• by Sarah Mahoney , Staff Writer @mahoney_sarah, July 17, 2023

Zenni is rolling out "Find Your Frame of Mind," a new campaign starring actress Keke Palmer. It's the latest in the company's ongoing effort to convince people that they can change their spectacle style as often as possible, introducing seasonal styles at ultra-affordable prices. The company is also setting its sights on new B2B channels. Veronica Alcaro, head of Zenni's brand and public relations, gives D2C Insider an update.

D2C Insider: You've done many celeb campaigns lately, including partnerships with the stylish Iris Apfel and baseball great David Ortiz. How does the new Keke Palmer campaign expand that universe?

Veronica Alcaro: She's stylish and versatile -- she's an actress, a singer, and a mom. Glasses are part of her style. Authenticity is a huge consideration for Zenni, and Keke has this great vibe and spirit. The spots show off our variety. Some frames are playful, some are sophisticated, and some are elegant. What we're trying to do is have frames represent a different mood. We want to get people in that mindset that frames embrace not only who they are as a person but the mood that they're in at the moment. The first part of the collection, Summer Love, introduces the idea that people can change their eyewear by season.

D2C Insider: Obviously, anyone with eyes is a potential customer. But with the new Palmer campaign, who are you hoping to reach?

Alcaro: We've had a gap in younger demographics, including Gen Zs and millennials. Keke will help us amplify our presence within that audience specifically. She has a passionate audience base.

D2C Insider: Besides other online sellers, you compete with small optical shops, and giants like Walmart and JC Penney. And then there is Warby Parker, which is both. For this younger audience, who is the main competitor?

Alcaro: Warby Parker. It's hip. It's trendy. And it has the retail presence that we don't have. There are still plenty of people who have not crossed that bridge to feel comfortable purchasing exclusively online.

D2C Insider: Where are the ads running?

Alcaro: Our marketing is digital first. So we're on connected TV, and we're all over social to reach our Gen Z and millennial audiences. TikTok is a big part of our program.

D2C Insider: Not long ago, most people only had one pair of glasses and got new ones when they got lost or their prescription changed. Your marketing -- and your prices -- encourage people to have dozens. In reality, how many pairs do most people have?

Alcaro: It depends on who you're talking to. Older audiences are accustomed to buying one pair of frames per year and are likely to spend more on those frames. People can buy as many frames as suits their style and wardrobes. You should be able to express yourself. But all that requires educating people and getting them comfortable with the virtual try-on process.

D2C Insider: People have become much more comfortable doing everything online in the last few years. Does that help Zenni? Or hurt?

Alcaro: A little bit of both. More people are comfortable with the shopping process, opening many doors for us. But every time you look, there's a new competitor. The category has become more cluttered, so it's harder to stand out.

D2C Insider: The online contact lens category is also exploding.

Alcaro: And we're not there yet. But it's something we will offer very soon.

D2C Insider: What else is ahead? Maybe telemedicine? Expanding your B2B corporate programs?

Alcaro: B2B is very much on our roadmap, including partnering with insurance providers to expand our offering. We're exploring all avenues we can tap into allowing people to access affordable eye care.

D2C Insider: What new tech tools do you hope to offer?

Alcaro: We've already got a lot. Virtual try-on is a big one. We also have the PD ruler, so we've broken down that barrier. We've got a Prescription Scan, so you can just upload a picture of your prescription. We recently added a "Find by imag"' feature. You can plug in a picture of a celebrity wearing glasses, and we'll find that frame for you.

One gap, and we are so close to perfecting this, is a digital scan, so you don't have to go to the eye doctor. You'll be able to look into your computer, have it tell you your prescription, and order your glasses in the same visit. That's next up, and we're close.