VISION EXPO WEST EDITOR REVIEWS • DISTINCTIVE INDEPENDENT BRANDS OCTOB 17 ER 20
e r a c n o visi
re a c n o i vis DRIVER’S
s w e n t c produ
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s w e n t c produ
EDUCATION LENSES FOR THE ROAD TURNING WEB SURFERS INTO PATIENTS
NATURALLY KOALI F R O M
are c n o i s i v
M O R E L
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PRODUCT INFORMATION FOR OPTICAL PEOPLE • VISIONCAREPRODUCTS.COM
POLYCARBONATE COMPOSITE SEGMENTED MULTIFOCAL LENSES
David Rips, CEO
Oct17 VCPN_Cover_Koali_straight.indd 1
FT28 Bifocal • FT35 Bifocal • 7 x 28 Trifocal
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SILMO - HALL 5 BOOTH L060
855.455.0042 | westgroupe.com
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THROUGH MY KLiiK I SEE MORE THAN JUST THE WORLD AROUND ME
Taking its direction from the clean, modern aesthetic of Danish design, KLiiK denmark eyewear is subtle yet always inspired. The rich, saturated coloring, laser cut detailing and mixing of patterns and materials are some of the design elements that are integral to the KLiiK denmark collection. Designed for both men and women, KLiiK denmark focuses on smaller eye sizes and is a go to brand for the smaller fit, small PD consumer with a strong sense of style.
KLiiK.COM K• 590
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K• 581
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SILMO - HALL 5 BOOTH L060
855.455.0042 | westgroupe.com
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EVERYTHING STARTS WITH A VISION With an equal focus on fit, function and aesthetics, EVATIK eyewear strikes the perfect balance between comfort and luxury. Clean, understated designs are elevated by high quality materials such as handmade acetate, high grade stainless steel, Japanese titanium and European hinges. Deep, rich, masculine colors and custom design elements define the collection, creating the perfect eyewear accessory for today’s modern man.
evatik.com E-9147
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EVERYTHING I SEE & CREATE IS NEW I AM AN
original FYSH UK is a unique brand of fashion eyewear designed for the woman who embraces her own sense of spirit and style. FYSH UK combines key fashion influences with leading European eyewear trends, creating beautifully designed eyewear in an array of bold colors with intricate detailing. Eye shapes are designed with a deeper B measurement, providing a modern look that is perfect for the progressive lens wearer.
SILMO - HALL 5 BOOTH L060
855.455.0042 | westgroupe.com
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FYSHUK.COM F-3570
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PORSCHE DESIGN EYEWEAR
ICONIC PIECE. VISION II P´8638 | www.porsche-design.com
12960 West State Road 84. Davie, FL 33325 • 954-835-2155 • 800-293-9588 • E-mail: nyoi@tuscanyeyewear.com • www.tuscanyeyewear.com
SALES TERRITORIES ARE AVAILABLE THROUGHOUT THE USA Untitled-1 1
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YOUR TOTAL OPTICAL PRODUCT RESOURCE
TABLE OF CONTENTS 36
On the Cover
UPFRONT VIEWS 14
32
Guest Editorial THINK ABOUT YOUR EYES by Jon Torrey 18 Guest Editorial DEBUT OF THE SPINE 4.5 HINGE by Keith Kamalich Vice President, Mondottica USA 20 Remaining true to its core design theory, Koali from Morel interprets the striking beauty of nature and brings it to life in eyewear. The past year has brought a refreshing take on this brand; Koali offers women trendy, comfortable, creative products that continue to be inspired by the living world. There is a story, an idea and a feeling encompassed in each design. The three FW’17 concepts are Leaf (five models), Lilium (6 models) and Fuchsia (six models) for a total of 35 SKUs. For Leaf, the front has a subtle lace-like design in stainless steel to depict sun passing through leaves. Lilium offers a slim acetate profile with strong color options while Fuchsia has a stainless steel top bar with light and airy lines. For more insight into this collection, see the Panorama on pg. 38-39. Morel 800.526.8838 • Morel-France.com Sales@Morel-EyewearUSA.com “Independent ECPs yearn for the ability to differentiate and to offer their patients superior fit, quality and originality. All these components are combined in Koali which is unique in both design and focused on the independent in terms of distribution. ” Tom Castiglione, President, Morel
VCPN VisionCareProducts.com
TOC_Oct17.indd 9
36
PRODUCT BUZZ 21 NOTEWORTHY Always in the Right Spot 22 ONE-TO-ONE Joshua Freilich, President Western Optical Supply, Inc. 24
EYEWEAR & FASHION Here’s the Story... by Michele Silver 27 Lasting Impressions by Michele Silver 30 Closeup Salt of the Earth by Rona Gindin 32 Closeup The Sound of Music by Joy L. Gibb, ABOC 34 Frame Front Foliage Season 36 Panorama Le Monde Vivant 38 NEW 40
20 VCPN AT VEW FACEBOOK.COM/ VISIONCAREPRODUCTS.COM VCPN covered all the action at Vision Expo West. Our live reports from the show floor including interviews with Safilo’s Henri Blomqvist and Luxottica’s Fabrizio Uguzzoni. Guido Groet of Luxexcel told us what’s in store for the 3D printing technology company while De Rigo REM’s Nico Roseillier explained the inspiration behind the new booth design. Essilor’s Sherianne James introduced the Ultimate Lens Package, which made its official launch at VEW.
HELPING HOUSTON FACEBOOK.COM/ VISIONCAREPRODUCTS.COM Social media followers engaged with posts on Hurricane Harvey relief efforts. Eyewear and eyecare companies and organizations pitched in to help fellow ECPs and their patients affected by August’s storm.
Being Social October 2017 9
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Life is meant to be
SUPER Designed for both fit and fun, Superflex Kids frames are constructed with spring hinges for extra durability, comfort and fit. While form and function always come first, great colors and funky temple detailing make this collection a fun fashion statement for kids of all ages.
SILMO - HALL 5 BOOTH L060
855.455.0042 | westgroupe.com
SFK-176, SFK-172
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YOUR TOTAL OPTICAL PRODUCT RESOURCE
TABLE OF CONTENTS OCTOBER 2017 Volume 17, Issue 10 EDITORIAL STAFF Vice President, Editorial John Sailer • JS@VisionCareProducts.com Executive Editor Michele Silver• MS@VisionCareProducts.com Assistant Editor Cara Aidone Huzinec • CH@VisionCareProducts.com Vice President, Design
Drivers’ Education by Cara Aidone Huzinec 55 Dispensing Discussions: Lens Options by Frank Gimbel, ABOC-AC 58
Assistant Art Director
NEW 64
Anthony Floreno • AF@VisionCareProducts.com Contributing Writers Mark Clark, Joy L. Gibb, Frank Gimbel, Rona Gindin, Richard McCoy, Travis Reed, Samantha Toth Editor Emeritus Ed De Gennaro, MEd, ABOM ED@VisionCareProducts.com
BUSINESS STAFF President & Publisher Frank Giammanco • FG@VisionCareProducts.com Executive VP & Associate Publisher Shawn Mery • SM@VisionCareProducts.com Director of Sales Janet Cunningham • JC@VisionCareProducts.com Vice President, Marketing Debby Corriveau • DC@VisionCareProducts.com Vice President, Operations Sharon O’Hanlon • SO@VisionCareProducts.com Subscriptions SUB@VisionCareProducts.com
12 October 2017
73
Crisp, Clear, Outdoor Vision by Richard McCoy, BA, LDO, ABOC, NCLEC 60 New Lenses, Technologies at VEW by John Sailer 62
Production and Web Manager
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The View on Lens Trends by Ed De Gennaro, MEd, ABOM 53
Jane Kaplan • JK@VisionCareProducts.com
Bruce Kenselaar • BK@VisionCareProducts.com
60
VISION CARE TECHNOLOGY
BUSINESS SOLUTIONS The First 50 Milliseconds by Mark Clark, ABOC 70 Three Easy Pieces by Travis Reed 72 Devise a Strategic Social Media Calendar by Samantha Toth 74 E-Commerce and Non-Profits for the Independent by John Sailer 76
62
NEW 77
ADVERTISERS’ INDEX Advertisers’ Contact Information 77
VISION EXCHANGE Classified Advertising for the Optical Industry 78
63
LOOKING BACK Cooperating for a Cure 80
SUBMIT YOUR NOMINEES FOR THE 2017 TRANSITIONS INNOVATION PROGRAM: TRANSITIONSPRO.COM/AWARDS. VisionCareProducts.com VCPN
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© 2017 Saks & Company. Eyewear produced and distributed exclusively by Sàfilo USA, Inc., 1.800.631.1188 • All Rights Reserved. • Style: Saks302
VIEWS
Take Patient Education to New Heights
more frequently synthesized, while nature, produced organically, is simply slightly askew. Every eyecare professional knows that no two faces are alike, with JOHN SAILER
INDIVIDUAL BY NATURE
Educate your patients and build your practice with free services from AllAboutVision.com.
each unique face itself slightly out of balance, with one ear higher than the other and pupillary distances
“There is no better designer than
not exactly identical. While eyeglass
nature,” the late designer Alexander
wearers should recognize this fact
Mc Queen once observed. With its
as well, some don’t and order their
classic tortoiseshell frames, replicat-
glasses online, have them deliv-
ed animal skins, floral inspirations
ered to their homes and plop them
and other nature-inspired colors
on their face as if every face has the
and patterns, eyewear not only rou-
same dimensions and facial sym-
tinely reflects that observation, but
metry. They don’t, and because they
those frames specifically selected for
don’t, without professional assis-
this issue of VCPN clearly illustrate
tance, eyewear ordered online will
the designer’s comment.
never fit just right.
From the cover image and
We all must acknowledge that
Panorama (page 38) from Morel’s
e-commerce is not going away and
Koali line driven by le monde vivant
will continue grabbing market
(the living world), through this
share, but that doesn’t mean buy-
month’s Frame Front collection
ing eyewear online cannot include
of autumnal colorations, to the
a professional fitting. The best eye-
Closeup on the eyewear compa-
wear e-commerce models should
ny SALT, whose name is an acro-
insist on a fitting by an ECP.
Visit www.allaboutvision.com/ecp/ to learn about…
nym for Sea, Air, Land and [their]
That is exactly what one optical
• Free, comprehensive, trustworthy patient education
Timeless [connection], this issue of
e-commerce site introduced at
VCPN acknowledges the influence
Vision Expo West, providing inde-
of nature on fashion overall, exten-
pendent practices with an online
• Free Eye Health Videos for practice websites
sively supported by the eyewear spe-
presence to capture more optical
• Free Eye Health News Feeds for practice Facebook pages
cifically curated for this issue.
sales (see pages 64 and 76). While
• Free listings in the Eye Care Practice Network
• And more! AllAboutVision.com is a leading provider of online eye health and vision correction information. We have hundreds of pages of easy-to-understand, trustworthy content that is developed with the input of eye care professionals on our Editorial Advisory Board.
One standout aspect of nature
this is not the first website launched
is that it prefers individuality to
to follow this model nor will it be
repetition. The clichés that no two
the last, it acknowledges the need
snowflakes or fingerprints or even
for a professional when fitting eye-
retinal scans are exactly alike fur-
wear to each unique face. Any other
ther support the fact that carbon
e-commerce model that ignores
copies in nature, such as clones
the need for a professional fit will
and identical twins, are anomalies
result in ill-fitting eyewear and
rather than the norm. Symmetry is
imprecise vision.
AllAboutVision.com is a Supporter National Sponsor of Optometry Giving Sight. © 2016 Access Media Group LLC. All About Vision and AllAboutVision.com are registered trademarks of Access Media.
email me at JS@VisionCareProducts.com 14 October 2017
John_Views_Oct17.indd 14
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VIEWS
BOOTH
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been prodded to sell the fashion
AAO 2017
and lifestyle benefits of optical products. Now, we can add health and wellness benefits.
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ditions such as type 2 diabetes. But the same exam can also detect high cholesterol, hypertension, multi-
It’s been called the next trillion dol-
ple sclerosis and even tumors. Do
lar U.S. industry and marketing’s
patients know this? They should.
“new black.” And it’s become the
Then there’s digital eye strain,
biggest consumption driver for
the result of peering at screens of
our beloved Millennial generation:
various sizes for many hours per
health and wellness products.
day. Just ask The Vision Council,
Among 18 to 34 year olds,
as building awareness of this con-
more than eight in 10 spend at
dition is a main priority. Again,
least a quarter of their disposable
shouldn’t patients be informed
income on health and wellness
of this problem and also be told
items, which is why this category
about solutions such as computer
is predicted to grow 17% per year
glasses?
over the next five years.
INTRODUCING
exam can reveal other medical con-
Of course, eye protection is a
Health and wellness has become
big part of what optical offers,
a marketing theme in virtually
whether it’s physical protection
every aspect of our lives. Women
through shatter-resistant lenses
no longer purchase cosmetics for
and safety glasses or the protec-
beauty enhancement; they buy
tion provided by blue light, polar-
brands that are hypoallergenic with
ized and UV lenses.
natural ingredients. Multipurpose
The takeaway is that health and
cleaners aren’t just meant to do a
wellness are important themes for
good job on the kitchen counter or
consumers these days. Optical can
bathroom vanity; they’re designed
address these needs with a host of
to kill germs and keep your family
medical services and important
safe from carcinogens.
corrective or protective products.
Retailers such as Whole Foods
Makes sense to get on board.
have built successful models on
In fairness, there’s an exten-
the health and wellness explosion.
sive campaign that covers many
Hence, Whole Foods is a nearly $4
of these points for consum-
billion business.
ers called Think About Your
The implications of this major
Eyes. If you’re not familiar with
trend for optical are significant.
it, you can go to the website:
For decades now, our industry has
ThinkAboutYourEyes.com.
email me at FG@VisionCareProducts.com 16 October 2017
Frank_Views_Oct17.indd 16
VisionCareProducts.com VCPN
10/6/17 11:27 AM
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WORLD S I
G LEN E AL
T DAY CH GH
It’s not too late to still support the Challenge so that every child can see their future clearly
Photo courtesy Ver Bien para Aprender Mejor
3 Make a donation by October 31st Visit givingsight.org or call 888-OGS-GIVE
A Banner Year It’s been a great year so far for the
now totals over 20,000 listings na-
Think About Your Eyes (TAYE)
tionwide. It’s a great resource for
campaign. With several new in-
patients searching for a doctor, and
dustry partners on board, includ-
since our national launch, over 3.7
ing Johnson & Johnson Vision,
million unique visitors have come
plus increased contributions from
to the site.
our current partners, we’ve been
TAYE is made possible by the
able to grow our advertising buys
foresight and generous contribu-
significantly and reach a larger
tions of the American Optometric
portion of the American public.
Association, The Vision Council,
The ads have been on air from Feb.
21 individual optical companies
13 until the end of September, and
and the 41 state optometric asso-
we added coverage on NBC and
ciations mentioned above. But we
ABC during shows such as This Is
always need more contributors!
Us, America’s Got Talent and The
As TAYE grows eye exams and the
Voice. All of this drives awareness
resulting follow-up purchases, it
and increases the number of com-
raises the tide and improves busi-
prehensive eye exams.
ness for every company in the op-
From the standpoint of the mes-
tical space. If your company is not
saging in our television commer-
one of the current partners, or your
cials, this has been a year of change
office is not listed on the locator,
as well. Since our national adver-
please consider playing your part
tising launch in July 2013 we have
by becoming a supporter. You’ll
used the same set of health-relat-
help grow your own business and
ed commercials. On July 31, after
the optical market overall while
months of message development
improving the eye health of the
and repeated testing with focus
American public at the same time.
groups, TAYE launched a completely new set of commercials, all based on the theme Seeing is a Gift. Knowing that too often we take our vision for granted, these commercials celebrate key life moments to showcase the gift of sight and stress the importance of annual in-person exams. Support for the campaign continues to grow within the provider
Transforming lives through the gift of vision
proud supporters of
18 October 2017
TAYE Oct17.indd 18
community. Currently 41 state op-
Jon Torrey is the executive director
tometric associations have signed
of Think About Your Eyes. First Vision
up every active, practicing member
Media Group is a Think About Your Eyes
on the TAYE website locator, which
media partner. VisionCareProducts.com VCPN
10/5/17 1:31 PM
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12/22/16 10/6/17 11:36 9:32 AM AM
GUEST EDITORIAL
DEBUT OF THE SPINE 4.5 HINGE By Keith Kamalich,
launching a new version with all
from moving and sliding off the
Vice President, Mondottica USA
of the same features and benefits
face during everyday activities.
Mondottica USA will be launching
of the 7.5, but it is nearly half the
Also, the hinge keeps the
the new Spine optical and sunglass
size and weight for those seeking a
frame from coming out of
collection for Fall 2017. The Spine
minimalist look. The Spine Col-
adjustment, withstanding
Collection includes the Original
lection includes 11 optical styles
frames being worn on
7.5 hinge, known by many as the
and six sunglasses.
the head or even when
groundbreaking hinge technol-
Spine is a hinge technology that
ogy in eyewear. To complement
creates a comfortable head-hug-
the 7.5 hinge, Mondottica USA is
ging effect, keeping the frame
the wearer falls asleep with them on. Spine is for everyone. While Mondottica is launching with the primary focus on men’s, we know that several styles will sell to women,
SPINE IS A HINGE TECHNOLOGY THAT CREATES A COMFORTABLE HEAD-HUGGING EFFECT, KEEPING THE FRAME FROM MOVING AND SLIDING OFF THE FACE DURING EVERYDAY ACTIVITIES.
and we will in the future have a
Spine Eyewear must be ex-
dedicated women’s and kid’s col-
perienced! When patients put
lection. So yes, the technology is
on a pair of Spine eyewear, they
great for the working crowd, but
become addicted, wanting to
it is also well-suited for the fash-
physically demonstrate to their
ion and technology leaders who
friends and family how the frame
want the latest and greatest. Add-
remarkably stays on their face.
ing the new 4.5 hinge opens up
In order to help ECPs educate
a larger demographic, providing
their staff on what truly sets this
a streamlined look for the fash-
collection apart from the rest,
ion conscience individual while
Mondottica will be developing a
delivering the same great perfor-
comprehensive training program
mance found in the 7.5 hinge.
that will include short videos, live
The Spine collection offers several advantages to the eyecare
20 October 2017
Guest Editorial_Kamalich.indd 20
tiple pairs.
seminars and innovative marketing brand materials.
professional (ECP). It provides
By demonstrating the Spine
a solution to those patients who
technology with the staff and
not only lead an active lifestyle
providing an easy-to-follow mes-
but who also become frustrat-
sage, we are confident that Spine
ed when their frames fall off
will generate a strong retail sell-
during basic movements such as
through along with a “buzz” in
looking down. The frame sim-
the marketplace for repeat and
ply does not move. The pricing
new business. Mondottica will be
for Spine is not cost-prohibitive.
providing a full complementary
Spine pricing allows ECPs to sell
merchandising kit to accompany
patients above their plan allow-
the product to help tell the story
ance leading to additional mul-
inside the dispensary. VisionCareProducts.com VCPN
10/5/17 1:38 PM
PRODUCTBUZZ LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW
THINK ABOUT YOUR EYES ADDED TWO NEW PARTNERS, VFO GROUP (OPTELEC) AND COMPLIANCY GROUP, WHO JOIN THE 21 CURRENT INDUSTRY PARTNERS. L’AMY AMERICA ENTERS LICENSE AGREEMENT WITH CANALI. MARCHON EYEWEAR RENEWS LICENSE AGREEMENT WITH CALVIN KLEIN. TJ MCMENIMAN HAS JOINED COSTA AS ITS NEW VICE PRESIDENT OF MARKETING, REPORTING TO CEO HOLLY RUSH.
MAKE WAY FOR GENERATION Z To help understand the needs of young patients, Transitions has produced new marketing products that include social media graphics, countercards that detail information
VCPN VisionCareProducts.com
ProductBuzzOct.indd 21
TYPECASTING Moscot Eyewear teamed up again with fashion brand Common Projects to produce a second Common Projects x MOSCOT TYPE ONE sunglass. This high-shine, black Italian acetate style incorporates gold temple printing and comes with a leather case and chamois. Unlike the first Type One, this new model is unlimited and available in specialty retail and optical shops as well as Moscot stores. 866.MOSCOTS, Moscot.com.
on vision in childhood development and the need for regular eye exams, and the importance of protecting against UV rays and blue light. 800.848.1506, TransitionsPro.com/Kids.
HAPPY SESQUICENTENNIAL Marking the 150th anniversary of Harper’s Bazaar, Safilo Group and the magazine’s team designed three sunglasses inspired by ‘60s “space-age” looks. Harper’s Bazaar reviewed the magazine’s archives to create the limited run “First in Fashion - First in Eyewear” collection, which was designed at Safilo’s NYC global design studio and crafted by its Italian manufacturing ateliers. 800.631.1188, Safilo.com.
A GREAT 38 Barbara McReynolds and Gai Gherardi, founders and designers of l.a.Eyeworks, previewed the fall/winter 2017 collection Sept. 9 at both of their Hollywood retail locations to commemorate the company’s 38th anniversary. Commissioned artwork for the occasion was on display: the graphic “Face It!” was created by L.A.-based painter Nina Palomba. Trunk shows and special promotions ran simultaneously that day at nine retail partners throughout the U.S. and Canada. 800.348.3337, LAEyeworks.com.
BLUE LIGHT CLAIMS DEBUNKED In response to legal issues with improper blue light claims, BluTech Eyewear is hosting “Blue Light: Safe vs. Unsafe Claims,” a webinar co-sponsored by ClearVision Optical, Co. on Nov. 1 at 8pm. Host Adam Berger, MD, will help ECPs separate fact from fiction and provide two blue light programs that ECPs can implement. To register, visit https://register.gotowebinar. com/rt/8686983370587576834. 800.258.5902, BluTechLenses.com.
October 2017 21
10/6/17 12:08 PM
`
NOTEWORTHY
ALWAYS IN THE RIGHT SPOT Essilor’s next-generation progressive, Varilux X Series, allows clear vision at midrange distances…no head or eye moving needed! Today’s progressive lens wearer wants to be able to maintain sharp vision at all distances in different situations: from reading a book and using multiple devices at the same time to shifting vision between distances while driving. Enter Essilor’s Varilux X Series, the result of more than five years of research and 19 wearer studies that included more than 2,700 individuals. Engineered with the company’s Xtend Technology, which allows the wearer to see multiple distances through a single point in the lens, X Series provides crisp vision within arms’ reach without having to find “just the right spot.” According to Pete Hanlin, ABOM, director of technical marketing at Essilor of America, “The lens is an advancement over traditional progressives’ midrange zone that provide clear vision at only one distance at any given point in the channel.” Along with Xtend Technology, Varilux X includes Nanoptix Technology to reduce the “off-balance” often experienced with progressives and Synchroneyes for a more seamless transition between distances. W.A.V.E. (Wavefront Advanced Vision Enhancement) Technology 2 allows sharp vision at low light. Varilux X Series is now available as part of Essilor’s newly launched Ultimate Lens Package, which along with Crizal Sapphire 360˚ UV, Eyezen + 0 and Transitions Signature VII allows ECPs to customize the best solution to meet the needs of presbyopic patients.
E S S I L O R O F A M E R I C A • 8 0 0 . 5 4 2 . 5 6 6 8 • E S S I L O R U LT I M A T E L E N S . C O M 22 October 2017
October Noteworthy.indd 22
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Untitled-1 1
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ONE-TO-ONE “WHEN SOMEONE TRUSTS ME TO SUPPLY THEM WITH A PRODUCT, I WANT THEM TO KNOW THAT I HAVE A PERSONAL STAKE IN THEIR SATISFACTION.” -Joshua Freilich
them with a product, I want them
SAILER: How has Western Optical
engineered tools that would ease
to know that I have a personal stake
evolved over the years?
the skill gap.
to install edgers, the best part for
FREILICH: We’ve intentionally re-
SAILER: Can you give examples?
me was having a relationship with
mained small, boutique-ish and
Joshua Freilich is president of West-
the client, and it wasn’t at all unusu-
focused, whereas our competitors
FREILICH: Temple Bending pliers.
ern Optical Supply, Inc., a design, man-
al and still isn’t unusual for me to
have become mass merchandisers.
An old-time optician might scoff
ufacturing and distribution corpora-
give out my personal phone num-
Western has a loyal following of
and say, “Who would buy this
tion, with a 44-year history. Prior to
ber in case a client has a problem
clients who appreciate the quality
thing? I just use my thumbs.” Yet, a
founding Western, he worked for
over the weekend.
and knowledge that goes into
day doesn’t go by where we don’t
everything we design and manu-
sell quite a few temple benders.
in their satisfaction. When we used
Novamatic Systems and A. Lemay Corp.
Western transitioned from distributing edging equipment and supplies
into
facture. We actually get fan mail!
We encourage an open dialogue with our customers so we can engi-
manufacturing
JOHN SAILER: What’s the compa-
when we bought a company called
SAILER: What other changes have
neer solutions. Our catalog says,
ny’s background?
Optigraphics.
you seen over the years?
“If you have a need for a new style
This
company
of tool or have an eyewear adjust-
designed and produced acrylic JOSHUA FREILICH: Western Opti-
displays to boldly showcase eye-
FREILICH: The transition from
ment challenge you would like us
cal was founded in 1974 before 800
wear. This was back in an era
glass to plastic was revolutionary.
to solve, please contact Western
numbers and nationwide UPS
when a dispensing optometrist’s
There was much more you could
Optical with your comments/sug-
delivery existed. Back then, the
eyewear selection was not allowed
do with plastic in terms of size
gestions.”
supply business was localized. The
to be seen from the street.
and shape that you couldn’t do
When we exhibited at trade
with glass. That gave a big boost
shows, people would buy tools and
sales territory was as far as we were willing to drive, so we covered the
SAILER: Do you mean that an
to fashion marketing and directly
say something like, “There’s a new
entire state of California. Western
OD’s office would look exclusively
led to selling multiple pairs of
frame out that has a spring hinge
started by selling and servicing
like a medical establishment rather
eyewear. Then there was another
that we just can’t get a screw into.”
lens finishing labs. We would
than a retail establishment?
big transition when the chains
So, I designed the Spring Hinge
came along and couldn’t hire
Pliers Kit which is sold worldwide.
assemble a complete lab for an optician, optometrist or an inde-
FREILICH: Yes, but then that start-
enough properly trained opti-
We’d also hear, “There are so many
pendent wholesale lab, from vari-
ed breaking down due to econom-
cians. Training went from a two-
different shapes and sizes of hex
ous manufacturers. Then, when
ic factors. A movement was grow-
year course to six months. We
nuts and star nuts. How many
800 numbers came in and UPS
ing in Los Angeles to actively
had to start designing products
wrenches are we supposed to
began
nationwide,
market the fashion aspect of eye-
that compensated for the lack of
have?” So I designed the Universal
Western Optical Supply expanded.
wear with more innovative ways
expertise. In the early ‘70s, for
Nut Grabber. The name gives peo-
My personality drives Western’s
of merchandising. It was a radical
instance, a dispensary might have
ple a few laughs. Both tools have
business style, which means that
change and an entirely new busi-
only eight pliers and the techni-
proved to be enormously success-
when someone trusts me to supply
ness model.
cian’s thumbs. Western actively
ful products.
delivering
24 October 2017
One-To-One_Freilich.indd 24
For the full version of this One-to-One with Joshua Freilich, go to VisionCareProducts.com.
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READY-TO-WEAR & ACCESSORIES | LONGCHAMP.COM
Designed to
MAKE A DIFFERENCE Our annual Focus on a Cure Campaign has begun!
Take a picture of yourself or friends wearing Vera Bradley frames and use the hashtag #focusonacure when posting to social media.Â
#focusonacure
To date, the Vera Bradley foundation for Breast Cancer has raised over $28.1 million in contributions to support critical advancements in breast cancer research. Vera Bradley Co-founders Barbara Bradley Baekgaard and Patricia R. Miller began raising funds for breast cancer research in 1993 after the loss of their dear friend, Mary Sloan. Since then, their genuine commitment to this cause has evolved into the Vera Bradley Foundation for Breast Cancer. Together with our donors, event participants and volunteers, we hope for a future free from breast cancer.
During the month of October The McGee Group has pledged to donate $10 to the Vera Bradley Foundation for Breast Cancer, for every hashtag that is posted to Facebook and Instagram. There is no limit on the amount of times you can enter, everyone is welcome to get involved and help raise money for such a worthy cause!* *One entry per unique image. Valid October 1st-31st 2017
Purchase with a Purpose Wear pink to support the Foundation and proudly proclaim your support.
Felicity
VB_VCPN_advert_oct.indd Untitled-1 1 1
Leslie O.
Liza
Each Sunglass comes with a matching case and lens cloth
10/4/17 10/3/17 11:59 1:48 PM AM
Eyewe ar & Fa s h i o n HERE’S THE STORY... OF FIVE INDEPENDENT BRANDS THAT EACH HAVE A DISTINCT TALE TO TELL. LEARN THEIR BACKGROUNDS, SHARE THEM AND CREATE LOYAL FAN BASES. AFTER ALL, EVERYONE LOVES TO FEEL SPECIAL ABOUT WHAT THEY WEAR ON THEIR FACE. BY MICHELE SILVER
LIGHTWEIGHT Aspire Titanium by ClearVision Optical Co.
R552
Unique Details: Weighing only 13 grams, this new metal sub-collection offers high quality and durability in a hypoallergenic package. There is a patent-pending hidden rim lock mechanism that is naked to the eye and easy to use, according to Peter Friedfeld, executive vice president. “Adding metal was the next natural step to expand the Aspire brand footprint,” he said. Selling Points: Thin and light with a modern aesthetic, these titanium frames are comparable to other styles on the market but more moderate R128
in price. No worries about the cost eating away at your margins, Friedfeld said. Plus, proprietary technology is always a winner. What’s New for FW’17? Six styles for women and six for men launching in mid-November. Antique finishes, custom-fade coloration, florals and animal prints. ClearVision Optical Co. 800.645.3733 • CVOptical.com CService@CVOptical.com
JEWELRY Tura by Tura, Inc.
AMAZING
Unique Details: Dedicated to the woman who wants to wear her jewelry on her face, the Tura designers consider the frame as a whole. Integrated spring hinges and double tooled frames maintain a look so that “the inside of the temples tell the same story as the outside,” said Audrey Pavia, marketing/brand manager. Selling Points: “Consumers are looking for quality and authenticity. Many brands can offer style, but true eyewear brands can offer unparCHARMING
alleled quality since they are not bound by a licensor’s concerns or limitations,” Pavia said. “Millennials today have repeatedly said they are looking for products that are self-expressive.” What’s New for FW’17? Rope detailing, 18-karat gold plating with
SASSY
Swarowski crystals, titanium with beta titanium temples. Tura, Inc. 800.242.8872 • Tura.com • Orders@Tura.com VCPN VisionCareProducts.com
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October 2017 27
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Eyewe ar & Fa sh ion
OGI 9233
ACETATE AND COLOR Ogi Eyewear Unique Details: Interesting patterns and bright hues are created by manipulating a classic eyewear material. Techniques include skiving away portions of the acetate that allows the play of dimension and color and removing one layer from certain areas that have multiple layers. Selling Points: “We have been increasing the number of releases as it’s important to be new and current, experimenting with trending colors. It’s also paramount to offer classic colors our customers have positively responded to,” said Chelsey Wright, designer. “Our lines are not mass produced, so everything is done with care and intention.” What’s New for FW’17? Duochrome/iridescent colors; pastels; earth tones in taupe, honey and blush; crystal tones in smoke/gray, pale honey, blush
OGI 9237
and pale blue. Ogi Eyewear • 888.560.1060 • OgiEyewear.com • CSR@OgiFrames.com
BON VIVANT, LILLIAN
FEMALE FASHION FYSH UK by WestGroupe Unique Details: A combination of key fashion influences with leading European eyewear trends, this women’s collection targets the wearer who sees eyewear as an extension of their own personality and style. Laser cutting, acid etching and custom acetate lamination create intricate looks. Selling Points: Designed with deeper B measurements, proving that it’s possible to make a statement while wearing progressives. “The brand offers a range of visual tools including a video and brochure to help ECPs tell the NEW ALTERNATIVE FIT FROM EVOLUTION
TIMELESS AND VSP-FRIENDLY Evolution, Genesis, Kilter and Sunlites from Altair Unique Details: From kids to more mature wearers, these affordably
story behind the brand and connect with customers on an emotional level,” said Beverly Suliteanu, VP of product development. “In-store merchandising tools make it easier to showcase eyewear and entice customers to view, touch and feel the product.” What’s New for FW’17? Emphasis on contrasting brow lines, a mix of acetate
priced brands are covered by most vision insurance plans.
and metal in playful shapes and textures.
Selling Points: Altair provides VSP network doctors with no-cost board
WestGroupe • 855.455.0042 • WestGroupe.com • Info@WestGroupe.com
samples. “If a particular frame doesn’t sell, the doctor can easily adjust their inventory,” said Erin Allen, director of sales. “This [consignment model] frees up cash flow for doctors to invest back in their business. Because we take on the financial risk of eyewear dispensing, we’re truly committed to the success of our customers.” What’s New for FW’17? The Evolution brand is also launching alternative fit
F-3590
options. “It’s designed for those with a low nosebridge and/or high cheekbones,” Allen said. “It’s the latest example of how our proprietary collection is evolving to meet the needs of independent optometrists and their patients.” Altair Eyewear • 800.505.5557 • AltairEyewear.com
28 October 2017 Independent Brands.indd 28
F-3588
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In the ne w Safil o c ol l e c t ion , d e sig n is o n e w i t h e r g o n o m i c s a n d e l e g a n c e . E v e r y e l e m e n t i s c o n c e iv ed t o ser v e b o t h fo r m and func t ion , a e st h e t ic s an d c omfor t . O u r n e w e x c l u s i v e t i t a n i u m h i n g e – w i t h i t s d o u b l e s p r i n g m e cha nism – ca n wit hst a nd 15 y ears of imp e c c a b l e pe r for man c e . Ev e r y s i n g l e f r a m e e m b o d i e s t h e e x c e l l e n c e o f M a d e i n I t a l y e yewea r ma nufa ct ur ing , a tradition we t re asure a s sp e c ial ist s in u n p a r a l l e l e d I t a l i a n o p t i c a l d e s i g n a n d c r a f t s m a n s h i p . safilo.com
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V I S I O N
LUNETTE USA
1
ARTICLE ONE
FGX INTERNATIONAL
2
COSTA
MIRAFLEX
3
McGEE’S BADGLEY MISCHKA
E X P O
R E V I E W
KUUSOFT SOFTWARE CORP.
TIARA CLAXTON OF SAFILO USA
LASTING IMPRESSIONS Social media hits, creativity, hurricane relief efforts and lots of eye-catching product for every budget ruled the annual September show. By Michele Silver
Dr. Jill’s Optical Shoppe and
to give, so for more information, visit
reception and inducted new presi-
The official number for VEW social
Mychan Mai, Omni Eyecare, and
VisionExpoVegas.com/Relief.
dent Tiara Claxton of Safilo USA;
media impressions was nearly 12
they each received a $500 AmEx
Additionally, Daytona Beach, FL-
VSP and Marchon Eyewear hosted
million, an all-time high for an expo,
gift card. A round of applause goes
based Costa contributed 100% of
a rooftop bash at new hot spot Linq;
according to Melissa Ashley, senior
to the Vision Choice Award win-
the profits from orders placed
Marcolin’s special fête took place at
vice president of Reed Exhibitions…
ners: Lunette USA, Inc., for first
during the show to the Red Cross.
Tao Beach; Bad Habits, The Official
Congratulations to Article One for
place; FGX International, for sec-
The Costa team also rallied support
Eye Docs of Rock performed at the
“Most Creative Booth Design” and
ond place; Miraflex, for third place.
for area first responders by assem-
Hard Rock Hotel, and the money
Kuusoft Software Corp. for “Best
Showing its support for hurricanes
bling hundreds of gear packs for
raised from sales of the band’s
Use of Technology,” who both scored
Harvey and Irma relief efforts,
workers on the scene. More than
30th anniversary T-shirt went to
$1,000 in credits to use toward
Vision Expo encouraged attendees
20,000 T-shirts were sent to area
the Vision Source Foundation
sponsorship options at future Vision
to contribute to the Optometry’s
shelters for those in need of basic
which supports private practices
Expo shows. The winning attendees
Fund for Disaster Relief (OFDR), a
supplies…Shifting gears to cele-
that suffer a tragic loss to their
who voted were Paul Becker,
program of Optometry Cares – The
brations, the OWA commemorated
business. See everyone next at the
Associated Eye Care; Jenny Besaw,
AOA Foundation. It’s never too late
its 20th anniversary with a cocktail
the 2018 NYC show!
30 October 2017
E&F Expo Review_Oct17.indd 30
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WWW.TURA.COM | 1 . 800 . 242 . 8872
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Salt of the Earth The self-described anti-glamour brand from the West Coast, SALT Optics derives its frame concepts expressly from nature. By Rona Gindin
The design team looks at photo-
flect the slimmer profiles current-
The natural beauty of Southern
graphs of natural wonders, then lo-
ly on trend: thinner on the
California mountains, forests and
cates matching acetates to recreate
front, top and along the tem-
oceans actually forms the acronym
the palette. SALT’s new Fran style
ples. “The frames are more
for 11-year-old eyewear company
has a tropical flower option, and
minimalistic with softened,
SALT; it stands for Sea, Air, Land,
its vivid hues are based on tropical
contemporary lines and ex-
Timeless [the timeless connection
flowers in places such as Hawaii.
tended endpieces for a more
among the three elements]. “We’re
“The sandy sea green version of
not the Hollywood glamour glitz
that same frame draws its greens,
brand, we’re more about participat-
pinks and browns from the back
ing colors and marble patterns,
ing in our environment,” explained
of a mountainscape,” Rose said.
and we focused on organic and
David Rose, design director.
To draw the connection on its
earthtones, giving a little more
website, SALT shows the original
depth, especially to our tradi-
images together with the frames.
tional tortoise patterns,” he said.
After that, the focus shifts from
The Nigel’s palette was inspired
design to craft.
modern look,” Rose noted. “We
emphasized
contrast-
Fufkin
Nigel
by black rocks found on the
SALT hires third-genera-
beach. Just as “the blue tones
tion Japanese artisans to man-
pull through” along the shore,
ufacture both its ophthalmic
they create subtle marbling in
and sunglass collections. SALT
the frame.
frames go through a 136-step
The polarized Fufkin aviator
process that includes tumbling
uses Japanese titanium and beta-
acetate frames for up to 72 hours
titanium on the chassis “so the
to soften the corners and edges
strength goes into the frame front,”
and using glass beads for matting
Rose said, highlighting another
to provide a satiny finish.
example of harnessing nature for
The FW’17 SALT collec-
Fran
Fran
Fufkin
earth-friendly fashion.
tion features 18 fresh styles. Many of them are updates of popu-
Rona Gindin writes about eyecare, business, hospitality
lar models that have
and lifestyle issues from
been reworked to re-
Orlando, FL.
SALT Optics 888.702.7258 • SALTOptics.com 32 October 2017
Salt.indd 32
Nigel
Fran
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Eyewe ar &Fash ion C los eup
XL 2104
XL 2105
XL 2106
XL 2107
XL 2108
XL 2092
Perfect Harmony XL 2093
XL 2094
CHARMANT LINE ART INTERPRETS MELODIES, DUETS AND EVEN SHEET MUSIC INTO WEARABLE MASTERPIECES. By Joy L. Gibb, ABOC
and XL2108 (available in navy,
design, brought together in spots
lines are accented by two jewels
In the fine arts, new creations are
rose gold and white), which fea-
with a colored accent embellish-
placed precisely on the temple
formed from intertwining one
ture oversized shapes and are both
ment. The temple features both
to create subtle movement and
type of art with another. Char-
women’s rimless pressure mount
movement and dimension with
dimension. Two models, XL2092
mant takes cues from the spirit of
designs. The four undulating Ex-
nuances of colors and contrasts.
and XL2093, have titanium front
music in its Line Art collection.
cellence Titan strings resemble the
In terms of frame shape, the
pieces with Excellence Titanium temples. The XL2094 has a slight-
Each frame is unique and so-
stave on sheet music and move and
XL2104 features an updated soft
phisticated in design while also
flow with each line, some rising
square while the XL2105 and
ly bolder profile without compro-
offering an incredibly lightweight
and falling like a beautiful melody.
XL2106 offer round styles.
mising weight by using TR90 for
and flexible option for the wearer.
The strings are accentuated by six
Drawing upon the delicacy of
There are several different temple
brilliantly cut Swarovski stones,
an a cappella duet, the Duo tem-
designs (Canon, Sonata and Duo),
adding a rich dimension.
ple offers understated elegance
the front, also with Excellence Titanium temples.
each attached to a different rim-
The Sonata temple, which
and speaks to a minimalist trend
Joy L. Gibb, ABOC, is the
less lens mount or full frame front.
comes in two pressure-mount
and contemporary femininity.
lead optician at Daynes Eye
The simplicity of two parallel
and Lasik in Bountiful, UT.
The Canon temple is on display
styles, blends two elegantly col-
for models XL2107 (available in
ored lines that dip in harmony
black, gold/white and red/white)
with each other creating an open
34 October 2017
Charmant_Line Art Closeup.indd 34
Charmant USA • 973-867-2481 • charmant .com/us VisionCareProducts.com VCPN
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2 4 k t G O L D & C u s t o m AC E TAT E S Now Available in SUNGLASSES Powered by Coppertone
Toll Free: 844.771.7710 Untitled-1 1
®
POLARIZED LENSES
sales@inspecsusa.com 10/6/17 1:31 PM
Eyewe ar &Fash ion Fra m eFront
Fysh 3588, WestGroupe 855.455.0042 • WestGroupe.com Info@WestGroupe.com
Savile Row, Drury, Inspecs USA, 727.771.7710 InspecsUSA.com Sales@InspecsUSA.com
9240, Ogi Eyewear 888.560.1060 • OgiEyewear.com CSR@OgiFrames.com
Anne Klein, AK 50635, Altair Eyewear 800.505.5557 • AltairEyewear.com
Pugtooth, l.a.Eyeworks 800.348.3337 • laEyeworks.com
RICH BROWNS, PRETTY BURGUNDY AND THE GREEN LEFT ON FALLING LEAVES CREATE A PICTURESQUE SCENE AS SUNLIGHT HOURS WANE. 36 October 2017
Frame Front_Foliage.indd 36
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17-105 @2017 Caleres, Inc. Via Spiga is the registered trademark of Caleres, Inc.
VISION EXPO WEST ZYLOWARE BOOTH 18031 FRAME STYLE DULCINA
ZYLO_VS_VCPN.indd Untitled-1 1 1
ZYLOWARE EYEWEAR 1.800.765.3700 WWW.ZYLOWARE.COM #WEAREZYLOWARE
8/16/17 1:27 8/24/17 3:21 PM
LE MONDE VIVANT INSPIRED BY “THE LIVING WORLD,” THE CURRENT LOOK OF KOALI BY MOREL IS ALL ABOUT FEMININE SHAPES AND SOPHISTICATED COLOR.
By Michele Silver
that reflects the delicate flower
A flowering Hawaiian plant known
from the lily family in numerous
as Koali was the perfect name for
shapes and colors; there is a total
Morel’s
collec-
of six models that feature slim, ex-
tion that launched in 2001. It was
clusive handmade acetate in trans-
characterized by bold and elabo-
parent hues and aminiaturized,
rate temple treatments that told a
micro-fused flex-hinge to subtly
story about the look of dragonflies’
evoke the “K.”
nature-inspired
wings or the intertwining vines of
The FW’17 Fuchsia 3 (another
ivy. While the Koali brand is still
follow-up release) features com-
driven by le monde vivant (the liv-
bination fronts with exclusively
ing world), the “designs have been
designed handmade acetate and
altered to adapt to the changing
a stainless steel top bar for a light
needs of the market,” according to
and airy look; Fuchsia is a pivotal
CEO Tom Castiglione. “The brand
moment within the Koali brand
continues to be steeped in the be-
because the collection had been
lief that eyewear is a work of art,
moving away from such a literal in-
reflecting the spirit and beauty of
terpretation of nature.
things around us.”
Patients who purchase a Koali
For the FW’17 collection, three
frame can feel special that the ma-
concepts have been launched: Leaf,
terial used is truly unique to the
Lilium and Fuchsia. Leaf, which
collection, which is a major selling
launched in April, takes inspira-
point that Castiglione stresses for
tion from the way the sun shines
ECPs conveying this story: “The use
through layers of foliage and fea-
of exclusive acetate enhances the
tures lace-like stainless steel that
story of artistry and creativity offer-
highlights the wearer’s eyes.
ing the wearer a unique experience.
Lilium 2 is a follow-up release
This is the very essence of Koali.”
Morel 800.526.8838 • Morel-France.com • Sales@Morel-EyewearUSA.com
Koali Panorama.indd 38
10/5/17 2:18 PM
PANORAMA
LILIUM 1 8302K
FUCHSIA 3 20012K
LILIUM 2 20016K
LEAF 20002K
FUCHSIA 3 20009K FUCHSIA 2 20007K
FUCHSIA 1 8293K
LEAF 20005K
September 2017 39
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10/5/17 2:18 PM
Eyewe ar &Fash ion N EW
LAUNCH
TRAINER S
LEGEND S
LEGEND S TRAINER S
MARCHON, NIKE YOUNG ATHLETES, Trainer S, Legend S �Durable nylon frames equipped with a ventilated, self-adjusting nosebridge offer a custom fit in these two sun models, Trainer S and Legend S. Nike MAX optics provides clarity from all angles, and high tension hinges are incorporated in the sport wrap, 8-base frame. Color options include aurora green/neptune green, white/cool gray and matte black/white. Legend models all come with mirrored lenses, while Trainer S is offered in both mirrored and one dark gray lens. 800.645.1300,Marchon.com; NikeVision.com.
40 October 2017
Oct17_NEW.indd 40
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TEKĀ EYEWEAR, WOOD AND HORN, TK165 CLEARVISION OPTICAL, CO.,
Two vintage-inspired,
DE RIGO REM,
NEUBAU EYEWEAR,
STEVE MADDEN, PATCHEDD
handmade models combine
CONVERSE, Q112
REBECCA
Temple tips resemble foot-
sleek metals with buffalo
A sleek, updated version of
ALTERNATIVE &
Three ophthalmics—Rebecca,
wear on four women’s and
horn, mahogany and bocote
the classic aviator, the Q112
PLAN “B” EYEWEAR, VUE,
Pierre and Thomas—are con-
two men’s styles: ballerina
wood. Style TK165 features
limited edition in gold fea-
GLOBAL FIT, V952
structed from the sustain-
slippers for women and
detailed engravings on both
tures spring hinges with ad-
Six models are designed to
able polymer naturalPX, giv-
zipper hardware for men.
the bridge and temple.
justable rounded temple tips
fit those with low-profile
ing frames a lightweight feel.
Custom lamination on the
877.Teka.Eye,
finished with the signature
bridges without the addition
Each style comes in four rich
Patchedd men’s model
TekaEyewear.com.
Converse patch. Racing lines
of nosepads. Acetate frames
colors for fall such as iced
incorporates three colors on
on the temples resemble the
come in colors such as
coffee tortoise, basil matte,
the brow, rim and corners
classic Chuck Taylor sneaker.
black and tortoise or black/
caramel tortoise and black
to create a tri-color fade.
800.423.3023, DeRigo.US.
crystal and brown/crystal.
coal matte. 800.223.0180,
800.645.3733,
888.399.7742,
neubau-eyewear.com
CVOptical.com.
AlternativeEyes.com
VCPN VisionCareProducts.com
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10/5/17 2:20 PM
Eyewe ar &Fash ion N EW
LAUNCH
CYS01
RR01
Gร TTI SWITZERLAND, PERSPECTIVE COLLECTION This minimalist unisex rimless collection includes 11 shapes, each available in three sizes for more than 30 ophthalmic styles. Gรถtti used 3D printing to affix the lenses to frames, which are constructed without glue, screws or soldering. Swedish Sandvik stainless steel offers lightweight flexibility, and the frames come in gold, black and silver that can be mixed for a total of nine different color combinations. 407.415.0778, Gotti.ch.
42 October 2017
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Eyewe ar &Fash ion N EW
SAFILO GROUP,
BLACKFIN, SLOT BF801
SUSTAINABLE KIDS, SA 0003
LIMITED EDITION
MODERN OPTICAL, MODZ
Models made from bio-based
Relaunched as a numbered
COLLECTION, MEDFORD
polymer material come
limited edition of 499 pieces,
NOUVEAU EYEWEAR,
TRINA TURK, BRITTE
Four unisex models are
with adjustable, elasticized
this model is now available
PAW PATROL, PL02
Ophthalmic models feature
crafted of either handmade
nylon straps that snap onto
in three color combinations:
Made for little fans of the
uplifted, feminine shapes
acetate or TR90 material with
temples for better comfort
opaque mocha/yellow ochre,
hit Nickelodeon show, these
such as cat eye and rectan-
features such as rubberized
and fit. Colorful rectangle,
midnight black/anthracite
“ruff” frames in TR90 ma-
gle. Dual-laminated acetates
temple tips, stainless steel
square and oval frames have
gray and opaque black/
terial with 180˚ hinges are
on Britt incorporate brushed
temples and spring hinges.
soft silicone tips that allow
air-force blue. The round
super durable. Three models
gold metal and turquoise
Color choices include black
even weight distribution
titanium front has no joints
are offered in blue, gray, pur-
stones on temples while Dyan
matte and navy matte
to accommodate heavier
or screws with a distinctive
ple and pink. 800.292.4342,
has swirled acetate on inner
and combinations such as
lenses. 800.631.1188,
slot on the bottom rim.
NouveauEyewear.com.
temples and a gold circle and
tortoise matte/black/gray.
Safilo.com.
THE MCGEE GROUP,
877.889.0399,
enamel inlay on the hinges.
800.323.2409,
VillaEyewear.com;
800.966.2020,
ModernOptical.com.
Blackfin.EU
McGeeGroup.com.
44 October 2017
Oct17_NEW.indd 44
VisionCareProducts.com VCPN
10/5/17 2:21 PM
ABO LEVEL I
SUN, SPORT AND SAFETY EYEWEAR By Joy L. Gibb, ABOC APPROVAL: ABO Approved for 1 Hour COURSE: STFVM001-1 Technical Level 1 ISSUE DATE: October 1, 2017 EXPIRATION DATE: October 1, 2018 COURSE DESCRIPTION: In addition to improving patients’ vision, eyecare professionals prescribe eyewear to protect ocular health as well. UV-protective sunwear, lenses that filter blue light and safety eyewear can protect patients’ eyes from the sun, damaging portions of the spectrum emitted by digital device screens, and risky activities such as participating in sports, working in certain industrial environments and even some home-based activities. This course will provide the background necessary to learn what these sources of potential harm are and how to protect against them
COURTESY OF BOLLÉ
using various types of specialty eyewear.
VCPN VisionCareProducts.com
SportSunSafety CE_Oct17.indd 45
October 2017 45
10/4/17 12:39 PM
FREE CE SPORT+VISION
E
yecare professionals every-
at one end of the spectrum and
in the 400nm range, in-
where agree that offering
the blue light portions at the
cluding the blue, indigo
the best product solutions pos-
other end of the spectrum have
and violet portions of
sible to our patients is part of
their own unique set of dangers
the spectrum. Research
our professional responsibility
and problems that can be ad-
has found that these
and a moral obligation. Statis-
dressed to improve visual acuity
wavelengths in partic-
tics and studies can show us that
and overall eye health.
ular can do irreversible
There are three different types
damage to the retina, in-
can not only improve patients’
of UV radiation UVA, UVB and
creasing the chances of
vision and lifestyle, but they can
UVC, which range in length
macular
also protect their ocular health
from 400nm to 100nm. UVC
which can rob patients
on both a long- and short-term
rays are the shortest and have
of their central vision
basis.
the most energy, potentially
and leaving them with
COURTESY OF INSPECS
the eyeglasses we recommend
degeneration,
Unfortunately there are times
causing the most harm, but they
in our practices when we face
are blocked by the ozone layer of
obstacles in recommending, or
the atmosphere. UVB and UVA
even discussing, the importance
rays harm skin cells and can do
and value of sun, sport and safe-
irreversible damage from both
There are also conditions that
glass lens the more UV protec-
ty eyewear. A better understand-
short- and long-term exposure.
can occur from strong amounts
tion they are receiving. This is
ing of products, information to
We’ve heard that wrinkles and
of UV exposure in a short period
not only untrue, but wearing a
educate the patient and ways to
the premature aging of the skin
of time. Strong doses can cause a
dark lens without UV protection
market these products can help
can be caused by UV exposure,
sunburn to the front of the eye,
could actually do more harm.
every team member in your
but what are some of the specif-
or photokeratitis. This condition
Behind a dark tinted lens the
office gain confidence in their
ic effects that UV exposure can
can range from being mildly ir-
pupil will naturally dilate, allow-
commitment to present appro-
have on the eyes?
ritating to being very painful.
ing more light and UV radiation
only peripheral vision. Some patients may have the misconception that the darker a sun-
Cumulative UV exposure can
When it’s severe enough it can
through the pupil to do damage.
cause the normally clear lens of
even cause temporary vision loss.
UV protection is a lens treat-
START WITH THE
the eye to become clouded, caus-
Some patients may find them-
ment feature that is independent
SPECTRUM
ing difficulty with vision, making
selves in activities where they are
of the color. While UV protec-
An understanding of the elec-
it a bit like looking through a
not only exposed to typical UV
tion is not related to the color of
tromagnetic light spectrum is
fogged-up window. Other condi-
radiation from the sun, but the
the lenses, most HEV radiation
helpful when educating yourself
tions associated with cumulative
radiation can also be intensified
can be blocked by certain lens
and your patients about the need
UV exposure can include vari-
when it reflects off of water (up
colors, including bronze, copper
for sunglasses. The spectrum is
ous forms of skin cancer on and
to 100% UV reflection) or snow
or reddish-brown.
made of varying wavelengths
around the eyelids and on the
(up to 85% UV reflection). These
The Vision Council’s Spare Your
of light and color that are mea-
thinner tissue around the eyes, as
are the conditions in which you
Sight: Using Shades for Protection
sured in nanometers and consist
well as growths on the eye itself
will find more severe cases of
and Style 2016 UV Protection Re-
of the colors red, orange, yellow,
in the form of pingueculae and
photokeratitis.
port showcases the passive rela-
green, blue, indigo and violet.
pterygiums. Both are growths of
The longest wavelengths are red and measure 620nm to 750nm,
priate solutions.
In addition to UV radiation,
tionship that Americans have with
pink, fleshy tissue on the con-
those who spend time in the sun
their UV protective eyewear. In a
junctiva with pingueculae staying
should also be aware of high-en-
recent VisionWatch survey, more
and the shortest wavelengths are
in one area, while pterygiums
ergy
also
than one-third of adults have ex-
those in the blue end of the spec-
tend to spread and grow toward
known as HEV and blue light.
perienced symptoms due to pro-
trum and run 495nm to380nm.
the pupil area, which could even-
High energy visible blue light
longed UV exposure, such as eye
Both the ultra-violet (UV) rays
tually interfere with vision.
is comprised of the wavelengths
irritation (16%), trouble seeing
46 October 2017 SportSunSafety CE_Oct17.indd 46
visible
radiation,
VisionCareProducts.com VCPN
10/4/17 12:39 PM
(14%) and red or swollen eyes
the patient to bring their glasses
When it comes time to select
you may see and hear the term
(7%). The study also showed that
and sunglasses to their appoint-
sunwear, eyecare professionals
visible light transmission (VLT).
consumer’s priorities in select-
ment when you make a remind-
should ask questions that will
VLT is measured as a percentage
ing shades appear to be skewed.
er call. Ask to neutralize all their
help them recommend appro-
and is affected by the color and
Americans place comfort (65%)
glasses, including sunglasses,
priate product solutions. These
thickness of a lens, the material
and affordability (54%) before UV
during the pre-exam, and ask
questions can include asking
they are made of and any other
protection (44%). One final statis-
if they wear sunglasses during
what types of activities they par-
coatings they may have. Many
tic to consider from the study is
their outdoor activities.
ticipate in when outdoors and
manufacturers of non-prescrip-
that 75% of Americans are con-
During the exam, doctors
if they or any family members
tive sunwear share the VLT of
cerned about UV eye exposure,
have an opportunity to explain
have a history of eye-related
their lenses in their product
but only 31% wear sunglasses ev-
the benefits of UV and HEV
health problems such as macu-
information. A general rule of
ery time they go outside.
protection and the potential vi-
lar degeneration. The product
thumb is 0-19% VLT is ideal
sion and health risks that could
needs of a gardener will be dif-
for bright, sunny conditions,
EXPLAIN SUNWEAR’S
potentially occur as a result of
ferent than the product needs of
and 20-40% VLT indicates that
IMPORTANCE
not wearing sunglasses, not only
a hunter or than that of a spec-
the lens is good for all-purpose
So how can eyecare profession-
on bright sunny days but also on
tator who watches her grand-
use. If you are recommending a
als use this information to better
overcast days when UV radia-
children play soccer on Saturday
lens for use in overcast and low-
help their patients understand
tion is still present. Some doc-
mornings. The answers to these
light conditions you may wish to
the importance of sunwear and
tors choose to write a separate
types of questions will help eye-
choose something with a 40+%
how to choose the best frame
prescription specifically for sun-
care professionals select proper
VLT and a lens with 80-90+%
and lens designs? Perhaps the
glasses as a way to reinforce the
frame materials and designs,
VLT, which typically indicates a
first step we can take is making
importance of the purchase, and
lens materials and designs, and
virtually clear lens for very dim
sure we discuss why sunwear is
some practices choose to offer
lens color.
and night conditions.
important with every patient
a discount when sunglasses are
during as many touch points as
purchased in addition to a pri-
VISIBLE LIGHT
great deal of glare during their
we can when they are in our of-
mary ophthalmic pair of glasses
TRANSMISSION
daily activities. Light waves are
fice. It can be as simple as asking
during a specified time period.
When working with sun lenses
emitted and travel in a wide va-
COURTESY OF WILEY X EYEWEAR
Some patients experience a
VCPN VisionCareProducts.com
SportSunSafety CE_Oct17.indd 47
October 2017 47
10/4/17 12:39 PM
FREE CE SPORT+VISION
riety of directions. When those
while wearing polarized lenses.
light intensities and conditions
tive (AR) treatment. When a
light waves are reflected off sur-
Caution should also be exercised
with the lenses getting darker
lens is darkened it can act like
faces, such as water, backs of cars,
when working with those who
in full sunlight and lighter in
a mirror catching the reflection
or highly angled and polished
drive motorcycles or use helmets
conditions when not as much
of the wearer’s eye or moving
dashboards, they become more
with polycarbonate face shields
light is present. These types of
objects behind the wearer such
concentrated and create what
because the material’s chromatic
lenses are excellent for patients
as cars or people. Sometimes
is often referred to as blinding
aberrations can be accentuated
who may spend time outside in
these backside reflections can
glare. Polarized lenses contain a
and cause blind spots or exag-
the earlier morning hours as the
be more than just an annoyance
filter that aligns dichroic crystals
gerated checkerboard patterns.
sun rises and intensifies as the
but a safety hazard. If the patient
(think of a metal chain) in such
You will also want to remind
day progresses. Another practi-
becomes too aware of the reflec-
a way that it will not allow light
patients that some of their LCD
cal use would be for those who
tions going on in the back of the
traveling in a certain direction to
readouts and digital devices may
hike or mountain bike and may
lens, they could miss activities
penetrate through the lens and
be not only difficult to read but
find themselves moving from
going on in front of them. A
create glare.
disappear altogether when hori-
areas that have heavy foliage or
backside AR treatment should
zontal light is eliminated by the
rock overhangs into other ar-
always be offered when making
LENS TREATMENTS
polarized filter. Not only will po-
eas where nothing obscures the
prescription sunwear to enhance
Polarized lenses are an excellent
larized lenses reduce glare, but
sun. This dark to darker lens is
the function and features of the
choice for patients who spend
they will also improve contrast
an excellent choice for the busy
prescription and lens.
time on the water or snow and
and enhance color, making it a
and active patient who wants the
Mirrors or flash mirrors can
also for those who drive. It is
desirable and comfortable lens
ability to change the VLT with-
also be an option for patients
always wise to discuss with the
to wear.
out having to change glasses.
who struggle with glare and
patient the possibility that they
Another lens treatment op-
Another lens treatment that
light sensitivity that can be more
may see a checkerboard pattern
tion in sunwear is a photochro-
can enhance not only the per-
pronounced due to medical con-
on their back windshields or
mic lens. Photochromic lenses
formance of the lens but also
ditions or medications. These
on windshields that have a tint
automatically adjust to changing
vision is a backside anti-reflec-
treatments reduce glare by reflecting much of the light that hits the lens surface. Mirrored treatments can make objects appear darker than they are, so lighter tints are often used to compensate for this. CHOOSING A LENS COLOR Because lens color is a very personal choice and preference, it is always recommended to have tint samples in your office for the patient to look through and even walk outside with the tint sample for a test drive. A few COURTESY OF INSPECS
48 October 2017 SportSunSafety CE_Oct17.indd 48
things to consider when making lens color recommendations are what activities and conditions the wearer will be using them in. Dark tints and hues are ideal for VisionCareProducts.com VCPN
10/4/17 12:40 PM
everyday use and most outdoor activities, and they are intended primarily to reduce eyestrain in moderate to bright conditions. The dark colors typically include brown, gray and green. Gray and green lenses are less likely to distort colors, while brown lenses may cause minor color distortion such as intensifying green tones and making changing autumn leaves look more vibrant. Lighter tints and hues are better choices for sun lenses being used in moderate to low level light COURTESY OF SPY
conditions. Colors such as amber, rose and vermillion are often preferred colors for those who participate in snow sports such as skiing or snowmobiling because
portant component in sunwear
bris, consider recommending a
steel is also lightweight with
they can enhance the contrast in
selection.
resistance
frame with a slight wrap that sits
hypoallergenic qualities. Keep
tricky, flat-light conditions. Yel-
should always be a priority when
closer to the face. There are also
in mind that a metal frame can
low lenses are an excellent choice
recommending and creating sun
sunglass frames that feature soft
be less obtrusive to the wearer’s
for hunters or shooters looking to
lenses. Materials such as poly-
foam padding that hug snuggly
field of vision due to its thinner
have their surroundings appear
carbonate, Trivex and NXT meet
yet comfortably around the or-
profile, however, it can also bend
brighter and who want sharp-
standards of impact resistance
bital area to block any wind or
more easily and may not be a
ened contrast and improved vis-
that will protect the patient’s vi-
debris from entering the wearer’s
suitable choice for high-impact
ibility of objects.
sion in case of an unfortunate ac-
eye. Frames without nosepads
activities.
Impact
There are many sports and ac-
cident. Even if patients say they
will sit more closely to the brow
Nylon is another common
tivities that can be enhanced based
will only be using their sunwear
line, allowing less light and UV
sunglass frame material and
on the lens color of the wearer.
for driving, the potential damage
radiation from entering the top
features characteristics of being
Again, wearer’s will vary in their
that could occur should an acci-
of the frame, while a frame with
very lightweight as well as more
color preferences based on their
dent happen and an airbag de-
nosepads will tend to sit further
impact resistant than other ma-
personal opinions, but all eyecare
ploys toward the face should be
out, allowing more light and UV
terials. Unless a nylon frame
professionals should be able to ac-
considered. The aforementioned
radiation to penetrate the eye
has an internal, adjustable wire
quire from their labs or sun lens
lens materials also include UV
and surrounding tissue.
core, they can be very difficult
manufacturers some specific sport
protection as part of their fea-
There are several frame mate-
to adjust and typically require
and lifestyle color recommenda-
tures, which should be presented
rials available, and some of the
very high heat to make the ma-
tions to use as a starting point to
as an important benefit during
most common include metal,
terial pliable. Acetate is one of
aid in the tint color conversation
the sunwear sale.
nylon and acetate. Metal frames
the most commonly used frame
Frame design and materials
can come in stainless steel and
materials in the industry. While
should also be considered in the
titanium to name a few. Titani-
there are numerous color possi-
LENS AND FRAME
sunwear selection process. For
um is the lightest of the metals,
bilities in acetate, they are less
MATERIALS
patients who may be exposed
is hypoallergenic and holds up
flexible and are not intended for
Lens materials are a very im-
to elements such as wind or de-
well to perspiration.
high activity lifestyles.
with their patients.
VCPN VisionCareProducts.com
SportSunSafety CE_Oct17.indd 49
Stainless
October 2017 49
10/4/17 12:40 PM
FREE CE SPORT+VISION
EYE INJURIES ARE
injuries can range from corne-
als help patients who participate
purchase it in a few months or
COMMON
al abrasions and bruising of the
in sports have a better under-
when their sports season comes
According to the Tri-Service
lids to internal eye injuries such
standing of the importance of
around. Write up the order, take
Vision Conservation and Read-
as internal bleeding or retinal
sports protective eyewear? The
all measurements and then tell
iness Program, there are more
detachments. Of the 1.6 to 2.4
first step might just be getting
the patient you will contact them
than 600,000 eye injuries relat-
million Americans who sus-
them to think about their life-
in a pre-determined amount of
ed to sports each year, with ap-
tain eye injuries each year, an
styles and to raise awareness
time to verify placing the order.
proximately one-third of these
estimated 40,000 will be legally
for the need of protecting their
You may also want to implement
injuries occurring in children.
blinded in the injured eye.
vision during activities. Do you
some type of multiple pair dis-
Only 15% of children reported
It is interesting to note that
have literature or signage in the
count or offer payment options
wearing eye protection “always”
many state and sports organiza-
waiting room that promotes
to make the total amount more
or “most of the time” when par-
tions will have requirements for
sports eyewear safety? During
manageable.
ticipating in sports, hobbies or
shin guards or mouth guards in
the pre-exam, ask questions
There is also a need to educate
other activities that could cause
place but not for sports protec-
about what sports and activities
the patient about the difference
eye injuries, yet the majority of
tive eyewear. Parents will make
the patient participates in, and
between everyday fashion eye-
eye injuries that occur in school-
sure to equip their children with
then follow up the answers with
wear and sport-specific protec-
aged children are sports related.
elbow and knee pads or spend
a very simple question such as
tive eyewear. Help them under-
According to the U.S. Con-
large sums of money outfitting
“Do you wear eye protection?”
stand that the lens in regular
sumer Products Safety Com-
their kids with the most popular
or “How are you protecting your
eyeglasses could easily pop out
mission, an emergency room in
shoes and arm sleeves to mimic
eyes while you play?”
and cut or puncture the eye, that
the U.S. treats a sports-related
their favorite all-stars but give
As part of the examination,
fashion eyewear frames are not
eye injury every 13 minutes, and
little to no thought about pro-
doctors should ask patients
designed to withstand the rig-
it’s also estimated that sports-re-
tecting their children’s vision.
about their physical activity and
ors of sports activities, and that
explain what injuries could pos-
a broken piece of eyewear could
lated eye injuries in the U.S. PREVENTING EYE
sibly occur from a lack of wear-
also injure the eye and ocular
physician visits per year at a cost
INJURIES
ing sports eyewear. Explain that
area of the face.
of more than $175 million. Eye
So how can eyecare profession-
any activity that uses a ball or
All sports protective eyewear
racket, involves rough
should meet the impact stan-
contact with other
dards of the American Standards
players or requires
for Testing Materials (ASTM)
moving at high speed
that test the strength of the frame
should be using some
and the strength and clarity of
form of eye protec-
the lenses. There are very specif-
tion. The inventory in
ic tests used for specific sports to
the dispensary should
ensure that the frame and lenses
also feature sport eye-
will withstand the rigors of spe-
wear so patients know
cific sports-related activities and
they have the option
keep wearers safe and their vi-
of buying them from
sion uncompromised. One such
you.
test is the High Velocity Impact
COURTESY OF HILCO VISION
account for more than 100,000
50 October 2017 SportSunSafety CE_Oct17.indd 50
They may not see
Resistance Test in which the eye-
it as a necessary pur-
wear must withstand projectiles
chase
sized from 40mm to 65.1mm
during
their
first visit, so plant the seed that they can
fired at a rate of 90 mph. Making sure the frame fits well VisionCareProducts.com VCPN
10/4/17 12:40 PM
is another aspect that should be
and other hazardous chemicals,
considered
cooking foods that can splatter hot oil and grease, mowing the
frames come with a soft foam
lawn, using a power trimmer or
padding on the inside of the
edger, clipping hedges and bush-
frame to help not only comfort
es, using power or hand tools,
but to also keep stray fingers or
tasks that produce fragments,
debris from entering the orbital
dust particles or other eye irri-
area. This padding also helps ab-
tants, changing automotive flu-
sorb the impact of stray racquets
ids, and securing equipment or
when
COURTESY OF CLEARVISION OPTICAL, CO.
dispensing
sports safety eyewear. Many
or balls. Many sports eyewear will also have a strap to help secure the eyewear and make sure it doesn’t move or come off during activities. You will also want to ask your patient if they are planning to wear a helmet
loads with bungee cords. It has been estimated that wearing
protective
eyewear
when participating in these types of activities in and around the home can reduce a person’s risk for eye injury by 90%. That
during their activities and have
a treatment to the lenses, such as
for their job make sure to veri-
is why the American Academy
them bring the helmet into the
photochromics, to enhance per-
fy if they are in need of dress or
of Ophthalmology recommends
dispensary and try on the eye-
formance. A soccer goalie who is
industrial safety eyewear. If un-
that consumers keep at least one
wear with their equipment. For
defending the goal while facing a
sure, have the patient verify with
pair of protective eyewear on
example, if your patient is a
setting sun will find added bene-
the company’s human resources
hand in the home and that they
catcher on the baseball team you
fit in the ability to see well with-
department or the person who
are worn during projects and ac-
may want to encourage them to
out the distractions of a blinding
is responsible for overseeing
tivities that may present risk of
not only try the sports eyewear
sun and added glare.
OSHA compliance.
injury.
on with their mask but also
Just as education is the key for
Eyecare professionals always
mimic their reactions to taking
sports eyewear, education is also
HOME-BASED
want what is best for their pa-
their mask off while trying to
the key to helping patients un-
PROTECTION
tients, including protecting their
spot a pop fly ball at home plate
derstand the importance of pro-
To help your patients determine
vision. Many irreversible eye
to ensure the eyewear is securely
tecting their vision around the
if their activities within the
conditions can be avoided by
fitted and won’t go flying off with
house or on the job. According
home merit eye protection, ask
simply wearing the appropriate
the mask.
to Prevent Blindness, each year
them to consider if it will involve
sun, sport and safety eyewear. It’s
Many of today’s sports eyewear
more than 700,000 Americans
the use of hazardous chemicals
understandable that it takes time
frames are made from a high-im-
injure their eyes at work and an-
or other substances that could
to educate and discuss with pa-
pact nylon material that not
other 125,000 injure their eyes at
damage the eye upon contact;
tients their risks and how to avoid
only provides durability but also
home. Most protective eyewear
flying debris or other small par-
them, but spending an extra few
lightweight comfort. Nylon also
for use in the home falls under
ticles that could affect both the
seconds asking simple and direct
comes in several color options so
American National Standards
participant and bystanders; and
questions can mean avoiding
wearers can match their eyewear
Institute (ANSI) Z87.1 safety
projectiles or objects that could
some vision loss consequences.
to their uniform or the colors of
standards.
fly into the eyes unexpectedly.
When the professional is mo-
their favorite team. Lenses should be made from
Eye protection needed at
Some of the most common ac-
tivated to do what is in the best
work is determined by the Oc-
tivities in and around the house
interest of the patient everyone
polycarbonate materials because
cupational Safety and Health
pose a risk to eye safety, including
benefits. How many patients will
it provides the highest level of im-
Administration (OSHA). When
cleaning with common house-
you talk with about sun, sport
pact protection. You can also add
patients ask for safety glasses
hold cleaners that include bleach
and safety eyewear this week?
VCPN VisionCareProducts.com
SportSunSafety CE_Oct17.indd 51
October 2017 51
10/4/17 12:40 PM
FREE CE SPORT+VISION
CE SELF-ASSESSMENT TEST Please fill out the answer sheet. Respondents with a passing score will receive one (1) hour of CE credit. Those seeking ABO credit need a passing score of 80 and must answer all 20 questions. The test is valid through March 3, 2022. 1) Which wavelengths of light are the longest? a. green b. blue c. yellow d. red 2) How many different types of UV radiation are there? a. one b. two c. three d. four 3) Which UV rays are the shortest and have the most energy? a. UVD b. UVC c. UVB d. UVA 4) What are growths of pink, fleshy tissue on the conjunctiva that spread and grow toward the pupil? a. cataracts b. pterygiums c. pingueculae d. chalazions 5)
What percent of UV does snow reflect? a. up to 35% b. up to 63% c. up to 85% d. up to 100%
6) Which condition can leave a patient without central vision? a. cataracts b. pterygiums c. diabetic retinopathy d. macular degeneration 7) Bronze, copper or reddish-brown lenses are best at blocking what? a. HEV radiation b. UV radiation c. long wavelengths of light d. blinding glare
8) A VisionWatch survey found that this is most important to Americans when buying sunglasses: a. affordability b. UV protection c. comfort d. brand 9) What percentage of Americans wear sunglasses every time they go outside? a. 20% b. 31% c. 43% d. 75% 10) What percentage of visible light transmission is recommended for bright sunny conditions? a. 0-19% b. 20-40% c. 40-65% d. 80+%
14) Of the more than 600,000 eye injuries related to sports each year, how many occur in children? a. one-eighth b. one-quarter c. one-third d. one-half 15) All sports protective eyewear should meet the impact standards of what? a. American Standards for Testing Materials b. Colts Laboratories c. Sports Safety Commission d. American Society for Total Manufacturing 16) The High Velocity Impact Resistance Test must withstand a projectile fired at what rate? a. 50 mph b. 70 mph c. 90 mph d. 110 mph
11) What is aligned in a polarized filter to block specific light waves? a. dichroic crystals b. tint c. HEV d. pupillary distance
17) What feature on a frame will help with comfort and keeping debris from entering the orbital area? a. nosepads b. strap c. a 6 base curve d. soft foam padding
12) Because mirrored treatments can make objects appear darker than they are, what can be done to compensate for it? a. use polarized lenses b. use photochromic lenses c. use a lighter tint d. induce prism
18) Which is the best frame material for sports eyewear frames? a. titanium b. stainless steel c. acetate d. high-impact nylon
13) What frame design will allow less light and UV radiation from entering the top of the frame? a. frames with large lenses b. frames without nosepads c. extreme wrap d. long temples
Answer Sheet STFVM001-1 Sun, Sport and Safety Eyewear, Technical, Level 1
19) According to Prevent Blindness how many Americans injure their eyes at home? a. 125,000 b. 300,000 c. 561,000 d. 700,000 20) Which organization determines the need of eye protection at work? a. ANSI b. ASTM c. OSHA d. DOWS
Fill out and mail this portion to: SPORT + VISION CE c/o First Vision Media Group Inc., 25 East Spring Valley Avenue, Suite 290, Maywood, NJ 07607, or fax to: 201-587-9464. Be sure to fill out form completely. This CE article is also available online with immediate grading at VisionCareProducts.com/Education.
1. a b c d
11. a b c d
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3. a b c d
13. a b c d
4. a b c d
14. a b c d
5. a b c d
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Phone Fax
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10/4/17 12:40 PM
Vision Care Technology
The growth of PPG’s Trivex and Tribrid materials is reinforced by X-Cel Optical’s recent announcement about introducing Tribrid lenses.
THE VIEW ON LENS TRENDS Specialists from the leading lens companies share their insights into what’s hot, what’s not and where the market is headed. By Ed De Gennaro, Med, ABOM
1.67 is a growing category, David
manager for Carl Zeiss Vision,
many advantages of polycarbon-
Innovations in lenses have accel-
Rips, president of Younger Optics,
Inc., sees premium as the major
ate over 1.50, and the fact that
erated and turned a formerly ho
indicated, “1.60, 1.67 and 1.74 are
trend in all aspects of the lens
many managed vision care plans
hum market segment into a fea-
growing faster than any other lens
category. He said, “While small,
are offering full coverage for poly-
ture-rich and profit-laden one.
material. This trend is being fueled
1.74 is definitely increasing; so
carbonate to more patients, the
by the increase in free-form lens-
is 1.67. In the migration to pre-
next decade will hopefully see fur-
A MATERIALS WORLD
es. Since premier digital progres-
mium materials, some polycar-
ther erosion of the 1.50 market.”
At the foundation of any lens is its
sives can now be made with single
bonate customers are making the
material. It’s no surprise that poly-
vision lens blanks, laboratories and
switch too.”
carbonate continues to dominate
ECPs feel very comfortable ‘sell-
the U.S. lens market. In fact, about
ing-up’ the lens material on their
MATERIALS IN DECLINE
is due in part to Trivex’s success
50% of all lenses shipped are poly-
top progressives.”
Cross echoed the sentiment of
and has probably taken a bit from polycarbonate too.
Citing data from the industry and his company, Woelbern suggests that a decline in CR-39
carbonate. And after more than
Mike Rybacki from Seiko
all those interviewed when he
60 years, CR-39 and generic forms
Optical Products of America,
shared, “Glass continues its
of it still have a respectable 30%
Inc., reports that 1.74 clear and
decline in the U.S. prescription
EMERGING MATERIALS
market share. “There are some
PhotoGray and 1.67 polarized
market, but a number of sunglass
A number of those interviewed
retail chains and many indepen-
are growing well. He feels that
brands continue to incorporate
suggested that PPG’s Trivex and
dent ECPs looking for unique lens
the growth of these materials is
and promote glass lenses in their
Tribrid were emerging mate-
materials to differentiate against
due to a market “that is always
new collections, primarily due to
rials. X-Cel Optical Co.’s recent
these commodity lens materials,”
looking to raise the average sale
their inherent scratch resistance.”
announcement about introducing
said Keith Cross, director of sales
price, so this means more focus
and Rx technology director for
on premium products.”
PPG Industries, Inc. “Because of
Matthew Woelbern, product
Pete Hanlin, director of tech-
Tribrid lenses surely reinforces this
nical marketing at Essilor of
trend. Its 1.60 index and capable
America, Inc., said, “Given the
impact resistance, along with other
this, the popularity and availability
Trivex-like features, should help it
of Trivex lenses continue to grow,
compete with 1.60, 1.67 and poly-
especially in the U.S.”
carbonate lenses. Trivex lenses have
While all the industry pro-
steadily increased in market share
fessionals interviewed cited that
since the material was introduced about 10 years ago. About an expansion in the field of photochromics, Rybacki said, With about 50% market share, polycarbonate continues to dominate the U.S. lens market. Photo courtesy of Essilor.
VCPN VisionCareProducts.com
De Gennaro_Lens Trends.indd 53
“There’s a growing category of non-Transitions
photochromic
lenses that are gaining market October 2017 53
10/5/17 2:10 PM
VisionCareTechnology
Among the fastest growing lens materials is 1.67, according to David Rips, president of Younger Optics.
share, especially with the vast market expansion of non-branded/private label free-form lenses.” Rips takes a different approach
Rips advised that selective fil-
toward what materials are on the
tration such as blue light blocking
upswing: “Rather than a particu-
films continue expanding. Rybacki
realized the opportunity in pro-
lens to be based on the patient’s
lar material emerging, combina-
agreed, adding, “Blue protect prod-
viding Rx lenses that match the
lifestyle use for near, far and bal-
tions of materials such as com-
ucts are continuing to grow, espe-
performance and features in their
anced? Those are the kind of things
posites are growing. A perfect
cially now that chains and insur-
plano collections,” Cross added.
the future holds for ophthalmic
example is Younger’s Composite
ance options are getting involved
“To that end, many have opened
lens design.”
Polycarbonate Transitions in bifo-
to promote such products.”
have the option for a single vision
their own prescription laborato-
Hanlin sees lens design as a
cals and trifocals. Using a com-
Cross had a more visionary
ries. In addition, sun lenses are
mixed bag. “The proliferation of
posite, there can be a thin, cus-
view: “I think people will start to
more advanced, both from a light
digital surfacing has actually creat-
tomized special layer of one mate-
see more ‘functional’ coatings or
management perspective and a
ed both better and worse progres-
rial with certain characteristics on
those based on ‘lifestyle.’ There will
lens material performance per-
sive designs, because it has lowered
the front, and the back substrate
be more targeted offerings with
spective.”
the cost of entry to the market.
can be another material with dif-
specific performance features and
Hanlin advises that one of the
On the other side of the coin, dig-
ferent properties. This gives the
benefits, such as blue cut/blue
few categories in which the U.S. has
ital processing has also opened the
lens designer/manufacturer a lot
blocking coatings as well as other
a greater penetration than other
door to better and more special-
more flexibility on final lens char-
specific wavelength filters. I believe
markets is prescription polarized
ized progressive designs.”
acteristics. You can use the best
we will also see improvements in
sun lenses, although we still have
Years ago, the big story in pro-
attributes of several materials in
lens scratch resistance through
a long way to go. “Prescription
gressive lens design was how
unique and special ways.”
harder, more durable coatings.
polarized lenses are currently one
wide and clear the zones were,”
Scratch resistance is often the
of the fastest growing categories in
Woelbern recounted. “While com-
COATINGS & FILMS
number one consumer complaint
lenses, because they deliver the sin-
panies still make general use pro-
On the subject of coatings,
about eyeglasses, and companies
gle biggest ‘wow’ to new wearers,”
gressives, they have portfolios that
Woelbern said, “Most managed
such as PPG will continue invest-
he said. “Currently, patients with
contain lenses for designated pur-
care companies group coatings
ing in developing the next-genera-
prescriptions between +/-1.00D or
poses such as computer use, office
into four tiers based on proper-
tion of optical coatings.”
less tend to wear plano sun lenses,
work, digital media, etc., which
but when given an opportunity to
is much easier for a consumer to
ties, which correlates to price. I see the second tier definitely growing
SUN LENSES
try prescription polarized lenses,
understand than the highly techni-
at the expense of the lowest tier,
Rips observes that there is a lot of
they repurchase at a 95%+ rate.”
cal information we used to present
and the fourth tier (the highest) is
effort to make Rx sunwear match
growing at the expense of the third
the style and fashion characteristics
DIGITAL DESIGN DOMINATES
tier, which indicates that customers
of plano sunglasses, including mir-
Rybacki sees continual expansion
cesses emerge, in the ever-chang-
are migrating toward more pre-
rors, gradients and fashion colors.
of specialized products because
ing lens market, we’ll continue
mium products. Mirrors are also
He also sees adding technologies
of free-form technology, “such
to see advances in this category.
growing well right now, and you’re
together such as polarization, pho-
as
Stay tuned.
seeing them on plano and Rx lens-
tochromics and special absorbing
Technology (from HOYA). Who
es, and they’re better than ever, like
filters like blue light absorbers.
would have thought with Seiko
Ed De Gennaro is editor emeri-
Superior SV FF design you would
tus of First Vision Media Group.
our Zeiss DuraVision Mirrors.”
“Many sunglass companies have
years ago.”
Binocular
Harmonization
As new innovations and pro-
WHERE TO FIND IT: Carl Zeiss Vision, Inc. 866-596-5467 • ZEISS.com/Lenses • Customer.Service@Zeiss.com // Essilor of America, Inc. 800.542.5668 • EssilorUSA.com // Hoya Vision Care 800.423.2361 • HoyaVision.com // PPG Industries, Inc. 800.323.2487 • PPGTrivex.com • PPGTribrid.com • OpticalTech@PPG.com // Seiko Optical Products of America, Inc. 800.235.5367 • SeikoEyewear.com • Info@SeikoEyewear.com // Younger Optics 800.366.5367 • YoungerOptics.com • Marketing@YoungerOptics.com 54 October 2017
De Gennaro_Lens Trends.indd 54
VisionCareProducts.com VCPN
10/5/17 2:11 PM
VisionCareTechnology
DRIVERS’ EDUCATION BY CARA AIDONE HUZINEC
With several driving lenses on the market, ECPs can add another task-specific lens to their product portfolios.
Driving requires focus, attention
Trivex material. Vario Drive Thin
and yes, lenses specifically devel-
lenses are available in both single
they are getting optimal lenses.”
people over age 45 to 50, one of their chief complaints is nighttime
oped to enhance driving while
vision and progressive in powers
ZEISS DRIVESAFE
ensuring safety.
from +6.00D to -8.00D.
Carl Zeiss Vision’s DriveSafe lens
night. The complaints are there, so
“Serengeti lenses have always
was developed as an “everyday lens
there is a big market.”
SERENGETI VARIO DRIVE THIN
been closely connected to driving,”
solution” to make driving more
Mizrachi recommends Drive-
Sherry Cassano, optician and opti-
said Gernot Trebsche, global senior
comfortable and safer, according to
Safe to patients who spend a lot of
cal manager at Rochester Eye and
director of Bollé/Cébé/Serengeti.
the company. Luminance Design
time on the road. Plus, she said the
Laser in Rochester, NY, is com-
“The unique combination of relief
Technology calculates the lens with
lenses push back blue light instead
mitted to giving patients the best
from harsh light, finely tuned con-
the optimal pupil size in low-light
of absorbing it, making it a great
vision, which she says is done best
trast and clear view of the road
conditions, and lenses incorporate
“universal lens, and there’s no need
with a driving lens. Cassano said
ahead makes Serengeti the most
DuraVision DriveSafe Coating.
for a separate pair just for driving.”
blindness or dread of driving at
ZEISS
SERENGETI
TRANSITIONS DRIVEWEAR
Serengeti offers eyecare, not only
Available as a single vision or
advanced eyewear for driving.”
TRANSITIONS DRIVEWEAR
at
progressive, the DriveSafe lens
Optician Pablo Mercado was work-
lens is optimal because it enhances
Rochester Eye and Laser are
design has an up to 43% larger
ing at a practice in Alpharetta, GA,
vision and acuity while protect-
required to have sun protective
mid-distance zone than other
more than 10 years ago when a
ing the eyes,” she said. Serengeti’s
eyewear post surgery (common-
ZEISS general purpose progressives
Younger Optics sales representa-
Vario Drive Thin is an amber-hued
ly LASIK and cataract), Cassano
to more easily switch focus between
tive introduced him to Transitions
lens engineered to transmit reds,
said patient ages vary, which makes
mirrors and dashboards, plus an
Drivewear. He’s been hooked ever
greens and yellows so these col-
Serengeti a great brand to carry.
up to 14% larger far-distance zone
since. “I’ve been dealing with pho-
for a broader view of the road.
tochromic technology for almost 20
eyewear and fashion. “The driver’s
While
many
patients
ors stay sharp in all environments.
Vario Drive Thin lenses, she
The lenses are also photochromic
said, are “very accommodative
“No question: the reduction in
years,” he said. “They’re good lenses,
to provide optimal light transmis-
to the weather here. And while
glare is pretty dramatic,” said Anita
and they do what they’re supposed
sion and come in polarized and
many of our patients leave here
Mizrachi, an optician at Eyeland
to do. Patients either love photo-
non-polarized ultra-light mineral
without a prescription, they are
in Voorhees, NJ, an independent
chromics or hate them, but I never
and Polar PhD 2.0 (NXT) and
Rxable, but even off the shelf
Vision Source practice. “For most
had anyone not like Drivewear.”
VCPN VisionCareProducts.com
Cara_Driving Lenses.indd 55
October 2017 55
10/5/17 2:09 PM
VisionCareTechnology
Transitions Drivewear lenses
“They are absolutely awesome to
tried Drive HD for the first time.
“Here in the Northeast the sun
are available in polycarbonate sin-
wear in overcast light, too, and
“This lens is so much easier to
is strong from overhead or reflec-
gle vision, Image progressive and
when it’s raining, you still get the
wear, and I would recommend
tion from snow or the ocean,” said
Camber digital progressive; hard
full benefit of the lens.”
them as either a second pair or to
Cheryl Aparo, optician and owner
any first-time progressive wearer.”
of Ocean Optical in Gloucester,
resin single vision, Image progressive and Flat Top 28; Trilogy
US OPTICAL DRIVE HD
single vision and finished plano.
US Optical’s Drive HD free-form
CLEARVISION OPTICAL RĒVO
Boston, the glare from the sun can
Drivewear lenses utilize NuPolar
progressive lens is designed to
Revo has several lens options that
be disabling, so we recommend
polarized Rx technology, block
adapt to specific optical tasks while
sharpen vision while driving. The
Revo sunglasses with the Open
100% of UVA and UVB rays and
driving. Lenses place car mirrors
brand’s Open Road lens incorpo-
Road lens. The Champagne lens
progress through three distinct
in astigmatism-free zones (elim-
rates “image intensifier filters” to
relaxes eyes and Solar Orange lens-
color states designed to enhance
inating unnecessary head move-
improve light adaptation in both
es enhance the road in front of you.
vision while driving.
ments), and a wide, clear area for
bright and low-light conditions.
Revo has a lens for everyone.”
MA. “For those commuting to
“Transitions Drivewear is the
distance vision adjusts power dis-
Revo’s Terra lens filters the light
only photochromic driving lens
tribution. Personalized measure-
spectrum to provide “clear vision
VUARNET NIGHTLYNX
that blocks blinding glare because
ment parameters can be added
from trailhead to viewpoint,” while
Being
released
this
month,
CLEARVISION OPTICAL RĒVO
VUARNET VL03
Nightlynx lenses are best used at night, according to Vuarnet. A bi-degraded silver mirror treat-
US OPTICAL
it is fully polarized in every activa-
ment reduces glare caused by the
tion state,” said David Rips, presi-
reflection of light on the road, and a multilayer AR coating on
dent and CEO of Younger Optics. “Lenses are perfect from dawn to
and night glare is reduced by using
Solar Orange features a high-in-
the backside of the lens elimi-
dusk; in sun, rain and snow.”
Crizal AR (Prevencia), Digital AR
tensity, iridescent multilayer mir-
nates stray reflections. Nightlynx
Mercado effectively sells Drive-
or Zeiss DuraVision. Drive HD is
ror coating that highlights the
lenses also block 100% of UV
wear by demonstrating them,
offered in plastic, polycarbonate,
upper end of mid-range light,
rays and blue light by stopping
actually taking patients to the
Trivex and high index 1.60, 1.67
enhancing surroundings. Other
the Xenon and LED portion of
parking lot and having them sit
and 1.74 materials.
lenses that work well for driving
the visible light spectrum. The
in a car. Drivewear lenses change
Patricia Giron, an optician at
are Champagne and Green Water,
lenses are currently available in five
to the driver’s benefit, even when
Professional Vision Care Associates
which cuts through surface glare in
popular styles: VL02, VL03, Edge
surrounded by tempered glass.
in Sherman Oaks, CA, recently
medium and low light.
Round, District and Tom.
WHERE TO FIND IT: Carl Zeiss Vision Inc. 866.596.5467, ZEISS.com/Lenses // Rēvo, ClearVision Optical 800.645.3733, CVOptical.com; CService@CVOptical.com // Serengeti 888.838.1449, Serengeti-Eyewear.com // Transitions Drivewear DriveWearLens.com // US Optical 800.445.2773, USOptical.com; Info@USOptical.com // Vuarnet 914.495.3701, Vuarnet.com; CustomerService@Vuarnet.US 56 October 2017
Cara_Driving Lenses.indd 56
VisionCareProducts.com VCPN
10/5/17 2:09 PM
All Eyes on Kids SPONSORED BY TRANSITIONS ® ADAPTIVE LENSES ®
lenses to parents and kids and information on how they protect against harmful rays, including harmful blue light. • Counter Card encouraging regular eye exams to display in your practice. • Package Sheet that shows how cost effective Transitions lenses are at your practice. • Kids’ Eyes Brochure provides The topic of harmful blue light
term exposure to harmful blue
they help filter harmful blue light
parents with information on
isn’t exactly the new kid on the
light. Harmful blue light expo-
indoors and out. Transitions
keeping their children’s eyes
block, but protecting kids’ eyes
sure that occurs consistently
lenses also provide UV protec-
healthy – including informa-
from harmful blue light should
over a long period of time has
tion and help reduce glare and
be top of mind. Comprehen-
been linked to an increased risk
eye fatigue. They are also avail-
• Social Media Content to use
sive eye exams help ensure that
of developing age-related mac-
able in polycarbonate lenses for
as a template for posting
children with vision correction
ular degeneration.
impact resistance and with anti-
about the importance of pro-
reflective coatings for increased
tecting kids’ eyes from harm-
tion on harmful blue light.
needs have the eyewear that
Children today are part of the
provides the best protection for
digital generation - not only do
their developing eyes. Children’s
they spend more time outdoors
eyes are underdeveloped, which
than adults, but they also spend
How Can We Ensure
makes them more susceptible
more time in front of digital
Children Receive Eye Exams?
fessionals,
to damage from the sun (UV ra-
screens than any other genera-
Transitions
re-
photochromics be allowed
diation and harmful blue light). In
tion in the past. As a result, they
leased a series of digital tools
in school and offering vision
addition, kids spend more time
are exposed to harmful blue
available to eyecare profes-
screenings to students.
outdoors than adults do, so it’s
light outdoors and from digital
sionals to help them commu-
Nine out of ten children pre-
important to ensure that parents
devices. Harmful blue light from
nicate the necessity of regular
fer Transitions lenses to regular
understand the increased risk
the sun is over 100 times more
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ful blue light and other risks. • Sample Letters to schools
Optical
introducing healthcare prohas
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dren Need Regular Eye Exams
are for Kids
Young eyes allow more damag-
Transitions lenses are ideal for
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requesting
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• Short In-Office Training Pre-
Transitions, the swirl and Transitions Adaptive Lenses are registered trademarks of Transitions Optical, Inc., used under license by Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material. 1 Arnault E. Barrau C, Nanteau C. Gondouin P, Bigot K, et al. “Phototoxic Action Spectrum on a Retinal Pigment Epithelium Model of Age-Related Macular Degeneration. Exposed to Sunlight Normalized Conditions.” PLoS ONE 8(*); e71398.doi:10.1371398. August 23, 2013. SPONSORED CONTENT
Transitions Blue Light_Oct17.indd 73
10/4/17 11:27 AM
VisionCareTechnology
PHOTOCHROMICS
POLARIZATION DIGITAL SURFACING
Dispensing Discussions: Lens Options
ANTI-REFLECTIVE COATINGS
PROGRESSIVES
PROMOTE AR, DIGITAL SURFACING, POLARIZATION, PHOTOCHROMICS AND PROGRESSIVES TO YOUR PATIENTS USING THE FOLLOWING TECHNIQUES SUGGESTED BY THE ECPS WHO USE THEM. BY FRANK GIMBEL, ABOC-AC
improve the quality of vision your
real time. The end result is a patient
the patient is very familiar with.
Whether you’re new or a sea-
patients experience. While many
who now understands what the
Chances are the patient has seen
soned optical veteran, selling
of your clients routinely order AR,
coating will do for their next pair
these changes improve their expe-
glasses with lens options is one
your next patient may be new to
of glasses, and the order is placed.
rience with these products and will
key way to better serve your pa-
glasses. In our optical locations,
These quick tips keep our AR per-
be able to relate how digital lenses
tients and their vision. Regardless
we employ several AR demonstra-
centages high in the mid 90s.
can improve their eyeglasses. I try
of patient age, prescription, lens
tors around the room, including
material or even insurance, there
the countertop AR-branded Crizal
DIGITAL SURFACING
ity, color and contrast, and I allow
are always lens options to discuss
50/50 lens display from Essilor and
There is a wide mix of offices that
the patient to link these improve-
at the dispensing table.
ZEISS AR dispensing mats, which
are considering or have partially
ments to their own vision experi-
illustrate the benefits of different
and fully embraced digital lenses
ence without overloading them
AR coatings in different tiers.
into their sales lingo. The biggest
with technical information.”
It can be challenging to describe something sight unseen, and when
to focus on key words such as clar-
we start talking about lens op-
While these tools benefit the un-
confusion can often be linked to
tions, the features and benefits can
derstanding of what AR is, where
what digital surfacing is and how
POLARIZATION
quickly become lost on your pa-
we really excel is with real life
to explain it to your patients.
When it comes to sunglasses, po-
tient. Finding new ways to present
demonstrations. Our opticians all
Optical manager for the Univer-
larized lenses will help patients
updated lens options will help keep
wear glasses and always have a pair
sity of Pennsylvania in Philadel-
experience that wow factor when
your sales skills fresh and boost
with AR. After we explain AR using
phia, Michael Bright, ABOC, said:
out in the sun. Instead of just a lens
conversion rates. Here are some
the countertop demonstrators, we
“Describing digital lenses and sur-
tint, a polarized lens incorporates a
tips and tricks from other opti-
present a physical example of what
facing to patients often sounds far
series of grid-like filters, providing
cians to help you concisely convey
AR does on a pair of lenses.
too technical. A good idea is to try
advanced glare protection from the
lens option information. The end
First, the optician shows the pa-
to explain the technology of digi-
sun, especially from flat surfaces
result should help you gain more
tient what a non-AR pair of glasses
tal lenses by comparing them to
such as water and roadways. There
satisfied patients, revenue and lens
looks like as they try them on and
advances in products patients use
are several tabletop demos that can
option sales.
look around the room. The pa-
every day. Cameras, cell phones,
be ordered from your surfacing or
tient can quickly notice the large
televisions and tablets are all good
finishing labs, and many of them
ANTI-REFLECTIVE COATINGS
amount of reflection on the lenses.
examples. Try to focus on import-
are fully covered or offer coupons
By enhancing clarity and durabili-
Next, the optician tries on a pair
ant key words to describe how
to offset the purchase.
ty and increasing comfort, anti-re-
with AR-coated lenses, showing the
advancements in technology have
A personal trick is to have a first
flective (AR) coatings significantly
patient the dramatic difference in
improved these products, which
timer try on a polar pair of shades
58 October 2017
Gimble_Discussing Len Options.indd 58
VisionCar VisionCareProducts.com VCPN
10/5/17 2:05 PM
and have them look at a frame dis-
ucts, don’t forget to mention that
play with other polarized lenses.
the patient’s prescription order can
Then ask them to turn their head
also be integrated.
Polarization is demonstrated with Costa Del Mar’s Beyond Polarized plaque.
support selling their products.
90 degrees to the side; they will
“My tip for selling polarized
think you’re a magician when all of
sunglasses with bi-gradient mir-
solid way to connect patients
the lenses become opaque.
rors is to tell the patient that the
with the latest lens designs on
Many of the premium polarized
sunglass not only cuts the glare,
the market and help convey a
sunglass companies such as Maui
but thanks to those front side mir-
level of trust between you, the
Jim and Costa Del Mar offer add-
rors, the lens is technically doing
manufacturer and the
ons such as a backside AR coating
the squinting for you in the bright
patient. If you operate a
and gradient, bi-gradient and solid
sun conditions. This one tip, plus
front side mirrors. Costa for ex-
taking them outside to test a polar-
of them offering demonstration
chures in your waiting areas and
ample, offers patients the option
ized lens in the sun, makes selling
versions to use with your patients.
exam rooms too. This will allow
to choose a colored mirror lens in
polarized products easy and fun,”
These samples allow you to activate
idle patients to complete some re-
their sunglasses (color recommen-
said optician Hamid Pourghas-
them with your patient by taking
search on their own and the doc-
dation will depend on light condi-
semi, ABOC, of New Image Opti-
them outside in the sun or using
tors to sell the latest progressive
tions and where they like to spend
cal Shop in Media, PA.
a UV activation box or handy UV
lens options from the chair too.
their time). Additionally, Costa
Branded countercards are a
busier practice, include bro-
flashlight to trigger the lenses right
Paoli Opticians’ Martin Lang-
automatically includes a backside
PHOTOCHROMICS
UV-AR treatment on all plano
The simple explanation to remem-
Office manager Giselle Palma-
is a current wearer, be sure to
glass mirror sunglasses, and the
ber is that these are UV reactive
sano of Denville Family Eyecare in
learn as much as you can about
UV-AR treatment can be added to
lenses that darken when out in the
Denville, NJ, said, “In many ways,
their current lenses. (Do they like
all polycarbonate or Trivex Rx sun-
sun. There are several companies
we present them and think of pho-
the reading segment, how are the
glasses. When showing these prod-
with a wide range of photochromic
tochromics as an all-in-one pair of
zones positioned, is there distor-
brands including Transi-
glasses for our patients. They auto-
tion, etc.) With this knowledge,
tions Signature, Transitions
matically activate and change back
you can customize their new
Vantage
Transitions
without any effort, making them
lenses based on their progressive
XTRActive from Transitions
an easy sell. The added bonus for
likes and dislikes from the past.”
Optical, Transitions Drive-
us is that the patient was already
By educating your patients on the
wear from Younger Optics,
purchasing glasses. By adding pho-
specifics of the progressives, you
Carl Zeiss Vision’s Photo-
tochromics, we collect additional
establish confidence in the prod-
Fusion, HOYA Sensity, Sig-
revenue while making our patient’s
uct, even before they begin to use
net Armorlite PhotoViews,
lives easier.”
it. Also, a value is created beyond
there at the dispensing table.
and
VISION EASE LifeRx and
don, ABOC, said, “If the patient
what the price tag dictates.
ChangeRx, and VSP Sun-
PROGRESSIVES
Sync to consider, with many
Think beyond drawing hourglass
Frank Gimbel, ABOC-AC, is an
The Crizal 50/50 countertop lens display from Essilor helps ECPs illustrate the benefits of anti-reflective coatings.
progressive lens pictures at the
advanced certified ABO optician
dispensing table, and reach out to
and owner of Gimbel Opticians
your labs and lens designers for
in Plymouth Meeting, PA.
WHERE TO FIND IT: Carl Zeiss Vision, Inc. 800.358.8258 • ZEISS.com/Lenses • Customer.Service@Zeiss.com // Costa 800.447.3700 • CostaDelMar.com • Sales@CostaDelMar.com // Essilor of America, Inc. 800.542.5668 • CrizalUSA.com // HOYA Vision Care, North America 877.528.1939 • HOYAVision.com • SalesSupport@HOYAVision.com // Maui Jim, Inc. 888.666.5905 • MauiJim.com // Signet Armorlite, Inc. 800.759.0075 • SignetArmorlite.com • MarketingLiterature@ SignetArmorlite.com // Transitions Optical, Inc. 800.848.1506 • Transitions.com • CustomerService@Transitions.com• TransitionsPro.com // VISION EASE 800.328.3449 • VISIONEASE.com • Info@VisionEase.com // VSP Optics Group SunSyncLenses.com • SunSync@VSP.com // Younger Optics 800.366.5367 • DriveWearLens.com • Marketing@YoungerOptics.com VCPN VisionCareProducts.com
Gimble_Discussing Len Options.indd 59
October 2017 59
10/5/17 2:05 PM
VisionCareTechnology
ADVANCES IN POLARIZATION KEEP COMING FROM EYEWEAR MANUFACTURERS; HERE’S WHAT’S AVAILABLE. Richard W. McCoy, LDO,
for filtration, resulting in greater
ABOC, NCLEC
definition, vibrant natural color
Sun worshipers and others who
and clarity.
Smith’s ChromaPop lenses specifically target color distinction between blue and green and red and green wavelengths for greater definition.
ing glare while allowing for the recognition of red and green colors. NuPolar polarization further complements the lens design by
embrace an active outdoor life-
In addition, glass lens mate-
style expect and demand the best
rials continue to be a viable op-
Transitions Drivewear sunlens-
visual protection from their eye-
tion with Smith’s TechLite Glass.
es offer a much safer driving ex-
care professional (ECP). Whether
Refinements include scratch re-
perience by taking into account
plano or Rx, lens designs must be
sistance 12 times more effective
three important technologies and
VISIBLE GPS AND LCD SCREENS
able to block blinding glare and/
than standard lenses and a weight
combining them into one lens.
Photochromic
or function as a safety lens for su-
savings of 20% over traditional
These three technologies include
lens technology come together
perior vision in the case of ath-
glass lenses.
polarization, color optimization
in Rudy Project’s photopolarized
and changeable photochromic
Impact X lens designs. A unique
letic endeavors or in the task of
eliminating harsh glare from road surfaces and the car hood.
and
polarized
driving, among other activities.
VARIABLE POLARIZATION
capability. A major advantage of
feature of the Impact X lens is a
Polarized lenses continue to be
Another major breakthrough is
Transitions Drivewear is the fact
tailored polarization technology
the best choice of ECPs to filter
the variable polarized technol-
the lenses will activate behind the
that allows the wearer to read GPS
glare in a variety of harsh visual
ogy found in Transitions Van-
windshield of a car, change color
and LCD screens, an important
environments.
tage lenses, which are almost
and tint as light/driving condi-
advantage for anglers and sailors
completely clear indoors yet will
tions change. Furthermore, Tran-
who depend on reading critical
DISTINGUISHING COLORS
darken and polarize when out-
sitions Drivewear lenses utilize
electronics. This lens material is
One polarized lens breakthrough
doors. This occurs through a pat-
a high efficiency polarizing filter
available in Rx and plano.
is the Smith Fishing Sunglass
ented Trans-Polarizing process
that allows the wearer to experi-
Long known for precision op-
Collection featuring ChromaPop
that results in crisp sharp vision
ence the advantage of polariza-
tics, ZEISS polarized lenses ef-
technology. The philosophy be-
even in the strongest glare. Fur-
tion without the lens being in full
fectively reduce glare by utilizing
hind the lens is based on the fact
ther filtration benefits include
darkness mode.
micro mesh structures that elim-
that the eye has difficulty with
reduced exposure to harmful
In addition to the three technol-
inate horizontally oscillating light
color distinction between blue
blue light, blocking 34% indoors
ogies mentioned, color perception
waves, which are responsible for
and green and red and green
and over 85% outdoors. In addi-
and glare reduction are critical
a considerable amount of glare.
wavelengths. Through proprietary
tion, patients enjoy a UV protec-
factors in safe driving. Behind the
The result is more sharply focused
technology, ChromaPop lenses
tion factor of 100% for blocking
windshield, Transitions Drivewear
vision with contours being more
target these specific wavelengths
harmful UVA and UVB rays.
lenses turn a cooper color, reduc-
distinct and less fatiguing in harsh
60 October 2017
McCoy_Polarized Lenses.indd 60
VisionCar VisionCareProducts.com VCPN
10/6/17 10:40 AM
sunlight. Furthermore, ZEISS po-
Costa continues the technol-
is applied to both sides of the lens,
amber tint, the eyewear provides
larized lenses block 100% of UVA
ogy with Costa 580G Lightwave
and a primer coating is applied in-
superior color contrast and high
and UVB rays. Finally, the lenses
Glass material. Glass provides su-
ternally beneath the front side and
definition. Tough visual tasks,
are available in a variety of lens
perior clarity and high scratch re-
treatment and AR coatings. Digital
such as spotting gamefish, shal-
materials including polycarbon-
sistance. Also, the lenses are avail-
processing and prism compensa-
low drop-offs and structure, are
ate, Trivex and high index.
able with a mirror coating that is
tion assure crisp optics whether in
much easier with this lens design.
Oakley’s HDPolarized Tech-
encapsulated between the layers
plano or Rx. With digital process-
Tough
nology eliminates the need for
of glass to ensure the longevity
ing, lenses effectively compensate
lenses provide 100% UVA/UVB
glues and films that can distort
of the mirror finish during ex-
for base curve and popular wrap
protection, while the T-Shell
vision. A single-layered compre-
tensive use. Finally, the lenses are
styles. Maui Jim lenses eliminate
coating provides superior scratch
hensive lens is produced using a
engineered 20% thinner and 22%
99.9% glare and 100% UV. All
protection during rugged use.
precise infusion molding process.
lighter than conventional polar-
Maui Jim sunwear has earned the
In addition to plano, the WX
Both lenses are manufactured si-
ized glass lenses for good looks
Skin Cancer Foundation Seal of
Omega is Rx available, utilizing
multaneously to align and center
and patient comfort whether in
Recommendation for effective fil-
Wiley’s DIGIFORCE fabrication
the axis of polarization.
plano or Rx configurations (sin-
tration around the eyes and face.
technology to ensure lens accura-
gle vision or Waypoint C-SCAPE BLUE LIGHT PROTECTION
PAL only for Rx glass lenses).
For hard core outdoor enthu-
Selente
polycarbonate
cy with the widest field of view.
siasts, Wiley X offers polarized
The ECP has many polarized
lenses up to the challenge. The
options to offer patients, from
polarized lenses were designed
DIGITAL PROCESSING
new WX Omega by Wiley X fea-
different colors to changeable
in-house to enhance colors and
No stranger to the sun, Maui Jim
tures polarized Emerald Green
photochromics to lenses with
protect against harmful blue light.
sunwear features state-of-the-art
Mirror lenses in a Kryptek Nep-
high performance clarity. In ad-
Furthermore, Costa 580 tech-
polarized lenses. Whether plano
tune camouflage frame. With
dition, with the advent of digital
nology filters out harsh yellow
or Rx, Maui lenses include Polar-
eight layers of polarization, Em-
surfacing, polarized materials are
and high energy blue light with a
ized Plus 2, which feature polar-
erald Green Mirror coating and
a welcome complement to popu-
99.9% polarizing efficiency. Mate-
ization, anti-reflective coatings and
The multi-patented Costa 580
rial availability includes polycar-
color-enhancing technology. An
bonate (and Trivex for Rx use).
oleophobic/hydrophobic coating
lar wrapped sunwear frames. To Costa 580 technology filters out harsh yellow and high energy blue light with a 99.9% polarizing efficiency.
fully educate the patient on the value of polarized lenses, the dispensary should be equipped with up-to-date samples, color selections and polarized photochromics to try. In addition, many manufacturers provide free or low cost downloadable computer simulations to provide the ultimate wow effect for prospective buyers of polarized lenses. Richard W. McCoy, LDO, ABOC, NCLEC, is program director, opticianry, at Reynolds Community College in Richmond, VA.
WHERE TO FIND IT: Carl Zeiss Vision, Inc. 800.358.8258 • ZEISS.com/Lenses • Customer.Service@Zeiss.com // Costa 800.447.3700 • CostaDelMar.com • Sales@CostaDelMar.com // Maui Jim, Inc. 888.666.5905 • MauiJim.com // Oakley, Inc. 800.733.6255 • Oakley.com // Rudy Project North America 888.860.7597 • RudyProjectDealer.com • SRiding@GoRace.com // SMITH 888.206.2995 • SmithOptics.com // Transitions Optical, Inc. 800.848.1506 • Transitions.com • CustomerService@Transitions.com• TransitionsPro.com // Wiley X, Inc. 800.776.7842 • WileyX.com • Info@WileyX.com VCPN VisionCareProducts.com
McCoy_Polarized Lenses.indd 61
October 2017 61
10/5/17 2:04 PM
V I S I O N
E X P O
R E V I E W LUXEXCEL
COBURN COBURN EXCELON HPE-410
LUXOTTICA
NEUROLENS
NEW LENSES, TECHNOLOGIES AT VEW By John Sailer Lens manufacturers and equipment suppliers launched new products while calling attention to existing ones. show its blue light lens and to test
In the Vision Care Technology arena,
new products (Varilux X Series, Crizal
At the Luxottica booth, where
innovative introductions took center
Sapphire 360° UV and Eyezen+ 0 lens-
orders are no longer written during
stage at Vision Expo West.
es) with Transitions Signature VII.
the show, the company focused on
At a press conference, Mark
In addition, Essilor subsidiary, X-Cel
lens technologies from two of its
Becker, VP marketing of Shamir,
LENSES
Optical Co. announced the launch of
iconic brands, Ray Ban and Oakley.
announced the company’s transition
Continuing its move toward launch-
Tribrid lenses, developed by PPG’s
Ray Ban now offers its lenses Rxed.
to 100% free-form and the availabil-
ing 3D-printed specialty lenses for
optical products business and com-
Also on display was its Prizm light
ity of its Blue Zero blue light filtering
functional usage by end users,
bining the proven elements of Trivex
management technology, featuring
lens in Trivex and polycarbonate.
Luxexcel of Belgium announced that
lens material’s chemistry with tradi-
a wide selection of lens options
A lens designed to alleviate symp-
it is partnering with IFB of Winston-
tional high-index technology.
visitors’ own glasses.
ranging from standard colors to per-
toms associated with prolonged dig-
Salem, NC, as the first optical lab in
To show its appreciation while
formance tints and changeable pho-
ital device use, neurolens, made its
the world to employ the technology
also calling attention to its DriveSafe
tochromics, each created for specif-
debut with live demonstrations at
that creates a lens using a billion
lens (see page 55), Carl Zeiss Vision,
ic sports and activities.
the company’s booth and a launch
droplets of precisely placed polymer.
Inc. held a special event at Dream
Wavelength-filtering high perfor-
event at Top Golf. Other lenses on
Announcing its UItimate Lens
Racing at Las Vegas Motor Speedway,
mance Oakley sunwear were also
display were the VSP Unity Via, first
Package (ULP), which combines a
where customers were invited to the
demonstrated at the Luxottica booth
introduced at Vision Expo East, and
number of new lens technologies,
“ZEISS winner’s circle” to drive
using technology that illustrated
the Neochromes Dynamic photo-
Essilor of America debuted a new
around a racetrack (or be driven) in
which specific portions of the spec-
chromic lenses from IOT.
television commercial with a launch
some high-powered performance
trum various lenses could filter.
party and toast at the company
vehicles such as Lamborghinis,
booth. Essilor’s ULP combines three
Porsches and Maseratis.
62 October 2017
VCT Expo Review_Oct17.indd 62
Signet Armorlite had a Kodak Total Blue demonstrator onsite to
TECH ADVANCES The PogoCam from PogoTec was VisionCareProducts.com VCPN
10/5/17 1:56 PM
V I S I O N
E X P O
R E V I E W
VSP
ZEISS
SHAMIR BLUE ZERO
KODAK
POGOTEC POGOCAM
ESSILOR VARILUX
MEI SCHNEIDER
X-CEL TRIBRID PSI
officially launched for distribution
barcode reader all in one device.
A new ISO standard has been pub-
with Apple-esque packaging. The
New at the Coburn Technologies
lished, and, following a campaign
mini-camera that attaches to eye-
booth was the Excelon HPE-410,
by The Vision Council, lenses, which
wear temples is capable of taking
which has a stronger wheel for
are considered a Class 1 medical
100 pictures and six 30-second vid-
longer durability and eliminates
device, have been exempted from
eos with one charge and features a
slippage due to a new adaptive
UDI compliance.
smartcase with an internal battery
lens chuck, position sensor and
PPG’s Keith Cross was named
release new lenses.” EPIC is expect-
and chip that enables the device to
hydrophobic mode. Also on display
chair of the Lens Division (suc-
ed to be released in electronic for-
be recharged three times and take
was Duality, Coburn’s new all-in-
ceeding Carl Zeiss Vision’s Karen
mat by the end of October.
16,000 pictures and 90 minutes of
one lens de-taper and cleaner.
Roberts), and candidates are being
The Lab Division also updated its
considered for the vice chair posi-
“Clear Choices” brochure which is
tion being vacated
meant for distribution to patients in
video. ECPs who sign up to sell the device receive their own camera. MEI
introduced
two
VISION COUNCIL DIVISIONS
logs as fast as lens manufacturers
new
Meetings sponsored by The Vision
During The Vision Council’s Lab
ECP offices. The consumer-focused
machines, the EZFit TBA with
Council during Vision Expo West
Division meeting, Lab Division liai-
brochure features a lifestyle ques-
stacker and the Shaper Finder EVO.
included the Lens Division and Lab
son Steve Sutherlin announced that
tionnaire and presents information
Now, with an attached stacker and
Division meetings, which included a
the Electronic Progressive Identifier
about lens design, materials and
destacker, the EZFit TBA edger (for
number of announcements pertain-
Catalog (EPIC) will be available
treatment options in easy-to-under-
which the TBA stands for “throw
ing to the Vision Care Technology
shortly, only in electronic format,
stand terminology. Sutherlin said,
the block away”) is fully automat-
segment of the optical industry.
replacing the current print version
“We have to get patients to ask the
ed. The Shape Finder EVO scanner
Announcements made during
that is two years old and “pretty
ECP because it’s really hard to get the
combines a camera, computer and
the Lens Division meeting included:
stale,” he said. “We can’t print cata-
ECP to tell the patient.”
VCPN VisionCareProducts.com
VCT Expo Review_Oct17.indd 63
October 2017 63
10/5/17 1:56 PM
VisionCareTechnologyNEW
NOVAR FREEFORM DESIGNER FROM COBURN TECHNOLOGIES
GSRX LAUNCHES E-COMMERCE SITE
Coburn’s new free-form lens design
Independent ECPs with an online
software is now being offered on
presence who seek additional
an exclusive basis in the U.S. and
optical sales can benefit from
SYNC III LENSES FROM HOYA
Canada through an agreement
VISION EASE PHOTOCHROMICS
ProperOptics.com, which provides
Sync III single vision lenses
with Opulens S.A. Novar Freeform
AVAILABLE IN BROWN
another opportunity to sell eye-
from Hoya Vision Care alleviate
Designer can be used to produce a
VISION EASE expanded its photo-
wear to patients who do not make
symptoms of digital eye strain
variety of digital free-form progres-
chromic lens line by adding brown
an in-store purchase. The website
by providing distance power for
sive designs including general pur-
to its color lineup. Previously only
is an extension of GSRx’s Proper
everyday use while incorporating
pose, specialty and occupational
available in gray, the company’s
Optics in-store dispensing brand of
a “boost zone” at the bottom of
lenses as well as blended bifocals
photochromic lens in brown is
complete eyewear packages that
the lens that reduces strain by
and single vision aspheric and
currently available in SFSV and
include frames, lenses, treatments
allowing eye muscles to relax and
Geo, a single vision aspheric toric.
D28 bifocals in polycarbonate. D35
and coatings. 800.833.4779,
focus more easily after prolonged
Coburn is offering a 30-day, risk-
bifocals and 7x28 trifocals will be
GS-Rx.com.
digital device use or screen time.
free trial of Novar. 800.262.8761,
available in the future. VISION EASE
Sync III lenses are designed for
CoburnTechnologies.com.
photochromics block 43% of indoor
patients who spend more than
blue light and 94% of outdoor blue
two hours a day on digital devices.
light, according to the company.
800.423.2361, HoyaVision.com
800.328.3449, VISIONEASE.com. 64 October 2017
VCT NEW_Oct.indd 64
VisionCareProducts.com VCPN
10/5/17 2:03 PM
LUXEXCEL RECEIVES ADDITIONAL FINANCING FOR AR/VR EYEWEAR Belgium-based Luxexcel received $4.7 million from Innovation Industries, a venture capital fund based in The Netherlands, to invest in its 3D printing prescription lens technology for use in Augmented Reality and Virtual Reality applications. “We believe that with the technology of Luxexcel it will be possible to combine AR/VR applications with Rx eye correction, which is an essential component in bringing smart eyewear to the mainstream market,” said Nard Sintenie, founding partner of Innovation Industries +32.14.49.02.96, Luxexcel.com.
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October 2017 65
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Our NEW Easy-to-Read Product Closeups... Vision Care Technology Closeup
SMART GRINDING PRESSURE CONTROL The LEX-1200 lens edging process is performed with optimal grinding pressure that minimizes lens torque yet expedites cycle time, and the soft grinding gentler processing mode keeps hydrophobic lenses on axis.
Multiple-frame tracer accurately reads any shape at every curve.
N IFICATIO FRAME MODpe of the frame hing, sha Modify the R/L shape-switc ly with and free more easi pe-mirroring ern R/L sha by the digital pattratio, ns, tion directio modifica ormed by ial edition. perf e mod and part rotation
seup
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SIMPLE “ONE-TOUCH” DEMO LENS TRACING Easy-load, magnetic pattern setting assembly provides single-step tracing operation.
CTLY FILES DIRE STORE DCSimport DCS job Directly g frame shape, l, udin eria files, incl style, lens mat le hing FPD, finis dinates, etc., whi e drill coor maintaining thes storing and folder format, files in cerns of g all con . removin tion file duplica
CHUCK E SWIVEL ADAPTIV lens slippage Prevents ased clamping or-b rol to with sens h pressure cont -tec ting in and high e axis twis es. inat elim obic lens hydroph
TARY PROPRIE GHING AXIAL ROU slippage es lens tings by Eliminat ium coa ting with prem lens from rota ng the thickest preventi el until the on the whe lens is removed part of thetion with the one junc mode. con in rophobic touch hyd
DGING XPERT’ E MORE ‘EX
and
ping while expediting cycle time,
newly designed software enable
wheels
special processing modes can
the LEX-1200 patternless edger
handle various lens materials,
from Santinelli International, Inc.
and four wheel configurations
to keep up with the newest trends
are available to meet varied pro-
in frames and lenses. Pressure
cessing applications. The edger
control prevents lenses from slip-
includes a built-in USB port.
Technolo
gies, Inc
to Cl in
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78 March 2017
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VisionCareProducts.com VCPN
0X the The HPE-800 drill job with
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any . sha log supports 0 external drill ent edg p, frame n Techno HDM-800 line of fort back-u As Cobur ing its suppor a hig h per upgrad lattion and continues hig her lenses, its modifica om ign for finishing tures ologies.c wheel des edgers for X now fea ier wheel mance urnTechn and eas nt ob HPE-8000 VCPN lity fere @C the , om dif qua ter est g, 11 polish Products.c rCareCen el cuttin VisionCare d lens nce. Custome step bev es, reduce maintena s.com • ly gie e finish ect edg olo dir s hn len lity to rnTec e, the abi 61 • Cobu slippag 0.262.87
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Santinelli International, Inc. • 800.644.3343 • Santinelli.com • Sales@Santinelli.com
0, adds HPE-800 ssor to the e succe 000X ,th tures. fers HPE-8 ishing fea s, six dif fin file y Coburn’ job ke DCS of new retouch impor t itions, . a number pe ing pos ies, Inc
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The LEX-1200 addresses the challenges presented by the range of shapes today’s lenses and frames possess. Specialty-shaped
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PATTERNLESS EDGER HANDLES THE CURVES
FINISHES 11 EDGE l, rimless, beve Includes i bevel, variable i-u , min grooving bevel, variable sem l, ric beve asymmet bevel, partial ving bevel, step ving, dual groo partial groo rid grooving. and hyb
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MULTIPLE LENS EDGING PROFILES Unique and specialized lens edge profiles favorable with all current types of frames, such as high-wrap and shallow groove rims, deliver high-quality “first-cut” fit. Special wheel design, in conjunction with patented software, provides a wide variety of lens edging to fit various frame shapes and styles.
POSITIONS SIX EDGING ing position Various edg provide more options helpn matching lens . whe choices eyewire geometry e and fram s include auto, e), tion Posi e (absolut base curv manual, ent, front offset perc offset. and rear
CE WHEEL FORMAN HIGH PER performance The high gn now offers wheel desi d, higher polish el spee enhanced much easier wheg. quality andance for polishin nten mai
V is io
Shape Editor function
BACK-UP SUPPORT e RETOUCH to the last thre Saves up , allowing user jobs recent jobs retouch k and edit ons to go bac ry. Retouch opti if necessa size, polishing, include ty bevel. and safe grooving
N EL FUNCTIO STEP BEV the lens will that Assures into high-wrap ial fit preciselyeven with spec ses sunglas cuttings such as s. shape hole ion ventilat
MINI STEP BEVELING FUNCTION Highly specialized step bevel function can grind an asymmetrical shelf-style rear bevel with excellent lens-to-frame fit for “non-Rxable” eyewear.
You wa nt to match with th up th e diame e diame ter of porte ter of the ba d secu the an rrel so rely all vil the ba the wa rrel is y aroun supd.
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BRANDO EYEWEA R, ALYSON eponym MAG
Prince
this men’s collection of 12 models. Created in collaboration with designer Stephane Cremieux of preppy men’s clothing brand Cremieux, the frames are made with handmade Japanese and Italian acetates and feature German and Austrian spring hinges. Inscribed on each model is a quote from Stephane Cremieux: “Ma vision du style,” meaning “My vision of style.” 800.492.4465, AAOpticalCo.com.
62 September 2017
AM 7003
ous unis EE, FOUNDA ex collecti TIONS COL structed on of 12 LECTION of stainles ophthal Seven yea s steel or mic and AM7001) rs after 11 sunglas custom and an eng her debut Mazzucc s styles. ineered line, des helli ace quo and Rectang “negative igner Alys tate com sharing le, aviator, space” (AM on Magee designs e in vibr soft cat that are ant hue has retu 7003). The eye and s. Unique unique.” rned with “combina collection, +44 (0) styling incl this tion way Magee said 203 504 42 August udes four farer” sha 6418, Bra , “was abo 2017 -dimens pes con ndoEyewea ut taking ional profi r.com. it back to les (AM300 the star 1 and t, challen ging the status
A&A OPTICAL, CREMIEUX EYEWEAR ”Contemporary classic style mixed with a timeless French Riviera touch” is how A&A Optical describes
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Covering Products Best.indd 67
9/22/17 12:18 PM
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Our NEW Celebrity Interviews... Ey ew
ea r&
Fa sh
io nI nt
er vi ew
Eyewe ar &Fash ion In te r v i ew
Eye we ar&
Fas hio
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ABOUTFACE Bobbi Brown’s latest makeup-inspired eyewear with Safilo uses three components of a woman’s visage for a beautifully simple spring ‘17 collection.
vie w
BY MICHELE SILVER
to teach women how to lighten up
Face, Eyes and Lips. “I think that
parent neutral tones in crystal,
I meet Bobbi Brown in a raw
what they do and still be stylish. I
glasses are an accessory, and if
blush pink and brown. The Eyes
studio space, a section of which
like a very simple—but not boring
you’re lucky enough to have more
comprise wearable thin silhou-
is serving as her new tempo-
[look],” she said, adding, “but it’s
than one pair, it’s nice to change,”
ettes that highlight the use of lines
rary offices, in her hometown
not just about your makeup. It’s
she said. The Face product fam-
and other details to create an eye-
of Montclair, NJ. The stark gray
how you take care of yourself.”
ily, inspired by her iconic skin
liner effect; rich, distinct Havanas
tone correcting foundation, offers
and metal colorations are meant
walls and slate floors can be
g? w a D s Up, ’ t a Wh Si g h ts
eH o n Ey
ea lt h
and P
u sh in
g th e
Eyew
ve lo ea r En
pe
ck y Ja
son
Se ts
nblum, Dr.
r, Amy Rose Chris Shye . From left: r and Drew Auer Jamie Shye
s.com eProduct VisionCar
y Jackson,
Oz, Rand
spring/summer
‘17
eyewear collection with Safilo
lightweight, thin styles that blend
to mimic eye shadow and eye
is divided into three categories:
in. Colors include light and trans-
contouring. The Lips family is de-
sion; it reminds me of a clean face
fined by statement pieces, just like
that serves as a blank slate before
a bold lip color defines a makeup
this makeup industry veteran
look. Sunwear incorporates mono
works her beauty magic. Brown
colors with full-mirrored or gradi-
emerges from her prior business
ent-color lenses.
meeting comfortably dressed, in
Brown and I settle into a pair
a cozy black sweater, black skin-
of black leather couches to check
ny jeans, black Vans and a pair
out her Face, Eyes and Lips col-
of preppy brown tortoise glasses
preview lection and talk about herAmakeup musts for eyeglass-wearing
down from her namesake cosmet-
MICHELE SILVER: How has your
ics line after 25 years in the business, she has a new book coming
personal style affected the design
out next month—her ninth one—
of the eyewear?
Bobbi Brown’s Beauty From the Inside Out. It focuses on wellness
BOBBI BROWN: When I launched
and confidence, drawing on ad-
the brand, it was based on a com-
vice from experts in various health
bination of style and face shape.
fields, in addition to cosmetic advice, including several pages on application with eyewear. “I want
IN TE RV
are you wearing?’ And I would
Jackson
DEL B Y TA L BO
T RU NH
2
2213
OF
6104
Tura, In c. 800 .242.8 872 Tu ra.com Orders @Tura .com 2214
with produ ct fro pects m the , it is usual refres there sushing are sti to kn 2213 TALBO ow tha ll enou want T & RU t gh pe to set NHOF a pair ople thems : Eyew the res who of sho elves ear, lik t of the es or apart make e a hand crowd from or bre TALBO . bag, can ak an derfu T & outfit SILVER l to be RUNO . It is fond : Descr FF: We involv woncess of of log ibe the ed in and are no os; creati Ta inspir the yo lbot Ru ng the u’d ne new t from proation styles nhof ver see summe outfit head for the garme logo to toe literal r 2017 a on on nts. Th . spring ly collecti e of ou is is a / attrib on. r rathe SILVER ute for r unusu TALBO : Wha an eye but it T & t have al wear lenges RUNH someh col be eyewe OF en lec ow introd : It’s highli tion, the ch ar in sets us ion-fo statem ucing ghts the alnew, apart excitin rward ent thi unusu sig ne an s g color wn n brand d and the al sha ican ma ess of a into the fash[it] toy combin pes; our de qualit rket? s with Amery of the ation textur s and dr are] a produ es. [Th SILVER game ct. TALBO : Wha e frame of tra pas lucen T & t advic nspare s for he t, op RUNH e do marke nt, tra aque. lping OF: Th ophy time, you ha t is, nseyecar Yet at e eye sell thi the co of cou ve e pro compe the sam s brand llection custo rse, ext wear fessio unde titive, e m to rstan na is rem the an ls comple ine, the dable d as yo ir patie ely tely and we u can re are nts? TALBO imagarable lenges very T & SILVER . SILVER specifi that fac very im RUNHOF: We :W : Wha c ch e a sm porta t did have” think most aller bra alnt to custo you en fas it is abou be abl nd. SILVER mer a t produ joy the e to tel spring story. : Wha VCPN cing eye cu l /su the We sha stome t has both Vision wear? rs all re with surpri the CarePr kinds about sed yo our oducts can eye most abou of inf fabric .com u TALBO ormati t the s, we wear manu T & RU aving on Ameri marke factur techn oxfor t? ing an iques, People d me d em n’s want broide cuffs to fee and go buyin ries. l like g som ld our “it’ they ething s are a jungle specia pieces l, lea and a rn pa Talbo t Runh of gl
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.com
VCPN
On the heels of the wildly successful L.A.M.B. and gx by Gwen Stefani collections from Tura, gx junior’s rocks out for SS’17.
VCPN 11:14 AM 5/31/17
Singer/songwriter, designer, The
helped inspire the six emoji models
in the day when I didn’t have chil-
into the third collection and it
Voice judge and mom of three
that have magnets for the temples
dren. Then over the years I had
has gotten to a whole other level.
Gwen Stefani cried when her
so kids can have even more fun
the opportunity to do this line of
And I said to them, ‘Why can’t I
then-kindergartener Zuma need-
with their eyewear. Three girl and
Harajuku Lovers children’s cloth-
do a children’s line? Why can’t I
ed to wear glasses. After all, it’s
three boy frames each come with
ing and it was incredible. I never
do junior’s?’
not easy when your child needs
a set of six interchangeable emojis.
had the right partner to do the
I wanted to do a collection that
any type of medical device. They
VCPN secured an exclusive in-
[eyewear] design, and I was al-
had fun, electric colors that kids
were always on the hunt for cool
terview with the eyeglass-loving
ways frustrated about it. So when
would gravitate towards, but I also
eyewear and often had to settle.
performer—to talk about her love
it came about that I teamed up
wanted to do some that were like
The self-made fashion icon, who
of designing for children and pas-
with Tura, the timing was weirdly
grownup glasses, just shrunken
sion for creating hits, this time, in
right, because I had started wear-
down. I love designing for chil-
optical.
ing optical myself.
dren—it’s just so cute and fun and
MICHELE SILVER: How would
I started designing with them,
rewarding. The junior’s eyewear
collection down to mini-me sizes.
thinking this was just another
works for children and they work
This month marks the launch of
you describe the evolution of
plate spinning in the air. I was
for smaller, adult faces. If you
was already working with Tura, 38 June
Randy
M OF BREN
honey, she shrunk the eyewear
Every time I was on TV, people would always ask, ‘What glasses
VisionCareProducts.com VCPN
52 March 2017
CHAR
SPRING INTO 2017
of sizzling sunwear
women.
Although Brown has stepped
2212
T IB L E
Eyewe ar& Fashion
that bear her first name.
Photo by Ben Ritter
you like What do SILVER: ng/sumMICHELE the spri the colt about the new so a lot of the mos on and PDs, and a normal 7 collecti average around mer 201 ices? designed l wearing d fit cho lection is added. to be coo extende th,” Shyer an guys w toge eric look c Am e out intervie aestheti g is alwe cam son all ered an : My thin ke ses, and the time dy Jack N garn SON spo glas just Ran on VCP at JACK we ses m y stop much RANDY you the glas ping men Passersb son, who The him how er with ut kee l glasses with Jack City at sswork They tell e on only coo ways abo the gue ve.” the time. New York ses he wor come taking where the ly expensi with in the glas e affordhad just much trend and were real they love the sam ressive d how hotel. He d Day could get an imp it, with MayEdition Idol—an ear out of nce on Goo zing fit. eara partr reaching le eyew American ama app the Afte ong rdab the de-l from an e, the affo reviewing larger and ability and e of a deca they dig and was s his nam slightly ware have ware mileston need it that bear New York and Zylo e—you the Zylo wear. be you Jackson er fram 2017 collection ection with ware Eye nership, he was d a bigg brand for new coll by Zylo g to fit rwards, ‘outyou nee rated the it’s goin in the produced ut e really team. Afte reinvigo choices w that ent abo design often wor eyecan kno a segm n new cool “Randy malized ’re sensito film with seve headed s and nor gory. “We ptDr. Oz. who d fit cate there’ style y as acce with ple nde lth edg peo exte eye hea ’s a little that even ” said wear that to the fact may have erican guy, tive ally Am actu the presier heads able for EO and have larg er, co-C able for Chris Shy comfort made it dent. “He
Rand
Brown’s
transformed into anything with the proper imagination and vi-
T H E IR R E S IS
When electr ical en Talbo gineer t me t busin Johnn guru y ess/te Adria and thr xtile/ n Ru ion ma style nhof, ee sun gic. Th it wa the de mode s fashe duo Runh ls ins signe create of, a pired rs’ mo too far d Talbo by brand tto, “N playfu ; just t MICHE that lness ever always with ba LE SIL with go lances an em ity an enou VER: Ex extrem of the gh!” d discre phasi e fem plain terns, and s on int Brende et ini the DN desig rich The nricate l by Ta brand n detai transl ready A a sig pat. lbot Ru ucent ls. -to-w SILVER na can be tur ear hues nhof e purpl : Ho found Style collecti and e stripe late the w were you U.S. an in 36 902212 on JO able to stores de d 59 HN desig is a featur sign. NY TAL sto transin the n ele ready bowfashio ing Ita BOT & tie sha ments -to-w A ba n is wo res globally. lian cry AD dra lan ear lin RIA pe of the matic rn by cing Their N RUNH as Pa stal ace e into act of celebr sus fas ula Pa OF: tate. A eyewe for sun and bold ities suc functi tton, hion. ar? TAL Edels cat Kriste on ver BOT & style -eye h tein n Bell, shape 906102 line me RUNH and lectio dashi Lisa some OF: Ou off tal ers SIL n an wo brow of the VER: W was fill r last a soft a sha men. that of ov to eye hat are Karcoled wi dow When appears erl ba th we thr yo ap ckg transl ar, the ur pro a var ough ping it com and ophthlamics from a host of major vendors that will del round and ucent of tex iety fessio the cu as s and es logo-f by Ta varyin ities yo tures, nal plasti the un stom ree Br contin lbot Silver g de u bring c ma color paren ique qu heat up your frame boards and excite your patients. fro Bym Michele Runh ues thr engrees s terial to yo cy, wh Tura, of co alou of tra swoo ur de and Inc., llection ich pro perfe strain ped tem gh into signs? nsdemo ct set ved to TALBO ed cu a gen nstrat ple. Th ished of too T & RU rves tly be the es reour eye segue off wi e loo and pa ls for NHOF unusu into a k is fin th a fla wear. devel : We tterns al cu VCPN sh len oping have that rricu For 20 ladylike co s coati mana very had la lor sch 17, the to int vit ng. gemen the ae, bu SILVER collec eme. erview oppo carefu t and siness specti tion off : Who rtunit the de lly cu engin their vel ers thr is y y, of rat eering signe foray the co that ha the eye ed 34 Feb ee op refres rs ab into eye re cu reve giv their ruary wear hthalm out hing stome wear 2017 brand en collecti ics appro r Every and wh is so un on? ach to us our fashio thing y TALBO ique in n lan fashio we’ve the pa T & RU dscap today’ n. learn NHOF st 30 e. s bot Ru ed ov : As wi years, throu nhof er th the we’ve gh ou ma eyewe Tallearn r close tionsh ar colle in collecti ed perso on ips wi cti , wh on is nal rel the o isn th ou for a ’t kee ar custo woma n on everyo mers. n weari ne els ng wh e is ket is at so com wearing. Th e marpletel y overs Vision aturat CarePr ed
Inc., decided the timing couldn’t
2017
be better for shrinking her adult dd 38
Interview.in
gx by Gwen Stefani junior’s, a play-
your eyewear design experience
passionate about it because I fi-
look at the designs, they’re funky
ful, urban and colorful line of eight
with Tura?
nally got to do glasses, and it just
enough so they could be for both.
ophthalmics with four addition-
was such an incredible success
And I love having a hit. We’ve
al ones rolling out in June. And,
GWEN STEFANI:
I wanted to
right off the bat. Right away we
won all these awards and I’ve re-
Zuma, who is now in second grade,
do eyewear [and sunglasses] back
had chemistry and now we’re
ally hit it off big with the [Tura] deApril 2017 33
VCPN VisionCareProducts.com
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Kate Young K125 for Tura, Inc. 800.242.8872 KateYoungEyewear.com Orders@Tura.com
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DeRigo REM • SPL343 800.423.3023 • DeRigo.US CustomerService@REMEyewear.com
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THE 2017 PANTONE COLOR OF THE YEAR SPROUTS UP FOR FRESH INSPIRATION ON SPRING CHOICES.
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Covering Products Best.indd 68
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PRODUCT INFORMATION IS THE #1 CONTENT ECPs WANT
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Moncler, the compan y that built an iconic down jacket for freezing climates and serious expediti ons, has a hot eyewear collectio n with Marcolin .
By Michele Silver From the highest mountains in highest-quality France to the production in Italy, the Moncle sunglass models 60 years of authent r brand has more in the Moncle icity behind it. r Lunettes collecti than “The collection An abbreviation on. tain village Monest elevates the of the mounier-de-Clermont brand values, the down jacket , Moncler was synonymous by René Ramillo for excellence,” started in 1952 with n and Andrè said Diorio, adding merges top quality Vincent, whose quilted sleeping that the line first product was materials and bag. French mounta innovation with a technological ineer Lionel Terray functionality and the potential research. “The for outerwear, saw duvet effect from and he worked down jacket was the iconic Moncle company to develop with the uniquely translat r high-quality jackets ed into the cut of the and sleeping , gloves tate in various acebags. Moncle styles,” she explain r down jackets ed. Strong, primary were chosen colors and contrasting in 1954 to equip tint combinations, the Italian expedition to K2, are the same ones used the world’s highest both inside and summit. Moncler has outside the jackets (black since evolved and red, black into a luxury lifestyle brand— and white or brown and yellow). with a major social media presenc Among the six e—as the “perfec sunglass styles, t combination betwee Diorio’s favorite is the n performance sporty chic ML000 and style,” according to 4, which has a remova Cara Diorio, fashion ble leather strap brand director for Marcoli that makes it very versatile n USA Eyewea . “The quintes r Corp. Spike Lee directed sentially feminine round shape a video, “Brave, of style ML000 ” for the launch a special jacket 5 and the of squared silhouet collection designe te of the unisex d by Thom Browne showcasing the ML0006 bask in refined design, American flag; ” she said, adding proceeds went volume of the the largest NYC-b that the soft to Robin Hood, two acetate styles ased charity that effect of a duvet, recall the light fights poverty er Pharrell William and airy while the flat . Singer/produc s collaborated lens emphasizes of the temple on a limited edition the sunken effect and shows them logo. Regarding sunglass line off in a funky the ophthalmic an “easy-to-wear music video. styles, the ML500 vibe that still shape, but the This experimental 1 is embraces a rich duvet effect of a subtle differen heritage translat the acetate gives tiation from the es to the six it other collectio new clean design of ns,” Diorio said. the logo is also The a strong elemen t. •
InfoUSA @Marco
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1 MJ 211
MJ 210
1 8 - K A R AT M A G I C
2
MASTERFUL JEWELERS AND GOLDSMITHS HAVE CRAFTED AN EXQUISITELY LUXURIOUS COLLECTION WITH SILHOUETTE ATELIER.
13 MJ 20 4
MJ 211
3
MJ 211
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5
By Michele Silver
gem setter to its production
The fashion show in late 2016
team in Linz. “Thanks to the
to introduce Silhouette Atelier,
wealth of design options, gold
the company’s latest and high-
color options, hand-set gem
est-end ophthalmic collection
stones and customizable lens
fashioned from 18-karat yel-
shapes to suit the wearers face,
low, white and rose gold and
each pair is a made-to-order
set with gleaming diamonds,
piece—one that becomes an
rubies and sapphires, wowed
integral part of the personality
onlookers. Displayed on mod-
and look of a unique individu-
els and in glass cases, Atelier’s
al,” said Silvia McGinley, man-
“jewelry for the face” reflected
ager of Atelier sales and prod-
a new level of elegance for the
uct distribution for the U.S. Women’s models in the Haute
Austria-based company.
im aui J M , o l Maha
ction. s— ed colle ckag exceed gs.” ts—andith-lenses pa coatin best ” mee awash all the pany frame-w ey are using m Th are s. co on the me d we ass ith its sight the fra a, ing, an ular a reg there’s “sungl lmics w en, aqu brand Then glass— erald gre ch deglobal of sea laimed for ophtha in em oc m. Ea colors ent of ng sun ui— foa pr in sid bri ll Ka delilfto e pre s in and sea captures d us ck, vic beache The se the ECP ca amber wante .” tion ion of y blue, Jay Bla g. “They collec almics tradit cobalt tin compan iian Kapa ophth y.
alt Hawa marke d the nce to in the speed of roy that . An sign on llar excelle robes ns in ction ivered s far glass g a ste patter produ on the in its Jim del cate ack thu ic has craftin even in own ced terns Silver Maui , feedb lf on tist of its s, chele produ ng pat hobic e sta sales creati By Mi some des itse cut corner nd d on ients ses are hydrop hell ms of g bra broke n’t Jim pri e len ck sai of pat with In ter ars -vibin it wo Maui s. Th nd n, Bla ical mber ria d Cle waiian lectio record ct—and n-trop satare bra n the nu ve an in Peo e Ha st no the col produ out: who up lab n and eflecti tha nd mo es. Th n gro ar tio i-r sta her tim we ow all tec a , ant sm hig com of the pro been tough the eye hobic one tions ong a n 20% busithrive as UV s am oleop asing ial op d in well ed to has bee e of doing (polypurch locate Mater , IL, wa gs as 1.58 manag ui Jim result a pre ents. an eas Peoria coatin that oa ivex), to Ma make direct ere is is als new towns, e treatm 1.53 (Tr “We panies , as a . re “Th d has . edg ed. ing ion an the com of in ted . s nn ht stress recess 1.67; s. t projec of U.S indexe ics, and pla htweig and 2008 us,” he ng len the bes prise aking 1.60 g the t is lig our hthalm with ting blocki ness durin ct tha for op nate), the o get ision-m Ps use HEV ence.” e produ carbo arose uary, t EC 1.67 are als art dec experi e tha the eas mium of sm in Jan etary d you me ole demand uir an pri see ed fra wh en d req pro nch the an ga the at fit, So wh don’t a gre king lly lau try it elopin mitwill see “We y bac they officia rs dev ere we its com amore,” t once compan which nt yea t’s wh and pir reflect y spe clab. Bu sing—tha e ins more would te pri compan e. “Th pen r lab was car that enc ou dis la O] n of ng ea tio experi er, CE collec nts usi e don’t hav lens tent[Hest accou to the “W consis Walter ment said. when rld and s wanted Black came the wo sional tion und said profes ses,” ing aro care travel and len t eye mes rd tha al fra ly hea optic make us to
59 05 8.666. Inc. 88 Jim, Maui
28 July
Described by Silhouette as a
8
MJ 211
5
MJ 211
MJ 02
MJ 240
MJ 26
20
2
03 MJ 240
15 MJ 26
7
7 29
July 201
on the theme of “Art de Fleur” and pay tribute to connoisseurs
were treasured, Atelier offers
of the extraordinary with pre-
10 styles for both women and
cious rubies, blue or pink cabo-
men and can be customized
chon-cut sapphires bordered by
with any existing Silhouette
hand-selected diamonds.
lens shape. Options for varying
Eyecare professionals have
temple lengths and nosebridg-
been taken with the noble ma-
es are also available. There are
terials manufactured with max-
four subcategories: Titanium
imum precision and perfection,
Meets Gold (four models for
McGinley noted, adding that
men); Solid Gold, Basic (two
fashion-forward rose gold has
for women, two for men); Solid
been embraced by both wom-
Gold and Precious Decoration
en and men. For the manufac-
(two for men, two for women)
turer that has always viewed
and Haute Joaillerie (one for
eyewear as an accessory, Sil-
women), which includes most
houette Atelier takes this no-
of the bejeweled styles.
tion one sparkling step further,
Proving its passion for arSilhouette
added
a professional goldsmith and
10
Joaillerie family this season focus
mix of Jugendstil, an Austrian era in which refined objects
tisanship,
MJ 27
G700
SILHOUETTE INTERNATIONAL
•
800.223.0180
•
SILHOUETTE.COM
•
INFO@SILHOUETTE.COM
according to Roland Keplinger, chief designer: “We treat glasses like the gems they are.”
G003
58 April 2017
G008
April 2017 59
om iJim.c • Mau
2017
vision care
product news
COVERING PRODUCT BEST VCPN IS RANKED #1 FOR PRODUCT INFORMATION Covering Products Best.indd 69
9/22/17 12:19 PM
Busi ness So l u t i ons
Busi ness S o l u t i o n s
THE FIRST 50
MILLISECONDS
By Mark Clark, ABOC
izing in the optical industry, has
That’s how much time your prac-
a team of 26 members who are
tice’s website has to attract an
experts in their specific trade,
average web surfer and convert
and they, in turn, stay on top of
them into a patient, according
the ever-changing SEO algo-
to a study by Taylor and Francis
rithms, according to Samantha
Online. The first 50 milliseconds
Toth (a certified optician and
(or 1/20th of a second) isn’t much
“resident marketing rockstar”).
time, is it?
Toth requires that each of her
The first goal is the scientific
employees receive optical train-
part of the equation in terms
ing and believes this is one key
of SEO (search engine opti-
to their success. She suggests that
mization). Your website, like a
eyecare-specific firms will do the
billboard, must first be placed
best job. “Don’t pick a company
higher and more strategically
that builds cookie cutter websites
than the competition’s. The sec-
your website’s visibility. Ultimate-
not need to purchase further on-
or doesn’t understand our indus-
ond goal is to present your prac-
ly, SEO is the process of aligning
line advertising in a low compe-
try,” she said.
tice’s information with as much
your website with these rules.
tition market to rise in the search
engagement as possible. These
Nancy Rausman is managing
engine rankings.” This means that
GOING MOBILE
complexities certainly warrant
editor of EyeCarePro, a leader in
money which is spent on the front
When selecting site functions,
the assistance of a professional
new patient acquisition through
end to hire an experienced SEO
it is becoming increasingly im-
website design firm.
marketing, web design and SEO.
firm may save money in the long
portant to remember mobile
“Your website is a beautiful busi-
run by creating “free exposure” in
website design and ensuring
RULE THE SEO
ness card, but no one sees it if you
a search engine. “Ultimately,” she
that your site is optimized for
The criteria by which the search
are not handing it out,” Rausman
said, “the measure of a good web-
all platforms. In October 2016,
engines rank your listing and
said. She went on to explain the
site is how many appointments it
mobile internet use surpassed
website are called algorithms.
best way to spend online advertis-
generates.”
desktop use for the first time in
These algorithms are constant-
ing dollars. “If you have a compre-
Innereactive Media, a full ser-
history. Websites created before
ly changing the rules that affect
hensive presence online, you may
vice marketing company special-
2007 are likely to not be mobile
70 October 2017
Clark_BizSolutions_Oct17.indd 70
VCPN VisionCareProducts.com
10/5/17 1:48 PM
“THERE IS A REASON WHY YOU BECAME A PRACTITIONER IN YOUR TOWN, AND TELLING THAT STORY WITH PASSION IS A NECESSARY PART OF A QUALITY WEBSITE.”
mation needs to be ordered into “clickable chunks with one topic per line.” Users must be able to quickly locate the information that they are trying to access.
friendly, as Dan Feldman of
to be viewed on a smartphone.”
number, hours of operation and a
When it comes to building
DBA Designs and Communica-
Rausman added that the most
link to the doctor’s bio. The mo-
more into the site, Feldman asks
tions, which specializes in eye-
important information that needs
bile page is designed to be viewed
his customers to give him the
care, can attest to: “We used to
to be included on the landing
on a smaller screen and compre-
“why.” By that he means what
design websites on PCs for PCs,
page of a mobile site are a click
hended quickly by the user.
drives them in their everyday
but now we have to design them
to call, a map, address, phone
life. “Why do you get up in the
PASSION PROJECT
morning?” is one question that
Feldman explained that the aes-
can elicit a passionate response.
thetics of a website should com-
“There is a reason why you be-
plement the business location, and
came a practitioner in your town,
the first step his team takes is col-
and telling that story with pas-
lecting lots of photos. “The website
sion is a necessary part of a qual-
should have a real representation
ity website,” he said. Feldman
of the practice and a color scheme
advises his clients to spread per-
to match,” Feldman said.
sonal touches from the first point
Rausman concurred and add-
of contact to the last, a handwrit-
ed that the visual vibe should also
ten thank-you card goes a long
match the demographics. She
way in an age that’s increasingly
explained that a family-focused
lacking human contact.
practice should feature multigenerational photos, while a fashion-
Mark Clark, ABOC, is founder
focused office should have trendy
of iProfit Group, a healthcare
model images. Then, the infor-
investment consulting firm.
WHERE TO FIND IT: DBA Designs and Communications 303.370.7083 • dbadesigns.com • Info@DBADesigns.com // EyeCare Pro 866.886.4442 • EyeCarePro.net // Innereactive Media, LLC 888.963.8894 • Innerreactive.com VisionCareProducts.com VCPN
Clark_BizSolutions_Oct17.indd 71
Octobe 2017 71
10/5/17 1:49 PM
BusinessSolutions
THREE EASY PIECES
Simple design work can shift your practice into a legit retail environment. By Travis Reed
of in any business; most would as-
ment: installing vitrines, jazzing up
you push this drawer back in and
Visual merchandising and product
sume advertising/marketing might
shelves and maximizing windows;
then lock it if the fixture has that
displays are a major focus for retail-
have a powerful number like that,
a combination of all three is ideal.
option. Lockable fixtures mean you
ers all over the world. However, in
but not visual merchandising. Up
the optical industry this often isn’t
to 60-65% of revenue for most op-
INSTALL VITRINES
matching fashion accessories with-
the case. Many doctors and prac-
tical practice owners comes from
A vitrine is basically a glass box
out worrying about theft. Think
tice owners invest in new technol-
the retail side of the business. You
on a wood or metal stand that can
about borrowing or buying a pair
ogy, but the interior of their retail
need to think about treating your
range from one to three square feet.
of shoes and/or a handbag in the
space doesn’t reflect the same level
patients more like customers, first
In most cases, the base of the cube
same brand as the frames to really
of sophistication or appeal.
can position high-end frames with
off by enticing them in new ways.
pulls out like a drawer and you
push the lifestyle and brand image.
The displays you create are far
Draw attention in store to new
create the display on the base. The
Vitrines look best when they are
more powerful than you realize.
brands, trends, current promotions
great thing about this installation
created with a theme such as a brand,
Judy Bell, author of visual mer-
and upcoming events.
process is that you can use simple
season, holiday, trend, promotion
chandising textbook Silent Selling,
There are three relatively simple
supplies such as double-sided tape,
or event. Don’t forget that glass is a
found that up to 50% of women buy
ways that range in both time and
hot glue and pins to keep every-
great surface on which to install vinyl
something because they see it on
dollars spent, to create impactful
thing in place.
decals. You can purchase precut or
display. This percentage is unheard
displays in an optical environ-
When the display is finished,
The more retail-inspired your displays are, the more your patient will think of corrective eyewear as a fashion accessory, which in turn boosts capture rates.
custom decals from a craft store such as A.C. Moore, JoAnn’s or Michael’s. JAZZ UP SHELVES If you have some fixtures with shelves, take advantage of this sur-
INSTALL VITRINES
72 October 2017
Reed_Displays.indd 72
VisionCareProducts.com VCPN
10/5/17 1:51 PM
JAZZ UP SHELVES
face and break up the monotony of
MAXIMIZE WINDOWS
your windows monthly (ideal) or
endless rows of frames with décor
Windows can be a retail practice’s
quarterly (at the very least). If you
and props (try places such as Pier
best visual asset. Deep windows
are intimidated on where to start,
One, Christmas Tree Stores and Tar-
can have props, décor and even
use Pinterest and the trade publica-
get) that tie into your brand image,
fashion elements such as manne-
tion VMSD (Visual Merchandising
interior color scheme or the current
quins, while narrow windows are
Store Design) or hire an intern from
season. These displays should have
perfect for graphics and vinyl de-
a local design college.
a little negative space between them
cals. The more retail-inspired your
and the frames so they “breathe.” Vi-
displays are, the more your patient
Travis J. Reed is owner of
sual merchandisers create displays
will think of corrective eyewear as
Creative Visionary Inc., a
in a triangle/pyramid shape to make
a fashion accessory, which in turn
company that provides visual
them more appealing to the eye.
boosts capture rates. A great win-
merchandising, interior design
A great prop attracts attention
dow display should be all about one
and special event production
to what you are selling. If you find
brand or trend. Consider changing
services for the optical industry.
EXTRA CREDIT Create a visual merchandising budget for props, supplies and the cost of extra staff hours or professional help. A great graphic designer can help you create and source custom vinyl decals. Get your staff visual merchandising training via CE courses at your favorite conferences or publications. Buy two of each frame that you want to put in a future display, one for the display and one to stay on your wall or shelf. Most patients won’t “shop” from a display by taking it apart.
yourself looking only at the décor and not the frames, then simplify the display until the frames start to
MAXIMIZE WINDOWS
once again pull focus. Ask your staff members for their opinions! Keep in mind that frames look best on risers, acrylic or metal, and in varied heights. Use props to help hide your frame risers and try hanging frames on some of the props. Great items to look for are vases, picture frames (insert brand logos or marketing images) or shadow boxes, holiday/ seasonal décor and big 3D letters.
CVInc • 312.399.9091 • TravisJReed.com • Mail@CreativeVisionaryInc.com VCPN VisionCareProducts.com
Reed_Displays.indd 73
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S o c i a l Me d i a A d vis or
Devise a Strategic Social Media Calendar Samantha Toth
of what you post should add per-
no social media resources
For most people, it takes more than
sonality and value to your brand
are available, visit company
just a few minutes to plan and post
and help patients get to know you
pages on Facebook or Twitter
a social media message, especially
and your team better, and 20% of
and share or repost their content
one that can boost your practice
your content can be shared from
on your page. Remember, a post
to the top of the local ranks. Take
other sources such as partner
on a frame vendor’s page may not
time to evaluate your current post-
brands, industry leaders or com-
resonate with your target audience
ing habits and engagement. The
munity organizations. This con-
in the same way as theirs. Think
following tips will get you past the
tent could be patient education,
through each post to determine
challenge of writing a new post
industry news or brand spotlights.
whether the content presented will
every day as well as planning for
Finally, only about 10% of the con-
connect with your patients.
the future.
tent you create should be promotional in nature.
You also have the opportunity to educate your patients on common eye health topics. Use eye health
CREATE RESONATING CONTENT Before creating new content for
PRACTICE POSTS
information featured on your
Once you have a weekly post
your social media pages, do some
When you start writing content,
own website to share with your
schedule in place, start writing!
research to understand your
start with practice-focused posts.
patients, which will also help drive
If you get stuck, ask around the
target audience and what reso-
They are usually easier to write and
even more visitors. Think about
office; there may be a member of
nates with them. Writing posts
immediately begin to add person-
the most frequently asked patient
your team willing to help content.
that do not engage or relate to
ality to your presence. Pick one day
questions and then create posts
Once you have a month of content
your patients is like sending an
of the week to consistently share a
based on those answers.
created, schedule it. Free online
appointment reminder to some-
staff or practice update. This may
one who is not your patient. Find
include a staff spotlight to intro-
CREATE A CALENDAR
Hootsuite.com and Buffer.com are
out what they’re interested in and
duce a member of your team and
AND SCHEDULE AHEAD
great resources to keep your post-
what motivates them.
incorporate their favorite frame
Get started by selecting a day for
ing consistent.
offered in your optical. Sharing
each content type. For example,
If you don’t have time, or
staff stories and exciting practice
Monday you’ll schedule a post
need help creating content for
Next, look at your current posts
milestones are important for craft-
about your in-office promo-
your social media pages, com-
as well as those on the pages of
ing a personality your patients can
tions, on Tuesday post fashion
panies such Innexus can help.
other leading practices. Evaluate
relate to both in person and online.
or brand-focused content, on
They even allow you to custom-
Wednesday post a patient educa-
ize which topics you want posts
ANALYZE YOUR CONTENT
what types of posts the users are
post scheduling programs such as
engaging with. Is the content about
BRAND AND INDUSTRY CONTENT
tion article and so on. Giving your-
about and choose the month you
celebrities sighted wearing eye-
Use content provided by the frame
self a schedule of topics will pro-
want them posted. Learn more at
wear you carry or about staff and
or contact lens vendors about
vide an easy template to stick to.
GetInnexus.com.
practice updates? Use this research
brands you carry for supplemen-
to create a basic plan for your social
tal content. Many companies
media content, and stick to the
have resources available for use to
70/20/10 rule. Approximately 70%
help you promote their brands. If
74 October 2017
Social Media Advisor_Oct17.indd 74
Samantha Toth is the resident marketing rockstar for Innexus by Innereactive, specializing in websites, social media and marketing for the eyecare industry. Learn more at GetInnexus.com. VisionCareProducts.com VCPN
10/5/17 1:41 PM
A knowledgeable eyecare professional who
s
WHO IS THE VCPN READER?
In a recent survey of ECPs, 59% consider themselves “loyal” VCPN readers (reading three out of every four issues) and 53% consider themselves “thorough” readers (reading more than half of each issue).*
depends on his information resources for consistency and dependability and remains thoroughly loyal to those resources. Someone who recognizes that being information-driven is a key to success.
DELIVERING PRODUCT INFORMATION FOR OPTICAL PEOPLE SINCE THE TURN OF THE CENTURY *based on results of a reader survey conducted by GfK Market Research, September 2015
Readership_October_VCPN.indd 63
10/4/17 11:22 AM
V I S I O N
E X P O
R E V I E W
E-COMMERCE AND NON-PROFITS FOR THE INDEPENDENT By John Sailer ECPs can benefit from Vision Expo West’s online retailing launches and announcements by vision care non-profits. Even in the face of consolidation and
taking the hype out of blue light pro-
also promoted its MyLux Academy
site’s doctor locator. (For more on
corporatization, the independent
tection. Promoting itself as “an
(MyLuxAcademy.Luxottica.com),
TAYE, see page 18.)
eyecare professional (ECP) remains
online destination delivering educa-
where ECPs can go for training.
the base of the optical profession.
tion and personalized protection for
Business solutions supporting the
young professionals and their chil-
PROFIT FROM NON-PROFITS
had launched a pilot program for its
independent ECP at Vision Expo West
dren from harmful blue light with
Think About Your Eyes (TAYE), the
“Essilor Experts” that will become
came in the form of launches in the
comprehensive solutions for all visu-
nationwide public awareness initia-
available for all independent ECPs
e-commerce sector and non-profits
al lifestyles,” the PupilBox website
tive, shared news of its continued
starting in 2018. The turnkey aware-
driving traffic to their practices
features tips to combat digital eye
success promoting the importance
ness campaign includes a no-cost
while ultimately supporting the
strain, lenses designed to block the
of an annual eye exam and overall
kit designed to encourage patients/
patients they serve.
majority of blue light at 450 nanome-
health and announced several new
customers to start the conversation
ters and “The PupilBox,” complete
industry partners, including Johnson
about vision. Supported by a new
GOING DIGITAL
with blue light filtering lenses, a low
& Johnson Vision, plus increased
website launching by the end of this
ProperOptics.com, a new optical
blue light PupilBulb for bedtime, a
contributions from its current part-
year, campaign participants will
e-commerce site created to provide
choice of 11 frames, artificial tears,
ners. To further drive awareness of
receive a new marketing kit every
independent practices with an
lens wipes and a microfiber cloth all
its campaign, the organization sig-
quarter. At showtime, the Essilor
online presence to capture more
in a magnetic collapsible case.
nificantly grew its television adver-
Vision Foundation also announced
During the show, the Essilor Vision Foundation announced that it
optical sales, was launched by lens
RFID (radio-frequency identifi-
tising to reach a larger portion of
that it had already raised more than
and coating technology provider
cation) technology was in use in at
the American public. For the first
$500,000 from its upcoming golf
GSRx. ProperOptics.com is an exten-
least two of the major eyewear
time, TAYE is being featured on
tournament to support the organi-
sion of GSRx’s Proper Optics in-store
companies’ booths. Both Luxottica
broadcast and high impact pro-
zation’s commitment to “eliminate
dispensing brand, featuring 280
and Marchon allowed visitors to
gramming such as The Voice, This Is
poor vision and its lifelong conse-
frame styles and a full range of lens-
pick up a frame on display and hold
Us and NBA and MLB. In addition to
quences.” Supporting donations
es, coatings and treatments.
its attached tag to a screen that
corporate sponsors, independent
help millions of children in the U.S.
Another website at PupilBox.com
would then display the details of
practitioners who partner with the
receive an eye exam and a pair of
was launched with the intent of
that frame for review. Luxottica
organization are listed on its web-
glasses.
76 October 2017
BizSol Expo Review_Oct17.indd 76
VisionCareProducts.com VCPN
10/5/17 1:50 PM
Busi ness S olut ions N EW
INDEX TO ADVERTISERS
LENSFERRY OFFERS EHR INTEGRATION LensFerry now integrates with electronic health records to give patients the ability to order contact lenses from any major manufacturer directly via text message or from their eyecare practitioner’s website. EHR integration
ADVERTISER
PAGE
PHONE
WEBSITE
All About Vision
14
858.454.2145
AllAboutVision.com
Bushnell Outdoor Products
43
913.752.6137
Bushnell.com
Coburn Technologies
16
800.COBURN1
CoburnTechnologies.com
Eastern States Eyewear
33
800.645.3710
ESEyewear.com
Inspecs
35 800.852.7857 Inspecs.co.uk
Lab-Tech Inc.
65
800.822.4343
Lab-Tech.net
Marchon Eyewear
25
800.966.2020
Marchon.com
Marcolin
CV2 Spread 800.537.9265
Marcolin.com
Maui Jim
CV4
888.666.5905
MauiJim.com
The McGee Group
26
800.966.2020
McGeeGroup.com
OAA
CV3
901.388.2423
OAA.org
Optometry Giving Sight
18
888.OGS.GIVE
GivingSight.org
Safilo
13, 29
800.631.1188
Safilo.com
Transitions Optical Inc.
57
800.533.2081
Transitions.com
Tura, Inc.
31
800.242.TURA
Tura.com
Tuscany Eyewear
8, 23
800.293.9588
TuscanyEyewear.com
WestGroupe
2-7, 10-11
800.361.6220
WestGroupe.com
Wiley X Eyewear
15, 17, 19
800.776.7842
WileyX.com
Younger Optics
CV1
800.366.5367
YoungerOptics.com
Zyloware Eyewear
37
800.765.3700
Zyloware.com
enables contact lens prescription and ordering information to automatically sync between systems. Patients can also enroll in a monthly subscription plan and receive automatic deliveries. 866.575.3937, LensFerry.com.
EYEFINITY LAUNCHES ‘DASHBOARDS’ ECPs can now track their practices’ performance and identify growth opportunities with built-in KPI (key performance indicator) dashboards available for beta with Eyefinity Practice Management. At-a-glance metrics provide insight with simple, easy-to-understand tables and graphs, allowing ECPs to monitor sales, capture rate and other operational data. 800.269.3666, Eyefinity.com. VCPN VisionCareProducts.com
Biz Solutions NEW_Oct.indd 77
(ISSN-1549-6716) is published monthly, except December, by First Vision Media Group, Inc., 25 East Spring Valley Avenue, Suite 290, Maywood, NJ 07607. Phone (201) 587-9460, Fax (201) 587-9464. Periodical Postage paid at Hackensack, NJ and additional mailing offices. Postmaster: Send address changes to VCPN, P.O. Box 986, Levittown, PA 19055-9998. Subscriptions: VCPN, P.O. Box 986, Levittown, PA 19055-9998 or online at totallyoptical.com. Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years. Contact publisher for overseas rates. Copyright © 2017 by First Vision Media Group, Inc., Frank Giammanco, President & CEO; Shawn Mery, Executive Vice President. No part of this publication may be reproduced without written permission of the publisher. The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by First Vision Media Group, Inc. Throughout this publication, trademark names are used. Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only with no intention of infringement of the trademark.
October 2017 77
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October 2017 79
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LOOKING BACK Hilco
Dynamic Labs
OptiSource
ClearVision McGee Group
COOPERATING FOR A CURE It used to be that October primarily celebrated the arrival of fall and Halloween, but now it’s also the month of pink, Breast Cancer Awareness Month. There are several eyewear companies that have been long-time research and awareness advocates of a disease that the American Cancer Society estimates 40,610 people will die from this year. • After the passing of company founder Wayne McGee’s wife, Jenny Lynn, in 2008, The McGee Group began offering the Vera Bradley Foundation Collection to support the Vera Bradley Foundation for Breast Cancer. For each frame sold, The McGee Group donates $10.
• Since 2007, Hauppauge, NY-based ClearVision Optical, Co. has donated more than $450,000 to various breast cancer organizations through sales of limited edition collections: 22% of the suggested retail price of Ellen Tracy readers is donated to the Breast Cancer Research Foundation. • Hilco Vision’s “Think Pink” line of products, launched in 2008, has enabled the company to give more than $35,000 to the Breast Cancer Foundation. Throughout October, Hilco donates a portion of sales of Breast Cancer Awareness Products, which include lens cleaners and cloths.
• Both Dynamic Labs and OptiSource International offer customers pink-based product lines designed to raise awareness. OptiSource’s dedicated “Ladies’ Line” of pliers launched in 2012 and has since expanded to include cleaners and cloths. The company donates 5% of sales of these items at the end of every year to the Breast Cancer Research Foundation. All year long, Dynamic Labs offers its pink Purity lens cleaners, cloths and accessories. Items can be personalized and imprinted with the pink ribbon breast cancer symbol.
WHERE TO FIND IT: ClearVision Optical 800.645.3733, CVOptical.com • Dynamic Labs 888.339.6264 DynamicLabs.net • Hilco Vision 800.955.6544, HilcoVision.com • McGee Group, 800.966.2020, McGeeGroup.com • OptiSource International 800.678.4768, 1-800-OptiSource.com
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visioncareproducts.com VCPN VisionCareProducts.com
10/5/17 1:40 PM
Untitled-1 1
10/4/17 12:00 PM
A BRILLIANT NEW LENS AVA I L A B L E I N YO U R P R E S C R I P T I O N
YO U R O P T I O N S H AV E N O W B E C O M E C L E A R Maui Jim’s most advanced proprietary lens material combines optics nearly as clear as glass with just one-third of the weight.
ABBE VALUE MATERIAL COMPARISON
HUMAN EYE ABBE 50
POLYCARBONATE ABBE 30
©2017 Maui Jim, Inc.
Untitled-1 1
MAUIBRILLIANT ABBE 56
SUPERTHIN GLASS ABBE 58
ABBE values shown out of a maximum of 59 (Crown glass)
5/30/17 10:59 AM