
 |
L-R: Essilor International’s Vice President Duty Free & Special Distribution Francesco Leccisi, Director International Business Division John Wu, Duty Free Sales & Marketing Manager Lucia Saracino, Trade Support Specialist Callar, and Trade Merchandiser May at the TFWA Asia Pacific exhibition last week, where Bolon made its debut to the trade |
The appointment of Sophie Marceau as brand ambassador has contributed greatly to the internationalisation of Bolon, Leccisi noted. The sunglass style worn by Marceau in the advertising campaign sold out in a few months in China – more than 400,000 units flew off the shelves – and is now gaining momentum in travel retail as well.
Leccisi expects to have a presence with most of the key travel retailers in Asia Pacific by the end of the year, with personalised spaces showcasing a selection of its Classic and Boutique collections equipped with E-SPF15 technology.
Models from the Classic collection have an average price point of US$125 while those from the Boutique collection – numbering more than 60 styles – are priced at US$190 and above. All lenses are produced by Essilor and tailored to fit Asian profiles.
In a move to further the brand’s goal of internationalisation, Essilor will announce a new creative director for Bolon in 2016. A new brand ambassador will also be announced.
 |
 |
 |
Bolon’s TFWA Asia Pacific stand channelled a Parisian theme to support the “˜My Paris, My Bolon’ marketing campaign, fronted by French actress Sophie Marceau |
