Fashion Outreach

Fashion Outreach

Get to Know Eyecessorize

Eyecessorize is The Vision Council's campaign to increase awareness of the fashion and lifestyle aspects of eyewear, sunwear and reading glasses. By sharing the latest in eyewear trends, advances in technology and advice from eyewear experts, The Vision Council educates millions of Americans about options in eyeglasses, sunglasses and readers. Check out the Eyecessorize new member kit to learn more about the campaign and how it can benefit your company.

A Snapshot of Your Member Benefits

  • Free coverage in the Eyecessorize trend kits, look books, e-blasts and events, all of which directly target fashion and lifestyle outlets
  • Promotion on Eyecessorize's consumer-facing social media channels and well-read blog
  • Opportunities to participate in print, online and broadcast requests from top-tier media outlets

Marketing Materials

Spring/Summer 2019 Trend Kit

Eyecessorize released its spring/summer 2019 trend kit in March to approximately 300 fashion, health and lifestyle media outlets. The trend kit will be used as a short- and long-lead pitching tool to encourage coverage of eyewear and sunwear.

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The contents of the trend kit focus on trends interpreted from styles seen on fashion runways, while spotlighting products from 85 members of The Vision Council's Eyewear & Accessories (E&A) and Sunglass & Reader (SRD) Divisions as well as select of non-member Vision Expo exhibitors.

Curated by The Vision Council's team, the trends include Creative Upheaval flaunting exaggerated silhouettes with neon hues and bold details, Eclectic + Evolved showcasing futuristic shapes complemented by edgy accents, and Universal Connection highlighting global and retro influences with a distinctly natural feel.

The following members have product featured in the kit: A&A Optical, Achievia, Acuity Optical USA Inc., Allure Eyewear, Altair Eyewear, Alternative Eyes, Andy Wolf Eyewear, Barton Perreira, Bolle/Serengeti, Cal Optix, Charmant USA, Chlogan Eyewear, Classique Eyewear, ClearVision Optical, Cliff Weill, Inc., Colors In Optics, Costa, Coti Vision, De Rigo Rem, Desert Sunglass, Design Eyewear Group, Eastern States Eyewear, Europa Eyewear, eyebobs, Eyenavision Inc., eyeOs Premium Readers, Eyes of Faith Optical, Eyewear by ROI, Eyewear Designs Ltd., FGX International, I Heart Eyewear, ic! berlin, Icon Eyewear Inc., ICU Eyewear, Imagewear, Inspecs USA, JINS Eyewear, Inc., Kasperek USA Optical, Kenmark Eyewear, l.a.Eyeworks, Lafont, L'Amy , Legacie, Leisure Society, Liberty Sport, Live Eyewear, Luxottica Group, Marchon Eyewear, Marcolin Group, Match Eyewear, Matsuda, Maui Jim, Maybach, Miyagi, Modern Optical, Modo Eyewear, Mondottica Eyewear, Morel Eyewear, Mykita, New York Eye, OGI Eyewear, Okia Optical Co., One Click Ventures, Optic Nerve, OPTIUSA, OWP USA Inc., Peepers by PeepersSpecs, Prologue Vision, Reykjavik Eyes Black Label, Safilo USA, Shwood, Silhouette Optical, Smith Optics, SPY Optic, TD Tom Davies, TOMS Eyewear, Tura Inc., Ultra Palm Optical, Vuarnet Inc., WestGroupe, Wiley X Eyewear, Zeal, Zimco Optics and Zyloware.

Click here to view the trend kit.

Events

Holiday 2018/Spring 2019 BWR PR Press Event

The Vision Council's Eyecessorize campaign participated in a well-attended holiday 2018 and spring 2019 press preview with its fashion public relations firm, BWR PR, Oct. 24-25. The event garnered more than 75 media attendees from a range of fashion, lifestyle and health outlets. Please see below for a full list of media attendees.

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For the first time ever, Lindsey Ruhe, The Vision Council's senior marketing and communications manager, consumer programs, met with numerous media attendees on-site to provide information on product and trends on display, the Eyecessorize campaign, as well as information about The Vision Council, plus its additional campaigns and messaging. These meetings gave attendees insight into all The Vision Council has to offer and discussed the potential for future media coverage.

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All Eyewear & Accessories (E&A) and Sunglass & Reader (SRD) Division members were invited to submit product samples for the event and 62 members participated. Please see below for a full list of participating members. At the preview, optical, sunwear and readers product was arranged into the following categories: holiday 2018, and colors, details, lenses and shapes for spring 2019.

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Additionally, The Vision Council encouraged social media coverage at the event with a unique experience that allowed individuals to try on eyewear, have their picture taken and receive a cookie with their image – plus the Eyecessorize logo – printed on it. Individuals were further encouraged to follow Eyecessorize on all social media outlets and tag @eyecessorize in their posts from the event.

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This marks the fourth year The Vision Council has participated in BWR PR's press preview, and has continued to see the event welcome notable media attendees in a professional setting. Overall, participation in the event allows The Vision Council the opportunity to share materials and information, and field potential coverage for members.

Full list of media attendees: Allure, Askmen.com, BeautyNewsNYC.com, BestProducts.com, Better Homes & Gardens, Blackbook, Bridal Guide, Brides, Bustle.com, Buzzfeed.com, Christie Ferrari, Cosmopolitan, Cosmopolitan.com, DeLune, Dujour.com, ELLE, Essence, Essential Homme, EstherSanter, Family Circle, FoodNetwork.com, Footwear Plus, Forbes.com, Glossy.co, Good Housekeeping, GoodHousekeeping.com, HauteLiving, Health.com, Howard Stern Show, IanMichaelCrumm, InStyle, InStyle.com, Le-Happy, Marie Claire, NBC, O, The Oprah Magazine, OK! & Star, Parade, People, PopSugar, PureWow, Real Simple, Redbook, RedbookMag.com, Refinery29.com, Seventeen, Seventeen.com, Shape.com, SheFinds.com, StyleAndSociety.com, TeenVogue.com, The Knot, TheManual.com, Thrillist.com, Tiger Beat, Today.com, Town & Country, Vanity Fair, Veranda, VIBE, Woman's Day, WomansDay.com, Women's Health, WomensHealthMag.com, WWD

Full list of participating members: A&A Optical, Altair Eyewear, B. Robinson/Legacie, Bushnell, Charmant, Chlogan Eyewear, Classique Eyewear, ClearVision Optical, Costa, De Rigo REM, Desert Sunglass, Design Eyewear Group, Dolabany Eyewear, Eastern States Eyewear, EnChroma, Europa, eyebobs, FGX, I Heart Eyewear, ic! Berlin, Icon Eyewear, ICU Eyewear, JINS, Kasperek, Kenmark Eyewear, Lafont, L'Amy, Liberty Sport, Luxottica Group, Marchon Eyewear, Match Eyewear, Maui Jim, Modern Optical, Modo, Mondottica, Morel Eyewear USA, Nouveau Eyewear/Imagewear, OGI Eyewear, One Click Ventures, Optic Nerve/Mountain Shades, Optical Exchange/Miyagi Eyewear, OptiSource/New York Eye, OptiUSA, OWP, Peepers, Safilo Group, Shwood, Silhouette, SMITH, SPY, Thema, TOMS Eyewear, TURA Inc., Ultra Palm Optical, Velvet Eyewear, Villa Eyewear, Vuarnet, WestGroupe, Wiley X, ZEAL, Zimco, Zyloware

Eyecessorize/Vision Expo 2018 Press Event

The Vision Council's Eyecessorize campaign, in tandem with Vision Expo, executed a consumer press event Thursday, March 15, at The Standard, East Village hotel's penthouse in New York. The event attracted 71 media attendees from top-tier outlets like ELLE, Family Circle, Huffington Post, O, The Oprah Magazine, Women's Wear Daily, Athleisure Mag, SHEFinds.com and Hearst Fashion Group, just to name a few.

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To raise awareness of the fashion and lifestyle aspects of eyewear, while showcasing an array of product and offering companies direct interaction with attending media, The Vision Council incorporated 33 companies that were on-site showcasing product.

Additionally, to encourage social media coverage of the event, The Vision Council invited an array of fashion and lifestyle influencers and bloggers to attend and publish Instagram posts sharing their experiences. As of March 22, the event garnered 2,758,854 social media impressions. Additionally, The Vision Council partnered with TV personality and "TODAY" show fashion correspondent Jill Martin to attend the event, meet with each participating company and cover the event on her Instagram page, which reaches 321,000 followers.

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Celebrity Partnerships

Bode Miller

The Vision Council partnered with Bode Miller – renowned and highly decorated American skier who won six Olympic Alpine skiing medals spanning from the Salt Lake City games in 2002 to the Sochi games in 2014 – for a performance sunwear-themed Instagram gallery, which was published Feb. 16, amid the 2018 Winter Olympics.

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As Bode served as an official NBC correspondent for the games, the gallery's caption promotes the importance of keeping his eyes protected – and looking stylish – while outdoors in Pyeong Chang, as illustrated by a series of four photos prominently featuring sunwear product from Eyewear & Accessories Division members L'Amy America, Luxottica Group and SPY Optic, as well as Sunglass & Reader Division member Zeal Optics. All member brands, as well as Eyecessorize, are tagged not only in the caption, but also in the correponding posts. Please click here to view the gallery.

Bode's Instagram reaches 169,000 followers, and the post had received nearly 13,000 likes and 86 comments as of Feb. 23, with potentially more to come. Notable comments regarding the featured sunwear include: "Looking good, Mr. Miller!!!," "Oh yea' and the shades they look great too," "The best...EVER!!!" and "Also great for throwing shade...in a good way."

Blogger Partnerships

New York Fashion Week

The Vision Council's Eyecessorize campaign teamed up with two top-tier fashion and lifestyle bloggers – Marni Harvey and Preston Konrad – for sponsored Instagram and blog posts surrounding men's and women's New York Fashion Week (NYFW) this February. Altogether, these posts garnered more than 1.5 million impressions.

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In an effort to promote fashion-forward frames and encourage their followers to start an eyewear collection to complement their ever-changing wardrobes, each blogger featured on-trend eyewear and sunwear from the following members of The Vision Council and exhibitors of Vision Expo: De Rigo REM, Classique Eyewear, Lafont, Marchon, Marcolin, WestGroupe, Zyloware, TOMS Eyewear, Shwood and l.a.Eyeworks.

Throughout the week, Marni and Preston each posted five photos to Instagram featuring their frames (one pair per post), tagging the featured eyewear brands and the Eyecessorize campaign. Marni and Preston each finished NYFW with an eyewear roundup post to their blogs spotlighting the brands they wore throughout the week and explaining how they styled each pair of frames.

Readers

The Vision Council's Eyecessorize campaign partnered with three well-known influencers—Christine Marie, Melissa Meyers and Ty Severe—for sponsored permanent Instagram posts as well as multiple Instagram stories promoting readers for men and women alike. By strategically selecting influencers based on their appreciation for overall eye health and their need for reading glasses, these posts authentically appeal to the influencers' followings and the everyday consumer. Collectively, the posts garnered 280,000 impressions.

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To promote the importance of wearing reading glasses to aid with up close reading, the posts featured on-trend readers product—from Sunglass & Reader Division members One Click Ventures and Peepers by PeeperSpecs, and Eyewear & Accessories Division members Colors in Optics—with messaging stressing the importance of wearing readers for those who struggle to read fine print, and encouraging their followers to expand their readers collections. All member brands, plus @eyecessorize, were tagged in the corresponding photos, stories and captions.

Collectively, the posts have received more than 140 comments. The influencers interacted with their followers by responding to their comments and engaging them in conversation about the reading glasses, specifically. Notable comments across all posts include: "These glasses are so trendy omg!!!," "Love the glasses!," "I have never seen readers that cool! Love!," "I need!!!," "I've always wanted a fab pair of glasses love the ones you chose!," "Super cool glasses!!! Love the sunglasses version I saw in your stories!!," "These look terrific. Will check them out," "So cute! Can't wait to get a pair and your look fabulous as always!," "A good pair is so important," and "Oh wow! Love those glasses on you darling! I'd love to get my hands on those @peepers_readers."

Back-to-School

The Eyecessorize campaign partnered with well-known New York-based "mommy" blogger Stroller in the City for blog and social media posts documenting her daughter's annual eye exam experience with optometrist and medical adviser to The Vision Council Dr. Justin Bazan of Park Slope Eye. During her appointment, her daughter selected new glasses from The Vision Council's Eyewear & Accessories Division member Marchon Eyewear, which are prominently featured in her posts.

Stroller in the City took her daughter to Dr. Bazan's practice for an eye exam in preparation for heading back to school, encouraging other parents to do the same with their children, and providing tips for what to discuss with an eyecare provider at the appointment regarding eye health and choosing new frames for their little ones.

The post, titled "Thinking About Your Eyes," published to Stroller in the City's blog – which reaches 15,902 unique visitors per month – is available here. Stroller in the City also published corresponding Instagram, Facebook, Twitter and Pinterest posts, which collectively garnered 262,440 impressions.

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Additionally, Eyecessorize partnered with four other "mommy" bloggers—Stella Uzo of J'Adore Fashion, Melissa Cole of Ella Brooks Blog, Ashlee Nichols of Little Lovelies Blog and Becky Hillyard of Cella Jane Blog—for sponsored Instagram posts, which can be viewed through the aforementioned links. The posts' images incorporated children's sunglasses from The Vision Council's E&A member Safilo Group and Sunglass & Reader (SRD) Division member Icon Eyewear. The captions included information about UV eye health tips for little ones. Together, the bloggers' posts garnered 820,000 impressions.

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Coachella and Festival Season

The Eyecessorize campaign teamed up with six fashion and lifestyle influencers—Bobby Hicks, Eric Christian, Moti Ankari, Charlotte Bridgeman, Erin Grey and Rebecca Laurey—for sponsored Instagram posts surrounding Coachella and festival season, in general. Collectively, the influencers garner 939,500 impressions.

In an effort to promote fashion-forward spring sunglasses and the importance of protecting the eyes from the sun's UV rays while outdoors during festival events, each influencer featured on-trend sunwear with the aforementioned messaging in their posts, as illustrated by product from Eyewear & Accessories Division member De Rigo REM, and Sunglass & Reader Division members Shwood and Desert Sunglass.

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Placements

With the goal of positioning eyeglasses and sunglasses as must-have fashion accessories in the media, Eyecessorize communicates the latest eyewear trends, lifestyle options and so much more to consumers, while simultaneously generating publicity for products from members of The Vision Council. Throughout the year, the campaign works with online, print and broadcast media outlets, fulfilling requests for projects they are working on and proactively pitching the stylish aspects of eyewear.

'Coffee with America' Features Readers and Sun Readers for the New Year

The Vision Council secured a readers-focused segment for its Eyecessorize campaign that debuted on Dec. 29, 2018 and will continue to air throughout the first week of January on "Coffee with America," a nationally syndicated morning TV show with an estimated viewership of 2.51 million. The segment is also available on coffeewithamerica.com, which reaches over 15,700 unique visitors per month.

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Presented by The Vision Council's style expert Jenn Falik, the segment stressed the importance of wearing reading glasses and sun readers – while inside and outside, respectively – to aid with up-close reading and encouraged viewers to schedule an annual eye exam with their local eyecare provider to find the best lens magnification for them.

The segment also featured the latest reading glass trends for men and women as illustrated by Eyewear & Accessories Division members L'Amy America, OGI Eyewear and Modo, and Sunglass & Reader Division members Costa, eyebobs, eyeOs, I Heart Eyewear, Peepers by PeeperSpecs, One Click Ventures and FGX. Viewers were directed to eyecessorize.com where they could find imagery and further information about the featured frames.

To view the segment, click here.

The Vision Council Secures Holiday Media Coverage

This holiday season, The Vision Council's Eyecessorize campaign secured broadcast coverage throughout November and December via "Tampa Bay's Morning Blend," CBS Los Angeles KCAL9, "We Are Austin" and "CT Style." Collectively, the segments garnered 18.3 million impressions.

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The campaign leveraged the holiday season by showcasing eyeglasses, sunglasses and reading glasses as the perfect gifts, as well as must-have accessories for all holiday festivities. The segments also spoke to the importance of scheduling an annual eye exam and protecting one's eyes from harmful ultraviolet (UV) rays. Viewers were directed to eyecessorize.com where they could find purchasing information.

Product was introduced by lifestyle experts Jamie O'Donnell, Josh McBride and Celia San Miguel, as well as style expert to The Vision Council Jenn Falik. Each segment aired regionally and was featured on the networks' websites. Additionally, the CBS Los Angeles KCAL9 segment received further coverage from online channels MSN.com and LasVegas.CBSLocal.com.

Featured product was provided by Eyewear & Accessories Division members Safilo Group, Altair Eyewear, Lafont and ic! berlin, and Sunglass & Reader Division members ICON Eyewear, ICU Eyewear, TOMS Eyewear, Shwood, Desert Sunglass, Smith Optics, Velvet Eyewear and eyebobs.

The Vision Council's CEO Ashley Mills Highlights Vision Expo, Plus Eye Health and Trends, in Live Las Vegas TV Segment

The day before the show floor opening at Vision Expo West, The Vision Council's CEO Ashley Mills appeared on FOX5 KVVU Las Vegas "MORE"—a local morning lifestyle TV show—this morning, Wednesday, Sept. 26. Notably, Ashley highlighted Vision Expo as the go-to event where eye health, fashion and technology convene, while discussing the latest in eyewear trends and the importance of protecting one's vision. To view the segment, click here.

Ashley honed in on the positive impact of Vision Expo in the eyewear industry, promoting the shows as great opportunities for eye doctors, eyewear manufacturers and frame designers to co-mingle and revisit the importance of sight, as these are the individuals who impact consumers' lives every day.

She further discussed the importance of an annual eye exam, encouraging viewers to visit ThinkAboutYourEyes.com to find an eye doctor near them. Additionally, Ashley spoke to the season's hottest eyewear styles as illustrated by members of The Vision Council and Vision Expo West exhibitors Europa, Kenmark Eyewear, ic! berlin and Design Eyewear Group, while touching on top-level face-fitting tips.

 

 

The Vision Council Talks Eye Health Tips and Trends on 'Cheddar TV'

The Vision Council's CEO Ashley Mills and Senior Marketing and Communications Manager of Consumer Programs Lindsey Ruhe appeared on "Cheddar TV" – a livestreaming news network distributed via Hulu, YouTube TV, Sling, Tune In, Philo, Xfinity, iHeartRadio, Twitter, Twitch, Amazon Prime Video, Facebook and more – Monday, July 16, sharing the importance of protecting the eyes from the sun's UV rays, summer sunwear trends and general eye health tips.

The live segment garnered 150,000 broadcast viewers, and is also available on Cheddar.com reaching 270,000 unique visitors per month and the Cheddar TV Facebook page reaching 3,840,005 followers. To view the segment, click here.

While Ashley spoke to The Vision Council's mission of championing better vision for better lives – emphasizing that consumers should value their vision, understand how to take care of it and be educated on the products available to maintain it – Lindsey discussed UV eye health, specifically, sharing the latest trends in sunglasses for adults and children, featuring product from Eyewear & Accessories Division members Luxottica Group, Marcolin Group, Safilo Group, TURA Inc., Zyloware Eyewear and WestGroupe, and Sunglass & Reader Division member Zeal Optics. Ashley also touched on digital eye strain and encouraged viewers to have an annual eye exam.

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'Tampa Bay's Morning Blend' Shares Children's Frames for Back-to-School

The Vision Council secured a back-to-school eyewear and sunwear trends segment for its Eyecessorize campaign that aired Tuesday, Aug. 21, on “Tampa Bay’s Morning Blend,” a lifestyle show with an estimated viewership of 20,947. The segment is also available via the outlet’s website, which receives 492,000 unique visitors per month.

Presented by lifestyle spokesperson Michelle Phillips, the segment encouraged parents to schedule an annual eye exam for their children, and featured eyeglasses and sunglasses for boys and girls alike, as illustrated by product from Eyewear & Accessories Division members Classique Eyewear, ClearVision Optical and Kenmark Eyewear, as well as Sunglass & Reader Division member Desert Sunglass. Viewers were directed to Eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.

‘Let’s Talk Live’ Presents Back-to-School Specs + Sunnies

The Vision Council secured a back-to-school eyewear and sunwear trends segment for its Eyecessorize campaign that aired Thursday, Aug. 9, on “Let’s Talk Live,” a lifestyle show that has an estimated viewership of 42,132.

Presented by lifestyle expert Amy Goodman, the segment featured fall eyewear and sunwear styles for boys and girls as illustrated by Eyewear & Accessories Division members De Rigo REM, Liberty and WestGroupe as well as Sunglass & Reader Division member FGX. Viewers were directed to Eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.


‘FOX32 Chicago’ Boasts Back-to-School Eyewear Style

The Vision Council secured a back-to-school eyewear and sunwear trends segment for its Eyecessorize campaign that aired Saturday, Aug. 4, on “FOX32 Chicago,” a lifestyle show that has an estimated viewership of 30,415.

Presented by lifestyle expert Josh McBride, the segment featured fall eyewear and sunwear styles for boys and girls as illustrated by Eyewear & Accessories Division members Modern Optical, OGI Eyewear and TURA Inc., as well as Sunglass & Reader Division member Mountain Shades. Viewers were directed to Eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.


FOX 13’s ‘The Place’ Shares Summer Sunwear Essentials

The Vision Council secured a sunglass trends segment for its Eyecessorize campaign that aired Friday, July 6, on FOX 13’s “The Place,” a lifestyle show that has an estimated viewership of 11,600. The segment is also available on FOX13Now.com, which reaches 1,730,000 unique visitors per month.

Presented by style expert Valonda Calloway, the segment featured summer sunwear styles for men and women as illustrated by Eyewear & Accessories Division members Kenmark Eyewear and TURA Inc., as well as Sunglass & Reader Division member Icon Eyewear. Viewers were directed to Eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.

Chicago’s ‘WGN’ Features Spring Eyewear for Men

The Vision Council secured a spring fashion and grooming segment for men that aired April 4, on “WGN Chicago Midday News,” a regional news show that has an estimated viewership of 53,305. The segment is also available on wgntv.com, which reaches 3,360,000 unique visitors per month.

Presented by entertainment and lifestyle expert Josh McBride, the segment featured upcoming men’s eyewear, sunwear and readers styles for the spring season, including frames with double bridges and semi-rimless silhouettes, as illustrated by product shown on-air from Eyewear & Accessories Division members De Rigo REM and TURA Inc., as well as Sunglass & Reader Division members Peepers by PeeperSpecs and FGX International. Viewers were directed to eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.

 

'Coffee With America' Shares Spring Frame Trends

The Vision Council secured a spring frame trends segment for its Eyecessorize campaign that aired March 5, on "Coffee With America," a nationally syndicated lifestyle show that has an estimated viewership of 2,510,000. The segment is also available on coffeewithamerica.com, which reaches 13,286 unique visitors per month.

Presented by style expert Emily Foley, the segment featured upcoming eyewear and sunwear styles for the spring season, including soft blush hues for women and statement browline accents for me, as illustrated by Eyewear & Accessories Division members L'Amy America and Brando Eyewear, as well as Sunglass & Reader Division Member Desert Sunglass. Viewers were directed to eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.

'Atlanta & Co.' Shows Off New Specs for the New Year

The Vision Council secured a "New Year, New You" eyewear trends segment for its Eyecessorize campaign that aired Thursday, Jan. 11, on "Atlanta & Co.," a morning TV show that has an estimated audience of 20,345 viewers.

Presented by style expert Emily Foley, the segment – which is also available on 11alive.com (receiving 2,820,000 unique visitors per month) – featured trendy frames for women and men, like glasses boasting translucent effects, geometric shapes and embellished accents, as illustrated by product from Eyewear & Accessories Division members DeRigo REM and Modern Optical, as well as Sunglass & Reader Division member eyebobs. Emily also reminded viewers that the start of the New Year is the perfect time to schedule an annual eye exam with their local eyecare provider if they haven't already. Viewers were directed to eyecessorize.com, where hi-res imagery of the featured frames and purchasing information is available.

Check out a video clip of the segment, below.

View more Eyecessorize media placements here.

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