Transitions will launch a new TV spot in Europe this coming Spring that has been developed by Saatchi & Saatchi, highlighting the benefits of its photochromic lenses for a family in Australia. It will support the launch of a new Generation 5 line of photochromic lenses that already had a successful debut in Australia late last year. A test in the UK last year showed that such advertising can triple consumer demand for Transitions' products. Meanwhile, Emmanuelle Ribot-Mariotte, an expert in the marketing of pharmaceuticals, has joined Transitions' marketing division in Paris for the Europe, Middle East and Africa region. She will take care of marketing for Transitions' new ophthalmology and clinical education section, handling relations with eye doctors and trade associations.