Optical retailer Vision Express has appointed television presenter Emma Willis as its new brand ambassador to front a campaign focused on confidence, eye health and the role of eyewear in everyday life.

Announced today (16 December), the partnership forms part of Vision Express’ new Step Out With Confidence campaign, which is underpinned by consumer research highlighting the emotional impact of poor vision.

Willis, who is a long-time glasses wearer, will work with Vision Express to promote the importance of regular eye tests and highlight how eyewear can support confidence in both personal and professional settings.

“I am so excited to be the new brand ambassador for Vision Express and to be part of the ‘Step Out With Confidence’ campaign,” she said.

“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.”

According to the retailer, nearly two thirds of UK adults (63%) have previously felt anxious about a major life event or change because they could not see clearly.

Despite this, the research suggests eye care is often deprioritised. More than a third of respondents (39%) said their last eye test took place between one and more than two years ago, even though over half (54%) believe they should have their eyes tested annually or more frequently.

Alongside eye health, the campaign also addresses the growing perception of glasses as a confidence and style enhancer.

Over three quarters of those surveyed (78%) believe glasses add to someone’s appearance, while 69% of glasses-wearers say the right frames can positively change how they feel.

More than half of consumers (56%) would consider purchasing a new pair of glasses for a specific occasion, such as starting a new job, giving an important presentation or for a special event, with a third saying they would buy glasses purely for style reasons.

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.”

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