Press Release: Body Glove Eyewear

Assignment:

Create a press release for the launch of a new product line that emphasizes the Body Glove heritage of a “perfect fit,” while reflecting the sporty, surfing heritage of the brand. Communicate the technical benefits of a lightweight yet durable frame in the context of high style and fashion.

Writing Solution:

FOSTER GRANTS BRINGS “PERFECT FIT” TO NEW BODY GLOVE OPTICAL

Smithfield, RI - June 23, 2005 - It’s summer in Southern California and the perfect time for the launch of the new line of Body Glove Optical. Building on the brand heritage of a “perfect fit," the new Body Glove Optical is just that. With memory plastic fit temples or co-molded tips across much of the collection, the goal is to provide an attractive, lightweight optical choice with a Body Glove “perfect fit.”

Launching at the Vision Expo West in August, the new line features 11 trendy styles to meet the needs of young, attractive men and women ages 15-40. With deliberately sporty colors, trendy shapes and materials, and the latest optical technology, the glasses are lightweight but extremely durable. All of the items in the Body Glove line are designed to “protect the core” or hold up against rigorous use. “The glasses have features like integrated spring hinges, flat metal construction, and 3-piece rimless compression mounting,” says David Johnsen, Product Designer, “all of which contribute to the integrity of the frame.”

The nickel-free stainless steel rectangular lens, Body Glove 211, shimmers like silk in Shiny Copper, Mottled Gray, and Shiny Black. It has co-molded tips accented with the Body Glove logo. It lists at $44.95 with a suggested retail of $125.00.

The sleek reflective look of Body Glove 204, available in Tortoise and Shiny Gun, is created by the metal plastic combination front which emphasizes the horizontal lines of the chassis. It is set off by aluminum temple hinges, with two-toned, co-molded tips to ensure a comfort fit. List is $44.95 with a suggested retail of $140.00.

Body Glove 202 features a 3-piece rimless compression mounting which is especially striking in Light Gun/Blue. It also comes in Light Gun, and Brown. It features a distinctive metal bridge and matching temple hinge, and soft pillow rectangle lenses. The burnished Body Glove logo appears on the temple. (List $49.95, suggested retail $140.00)

One of the most distinctive looks in this new line is the stainless steel flat metal, semi-rimless, Body Glove 206. This lustrous rectangular look frame is available in Satin Blue, Shiny Gun, and Shiny Copper, and also has the Body Glove logo on the temple. (List $49.95, suggested retail $140.00)

The eye-catching Shiny Taupe Body Glove 201 has a reflective metallic surface. A soft rectangle lens accentuates the clean lines of this functional, contemporary frame. Satin Navy and Shiny Brown are the other color options. (List $49.95, Suggested retail $140.00)

All sample case glasses come with the Body Glove logo on the lens.

The Body Glove brand name comes from the first practical surfing wetsuit made of neoprene. ”Wearers of this item proclaimed that it ‘fit like a glove’ and the brand was born,” says Carole Johnson, VP of Marketing. “Since its inception, Body Glove has consistently stayed ahead of the curve in fashion and product technology. Body Glove optical continues this trend.”