Barberini campaign at Mido 2004

Just under a month ago, one of the liveliest and most promising editions of Mido came to an end. And every year Milan is covered with posters of the eyewear brands that are best known to the public at large.

This year at Mido and in neighboring areas, numerous Barberini posters also appeared in selected and highly visible positions for the launch of the Plz1.8 polarized glass lens. An important operation to inform top industries about the new generation of glass sun lenses, and also to provide information backup aimed at fostering a more attentive and critical good sight culture by end users.

From its internal observatory, since 2001 to date Barberini has in fact seen the tripling of its production of top-of-the-range polarized lenses and it has researched into innovative technological solutions for the large-scale production of super-light and super-fine sun lenses in polarized glass. Two characteristics that place glass on a competitive par with other materials for lightness, but which also enhance the intrinsic characteristics of this natural material that is resistant to processing, is non-deformable, pure, very transparent, and ideal for containing the exclusive Barberini polarizing filter.

Thanks to Plz1.8, it can no longer be said that glass is heavy and fragile, because the new chemical tempering makes the Plz1.8 so resistant that it passes the required testing standards by a long way.

As well as on posters, the campaign for Plz1.8 appeared in the daily, periodical and trade press with a high-impact advertisement and claim: 'A lens as precious as a jewel, a jewel as precious as sight'. As its name indicates, with its 1.8 mm thickness, Barberini's Plz1.8 guarantees maximum lightness and total comfort, but above all better vision quality, thanks to the reduced thickness of the glass. In addition, the Plz1.8 is highly protective and eliminates 100% of Uvs up to 400 nm and gives 99% polarization of reflected light, guaranteeing safety and well-being for the eyes. Lastly, the thinner Plz1.8 facilitates assembly of the lens in the frames. The shape of the new Plz1.8 is obtained by special, numerically-controlled computerized machines that guarantee a more accurate and precise cut of the lens.

Before Mido, Barberini sent a preview to the international sunglasses industry with a special presentation kit accompanied by an attractive Cd-Rom cartoon. The drawings were created by well-known cartoonist Michel Fuzellier (he made the feature film 'The Gull and the Cat' and others).