Brulimar targets children’s eye health in the approach to MIDO
January 2013 Brulimar Optical Group is focusing on children’s eye health ahead of MIDO and throughout 2013 with the launch of its first ever kids’ sunglasses ranges under the best-selling street-wear labels Bench Kids and Lee Cooper Kids. MIDO is one of the largest of the European Optical Shows held in Milan in the first weekend of March.
The collection of contemporary, grown-up sunglasses frames for both boys and girls, allows fashion-conscious kids to possess the most modern and sophisticated styles.
The two ranges tap into the trend for adult-style frames, with a focus on sleek and stylish eye shapes. In addition to the brands’ trademark urban and cutting-edge designs, the new collections offer 100% UV protection by blocking all harmful rays.
The unveiling of the new ranges coincides with the launch of Brulimar’s campaign to heighten awareness in the UK and internationally about eye health. The initiative aims to reach out to kids, encouraging them to understand the importance of regular eye tests and screenings, which are free to children up to the age of 18-years-old in the UK.
Brulimar’s managing director, Howard Librae, says: “With such a huge focus on the optical world during MIDO, this is a great time for us to highlight the importance of children’s eye health. We are hugely excited about our new campaign and this initiative will engage with the youngsters themselves, who will help us to keep parents better informed about the eye health options available.
“Bench Kids and Lee Cooper Kids eyewear have always been a phenomenal success and both children and adults have shown a real passion for the brands and designs. By continuing the tradition of offering contemporary, adult styles incorporating state-of-the-art materials, we anticipate huge demand for our first ever kids’ sunglasses ranges.”
This year will also see Brulimar unveil an exciting new women’s range called Ça Va, which comprises 12 high-fashion, Swarovski crystal-studded designs.