Legacy ACE Award Winner Foster Grant
From Boardwalk to the Boardroom
By Karen Giberson
It’s hard to imagine a legacy any more iconic than the one bestowed on Foster Grant. The story starts in 1929 when an Austrian immigrant named Sam Foster sold his first pair of sunglasses on the Atlantic City Boardwalk. At the time, sunglasses were a luxury item, one that was only available to very wealthy people, but Foster saw an opportunity: Why can’t sunglasses be affordable and accessible, he wondered.
When Foster launched “The Original American Sunglass Brand,” he put high-quality, stylish sunglasses on the face of Everyman, and that premise of accessibility for all is the foundation this company was built on. With a rich and storied history, Foster Grant has long been one of those highly recognizable brands that sits near the top of the consumer awareness pyramid, alongside names like Ford, Coca Cola, and Maytag. As the company prepares to celebrate its 95th anniversary this year, I sat down with Salvatore Mauceri, president of the sunglass and readers division, to discuss not only “Who is behind those Foster Grants,” but also what the vision is for moving forward.
“At Foster Grant, we’re passionate about providing easy vision solutions while serving and celebrating our diverse communities,” Mauceri said as he explained that much of what made the brand special from the beginning remains a key objective today. “One of our core beliefs is to reach and delight every consumer whenever and wherever they buy our products. With our global community of talented and engaged employees and with insights gained from consumer research and trends, our teams create fashionable eyewear for millions of consumers around the world. This commitment allows us to effectively cater to the needs and tastes of consumers in different regions, ultimately building strong relationships and loyalty among our global consumer base.”
That focus on insight and innovation — and targeted widespread appeal — has served the brand well. The need for sunglasses that Sam Foster identified back in 1929 is no less valid today. Early models were made by hand, but by the 1930s, injection molding machines were able to produce in one hour more than a six-man production team could create in a day. By mid-century, the brand had become the largest sunglass manufacturer in the world and the top producer of injection-molded plastic eyewear.
“Our innovative production method for sunglasses revolutionized the eyewear market,” Mauceri added. “By using more efficient production methods, Foster Grant was able to offer a wide range of styles at a lower cost, making them more accessible to a larger demographic.” That innovation continues to this day.
By incorporating new technologies into product design and manufacturing processes, the brand is producing frames in both the sunglass and reader categories that are more sustainable and durable, and include a range of new features, from inclusive styling for diverse consumers to adjustable nose pads and scratch-resistant lenses. “We have leveraged these advancements to stay competitive and to offer customers innovative and high-quality eyewear options,” he added.
Technology and performance go hand-in-hand with style — something Foster Grant understands is top-of-mind for today’s consumers. “Our designers search the globe for the newest looks and inspirations to stay ahead of trends in the market. They then expertly blend color, proportion and details to create styles that are as uniquely wearable and comfortable as they are affordable,” Mauceri explained. “Additionally, through focus groups, online feedback, and evaluations from clients, we listen to what our consumers want and need and integrate it into our designs.”
The company is also committed to operating in more sustainable ways. As part of the EssilorLuxottica group — and its significant commitment to its Sustainability with the Eyes on the Planet program — Foster Grant continues to examine all steps of the eyewear production process, from product development to transportation to what Mauceri refers to as “end-of-life” recycling. In particular, the Foster Grant Recircular8 program speaks to the brand’s journey to transition more and more of its eyewear and packaging to be made of recycled materials. Foster Grant’s goal is to be available for the everyday consumer and as a result, the brand has 150,000 points of distribution nationally. Foster Grant’s significant scale allows them to enable their sustainability ambitions without compromising quality.
There can, however, be no talk of Foster Grant without mentioning how significant a role advertising and marketing has played throughout the company’s history. With current brand awareness hovering around 90%, messaging is hitting its mark. During the golden era of Hollywood, Foster Grant became the sunglasses of choice for style icons and celebrities which led to the launch in 1965 of its iconic “Who's That Behind Those Foster Grants” advertising campaign. Ushering in one of the world’s most well-known slogans, the campaign was recognized in Ad Age’s “Top 100 Campaigns of the 20th Century.”
The mystery and allure it created around Foster Grant sunglasses catapulted the brand to fame, and since then the company has not shied away from partnerships with celebrities, style icons, and other brands. “Celebrity endorsements have played a significant role in shaping our image and marketing strategies,” explained Mauceri. “By aligning the brand with well-known celebrities and style icons, such as Brooke Shields, Raquel Welch, and Kat Graham, Foster Grant has been able to reach a wider audience with their influence and appeal. Associating the brand with our consumers’ core interests is essential, because you have that built-in interest in the product, and the potential to turn a one-time buyer into a loyal consumer.”
Sofia Vergera is, in fact, a priority collaboration, according to Mauceri. “Sofia collaborated with our product development team to create a signature eyewear collection that has helped Foster Grant expand its product range and appeal to a wider demographic of consumers.” Most recently, the team collaborated with Vergara to design a limited edition collection of sunglasses in support of “Griselda,” the Netflix limited series. Other significant partnerships include the Foster Grant Ironman, and a limited collaboration with fashion stylists Wayman & Micah. “These partnerships help get our name out there and give us the opportunity to work with outstanding people and brands.”
As the sun shines on its 95th year, Mauceri has little doubt that the brand is positioned to offer consumers approachable solutions for their eyewear needs. “We’re the brand for everyone, from kids to adults,” he said. “And we intend to excite and engage them to learn more about us — and ultimately purchase our brand.” An objective Sam Foster would likely endorse.