Axis partnered with Transitions® Optical and Latina celebrity stylist Irma Martínez to launch "Estilo a Primera Vista" (Style at first Sight), a campaign using Hispanic consumer interest in style, celebrities and fashion to drive home the message that embracing eyewear can enhance style, as well as vision.

The campaign centered around a three-part content series offering tips on how to choose eyewear and take care of eyes inside and out. Earned media outreach offering Irma as a style expert for all things eyewear was complemented by an influencer program that followed top Latina influencers on their journey to choose eyewear that fit their style and face shape.