Vision Express has announced a new partnership with celebrated television presenter, Emma Willis.
The news comes as part of the brand’s new campaign ‘Step out with Confidence’, which aims to highlight the importance of clear vision during life’s big moments – as new research from Vision Express reveals that three in five Brits (63%) have previously felt anxious about a big life event or change because they couldn’t see clearly.
Despite this, research shows that Brits often skip on looking after their eye care, as over one third (39%) admitted their last eye test was done between one and more than two years ago, despite over half (54%) saying they should have their eyes tested every year or sooner.
Meanwhile, over three quarters (78%) believe that wearing glasses adds to someone’s appearance, with 69% of glasses-wearers believing that the right pair of glasses can transform the way they feel, demonstrating the power of a pair of glasses to give you a confidence boost, whenever you need them most.
As the new brand ambassador, Willis will help Vision Express highlight the importance of eye health and the transformative power of the right pair of glasses. A self-proclaimed champion of confidence and a prolific glasses wearer, Willis has a strong, effortless and distinct personal style. She views glasses not just as a necessity, but as a key style accessory and believes in living happily in her own skin.
In fact, more than half (56%) of Brits say they would consider buying a new pair of glasses for a special event such as a driving test (15%), starting a new job (12%), an important presentation (10%) or even just to go with a specific outfit (8%).Whilst one third (33%) would consider buying a new pair of glasses purely for style – showcasing how important having the right pair of glasses is for our day-to-day and overall confidence.
In her role as ambassador, Emma will share her personal experiences with sight health and discuss how wearing glasses has helped her live life more confidently. She will also encourage the public to prioritise their eye health by getting a regular Advanced Eye Test at Vision Express, which is designed to take a closer look at eyesight and eye health and can even detect eye conditions sooner.
Emma Willis commented on the partnership:
“I am so excited to be the new brand ambassador for Vision Express and to be part of the ‘Step Out With Confidence’ campaign. As someone who wears glasses every day, I know how important they are, not only for seeing clearly but for how they make you feel. I’ve learned that keeping on top of my eye health is crucial for my overall wellbeing, and I’m a huge advocate for regular eye tests, especially as you get older. I’m looking forward to working with Vision Express to encourage everyone to get their eyes checked and find that perfect pair of glasses that helps them feel their best”.
Jemma Banks, marketing director at Vision Express, said: “At Vision Express, we believe the positive impact that feeling confident can bring to people’s lives and work to ensure everyone leaves feeling confident. That’s why we’re so delighted to welcome Emma Willis to the Vision Express family. Her authentic voice and genuine passion for eyewear make her the perfect person to inspire our customers to feel their best. This campaign is about empowering people to seize life’s big and small moments with the confidence that comes from clear vision and great style, underpinned by confidence in the quality of our Advanced Eye Exam”.
Emma Willis’s ambassadorship will extend through a series of planned campaigns, including a ‘Style Edit’ and a summer campaign focused on sunglasses and UV protection.
