THE BRAND   

The Original American Sunglasses Brand® was launched when Sam Foster sold his first pair of sunglasses on the Atlantic City boardwalk in 1929. During the golden age of Hollywood, Foster Grant was a brand of choice for celebrities and fashion icons. The classic ad campaign “Who’s That Behind Those Foster Grants®” created an iconic foundation for our brand, and a name synonymous with contemporary styles.    

As unique as the people who buy our glasses, Foster Grant had the rare opportunity to grow with its customers. As we matured, so did the people who were wearing our sunglasses. They needed reading glasses but didn’t want to wear the outdated styles their grandparents wore. So, Foster Grant released stylish readers that looked and felt good, becoming a trustworthy source for styles that let our consumers care for their eyes and express themselves not just through their sunglasses, but now with their reading glasses, too.   

Today its spirit of innovation, style and originality remains as strong as it was over 95 years ago.    

We’ve established ourselves as the global leader in eyewear by adding innovation and modern technology to our unique styles, without the premium price. With modern-day influencer endorsed collections, and licensed brands and collaborations with household names, our brand is associated with some of our consumers’ core interests.   

THE CONSUMER   

The Foster Grant consumer has a good sense of style. They’re smart, levelheaded, and into styles that allow them to express themselves. At this price point, they can choose from a few pairs to have on hand. Some like to have a pair just for the beach. Others keep a pair in the car, so they never forget them. There are even people who wear one style in the winter and another in the summer. Because to some, versatility is more important than that one pair they spent their last paycheck on. Many of our consumers are into Foster Grant’s collaborations, where their core interests become intertwined with everyday life. Watching Griselda is somehow more fun when you’re wearing your Foster Grant retro Griselda sunglasses. And when you’re not at Disneyland, wearing Disney X Foster Grant® is usually the next best thing.    

Across the different versions of the Foster Grant consumer, each one takes pride in wearing a brand that cares about their individuality. It’s easy to be innovative and effortlessly express themselves each day with countless contemporary styles. And they don’t just care about their look- they care about the world. They feel good knowing their glasses are made with sustainable materials, and that Foster Grant helps underserved people. Because they’re into brands that care about more than just looks. That’s why they buy Foster Grant eyewear.     

THE FOSTER GRANT BRAND HOLDS THESE VALUES AND THEY COME OUT IN THE COPY   

We strive to be the global leader in eyewear, inspiring originality for all kinds of consumers through quality, innovative eyewear. And that means we’re serious about unrivaled design, quality, eye care, self-expression, and our history of being visionaries. And why not?  We’re proud of where we came from and excited about where we’re going. But that’s not all we care about. Discovering more sustainable ways to produce our glasses and minimize our carbon footprint is an ongoing and ever-changing part of the company culture. And our charitable ventures across the globe have given millions of pairs of eyewear to underserved people, giving them the ability to see clearly and protect their eyes from the sun’s harmful rays. We’re enhancing the iconic vision launched nearly a century ago and revolutionizing our products with innovation and technology our consumers need, while making a lasting positive impact on the world. We believe in smart style.    

THE FOSTER GRANT VOICE IS NOT   

Pretentious, negative, demeaning, authoritative, too serious, self-centered, weak, uneducated, boisterous, showy. That’s not us or our consumer.   

THESE PHRASES DISTINGUISH OUR BRAND FROM OTHERS    

The Original American Sunglass Brand®, The #1 Non-Prescription Reading Glasses Brand Worldwide, see more-be more, a global leader in eyewear, effortless style, true quality, representative of all our consumers around the world, fuel your originality, express yourself, 95+ years of style, new generation of style, a look and life unique to you, spirit of innovation, style and originality, high quality modern eyewear that helps you care for your eyes, smart style, our vision is loving yours, pioneering originality, contemporary imagination, imaginative sensibility, distinctive originality, inspired practicality, innovative inspiration, vibrant innovation, fashionable sensibility, fashionable sophistication, global originality, iconic originality, modern sophistication, next generation sophistication, pioneering modern style, practical innovation, revolutionizing practical style.    

THESE WORDS CHARACTERIZE FOSTER GRANT   

• clear    

• contemporary    

• diverse    

• expressive    

• fashionable     

• global    

• iconic     

• innovative    

• inspiring    

• intelligent    

• leader    

• modern    

• next generation    

• original    

• practical    

• quality    

• revolutionary    

• sensible    

• strong    

• style    

• trend-conscious    

• trustworthy    

• unique    

• visionary  

THESE WORDS ARE NOT ASSOCIATED WITH OUR BRAND   

• bargain   

• budget   

• basic   

• cheap   

• discount   

• economical   

• flimsy   

• heavy  

• inexpensive   

• low-cost   

• lower tier   

• market-down   

• modest   

• reduced   

• savings   

ALTERNATIVE LANGUAGE SUGGESTIONS  

accessible not cheap or inexpensive   

without the premium cost not economical, or low cost   

a smart price not bargain, discount, lower tier, or budget   

durable not heavy   

wearable not basic  

flexible not flimsy   

practical not modest, marked down, saving money, or reduced