2020 2015 07 sunwear by Franky wong

SUNSTATS • LENS BASICS • SUNVISION CE

SUNVISION July 2015

SUNN SEEEEKK E R’S SU

FROM THE PUBLISHERS OF

PARA ARADDISE MAKE SUNWEAR EVERYONE’S DESIRED DESTINATION

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WILEY X, the WILEY X Eyewear logo, WX, the WX Eyewear logo, the WX WILEY X logo and product names are trademarks or registered trademarks (marca registrada) of Wiley X, Inc., in the U.S. and other countries. Logos: ÂŠ 2007-2014 Wiley X, Inc. All rights reserved.

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FOR WORK. FOR PLAY. FOR LIFE. Wiley X is the only premium performance eyewear brand whose entire line meets ANSI safety standards. Our Active Series is perfect for activities that work up a sweat, with rubber nose and temple grips that ensure a snug fit. Your customers stay protected during high-intensity activities, with Rx-ready eyewear thatâ&#x20AC;&#x2122;s stylish and comfortable enough to be worn anywhere.

ACTIVE SERIES

WX REBEL 1.800.776.7842 // WILEYX.COM

WX TOBI

SUN V

July 2015

A S PLEND ID SU MMER

INSIDE 6> SUNSTATS: Sunwear by the numbers

8> SUNWEAR, EVERYWHERE 12> WHAT’S HOT UNDER THE SUN: Shining insight into sunny goings-on

14> LENS BASICS: SPORTS VISION FOR CHILDREN How to Win the Safety Game

16> STREET SEEN 17> CE: DON’T LET THE SUN(WEAR) GO DOWN ON YOU Plano Sun Sales to CL Patients ON THE COVER NAUTILUS FROM SPY OPTIC PHOTOGRAPHED BY STEPHEN MARK SULLIVAN HAIR/MAKEUP CHRISTIE LEE/ R.J. BENNETT REPS

Along with most New Yorkers, I have never been happier to say goodbye to my winter boots, down jackets, wool scarves and oversized sweaters. As many of you know, this past winter was one of the most brutal yet, with endless amounts of snow and freezing temperatures way beyond anything I’ve ever experienced. Let’s just say I’ve been dreaming about summer for quite some time now. With the sun FINALLY shining and the temperatures rising, it’s time for one of my favorite style seasons. Summer brings out the fashionista in everyone, with brand new outfit selections and bright and exciting accessories; it’s the perfect opportunity to show off any unique style. What am I most excited to show off this summer besides my awesome tan? My awesome sunwear. Whether your style is boho chic, retro, normcore, sporty or preppy, I guarantee there is a sunwear style that coincides with your look. Even if you identify with none or more than one of these styles, there is certainly a pair of sunglasses that will complement your outfit choices. A timeless aviator or navigator sunglass resonates with both normcore and sporty styles, while a small round shape in bright prints and colors can be either retro or preppy. For a boho-chic look, try oversized frames with intricate temple designs and details. This is just the beginning of the endless amount of sunwear possibilities; there are still many more shapes and styles to be discovered. But remember, options are always the key when choosing the perfect accessories. Sunwear doesn’t pigeonhole you into a certain category but allows wearers to express any personality without sacrificing personal style. So I urge you to fill your dispensary with numerous style options for your customers. Don’t limit them to just one genre of sunwear, stock frames that range from casual to outrageous, anything that will enhance their wardrobe. Think outside of the box, that’s what fashion is all about. If you are still uncertain about what your customers are looking for, flip through a few fashion or entertainment magazines. You might just stumble upon a whole new mindset when it comes to eyewear. —Victoria Garcia 20/20 Associate Editor vgarcia@jobson.com

STYLIST LANA CHIU/ R.J. BENNETT REPS MODEL DANIEL/RED

CREATED BY 20/20 MAGAZINE SUNVISION EDITOR VICTORIA GARCIA > SUNVISION ART DIRECTOR IRIS JOHNSON > GRAPHIC DESIGNER JINCY THOMAS

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EDITOR-IN-CHIEF JAMES J. SPINA > EXECUTIVE EDITOR CHRISTINE YEH > SENIOR EDITOR PATRISHA HOLLY ZABRYCKI> GROUP EDITOR, LENSES & TECHNOLOGY ANDREW KARP > SENIOR RESEARCH ANALYST JENNIFER ZUPNICK > PRODUCTION MANAGER EDWARD SMITH

EYEWEAR

For sales information, please contact: The McGee Group | sales@mcgeegroup.com mcgeegroup.com | 800.966.2020

SUNSTATS

( FA C T S A N D F I G U R E S A B O U T C O N S U M E R S U N W E A R T R E N D S ) THE TIME IS HERE TO UNLEASH YOUR INNER SUN SALESMAN. GET TO THE BOTTOM OF WHAT YOUR CUSTOMERS ARE SEARCHING FOR WITH THESE SUNSTATS THAT ARE SURE TO HELP BOOST THOSE SUN SALES. â&#x20AC;&#x201D;VICTORIA GARCIA

50%

NUMBER OF PAIRS OF PLANO SUNGLASSES IN REGULAR USE BY GENDER 12 Months Ending March 2015

45%

33% 33% Male Female

13%

2 pairs

3 pairs

ADULTS CURRENTLY WEARING SUNGLASSES

89% 84%

12 Months Ending March 2015 Women are more likely to be

4 pairs

$37.10

1 pair

2% 5 pairs

$38.75

$38.13

11%

gradually increased. Stock

on and experiment with

your dispensary with price

sunwear. Show them sport

points that appeal to all

frames for specific outdoor

your customers. Include

activities and fashion frames

moderately-priced frames

for everyday wear. Remind

and luxury frames in your

all customers that most

displays so customers can

sunwear can be fit with

get an idea of what price

prescription lenses to

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Over the past three

of plano sunglasses has

your male customers to try

increase sales.

Average Retail Price

the average retail price

male counterparts. Encourage

Female

U.S. PLANO SUNGLASS SALES

12-month ending periods,

wearing sunglasses than their

Male

More than 5 pairs

12 ME Mar 13

12 ME Mar 14

12 ME Mar 15

range you offer.

U.S. PLANO SUNGLASS SALES

49% 48%

People and Retail Dollar Shares by Age

U.S. Population 18+ 12 ME Mar14 Sunglass Dollar Shares

34%

12 ME Mar15 Sunglass Dollar Shares

30% 22% 23% 18%

18% 15%

18-34

35-44

14% 15%

14%

45-54

55+

U.S. PLANO SUNGLASS SALES

39% 39%

Retail Dollars by Channel Sunglass specialty shops have the highest percentage of sales in terms of selling plano sunwear. Optical chains lag very far behind with an extremely low percentage of plano sunwear sales. It is imperative to remind customers that you offer much more than optical frames. Start increasing your sun customer base by displaying sunglass styles and educating customers on the health and fashion benefits sunwear has to offer.

12 ME Mar14 Sunglass Dollar Shares

14% 14% 11%

12 ME Mar15 Sunglass Dollar Shares

11% 6%

6% 4%

Sunglass Specialty

Better Department & Specialty Stores

Mass Merchants

Optical Chains

Drugstores

METHODOLOGY These sunwear stats were pulled from a large-scale, continuous, consumer-based VisionWatch study, conducted by The Vision Council in the 12 months ending in March 2015. All respondents are over 18 and live in the United States. For more

information about how to run your own survey, please contact Jobson Research at (212) 274-7164. â&#x20AC;&#x201D;Jennifer Waller, Senior Research Analyst <J uly 2 0 1 5 SU NV I SI ON>

SUNWEAR,

EVERYWHERE There’s no denying it… sunwear is everywhere you look. Let these styles show you why sunwear will ALWAYS be the hottest accessory, no questions asked. Photographed by NED MATURA SunVision Editor: VICTORIA GARCIA

FLASH DANCE Paying homage to its sporty yet functional style, Wiley X brings flash lenses back with a vengeance. PEAK from Wiley X Eyewear

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BOLD DETAILS Thereâ&#x20AC;&#x2122;s no guessing the details of this sultry sunglass with iconic metal beaded temple embellishments. GUESS 7385 from Marcolin USA

SUNVISION

TEMPTING TORTOISE A translucent tortoise hue gracefully distinguishes this classic clubman style. BADGLEY MISCHKA Manon from The McGee Group

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SUNVISION

LINEAR FUNCTION Wiley X pairs a subtle striation detail with the ultimate sport protection. MOXY from Wiley X Eyewear

WHAT’S HOT UNDER THE SUN SUNNING UP Wiley X’s exclusive Digiforce digital Rx lens technology ensures prescription accuracy and visual clarity.

CRAZED COLORS

Now available in four new varieties, the Moxy style from Wiley X Eyewear combines streetwise looks and attitude with performance. From the Street Series, the Moxy now provides wearers with even more choices. The four new color combinations include silver flash mirror lenses in a bold black streak frame, polarized crimson mirror lenses in a gloss black frame, polarized bronze lenses in a gloss demi frame and polarized blue mirror lenses in a gloss black frame. MOXY FROM WILEY X EYEWEAR

A COLORFUL TREAT The new 2015 spring and summer Guess Eyewear collection from Marcolin USA features fashion-forward silhouettes for those looking for an accessory to reinvent their style. Style 7398 combines a feminine CatEye shape with a soft rubberized finish of milky pastel colors on the temples. A signature three-dimensional metal triangle detail adorns the front of the frame, inspired by the brand’s iconic triangular logo. GUESS 7398 FROM MARCOLIN USA

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SUNNING UP In honor of Peace Over Violence’s Denim Day 2015, the Guess Foundation encouraged men and women everywhere to wear jeans and take a stand against violence. The Guess Foundation donated $2 for every pair of jeans and select accessories sold to Peace Over Violence.

AS POPULAR FASHION TRENDS COME AND GO, STYLISH SUNWEAR IS ONE ACCESSORY THAT WILL FOREVER BE A WARDROBE STAPLE. WITH AN ENDLESS ARRAY OF SHAPES, COLORS, SIZES AND MATERIALS, SUNWEAR IS ALWAYS KEEPING UP WITH THE GREATEST AND LATEST STYLES.

—VICTORIA GARCIA

BRANDED BEAUTY Echoing the brand’s impeccable styling and accessories, The McGee Group adds

SUNNING UP Over the past 20 years, Badgley Mischka has become a true lifestyle brand, now encompassing Badgley Mischka Couture, the Mark+James contemporary collection, eveningwear, handbags, eyewear, footwear, accessories, jewelry, swimwear, home, fragrance and bridal.

new sun styles to its Badgley Mischka eyewear collection. Inspired by Art Deco designs and highlighted by Swarovski crystals, the collection includes edgier motifs and feminine temple embellishments. The Marvelle features double-laminated Mazzucchelli Italian acetate with a modern square shape that creates a delicate design detail.

BADGLEY MISCHKA Marvelle from The McGee Group

ACTIVELY AWESOME Providing a bold new choice for wearers, Wiley X Eyewear adds the Peak to its Active Series. The new style comes in three Rx-ready versions, each with frame and lens colors that are paired to deliver protection during any outdoor activity. The Peak meets ANSI Z87.1 high-velocity and high-mass impact standards and features soft rubberized nose bridges for a secure, comfortable fit.

SUNNING UP Wiley X offers two versions of the Peak, featuring Filter 8 polarized lenses that combine eight layers of lens technology, making them ideal for wear on the water, road or any high-glare environment.

PEAK from Wiley X Eyewear

LENS BASICS

SPORTS VISION FOR CHILDREN HOW TO WIN THE SAFETY GAME By Cheryl G. Murphy, OD EYE GOT HURT

•Eye injuries are a leading cause of permanent vision loss in children.

•Most eye injuries that occur in kids ages 11 to 14 happen while they are playing sports.

GAME DAY PROTECTION When participating in sports, kids face off against many opponents besides players on the opposite team. They must defend themselves against ultraviolet light, wind, dirt, debris and high-speed projectiles, as well as the jabbing elbows and reaching fingers of other players. One thing that eyes are vulnerable to while outdoors is UV light. Short-term exposure to 1 4 < Ju l y

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intense UV light can sometimes cause UV keratitis, a painful “sunburn” of the corneas resulting in a temporary decrease in vision that can last anywhere from 24 to 48 hours. Just as parents need to encourage the use of sunscreen to protect their kids from getting a sunburn, they must provide them with UV protection to combat UV keratitis when children are playing outside near snow, sand, water or in higher elevations where UV light is intensified. Corneas can heal from UV keratitis when it is properly managed by an eye doctor, but wearing wraparound sport frames or goggles with UV-blocking lenses can help eliminate this danger before it even becomes an issue. Windy conditions outdoors are another opponent to healthy, comfortable eyes. Exposure to wind can cause dryness, redness, discomfort and watering of the eyes which can distract players and induce blurry vision. The wind can also carry foreign objects like bits of dried leaves, sand and dirt which can get stuck on the surface of the eye or between

•Baseball is the sport that most commonly results in eye injury for kids under 14 years of age, while basketball seems to be the biggest culprit for eye injuries in older kids.

•Anytime a player has a change in vision such as sudden blurriness, floaters or flashes, or if they experience pain or discomfort that does not go away, they should stop immediately and seek treatment from a medical professional on the sidelines and then follow up with an eyecare professional or other doctor as needed.

•It is important to note that experts say that 90 percent of all sports-related eye injuries can be prevented with the use of protective eyewear.

the eye and lids. This can lead to pain and discomfort to the point where the player may need to be removed from the game to irrigate the eye with sterile saline or seek medical attention elsewhere. Sport goggles make eyes impenetrable to dirt, debris and wind, leaving eyes clear and comfortable, and

PHOTO © ISTOCK.COM/JOBSONHEALTHCARE

n any given Saturday, you can find parents rooting for their kids from the sidelines of the soccer field, cheering them on from the baseball bleachers or clapping for them courtside. By that time, they probably think they have gotten their children all of the necessary equipment to participate in the sport, but did they get them the appropriate gear for their eyes? Personalized sport eyewear can guard young eyes from imminent threats imposed by indoor and outdoor play. They can also protect the eyes from damaging UV light and may even improve a player’s performance during the big game.

better able to focus on the game. Whether outside on the field or indoors on the court, the eyes of athletes are at risk for collisions with the game ball, fingers, elbows and pieces of equipment like the handle of a field hockey stick (See sidebar “Eye Got Hurt”). A poke, scratch or hard hit to the eye may cause a corneal abrasion, conjunctival laceration (cut) or, if the impact is great enough, damage to the inside of the eye in the form of a choroidal rupture, retinal tear or detachment. These conditions need to be evaluated by an eyecare professional immediately and treated promptly to avoid the risk of infection or permanent vision loss in the affected eye.

WEAR SPORT GOGGLES FOR SAFETY It’s imperative that athletes who play contact sports protect their eyes with sport goggles. Unlike “street frames” or everyday glasses, sport goggles, including the lenses, are made of impact-resistant materials that can withstand most blows to the face that athletes may endure. Sport goggles need to be slip-proof as well, so that sweat and movement won’t cause them to slide down or fall off. Also, sport goggles must meet industry ASTM and ANSI standards set specifically for sport safety.

A WINNING RECORD AGAINST UV Game day dangers to kids’ eyes like those

EYE LIKE THE PROS: A Sport Eyewear Checklist for Kids

•UV protection •Anti-glare treatment •Scratch resistant •Polycarbonate •Prescription if needed •Tint, photochromic or polarization if needed •Frame and lens meeting ASTM and ANSI standards for sports

•Wraparound, slip-proof, rubber-tipped sport frame or goggles

•Non-slip temples or strap

previously mentioned can cause big problems that require prompt treatment, but luckily many of them can be recognized fairly quickly. Cumulative damage to the eyes, however, like that imparted by UV light over time, happens slowly and its subtle effects are sometimes not even detectable until years later. The skin around the eyes is particularly vulnerable to the long-term effects of UV because it is the part of the face that is typically avoided when applying sunscreen. Over time, harmful UV rays may cause cancerous and non-cancerous growths to form in this commonly unguarded area. Similarly, the whites of the eyes can also be damaged by long-term exposure to UVB light. A pingecula is a patch of elevated tissue on the conjunctiva or whites of the eye, and its growth is exacerbated by dryness and overexposure to UVB. If it continues to worsen, it may extend onto the cornea and turn into a pterygium. A pterygium tugs and pulls on the cornea changing its toricity and shape which can result in the development of an astigmatism or the worsening of an existing one. In some cases, a pterygium requires surgical removal. In addition to the outside, UVA and UVB light can harm the inside of the eyes and cause changes there. Accelerated cataract growth and retinal damage, particularly in those with or at risk for macular degeneration, can also result from UVA light damaging the inside of the eyes over time. Since it is said that most of the UV damage we accrue throughout our lifetime happens by age 18, it is essential to protect young eyes from UVA light in order to help lessen the chance that these eye conditions will present themselves later on in life. Sport eyewear is a better option than a hat when it comes to blocking UVA and UVB light from reaching the skin, conjunctiva and inner eye. Although the brim of a hat blocks the eyes and surrounding skin from direct, overhead UV light, it does not protect from indirect, reflected UV light which reaches the eyes and face by bouncing off of low lying and surrounding surfaces. Wearing high quality, wraparound sport frames with UV protection

THE SUN CAN’T STOP US Glare is another issue that can affect one’s athletic performance. Players may squint or perhaps close their eyes during crucial moments of the game because of overhead glare or glare reflecting off of the objects or surfaces surrounding them. Sport lenses with anti-glare components can help players overcome this outdoor obstacle. In addition to glare, bright sunlight can also reduce contrast out on the field. Eyecare professionals will work with parents and patients to determine if a tint should be prescribed that would enhance the figure-ground contrast for the environment in which a specific sport is played or if a more traditional sunglass option such as photochromic or polarized lenses would work out well for that patient.

—CGM

or better yet, sport goggles will most effectively reduce exposure to harmful UVA and UVB rays and give the eyes and surrounding skin the long-term defense they deserve.

KIDS SCORE BIG WITH SPORT EYEWEAR Parents and eyecare professionals can team up to keep kids’ eyes protected during sports by providing them with customized sport eyewear. Helmets with face masks do help and are better than no protection at all as they reduce the risk of injury to the eyes and head from impact but they do not protect the eyes from UV, glare, dirt and debris, nor do they correct for refractive error. Therefore, in sports where helmets are not always used such as soccer, baseball, basketball and field hockey, the use of impact resistant sport eyewear should be recommended. We as eyecare and eyewear professionals have a responsibility to the public to champion eye health and safety in sports. Together with coaches, we need to educate parents on the importance of proper eye protection for their children and that customized sport eyewear not only keeps them safe, it helps them play with more confidence and may even allow them to have their best “see-son” yet. ■ <J uly 2 0 1 5 SU NV I SI ON>

SEEN

STREET PHOTOGRAPHED BY CHRISTIE WALKER

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BIKINI BEACH: It’s been a 20/20 pet peeve forEVER. We love it when any guy takes in some sun with some sunwear be it a classic sport or aviator shape… BUT… make sure it fits the size of your face. Your intended sunglass should NOT look like some disposable tanning salon sunblocker or your girlfriend’s bikini top. Go humongous with that aviator. Ginormourize that sweeping wrap. Cover up Man. —James J. Spina

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Don’t Let The Sun(wear) Go Down on You Plano Sun Sales to CL Patients [1 CE CREDIT] By Preston Fassel, BS

see them. They’re everywhere. Walking around like other people. They don’t see each other. They only see what they want to see. They don’t know who they are, but I do. Contact wearers without sunglasses. For many contact lens wearers, the insertion of their lenses is the beginning and end of their concern for eyeglasses. Although many practical factors may influence a desire for contact lenses (high prescriptions, sporting activities, work in environments where frame slippage could be inconvenient or potentially dangerous), more often than not, cosmetics are a driving force behind individuals’ desire to wear contacts. Indeed, as those working in an optical office know, many insurance companies identify standard gas permeable contact lenses as “cosmetic.” Taking this aesthetic concern into consideration, it’s easy to understand why many contact lens wearers develop a natural aversion to sunglasses: They’ve gone through the time and effort of being fitted for contact lenses and caring for them expressly so they DON’T have to have extraneous objects mounted to their heads. Yet sunglasses

are not primarily a medical aid meant to correct a visual defect; they are, essentially, a safety precaution, one which is no less necessary in today’s indoor-oriented world than during periods in human history when we were primarily outdoor creatures. With sunglasses, protection is the name of the game (along with a few other secondary names we’ll get to later). With summer quickly approaching and vacation time upon us, it’s the perfect time of year to gear up efforts to alert and remind contact lens wearers of the need for sunwear in their daily lives, regardless of how well those two little disks are correcting their vision—a process which will be beneficial to both your patients’ daily life as well as your practice’s growth.

(RE)EDUCATION For the new contact lens wearer, whether they are male or female, adult or child, contact lenses will seem like the first taste of freedom after a period spent in confinement. Whether they’re a former eyeglass wearer shirking off frames or whether contact lenses represent their first experience with visual correction, contacts will be a portal to a new, freer, better life. Of

LEARNING OBJECTIVES: Upon completion of this program, the participant should be able to: 1. Learn to effectively communicate the need for plano sunglasses to contact lens wearers. 2. Learn multiple sales techniques and methods to encourage the purchase of plano sunwear from a dispensary rather than an outside retailer. 3. Convey to patients the benefits afforded by different frame and lens styles. Preston Fassel is an optician in the Houston, Texas area. His interests are in the history of eyewear and all things vintage. He writes for The Opticians Handbook and 20/20 Magazine, and has also been featured in Rue Morgue magazine, where he is a recurrent reviewer of horror and science fiction DVDs. CREDIT: This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO) Course SJHI152 and the National Contact Lens Examiners (NCLE) Course CJHI033. This CE is available online at www.2020mag.com

DON’T LET THE SUN(WEAR) GO DOWN ON YOU

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FREEDOM IN RESTRICTION Some patients may be disappointed to learn that they’ll still have to wear sunglasses; it’s important that you reconceptualize the situation for your patient so that any dis1 8 < Ju l y

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Y E S , T H E P AT I E N T S T I L L NEEDS SUNGLASSES, BUT UNLIKE SELECTING EYEWEAR, WITH ITS RIGID REQUIREMENTS FOR QUALITY OPTICS, SUNGLASS SELECTION IS NOW ALL ABOUT PERSONAL STYLE, COMFORT AND THE PERSONAL DESIRES OF T H E P AT I E N T. appointment doesn’t lead to negligence in vision care. Don’t allow them to think of sunglasses as a restriction; let them think of their contact lenses as a liberator that allows them to wear whatever sunglasses he or she chooses. Remember, sunglasses are fun and today, amazingly diverse. If your patient has ever worn glasses before, he or she—especially in the case of high-powered myopes or hyperopes or PAL wearers—knows that there are particular restrictions on frames, from concerns about edge thickness to peripheral distortion

in wraps. Let your patient know that as a contact lens wearer, he or she is now freed from such concerns and restrictions. Wire-rimmed aviator with a 60 mm eye? Extremely wrapped, rimless frame with six screw mountings on either temple? No problem; go for it! Yes, the patient still needs sunglasses, but unlike selecting eyewear, with its rigid requirements for quality optics, sunglass selection is now all about personal style, comfort and the personal desires of the patient. For the individual concerned about the restrictions of glasses, the need for sunglasses actually becomes a further chance to free themselves by having a greater role in the customization of their own appearance. Now unburdened from the financial restraints of a single pair of Rx suns, your patient now has the freedom to play with his or her appearance—multiple styles for multiple occasions, multiple identities for multiple facets of his or her personality. Does your patient want something chunky and retro for an outdoor office function, but is afraid that it would be bulky and inefficient for the tennis court or golf course (and vice versa)? No problem, they are now free to purchase both pairs and interchange them to their heart’s content.

ONE STOP, NO WAITING Another upside to the precautionary process though, is that it encourages a sameday sale. It’s a case of in-sight, in-mind (partial pun intended). Talking to your patient about the need for sunwear in a dispensary, surrounded (hopefully) by sunwear, is a profound impetus for your patient to begin considering buying one of the pairs of sunglasses he or she sees hanging around. There is, of course, also the convenience factor: Why bother taking the extra effort to go to another store and pick out a pair of sunglasses there when there’s so many to

Photos ©iStock.com/JobsonHealthcare

course, all great experiences come with some restrictions—skydivers and shooters alike know that there are myriad safety precautions that must be observed when engaging in either sport, and even something as innocuous as video gaming requires such interruptions as bathroom breaks and system cooling. Many contact lens wearers are surprised to know that their newfound freedom comes with similar precautionary observations: Care and maintenance of lenses, a heightened observation of ocular hygiene, and extra vigilance about the state of their eyes are all factors that many new contact lens wearers had never thought about before first obtaining contact lenses. During a patient’s initial contact lens fitting, when the patient is being educated on the care and maintenance of contact lenses, it’s important to mention the need for sunglasses. Several new contact lens wearers are under the impression that contact lenses block UV light and will substitute for sunglasses; and while there may be a small handful of lenses which do provide some UV protection, it’s important that your patients know contacts alone are insufficient to both block UV light from the skin and eyelids, as well as relax the eye and provide the sharpest, clearest level of vision possible. (Anecdotally, my own wife, a lifelong contact wearer, didn’t learn that her contacts weren’t UV protective until she was in her mid-20s—when I told her). To put it simply, contacts correct; they don’t completely protect—not against UV, bright light or glare—all concerns that a pair of sunglasses will take care of simply and efficiently.

choose from right here? One way to emphasize sunwear to contact lens patients is to make the frameboards and displays in your contact lens area all about sunglasses: Use this area to display some of your best sunwear while also decorating it with sunrelated POP. Doing so will create a link in the patient’s mind between sunglasses and contact lenses and help to encourage a sale.

A GLARING ISSUE If your patient has never worn sunglasses before, a crash course may be needed in the lens options available to him or her. At its

most basic, this comes down to a choice between polarized or tinted lenses. Many individuals will develop their own preferences: As I’ve covered in my own writings before, I tend to find more comfort in tinted lenses, which I personally feel create a darker environment for my light-colored, light-sensitive eyes. Polarized lenses though, with their efficacy in reducing glare, might be the better selection for your contact lenswearing patients: Evidence has been presented over the years that contact lenses can actually enhance glare for wearers, perhaps most recently in Richard C.K. Jordan and

THE ESSENTIAL SUNGLASS INVENTORY It may seem obvious, but variety is the spice of life. Sunglass styles are just as varied as ophthalmic frames, and just as you should stock your dispensary to meet patient requirements for different types of eyeglass styles, you should also be prepared to answer the demand for a plethora of sunglass types:

• AVIATOR FRAMES: One of the most iconic styles and perhaps the first modern sunglass frame. The aviator frame is a large, semi-teardrop or semi-squared frame supported by a brow bar that runs across the top of the lenses. The frame has some soft curvature to the edges, providing some wrap without completely curving around the sides of the patient’s face.

• WRAPS: Perhaps the most efficient style, wraps curve completely around the sides of the patient’s face, sort of like a bandit mask, completely blocking off their eyes from the sun. A good fitting pair of wraps make excellent sport glasses in addition to general-purpose sunglasses.

• WAYFARERS AND BROWLINES: Two of the iconic American sunglass styles, particularly the models offered by Ray-Ban. The Wayfarer is a large, solid zyl style with a vaguely CatEye/square shape; think The Blues Brothers. Browlines are classic combination frames with zyl caps and a metal chassis. Along with the aviator, these are the styles of sunglasses your patients will probably have the most brand awareness of. They veer toward the dressier end of the spectrum, and for patients concerned about wearing their sunglasses to outdoor business or social functions, they’re better choices than something sportier like a wrap. Because of its bulk and general durability, the Wayfarer is considered a slightly more casual frame, while the browlines’ nosepads and origins as an ophthalmic put it on the more formal side of the spectrum.

• P3s: Something that’s been coming back into fashion of late, and which you might find your patients requesting, is the classic, semi-round P3 shape in sunglasses. Women in particular have been gravitating toward it over the past few years, as the softer edges provide a more feminine alternative to the sharp angles that have been popular in frames over the past few years. In addition to frame styles, also pay attention to brand variability. The Internet age has enhanced patients’ brand awareness far beyond that encountered in past generations, leading to enhanced loyalty to particular manufacturers. For sport frames, the “Big Three” are Costa del Mar, Oakley and Maui Jim, who are perhaps as well-known for the quality of their frames as for their state-of-theart lenses. For dress and general-purpose sunglasses, Ray-Ban is, quite possibly, not only the most well-known sunglass name in the world but perhaps one of the most well-known brands, period.

Michael A.O. Lewis’ translation of the 2011 book Contact Lens Complications by Roth. For those patients who experience this effect, polarized lenses may be your patients’ best choice in sunwear. Also, remember that many patients opt for contact lenses because they allow freedom for particular sporting activities—activities that might be enhanced by a pair of properly secured, appropriately-styled sunglasses. Anglers, for example, will benefit greatly from a pair of wraparound polarized sunglasses, which will enhance their visibility when out on the water. Note however, that polarized lenses might not be for everyone: Pilots, for example, cannot wear polarized lenses due to their interaction with instrument panels in the cockpit; and while manufacturers of digital technology have begun to compensate for the popularity of polarized lenses by altering the axis of rotation on their screens, some cell phones and GPS devices might be unreadable to wearers of polarized shades. Regardless of which route your patient chooses to go, the experience of contact wear becomes an invaluable opportunity for ECPs to educate their patients on the differences between tinted and polarized lenses and the benefits and drawbacks of each.

ALL THE COLORS OF THE DARK (LENSES) For patients who opt to go the tinted route, this opens up a fantastic possibility in multiple sales: lens colors. While depending upon the lab you use, your color options might be limited in polarized lenses; the sky’s the limit when it comes to tinting lenses. Freed from the restrictions of one or two pairs of Rx glasses, educate your patient on the possibilities offered by multiple, (comparatively) inexpensive pairs of tinted sunglasses: G-15 for bright, sunny days; rose for overcast days; yellow for dusky conditions or sporting activities. <J uly 2 0 1 5 SU NV I SI ON>

DON’T LET THE SUN(WEAR) GO DOWN ON YOU

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WAIT, DON’T GO The cost question brings up a challenge faced by many ECPs in selling sunglasses: Why should patients purchase from a dispensary? After all, they can trek on down to the nearest big-box retailer or (shudder) discount store and purchase a pair of perfectly dark sunglasses for significant amounts less. As always, reminders of quality are key, and your dispensary stock should back up any assertions you make about the value of your eyewear. You and I both know that those $20 polarized sunnies can’t hold a candle to a quality pair of Maui Jim, Oakley, Rudy Project and those sun versions of branded sunwear with polarized and backside AR-treated lenses; be prepared to inform your patient of that. This is an area where your own prior education is just as valuable as the information you’ll be imparting to the patient: As soon as your patient even indicates that he or she might be headed straight from your office down to the S-Mart for a pair of discount shades, it’s imperative to begin outlining why a pair of quality sunglasses from your office pummels the living daylights out of a bargain pair. Identify the strongest selling points of your sunwear lines and then drive those points home. In my own experience, I’ve found that durability is a key factor in making a sunwear sale: Many people plan on using their sunglasses for activities that involve a great deal of wear-and-tear (such as outdoor work or sports), or tend to be highly abusive of their sunwear (by leaving it in the glove compartment, tossing it on the dashboard or just chucking it in their purse). I often begin sunwear sales by asking my patients exactly how they plan on using their sunglasses: Will they primarily be utilized for sporting purposes, driving, attending outdoor functions or for general purposes that encapsulate all of these activities and more? Once I know how my patient will be using his or her frames, I can direct 2 0 < Ju l y

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him or her toward an appropriate style (see sidebar). Knowing how your patient plans on using their sunglasses will allow you to eliminate poor choices (such as putting a tennis player into a pair of dressy P3s or sending a businessman to a high-fashion social function in an extreme wrap). If your patient does have a diverse array of interests and planned uses, it can also lead to multiple pair sales—if your businessman is also a tennis player, for example, encourage him to use the P3s for business functions and the wraps for when he plays sports. Outlining the longevity of your higher quality frames versus the likelihood that discount frames will break or become scratched will highlight exactly what a good pair of sunglasses are: an investment. Few people think they’ll really get rich off of penny stocks; let your patients know that there’s little difference in a $1 pair of sunglasses. Tying into this, also drive home any frame warranties you might offer, especially if you have a replacement policy. Only paying $20 for a pair of suns might be nice, but it’s even nicer to pay a little more with the guarantee of a free replacement if they get damaged. Is S-Mart going to fork over another pair of their dime-store treasures free of charge if the old pair gets broken? I think not.

INSERT PUN HERE Perhaps one of the most effective (if not obvious) ways to sell sunglasses to your contact lens wearers is through the use of a trunk show, deliberately scheduled around a time when your practice will see heavy rotation of contact lens wearers (or if you’re feeling proactive, heavily schedule the day of the show with contact lens fittings and follow-ups while also sending out advertisements to established CL patients for whom the time has not yet come for a visit). Variety will be the key here, as you’ll want to cover all potential bases for your patients to ensure the maximum volume of sales: Other than wearing contact lenses, your patients

will probably have little in common, facing you with a particularly diverse demographic. If having multiple vendors isn’t feasible, make sure that the one or two reps you have working your show come with product that will suit the largest number of people with the largest array of needs: polarized, tinted, wrapped, aviators, etc. Staged appropriately, such an event can not only be a tremendous opportunity for patient education and turn contact lens wearers into lifelong sunglass wearers, it can also be a chance for a good deal of sunwear sales. Dependent on the companies with whom you work, a sales promotion might even be in order. One to consider is a particular percentage off of sunglasses with the purchase of a year’s supply of contacts. Similar to decorating your contact lens area with sun-related POP, filling your dispensary with sunwear reps on the day they’re fit for their lenses will draw a link between sunwear and contacts, heightening the chance that your patient will make a sunwear purchase.

INTO THE SUNSET Plano sun sales to contact lens wearers represent a unique opportunity to make additional sales while also increasing your patient’s knowledge and helping them to prolong their eye health. It’s simply a matter of taking this opportunity. Many ECPs are content to fit patients with CLs and let them be on their way, without ever educating them about the ongoing need for sunglasses; still more will educate their patients, but then allow them to walk out the door without even attempting to sell a pair from their own dispensary. Such practices represent not only a glaring gap in patient education but untold dollars in lost revenue. By emphasizing the need for sunwear and aggressively yet gently pressing in-office sunwear sales, ECPs can enhance their own practice while also improving patient health and sense of self. And that leads to a brighter tomorrow for everyone. ■

S E L F - A S S E S S M E N T E X A M I N AT I O N 1. All of the following are reasons to wear sunglasses except: a. If the patient is going to spend that much on CLs, they can also afford to buy sunglasses b. Most CLs don’t afford any UV protection c. CLs don’t eliminate glare or protect against bright light d. Most CL wearers are more sun sensitive 2. Many CL patients benefit from polarized lenses because: a. The pressure of contacts makes them squint and polarized lenses eliminate squinting b. Polarized lenses interact with CLs to give patients 20/10 vision c. There is evidence to suggest that contact lenses enhance glare d. CL patients do not really benefit from polarized lenses 3. A potential benefit of tints over polarized lenses is: a. Color variability b. Glare reduction c. Enhanced visual acuity d. X-Ray Vision 4. Perhaps the best selling point of dispensary frames versus chain retailers is: a. Lower cost b. Greater variety c. Your smiling face d. Greater durability and longevity 5. The “Big Three” names in specialty sports frames/lenses are: a. Ray-Ban, Acuvue and Altair b. Maui Jim, Oakley and Costa del Mar c. Kirk, Picard and Sisko d. Polarized, Tinted and Plano 6. Polarized lenses should never be sold to: a. Pilots b. Anglers c. Businessmen d. Anyone 7. A factor to emphasize in same-day sun sales to CL patients is: a. Cost

b. Variety c. Convenience d. Your bottom line 8. Your sales pitch should emphasize sunglasses as: a. A burden b. A tax write-off c. An obstacle to overcome d. An investment 9. Generally speaking, the most efficient sunglass style is: a. Wraparounds b. Aviators c. Wayfarers d. P3s 10. All of the following are available from your professional office except: a. Your professional knowledge b. Frame and lens warranty c. Heightened social status d. Adjustments and repairs 11. When planning a trunk show, do all of the following except: a. Have a variety of styles on hand b. Heavily schedule contact lens patients on the same day c. Try and get multiple vendors to attend d. Charge admission 12. An effective means of subconsciously emphasizing sunwear to CL patients is: a. Wearing sunglasses in the dispensary b. Decorating your CL area with sun-related POP c. Telling your patients that your CL-wearing Uncle Jerry went blind at 24 because he didn’t wear sunglasses d. Replacing all of your ophthalmic frames with sun frames one day a week 13. Some patients prefer tinted lenses to polarized because they feel tinted lenses: a. Cut glare more efficiently b. Are more cosmetically appealing c. Seem to make things darker d. No one really prefers tints; that’s an urban legend

14. A potential drawback of polarized lenses in the digital age is: a. Polarized lenses interfere with Wi-Fi b. Polarized lenses can interfere with GPS and cell phone screens c. Polarized lenses are incompatible with Windows 8 d. Polarized lenses use up more data 15. A drawback of tinted lenses is that: a. They do not eliminate glare b. They can be too dark c. They can be too light d. They don’t look good on anyone over 30 16. Many CL wearers are hesitant to wear sunglasses because: a. They like bright light b. They think sunglasses are “out” c. They see sunglasses as a restriction d. They’re cheapskates 17. The only restriction faced by CL wearers when choosing sunwear is: a. Eye size b. Wrap c. Panto d. There are no restrictions 18. One of the biggest reasons that CL wearers don’t purchase sunwear is: a. Cost b. Availability c. ECPs don’t tell them that they need it d. They think they’re too cool for sunglasses 19. For new CL wearers, the best time to talk about sunwear is: a. During the exam b. While going over the care and maintenance of contact lenses c. While checking the patient out d. The next year; don’t lay too much on them at once 20. As opposed to eyeglasses, insurance companies tend to view contact lenses as: a. Cosmetic b. Necessary c. A burden d. A money-making opportunity

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Examination Answer Sheet 1 hour of CE credit by the National Contact Lens Examiners and the American Board of Opticianry ~ Valid for credit through June 15, 2020 This exam can be taken online at www.2020mag.com. Upon passing the exam, you can view your results immediately. You can also view your test history at any time from the Web site. Donâ&#x20AC;&#x2122;t Let The Sun(wear) Go Down on You Directions: Select one answer for each question in the exam and completely darken the appropriate circle. A minimum score of 80% is required to obtain a certificate. Mail to: Jobson OptSC, PO Box 488, Canal Street Station, New York, NY 10013. Payment: Remit $14.99 with this exam. Check is enclosed (payable to Jobson Publishing). Charge my: American Express Mastercard Visa Name on card: _________________________________________________________________________________________ Credit card #: __________________________________________________________________________________________ Expiration date: _________________________________________________________________________________________ Signature: _________________________________________________________________________________

1. A

11. A

1=Excellent

2=Very Good

3=Good

4=Fair

5=Poor

2. A

12. A

In questions 21-23 please rate the effectiveness of each activity:

3. A

13. A

21. Met the stated learning objectives?

22. Avoided commercial bias/influence?

23. How would you rate the overall quality of the material presented?

4. A

14. A

5. A

15. A

6. A

16. A

7. A

17. A

24. How were you directed to this course? A 2020mag.com D Ohio Opticians Website

8. A

18. A

B OAA Website

9. A

19. A

C NYSSO Website

10. A

20. A

E Other

25. Please describe the office in which you work. A Independent Optician

C Chain retail

B Independent Optometry

D HMO/Military/Other

Comments on this course: ____________________________________________________________________ Future Topics: ______________________________________________________________________________

Please retain a copy for your records. Please print clearly.

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Home Address

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Zip

Optician

Contact Lens Fitter

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By submitting this answer sheet, I certify that I have read the lesson in its entirety and completed the self-assessment exam personally based on the material presented. I have not obtained the answers to this exam by any fraudulent or improper means.

Lesson 111527

Date ________________________

CJHI033 (NCLE) SJHI152 (ABO)

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G U E S S .CO M A R T D I R : PAU L M A R C I A N O P H : P Ü L M A N N S

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