New Look is firmly establishing itself as an industry leader, emphasizing its expertise, its passion and its value of design as it modernizes its brand experience and responds to new consumer expectations. With lg2’s support on both brand positioning and the restructuring of its offer, New Look continues the overall transformation of its global brand. This major repositioning kicked off with the unveiling of a new brand identity, as well as a large-scale campaign designed to make the change meaningful for consumers. New Look's transformation is a significant project that will be carried out in several phases and will soon also feature an optimized customer experience online and in-store.
“As a national leader in eyewear and eye health, New Look's role is to anticipate change and to be proactive, in order to raise industry standards. Our passionate team of 400 optometrists and opticians has been providing quality eye care for more than 30 years. Now we are modernizing, with the introduction of a renewed consumer experience and exclusive technological solutions that focus on our promise of expertise and intelligent design. This kind of undertaking could only be possible working with a local company that, like us, puts customer experience first and foremost,” explained Jean-Michel Maltais, Senior Vice-President, OmniChannel, New Look Vision Group.
“Contributing to the transformation of the overall New Look experience and helping create real and positive impact in a sustainable way is a rewarding experience,” said Marc Fortin, Partner and Head of Product at lg2. “The collaboration between two national companies and our different areas of expertise is what made it possible for New Look to take on this major transformation. We look very forward to revealing the rest of our collaboration, which promises to be just as inspiring," he added.
“We are very grateful to lg2 and the partnership we’ve developed over the past year as we’ve deployed a vision that New Look has been working on for several years,” said Antoine Amiel, President of the New Look Vision Group. “At the heart of New Look's mission is the desire to combine design and expertise, to deliver unparalleled eye care and service. The campaign that lg2 developed for us carries this message very effectively.”
The ambassador of the integrated campaign is a Man-Lynx, who highlights New Look's expertise – because who better than a lynx to talk about perfect vision? The campaign also includes posters, POS displays, videos and social media produced with illustrator Pascal Blanchet, with a focus on promoting both New Look’s expertise and its new identity, which brings together optometry and design.