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FACEBOOK.COM/ 2020MAG page 115
TWITTER.COM/ 2020MAG
20/20
It Matters FROM THE FOUNDATION AND FORMING OF ITS MATERIALS THROUGH TO THE INGENIOUS ACTIONS OF ITS FUNCTION AND FIT, WITH EYEWEAR IT IS ALL ABOUT THE DETAILS
SILHOUETTE’S STYLE 5438
HOW TO SUCCEED IN BUSINESS BY REALLY TRYING… CREATIVELY > 78 IS YOUR DISPENSARY ON THE EDGE? > 82
2 0 2 0 MA G. C OM / AP P S
THE ‘MIDDLE CHILD’ SINGLE-VISION SYNDROME > 88
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FROM Van Heusen and Van Heusen Studio frames designed with Big Man Fit technology have extended headroom and special engineering to fit patients who need extra room to achieve a comfortable fit. Big Man Fit frames are not simply designed to be “bigger”, they’re designed to fit big guys better.
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For example, Van Heusen style Xavier in Big Man Fit size 56 is the same width as a regular frame size 58.
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KD EYE
Nike Vision and Professional Basketball Player Kevin Durant introduce the newest edition of their collaborative eyewear. Last year marked the first partnership between Durant and Nike Vision; the inaugural collection featured one adult style and one young athlete style. The new Fall 2015 collection features an expanded offering, comprised of three adult styles and three children’s styles. The eyewear’s color ways sync up to Durant’s latest sneaker, the KD8, which features Nike’s Flyweave technology.
The color story for the new collection was inspired by the bright, playful colors that Nike has incorporated into KD’s past shoe and apparel collections. The latest optical offering features the following styles for men, women and kids: ADULT NK 35KD NK 36KD NK 37KD
MSRP $204.00 MSRP $196.00 MSRP $196.00
YOUNG ATHLETES NK 3KD MSRP $138.00 NK 4KD MSRP $138.00 NK 5KD MSRP $138.00
EWEAR
Nike Vision will also create 35 exclusive kits featuring a luxe leather box complete with KD’s logo and signature, correlating directly to Durant’s jersey number 35. Each kit will contain all three available color ways and will be numbered one to 35. Marchon will reward kit number one to a lucky winner, via a sweepstakes on the Nike Vision website. Fans can enter by submitting their e-mail address on September 21, 2015. Entries will close on October 31, 2015 at 11:59PM ET. One winner will be randomly selected. No purchase is necessary.
NI NIKEVISION.COM
Kit number 35 will be gifted to Durant himself. The remaining 33 kits will be available at select retailers. For more information and to find out where to purchase an exclusive kit or for a full list of retailers carrying the collection, visit www.nikevision.com/KD15Dealers.
Fall 2015 Optical Collection | AltairEyewear.com | 800.505.5557
Bradford
I N T RO D U C I N G
M E N ’S E Y E W E A R
For sales information please contact: The McGee Group | Sales@McGeeGroup.com | McGeeGroup.com | 800.966.2020
CONTENTS OCTOBER
F E AT U R E S 47 IT MATTERS
7 8 HOW TO SUCCEED
Materials matter in this selection of meticulously mastered eyewear.
IN BUSINESS BY REALLY TRYING… CREATIVELY
S P O R T PA G E
76 ADVANCED STYLE
Performance eyewear grows up to make an established and purposeful impact.
Barton Perreira’s David Danger Cutler offers enlightening retailing advice from an eyewear sales rep’s POV. RXPERTISE
8 2 IS YOUR DISPENSARY ON THE EDGE?
20/20
Volume 42 Number 12 Copyright © 2015 Jobson Medical Information LLC E-mail: jspina@jobson.com Website: www.2020mag.com 2020mag.com/ipadapp 2020mag.com/iphoneapp Facebook.com/2020mag Twitter.com/2020mag 100 Avenue of the Americas, New York, NY 10013 (212) 274-7000 • FAX: (212) 274-0392 SENIOR VP, EDITOR-IN-CHIEF James J. Spina
8 8 THE ‘MIDDLE CHILD’
EXECUTIVE EDITOR Christine Yeh
SINGLE-VISION SYNDROME
GROUP EDITOR/LENSES & TECH Andrew Karp SENIOR EDITOR Patrisha Holly Zabrycki
C O N T I N U I N G E D U C AT I O N
ASSOCIATE EDITOR Victoria Garcia
1 1 5 THE EYEWEAR TUNE-UP
EDITORIAL ASSISTANT Jillian Urcelay DIRECTOR OF EDUCATION Mark Mattison-Shupnick SENIOR RESEARCH ANALYST Jennifer Waller ART DIRECTOR Iris Johnson WEB DESIGNER Julie Zidel GRAPHIC DESIGNER Jincy Thomas THE STUDIO AT JOBSON Elizabeth Crawford, Stephanie Gross, Matt Lambros, Joseph Vitaliano CORPORATE PRODUCTION DIRECTOR John Anthony Caggiano CONTRIBUTING EDITORS Deirdre Carroll, Palmer R. Cook, OD; Preston Fassel, Mary Kane, Cheryl G. Murphy, OD; John Sailer, Barry Santini, Christie Walker
20/20 (ISSN 0192-1304; USPS #051-090) is published
ON THE COVER SILHOUETTE 5438 FROM SILHOUETTE PHOTOGRAPHED BY NED MATURA FULL DISCLOSURE Think you know everything there is to know about Silhouette’s iconic Titans? Think again. This cover shows the multileveled extent of their legendary frame status.
8 • October 2015 20/20
monthly except for March and September which have two issues, by Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678. USPS Number 051-090; Periodical postage paid at New York, NY, and additional mailing offices. Subscription: One-year subscription rates: USA $199; Canada/Mexico $301; all other countries $555; single copy price $25. To Subscribe: 20/20, PO Box 61, Congers, NY 10920-0061. For subscription information call: 877-529-1746 (USA). Outside USA call 845-267-3065. Or email us at 2020mag@cambeywest.com. Non-paid subscriptions to 20/20 are limited to optometrists, opticians, ophthalmologists, and buyers and key executives at retail chain store headquarters. All other individuals are eligible for subscriptions at the above annual rates. Payment must accompany your order. Advertising: Send all film with proofs to: Jobson Medical Information LLC, New York, NY 10013-1678. Postmaster: Send address changes to 20/20, PO Box 61, Congers, NY 10920-0061. Canada Post: Publications Mail Agreement #40612608 Canada Returns to be sent to Bleuchip International, P.O. Box 25542, London, ON N6C 6B2 Notice: Jobson Medical Information LLC does not accept responsibility for the advertising content of the magazine nor for any claims, actions or losses arising therefrom. Products and services advertised within this publication are not endorsed by, or in any way connected with, Jobson Medical Information LLC. We make every effort to report manufacturers’ news accurately, but we do not assume responsibility for the validity of news claims. If you are interested in ordering reprints of any articles that appeared in this issue please contact Wright's Media at 877-652-5295 or jobson@wrightsmedia.com.
THE BRAND Founded in 1985, Revo quickly became a global performance eyewear brand known as the leader in polarized lens technology. Revo sunglasses were first created by utilizing lens technology developed by NASA as solar protection for satellites. “One of our strategic goals is to offer a world class sunglass brand to our brand portfolio, and Revo is the perfect fit for our organization,” says Peter Friedfeld, ClearVision executive vice president. “The brand has a great history within our industry, and as the original performance lens, it is a true authentic sunglass brand. The Revo collection, combined with our expertise in staying ahead of the trend to provide innovative, advanced products, is pivotal in the continuation of delivering superior, high performance sunwear that speaks to today’s consumers. We’re very excited to branch into this arena.”
THE COLLECTION The Revo collection is built on its rich tradition of technology and innovation by offering the clearest and most advanced high-contrast polarized sunglass available. •
Featuring 35 to 40 styles
•
Offering 7 performance and fashion mirror lenses
•
Mirror lenses feature 8 - 12 coatings
THE LENSES Revo lenses are polarized and feature The Revo Light Management System™ (LMS). •
Revo lenses selectively manage and filter all light in the color spectrum, with emphasis on Blue light/HEV light
•
REVOlution Rx is available on all styles and features the latest in Shamir digital technology
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REVO IS DISTRIBUTED BY CLEARVISION OPTICAL COMPANY
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S I G H T .
THE NEX T STEP IN THE DIGITAL LENS
REVOLUTION How returning to fundamental optical theory yielded the latest advancement in vision care Base Curve Basics
Front Surface Innovation
When the power of a lens is paired with its
Camber lens technolog y, developed by Younger Optics in partnership with ΖQGL]HQ 2SWLFDO 7HFKQRORJLHV Ζ27 introduces a new front surface innovation NQRZQ DV WKH 9%& YDULDEOH EDVH FXUYH ZKLFK SURYLGHV WKH VLJQLȴFDQW DGYDQWDJH of an optically ideal base curve for all viewing zones.
ideal base curve, the wearer enjoys clearer vision, with minimal oblique astigmatism. In a single vision lens, there is one power, so it‘s easy to choose the ideal base curve for the prescription. However, in a progressive lens, the disWDQFH ]RQH SRZHU FDOOV IRU D ORZHU ČľDWWHU base curve, while the near zone power FDOOV IRU D KLJKHU VWHHSHU EDVH FXUYH ΖQ traditional molded front-side progressive lenses, the varying base curve is built into the design. Nowadays, modern digital lens technology allows labs to create progressive lenses out of single-vision lens blanks. But this means the various powers must share a single base curve, one that may not be ideal for all zones. 7KH QHZ &DPEHU OHQV RÎ?HUV DQ HOHJDQW solution that represents the next step in digital progressive lens technology.
Each Camber lens blank comes from a section of the “Elephant’s Trunkâ€? curve, creating a unique, patented VBC front surface that continually increases in diopter from top to bottom. 7KLV LPSURYHG IURQW VXUIDFH SURČ´OH JLYHV each viewing zone a base curve that is well-suited to its function. This totally new VBC front sur face, unique to Camber lenses, provides EHQHČ´WV WR ZHDUHUV LQ DOO ]RQHV :HDUHUV enjoy noticeably increased acuity in the periphery of the distance zone, as well as a reading area that is more comfortable DQG HDVLHU WR Č´QG ZLWK WKH H\H
Elephant‘s Trunk Curve The Camber lens blank has a unique, continuously increasing base curve, LGHDO IRU WKH LQFUHDVLQJ SRZHU SURČ´OH of digital progressive lenses. Learn more at camberlens.com
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Camber Authorized Labs: Central Carolina Optical Cherry Optical, Inc.
+30mm
Digital Eye Lab
5.5 D
Expert Optics, Inc. IL: Ζ1
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+0mm
6.5 D
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A Division of ABB Optical Group
7.5 D 8.5 D
Eye Save Optical Labs ( FEA Industries, Inc. IcareLabs iCoat Company Laramy-K Optical LensWorks Luzerne Optical
Camber Lens Blank From the top of the lens blank to the bottom, the base curve increases up to three diopters. 7KLV 9%& YDULDEOH EDVH FXUYH RÎ?HUV GLVWLQFW DGYDQWDJHV RYHU GLJLWDO SURJUHVVLYH OHQVHV made from a single vision lens blank.
Merging Complex Curves
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• Dramatic reduction of oblique
digital designs which are calculated to
astigmatism in all visual zones
operate in mutual accord with the unique Camber lens blank. The VBC front surface is combined with a sophisticated back-side digital design; both surfaces work together to become WKH SDWHQWHG &DPEHU Č´QLVKHG OHQV The Rx Design Computation is further enhanced, when desired, by a complete set of individualization parameters that take into consideration the unique attributes of the frame and the preferences of the ZHDUHU 7KH UHVXOW LV D Č´QLVKHG OHQV WKDW is comprehensively customized for each individual patient.
Where to Order /HQVHV ZLWK &DPEHU WHFKQRORJ\ DUH QRZ DYDLODEOH IURP VHOHFW ODEV OLVWHG ULJKW )RU an up-to-date list of Camber-authorized labs, visit camberlens.com/labs. Camber is a trademark of Younger Mfg. Co.
• Full individualization and customization available according to prescription, lifestyle and frame choice
Midwest Labs Ζ$ Ζ/ Midwest Lens National Optical Co, Inc. Nexus Vision Group, LLC. Nexus Vision Illinois Nova Optical Labs — CANADA Optical Supply OptimEyes Optical Lab
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Pech Optical Corp.
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Rite-Style Optical
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Riverside Opticalab — CANADA
• Improved distance vision
Robertson Optical Laboratories, Inc.
• Improved cosmetic appearance on
Sunstar Optical Laboratories (
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Toledo Optical Walman Optical Western Carolina Optical Wholesale Optical Supply
CONTENTS OCTOBER
PUBLISHER/CEO Marc Ferrara VP, ADVERTISING SALES Dennis Murphy DIRECTOR OF EDUCATION AND TRAINING Vincent Priore
D E PA R T M E N T S
DIRECTOR OF DIGITAL PRODUCTS James DeMatteis REGIONAL SALES MANAGER Amanda Churchill VP, MARKETING Nancy Ness
31 UPFRONT
MARKETING MANAGER Nogah Jones
Wall of Frames with Marchon; Hall of Frames; Street Seen; What Eye Hear; Essilor Courts Millennials with Multimedia Campaign; and Rudy Project is All Talk, All Action.
MARKETING COORDINATOR Gillian Mulhere PRESIDENT, ECP BUSINESS SERVICES William D. Scott PRESIDENT, FRAMES DATA Tom Lamond PRESIDENT, JOBSON INTERACTIVE Joe Savarese VP, NEW BUSINESS DEVELOPMENT Al Greco SENIOR VP, EDITORIAL DIRECTOR Marge Axelrad VP, CREATIVE SERVICES AND PRODUCTION Monica Tettamanzi JOBSON OPTICAL RESEARCH DIRECTOR Gerry Fultz
44 CE PLUS
Frames: Customization
DIRECTOR, CE PROCESSING Regina Combs DIRECTOR, NETWORK/SYSTEMS SERVICES Pierre Gascon TECHNICAL SUPPORT COORDINATOR Rey De Guzman
95 WHAT’S RIGHT NOW
TECHNICAL SUPPORT COORDINATOR Ken Lee
A rainbow of electric colors from Kirk & Kirk’s Kaleidoscope collection.
VP, CIRCULATION/DISTRIBUTION Emelda Barea CIRCULATION MANAGER Micki Laporte
96 WHAT’S NEW
Spotlighting the latest collections from Altair, eyeOs, David Green Eyewear, Marchon, ClearVision, Mykita and I & Eye Optical. 1 0 5 WHAT’S NEXT
Line extensions from Charmant, L’Amy, Kenmark, Match and Altair.
CEO, INFORMATION SERVICES DIVISION Marc Ferrara SENIOR VICE PRESIDENT OF OPERATIONS Jeff Levitz SENIOR VICE PRESIDENT OF HUMAN RESOURCES Lorraine Orlando Classified Ad Sales: (888) 537-4858 sales@kerhgroup.com CE Customer Service: (800) 825-4696 EXT. 1 Subscription Inquiries: (877) 529-1746 Europe — Cecilia Zanasi; E-mail: Cecilia@studiozanasi.it
1 0 8 NEW PRODUCTS
That Magic Mix and Awesome Acetate; and become a material maven with this month’s Basics. 22 EDITOR-IN-CHIEF 24 THROUGH MY LENS 26 SENIOR EDITOR 112 PRODUCT GUIDE 128 PARTING GLANCE
16 • October 2015 20/20
1 1 0 L&T NEW PRODUCTS
iCoat’s Indigo AR, PSI’s Transformer Fining Pad and Ultra Optics’ 44R Backside Coater; and more.
20/20 magazine encourages submissions of product news and information. Press releases and photography can be submitted via mail or email. Any photos and images sent by email must be high-resolution (300 dpi) JPEG, EPS or TIFF with an image size of at least four inches by four inches. Standard photo images must be of high quality. All mailed submissions should be sent to the attention of the appropriate editor. All information and photography becomes the property of 20/20. Questions? Email Editor-in-Chief James J. Spina at jspina@jobson.com.
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EXUDE THE CLASSIC GLAMOUR AND SOPHISTICATION OF ZAC POSEN IN AN UPDATED OVERSIZED SUNGLASS. INSPIRED BY POSEN’S ICONIC COLLECTIONS, INGRID IS DESIGNED TO STAND OUT WITH ITS ACETATE CUT TO REVEAL STUNNING COLOR VARIATION AND DEPTH. AVAILABLE IN PURPLE, GREEN AND BROWN.
W W W. K E N M A R KO P T I C A L .CO M | 8 0 0. 6 27. 2 8 9 8 | # K E N M A R K E Y E W E A R
THE BIGGEST RAVES ABOUT OUR NEW YOUTH FORCE™ LINE HAVE BEEN COMING FROM GROWN-UPS
What Eye Care Professionals Are Saying About Youth Force™: Lisa
NC
Good looking. Far superior to any other kids line. LOVE!
Karen
GA
Flying off the shelves! We sold 3 pair in the first two days and for a small office that is great!
Alesha
CA
Love! Very cute and sturdy.
Megan
NC
Love the various sizes, temples and bands. Love that both the glasses and goggles come together as one.
Lindsey
ND
Very impressed! Best feature is ability to wear under a football helmet.
Julia
TX
Overwhelmingly awesome response! Will be placing another large order soon.
Stacia
AZ
Love the line…will be selling off competition and adding Youth Force to all locations.
Donna
NV
The kids love them!!!
Misty
NV
Those are awesome! I show them over the competition because of all the options.
Mike
NY
Love over the competition - better looking, better design. Pt’s Very Happy!
Karen
TX
OMG! I love them! I’m impressed!
Eye Care Professionals are loving our new Youth Force™ ASTM F803 rated Sports Protective Eyewear line. Please call us to discuss how Youth Force™ can make both kids and their parents happy patients at your practice.
1.800.776.7842 // WILEYX.COM
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: © 2007-2015 Wiley X, Inc. All rights reserved. Copyright © 2015 Wiley X, Inc. All rights reserved.
WX MOXY
FOR WORK. FOR PLAY. FOR LIFE.
Wiley X is the only premium performance sunwear brand whose entire line meets ANSI safety standards. That’s in addition to removable Facial Cavity™ Seals with our Climate Control styles; rubberized nose and temple tips with our Active Series and bold, aggressive looks with the Street Series line. Your customers stay protected with Rx-ready eyewear that’s stylish and comfortable enough to be worn anywhere.
WX TIDE 1.800.776.7842 // WILEYX.COM Dealer Ordering
WX PEAK
EDITORIN-CHIEF
WHAT REALLY REAL LY MATTERS In ultimate essence an eyewear frame is all about its composed materials, the build of said ingredients and the tech prowess of those materials in active structure. And the whole of that product/object is then in complete coordination to fit on a person’s face and function in securing a lens properly in relationship to that person’s eyes. As you well know, certainly no simple task with every aspect from the raw material to the final fit being quite a challenge. In two very specifically themed issues every year, 20/20 digs deep with a close focus on the technology of a frame (it was the main feature of our April issue this past year) and the materials of a full spectrum of frames, which is the issue you are now reading. Our photo feature this time around (including our intense cover shot of a wonderful fully rimmed frame from Silhouette) brings the eyewear into even closer scrutiny
as it tackles the materials and the tech in still photos without the usual distraction of a face. Understand though, that every frame pictured in our “It Matters” feature first came to test on one of our edit or art team faces for assurances of a great fit, a perfect hand AND face feel, and a scrutiny of every tech spec of the spex. We made a specific effort with this issue’s featured frames. With some rare exceptions we let them speak for themselves. The look and quality (and tech) on this October harvest of frames truly speak to the glory that is stylish eyewear over a rather broad range of price points. And part of our fun (with a point) in a fine-tuned edit process is sometimes teaming up frames of a varied degree of cost to best demonstrate that the eyewear availed to impassioned optical pros can play well, be it super luxury at one end of the spectrum all the way through to
nicely priced so long as a considered degree of quality is assured from the given vendor. That said… NO cheap junk here in 20/20… EVER. As the eyewear scenario broadens into new realms of availability, a concerted attempt is needed to maintain a respected level of quality equal to the service availed via professional dispensing. As an eyecare pro, you can’t be all things to all patients and consumers. We live in a world of niches, some large, some small. Find YOUR spot but never compromise it with junk in what you deliver with service and products. Stick to your commitment because… well… because IT MATTERS.
• James J. Spina
Editor-in-Chief jspina@jobson.com
The Marco
Red Rose, an Ogi Eyewear Brand www.redroseglasses.com | 1.888.560.1060
THROUGH MY LENS
VISIT Y OUR LOCAL LAB “Come up to the lab, and see what’s on the slab!” For some strange reason, that line, from a song in the cult movie favorite “The Rocky Horror Picture Show,” occasionally pops into my mind when I visit an optical lab. Don’t ask me why. The song is sung by a wild, cross-dressing character named Dr. Frank-N-Furter and has absolutely nothing to do with fabricating prescription lenses. Not even slab-offs. But Dr. Furter’s invitation reminds me that there is always something new and interesting to see when visiting a lab. As 20/20’s lenses and technology editor, I visit a lot of labs and invariably come away impressed with the equipment and processes, as well as the technical know-how of the management and staff. As you may know, labs have undergone
a technological transformation in recent years, largely due to the advent of digital, or free-form lens surfacing. Nearly all labs today surface lenses digitally, thanks to the introduction of more compact, affordable surface generators that are within the reach of small and medium-sized labs. The proliferation of digital surfacing systems, often used in conjunction with robotic production systems, has increased prescription accuracy, shortened turnaround time and enabled labs to offer new levels of lens customization. As a result, eyecare professionals can now offer their patients more products to address their vision needs and fit their budget, including many private label brands. Improvements in lens materials and coating technology have also significantly expanded the range of products
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now on the market. While we’re acknowledging labs and the equipment and lens companies that equip them, let’s also credit the developers of lab management software and computer systems, which function as the lab’s brains and nervous system. The continual improvements they’ve made to their products enable labs to route a patient’s data to the production department and ultimately, to the shipping department, with speed and efficiency. If it’s been a while since you last visited your local lab, you should schedule a visit soon. I think you’ll be impressed. Tell them Dr. Furter and I sent you.
• Andrew Karp Group Editor, Lenses and Technology akarp@jobson.com
AR
Better for Superhydrophobic Topcoats
The moment greater clarity equals greater confidence. ZEISS DriveSafe.
NEW FROM
ZEISS
// DRIVESAFE MADE BY ZEISS
More than 2/3 of your patients may suffer from stress while driving, including challenges with vision. Help alleviate their stress with a new all-day lens solution – ZEISS DriveSafe.
2
1
Better vision in low light conditions.
Glare reduction that targets today’s high-intensity headlights.
3
Clearer viewing of the dashboard, mirrors, and road.
Recommend DriveSafe to patients who need better vision while driving. To learn more visit www.zeiss.com/DriveSafe. ©2015 Carl Zeiss Vision Inc. DriveSafe products are designed and manufactured using Carl Zeiss Vision technology. US patent 6,089,713. Other patents pending. Rev. 08/15
SENIOR EDITOR
ODE ON A HINGE With Respect to John Keats’ “Ode on a Grecian Urn” That subtly seductive swivel, that thrives in many forms
Turning so gently, so discreetly, in the most subtle of ecstasy
Skull temples, an elder design, with a post or a screw tightening
A tinge of elation, hinge, simply witnessing your artful revolution.
And threaded through. Others cast in barrel form, pivoting silently.
A feat of engineering that knows no bounds of evolution
There is a torque, the torsion persuasion, rotating with elegance,
Restrained elegance, mastered by craftsman that
Even hinge-less, a construction, a shock, though I know
Lends a dynamic dimension to wearable art.
Yet still a fitting form, with its ravishing temples curving.
Capable of such exquisite arrogance…
Optical historian, who may discover a florid lineage expressed in tune
Scholars and warriors, both indebted to this rotating device
On all manner of face shapes from oval to square to heart,
What enjoyable presence, silently, O sweetly swiveling to and fro
The hinge is but a connector—adjoining front to side
Measured in meter with each turn, at each angle in mere dialogue
Harmonizing shape to function. A coffer for the Connoisseur,
With engineering passions. How beautifully befitting it should be…
Bits of mechanical mastery that punctuate at either side of the frame
Design is honesty, honesty design,—that is all
Protected and mannered, making its debut at the profile’s grace.
We know in optical, and all we need to grow.
• Patrisha Holly Zabrycki, Senior Editor, pzabrycki@jobson.com
Recommend Trivex® lenses to enhance the features of every moment for every patient.
©2015 PPG Industries, Inc. All rights reserved. Trivex is a registered trademark of PPG Industries Ohio, Inc.
www.ppgtrivex.com
IS YOUR PROFITABILITY
KEEPING YOU UP AT NIGHT? WE CAN HELP you implement a plan to grow your business starting with Transitions® lenses. Call your Essilor Brand Sales Consultant at 1-800-237-8725, ext 1215, to learn more!
©2015 Essilor of America, Inc. All rights reserved. Essilor is a registered trademark of Essilor International. Transitions and the swirl are registered trademarks of Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure and lens material. 6/15
Model: Sweetheart 速 TM
DISTIBUTED BY: IMAGEWEAR 800.414.7656 | WALMAN OPTICAL 800.863.2759 | WWW.IMAGEWEAR.COM
UPFRONT OCTOBER
EDITED BY CHRISTINE YEH
WALL OF FRAMES WA Marchon Eyewear recently hosted an art exhibit Ma in iits New York City showroom. The event, ReRe-Visions of Art, showcased artists who convertr ed recycled eyewear into artistic pieces. Over 150 VIP guests, media representatives and Marchon em employees spent the night viewing art, talking to the artists and listening to music. Marchon partnered with Innereactive Media to scout out artists for the exhibit. In 2014, t they visited ArtPrize, an international art c competition and nonprofit organization searching for artists who specialize in work“Tree of ing with recycled materials. Marchon and Spectacle” Innereactive Media then chose seven talby Derek Stephens ented artists and commissioned them to cre original artwork using eyewear, lenses, create frames, cases and materials—all produced by Marchon. The artists presented their highly anticipated work at the Re-Visions of Art exhibit and were available to talk with guests throughout the night. Each artist took a different approach with his o her work and used the eyewear mateor r rials in unique ways. Derek Stephens, a m multimedia artist from Michigan, created th whimsical “Tree of Spectacle” piece. the H used plastic frame parts to construct He th tree’s bark, plastic lenses for the leaves the an various other materials to create this and “Private Eye” by Gianluca Traina c colorful piece.
Gianluca Traina, an Italian artist, took a different approach and created an optical illusion entitled “Private Eye.” On a 2D surface, he placed 578 lenses in a sequence with an inclination of 45 degrees. When guests took a step back they could see that the lenses were placed perfectly together to create an image of an eye staring back at them. Artist and designer Timothy Gabriel also used a similar method in his design, “How Do You See the World?” Guests also had to view the piece from afar to read what it said. He wrote out the phrase, “How do you see the world?” using mixed media, paint, frames and lenses. Gabriel used features of Abstract Expressionism to create the dialog needed in this perspective work of art. “Re-Visions of Art came from one of many brainstorm meetings in regards to CSR (Corporate Social Responsibility),” states Antonio Izzo, Marchon’s VP of global marketing. “We wanted to take pieces of eyewear that would normally be thrown away or recycled and turn them into something beautiful. Approaching solutions creatively is key to problem solving.” This event allowed both artists and guests to see eyewear in a new way through the use of recyclable materials. Marchon plans to expand this program on an international scale and give other artists the ability to create artwork from recycled eyewear in their communities, as well as working with charities, schools and customers around the world for its next project. —Jillian Urcelay
Marchon president and CEO Claudio Gottardi with VP of global marketing Antonio Izzo
“How Do You See the World?” by Timothy Gabriel
October 2015 20/20 • 31
UPFRONT
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HALL OF
1
FRAMES BY PATRISHA HOLLY ZABRYCKI
ON-SET BEAUTY While in New York City filming a cameo in Alvaro Soler’s music video, Jennifer Lopez (1) wears Chloe Carlina sunglass model CE114S from Marchon Eyewear…
IN TORTOISE WE TRUST It-girl Gigi Hadid (2) makes the case for a sensual scenario in Max Mara optical style 1246 from Sàfilo…
5
6
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ABSTRACT GLAMOUR Model of the moment Kendall Jenner (3) wears Fendi sunglass style 0137 from Sàfilo…
INTELLIGENTSIA Model Karlie Kloss (4) is in the know with Kate Spade New York optical style Larianna from Sàfilo… HANDSOME IN HARMONY Actor and producer Ben McKenzie (5) sports an edgy look in John Varvatos sunglass style V603 from Base Curve/ A Luxury Division of Rem Eyewear…
CUT FOR RADIANCE Director, producer and actor Adam Shankman (6) knows how to dazzle ’em in John Varvatos style V601 in yellow crystal from Base Curve/A Luxury Division of Rem Eyewear…
MODERN DANDY Actor Robert Buckley (7) finds his style in John Varvatos sunglass style V602 from Base Curve/A Luxury Division of Rem Eyewear…
ELEGANCE FOR DAYS Charlize Theron (8) nails modern minimalism in Salvatore Ferragamo sunglass style SF724S from Marchon Eyewear.
Photo of Karlie Kloss © Sàfilo
32 • October 2015 20/20
AK5043 BLACK
FA L L 2 0 1 5 E Y E W E A R C O L L E C T I O N
UPFRONT
SEEN
1
STREET
PHOTOGRAPHED BY STEPHEN MARK SULLIVAN
EYE’M BACK AND EYE’M BROWED The double brow bar takes a refreshing and renewed bow… yet again. Encore. —James J. Spina
34 • October 2015 20/20
UPFRONT
u Sáfilo
Announces Licensing Agreement with Elie Saab… Sáfilo has announced a nine-year licensing agreement for the launch of the very first Elie Saab eyewear collection. The collection will be crafted in Italy and Japan, and will be available worldwide starting in January 2017.
What Eye
HEAR
BY VICTORIA GARCIA
u Marchon
Eyewear Announces New Subsidiary in Australia… Marchon Eyewear has announced that General Optical (GenOp) and Marchon Australia have become wholly owned subsidiaries, allowing Marchon to better serve the New Zealand and Australian markets. u Modo
and Derek Lam Sign Licensing Agreement for the Derem Lam 10 Crosby Brand… Modo and Derek Lam have signed a worldwide licensing agreement for the design, distribution and manufacturing of the sunwear and eyewear collections under the Derek Lam 10 Crosby brand which launched in 2011. u Villa
Eyewear and Vista Eyewear Announce Partnership to Distribute Mad in Italy Collection… In accordance with Vista Eyewear, Villa Eyewear, who specializes in the distribution of 100 percent Italian brands in the U.S. market, has become the exclusive distributor for the Mad in Italy Collection.
u Rem Eyewear Redesigns Website… In order to enhance its online
presence, Rem Eyewear has redesigned its website www.remeyewear.com with the addition of key benefits including detailed brand pages, a retailer locator and an in-depth search functionality. u Hilco Vision Joins Forces with Breitfeld & Schliekert GmbH and Lexxoo International GmbH…
Hilco Vision has announced the acquisitions of Breitfeld & Schliekert GmbH (B&S) and Lexxoo International GmbH. B&S is a Germany-based distributor of optometric and optical tools, accessories, supplies and equipment. Also based in Germany, Lexxoo supplies reading aids, contact lenses, sunglasses and related products to large retailers.
u Garrett Leight California and
Mark McNairy Unveil New Capsule… Garrett Leight California introduces another collaborative capsule collection with New York designer Mark McNairy. Inspired by Speedy Thompson, a legendary NASCAR pioneer, the collaboration includes the Monroe, a classic P3 thick acetate frame. u Canadian Eyewear Company Launches New Line with Style Expert Susie Wall… In collaboration
with style expert Susie Wall, Claudia Alan introduces C4: Canadian Creative Collaborative for Charity, a new ready-towear line of luxury eyewear. To benefit the Cause We Care Foundation, the capsule collection consists of three sunglasses and four readers. u Kirk Originals Collaborates with E.Tautz… Kirk Originals has teamed up
with E.Tautz, a brand synonymous with British tailoring, to create two distinct sunglass models for the brand’s catwalk collection. u Action
u WestGroupe
Sports Star Brian Deegan Partners with Rudy Project… Rudy
WestGroupe introduces its redesigned website www.westgroupe.com. With a brand new contemporary look, the site is more user-friendly but still includes features such as a custom catalogue and online ordering.
Project has announced a new partnership with action sports star Brian Deegan. With this partnership, Rudy Project will be unveiling a limited edition Spinhawk Deegan 38 casual sunglass style exclusively available in North America.
Launches Redesigned Website…
®
OPTICAL COLLECTION
©2015 FGX International Inc. Corinne McCormack is a registered trademark of FGX International Inc.
Modern Eyewear with a Hint of Wit and Glamour
Available in petite to luxury fit for the sophisticated woman. 1.800.480.4846
UPFRONT
ESSILOR COURTS MILLENNIALS WITH MULTIMEDIA CAMPAIGN FOR GLASSES THAT COMBAT DIGITAL EYESTRAIN AND BLUE LIGHT Essilor is targeting the constantly connected Millennial Generation with a new consumer marketing campaign in support of Eyezen, a new type of eyeglass that alleviates eyestrain caused by staring at smartphones, tablets and computer screens, and guards against the harmful blue light emitted by these devices. Although Essilor said Eyezen glasses can benefit people of all ages, the company is targeting Millennials, an important market for eyecare professionals. Intended for everyday use, Eyezen glasses are meant not only for prescription eyeglasses or contact lenses wearers, but also for emmetropes who do not require vision correction, according to Essilor. The glasses contain a small amount of accommodative relief to help alleviate eyestrain often caused by viewing text and small screens on devices such as tablets and smartphones. Essilor will emphasize the importance of eye health in its communication to Millennials. “As Millennials spend more of their time looking at digital screens, complaining of tired and sore eyes, trouble sleeping and headaches are becoming more common; however, this generation isn’t thinking of their eye health until they experience a problem,” says Howard Purcell, OD, FAAO, Dipl., and senior vice president of customer development, Essilor of America. “We must educate Millennials on the visual effects of their digital screens and encourage them to take care of their eyes before problems arise. With the launch of Eyezen glasses, we’ll show them the importance of a comprehensive eye
exam and direct them to independent ECPs, which in turn, will help ECPs create lifelong relationships with these new patients.” Essilor will promote Eyezen glasses through an integrated advertising, social media and public relations campaign to push the Eyezen brand name to consumers, instructing them to ask for Eyezen glasses and pointing them directly to an ECP locator on a consumer website, EyezenUSA.com. Essilor is recruiting independent ECPs to be part of the Eyezen Professional Network, which entitles them to an exclusive listing on the ECP locator at EyezenUSA.com. The company has also set up a dedicated website EyezenPro.com, where ECPs can learn more about the product and enroll their practice. Currently, ECPs can order Eyezen glasses through Essilor’s lab network and partner labs as spectacle lenses only. However, in the coming months Eyezen will launch an exclusive frame collection allowing consumers to purchase a complete pair of Eyezen eyewear—lenses and frame—with or without a prescription. —Andrew Karp
%*453*#65&% #: $)"3."/5 64" ] 888 $)"3."/5 $0. 64 ] 1)0/&
;5 (3
UPFRONT
Brad Shapiro
ALL TALK, ALL ACTION When picturing one of the most grueling and intense physical activities in the world—an Ironman Triathlon should definitely come to mind. Swimming, cycling and running are hard enough on their own, right? Imagine combining them together in a high-intensity race format. To be more precise, it’s a 2.4mile swim, followed by a 112-mile bike race and finally ends with a 26.2-mile run. To most, and certainly myself, that feat sounds impossible (more like torturous!). However, for triathletes that live for the exhilaration and challenge of race days, it’s the equivalent of Christmas morning. Athletes need brands they can trust when choosing their gear. For many, necessities such as helmets, glasses and goggles come only second in importance after their strongly trained limbs. Rudy Project is known as a worldwide leader in creating these reliable products for both professional athletes and Average Joes who take exercise and physical activity farther than most. Undoubtedly, employees at Rudy Project trust and many solely use the products their brand has to offer. This active staff takes the phrase, “walk the walk and talk the talk” to the next level. Amanda Reycer, Rudy Project North America’s sport marketing coordinator, is training for her greatest challenge and accomplishment to date—140.6 tough miles in Ironman Arizona. As a previous marathon runner, she’s unquestionably athletic. After joining the Rudy family, Reycer was encouraged to step up her game and try out the triathlon world as well. When asked which Rudy product she can’t live without, Reycer states, “Wing57 or go home.” This is a very fitting response since Rudy helmets have been designated the official helmets of Ironman North America. From 9-5, Brad Shapiro works diligently as the co-owner of Rudy Project North America. In his time off he’s a triathlete aspiring to complete an Ironman 70.3. Shapiro only recently began cycling a few years ago. Impressively, he completed his first triathlon after celebrating his 60th birthday. His go-to triathlon necessity is the Agon ImpactX-2 Clear to Laser Brown sunglasses. “They auto-
Amanda Reycer
matically adjust to the varying light conditions, so I have clear vision regardless of the weather changes,” Shapiro says. As he works his way up toward the big day, Shapiro knows he will be wearing his shades when he finally completes his Ironman. Devin Johnson, director of PR, was motivated to begin running as a hobby after joining the Rudy team. His coworkers then inspired him to become more and more active, and he ultimately changed his entire lifestyle. Johnson plans to complete his first half marathon this year. He couldn’t do it without his Rudy Project Ergomask sunglasses. “When I’m running, I want zen,” Johnson says. “The Ergomask shades are super light and unobtrusive. I love them!” It’s refreshing to see that these (and more!) employees share the same passion and drive as the customers they work for. It truly shows that when you love what you do, it becomes a part of you. Rudy Project’s staff goes above walking the walk—they swim, bike and run! —JU
ENVISION A WORLD WHERE EVERYONE DIAGNOSED WITH CANCER IS A SURVIVOR. Stand Up To Cancer is a program of the Entertainment Industry Foundation (EIF), a 501(c)(3) charitable organization. Stand Up To Cancer and Stand Up To Cancer brand marks are registered trademarks of EIF.
Show your support for Stand Up To Cancer when you wear SU2C Eyewear. For more information please call 800.393.0078
Y O U R M O N TH LY G U ID E TO S TAF F TRAINING OUTSIDE THE BOX
Plus
FRAMES: Customization S P ONS ORE D
HEARD THIS LATELY? “I’m wearing glasses that I hate because it was the only thing that would fit me at the other place I used to go to get glasses.” This is a perfect time to let your patient experience a “Have it Your Way” moment. Imagine you are bringing the patient a frame they have just, in no uncertain terms, described to you that they need and want. There you are like a knight (or knightess) in shining armor, bringing them exactly what they just described. Did I just hear angels sing? Want to take it a step farther? Remember there are products like Silhouette out there that will allow for (and highly encourage) complete customization according to your patient’s needs.
THE
BY
S I LHOUE TTE
PERFECT PASSPORT PH OTO
If you wear glasses, have yourself photographed in them. Rimless ones are ideal for passport photos as they highlight your personality without obscuring you. Moreover, if you ever travel wearing your contacts, you will be less likely to have to put on your glasses at passport control if the ones in your photo are rimless. Eyewear can only be customized to suit your face if it is rimless. The young man in our illustration, for example, has a distinctive, elongated, triangular face with a broad forehead, prominent cheekbones and straight eyebrows. The straight lines of these glasses emphasize the shape of his face. The relatively small lenses remain clear on
CAN
YOU ANSWER THIS QUESTION?
1. When customizing the lens for a rimless mounting, it is best to: a. Only follow the patterns provided by the manufacturer. b. Alter the size but never the shape. c. Think outside the box to create endless possibilities. d. Duplicate the patient’s previous eyewear.
CAPTUR E
THE MILLENNIAL
Research and seek out brands that feel unique to this group. Millennials learn about “cool” brands through social media and prefer those vetted by their peers. They visit stores to see if a product fits. Make sure your in-store experience has some “cool factor.”
his prominent cheekbones and prevent the glasses from looking too wide. The lines of this man’s glasses also balance out the narrow line of the lower part of his face while harmonizing nicely at the top with the line of his eyebrows.
FRAME
Misconceptions of rimless eyewear can mistakenly lead to a loss of the style and customization benefits for both practices and patients. Rimless eyewear, high-quality frames and optimum lens materials can generate profits and set you and your office apart from the rest.
COLOR
To highlight your eye area, choose a frame color that contrasts with your eyes. Blue eyes, for instance, seem brighter when matched with black. Avoid eyewear that is a similar color to your eyes, as it is almost impossible to find exactly the right shade. The slight mismatch between your eyes and the glasses will probably look a little odd.
For more information about frames, go to the Opticians Handbook at www.opticianshandbook.com or the online CE “Rimless Advantages” at www.2020mag.com/ce.
44 • October 2015 20/20
Let your true self shine through
BECAUSE YOU ARE UNIQUE www.silhouette.com
Titan Minimal Art - The Icon Customized lenses featuring shape 5375 with a 20% brown tint, fade to clear.
Contact your Silhouette Account Executive for more information: 1-800-223-0180
CONTEMPORARY CONFIDENCE Insatiably curious, utterly genuine, and a bit audacious. ST STY S T Y LE: TY LE E: A AV V 518 1 8S: 8S S:: BLA BL B LA LAC CK K
| 1-877-88-MATCH | matcheyewear.com
20/20 F E AT U R E S
Eyemarking E yemarking tthe he aactual ctual M Millennium illennium aass tthe he sstart tart ooff a completely new way of appreciating and initiating high-tech materials, CAD-creative design and innovative mechanisms, our featured eyewear makes sense of the materials molded and meticulously mastered by designers in this Ultimate Accessory. —James J. Spina
HIGH LEVELS OF CONSCIOUSNESS Give thought to the environment, the inventiveness of new materials and full attention to details. In material matters it ALL matters. MODO 4085 from Modo
O C T O B E R / 2 0 1 5
It Matters
Photographed by NED MATURA Art Director:
IRIS JOHNSON Associate Editor:
VICTORIA GARCIA Trend Setting:
JAMES J. SPINA
STYLE FEATURE
48 • October 2015 20/20
| It Matters |
From left: LIGHTS Midwood from Color in Optics; ULTEM MHA014 from Chlogan Eyewear; BMW 6017 from Aspex Eyewear; MA3085 from Menizzi Eyewear; RAY-BAN LightRay 7051 from Luxottica
October 2015 20/20 • 49
STYLE FEATURE
From top: CINZIA 5038 from Europa International; KONISHI 3655 from Clariti Eyewear; PINGO from l.a.Eyeworks; OWP 1401 from OWP
50 • October 2015 20/20
| It Matters |
w w w . l a f o n t . c o m
STYLE FEATURE
From top: LANVIN 059 from De Rigo Vision; LULU GUINNESS 771 from Tura
52 • October 2015 20/20
| It Matters |
STYLE FEATURE
| It Matters | From top: FYSH 3544 from WestGroupe; ELIZABETH ARDEN 1153 from Eyewear Designs; YOU’S AMSTERDAM 1041 from Ultra Palm Optical
DOUBLE UP Eyewear masters the mix of colors over all accessories, and ProDesign leads that double EYEdentity skill for sure. ESSENTIAL 3105 from ProDesign Denmark
54 • October 2015 20/20
October 2015 20/20 • 55
STYLE FEATURE
| It Matters |
D O U B L E FA C E D The face front of frames continues to grow statement-wise as eyewear deeply crafts outlines, double textures, contrasting colors and brand-fueled combinations that are both face and front friendly. This particular Converse statement of matte brown to tan perfectly fits the style of the brand’s current shoe crop. CONVERSE JACK PURCELL P017 UF from Rem Eyewear
56 • October 2015 20/20
www.eyeweardesigns.com 800.645.6596
Style: PE 359
STYLE FEATURE
| It Matters |
A GALAXY OF BRILLIANCE Who says high-tech and high-tech materials cannot be equally elegant? Note here the mix of materials and the swirls of exacting design. ZAC POSEN Joan Juliet from Kenmark
58 • October 2015 20/20
From top: WOOLRICH 8853 from New York Eye; TEKA 153 from Teka Eyewear; CRUZ I-345 from A&A Optical; TOTALLY RIMLESS 239 from The McGee Group
60 • October 2015 20/20
STYLE FEATURE
| It Matters |
THE MOREL OF THIS STORY The suspension of the lens… the tech of the hinge… the feel and function of the material. Morel GETS IT in every manner and matter as demonstrated here and everywear. LIGHTEC 7746L from Morel
October 2015 20/20 • 61
STYLE FEATURE
| It Matters | EYE’LL FOLLOW THE SUN Sunwear has become rampant with the hottest tech, shape and material trends, and that evidence is a shining bridge of examples right here as Dior delivers a hingeless temple function and a bold bridge statement. DIOR HOMME SCALE 1.0 from Sàfilo
62 • October 2015 20/20
For more information call (888) 767.0383 or visit avaloneyewear.com
Style: 5038 Tokyo Tortoise
STYLE FEATURE
| It Matters |
From top: CHARMANT Z ZT11771R from Charmant Group; AVAREL from Gรถtti Switzerland; PORT ROYALE COLLECTION TC865 from Silver Dollar Optical
64 โ ข October 2015 20/20
cinzia designs.
CINZIA DESIGNS E U R O PA I N T E R N AT I O N A L E U R O P A E Y E . C O M | 8 0 0 . 6 2 1. 4 1 0 8
{CIN-5038}
{CIN-5037}
{CIN-5041} B R AC E L E T S BY C I N Z I A
CINZIA DESIGNS E U R O PA I N T E R N AT I O N A L E U R O P A E Y E . C O M | 8 0 0 . 6 2 1. 4 1 0 8
{CIN-5040}
B R AC E L E T S BY C I N Z I A
{CIN-5044}
i m a g e s s h o t o n l o c a t i o n : M a tt h ew Ra ch m a n G a l l e r y
STYLE FEATURE
| It Matters |
F E AT H E R S . . . ! ? ! That’s right. REAL feathers embedded right into the zyl of the frame for a color feat that could only take such flight in that Ultimate Accessory of Eyewear. ÉTÉ LUNETTES Palme Anis from Eastern States Eyewear
66 • October 2015 20/20
From top: FENCELINE from Oakley; STEVE from SALT. Optics; CALVIN KLEIN 5886 from Marchon Eyewear; EVOLUTION 4503 from Altair Eyewear
October 2015 20/20 • 67
STYLE FEATURE
| It Matters |
WHEN LESS MEANS MORE The fight for face time gets won with “lite,” and that same subtle approach works as well when it comes to introducing consumers to new shapes and more daring colorations. Aspire to be MORE with the most subtle temper of LESS. ASPIRE Quick from ClearVision Optical
68 • October 2015 20/20
MODEL 56 611
cavi viar arfr fram m es e s .cc om om
80 00 0..32 327. 327. 75 51 185 85
70 • October 2015 20/20
STYLE FEATURE
| It Matters |
From left: MONTBLANC 552 from Marcolin USA; KINGSLEY ROWE 6099N from Kingsley Rowe; HOUSE OF CADS 2525 from Bevel Specs; RANDY JACKSON 1062 from Zyloware; SPERRY TOP-SIDER Hilton Head from L’Amy America
October 2015 20/20 • 71
STYLE FEATURE
| It Matters |
T E C H N I C A L LY : B R I L L I A N T Being high-tech, ultra-light and cleverly colored takes full attention. This brand is built on that modern foundation. INNOTEC Hayden from Ogi Eyewear
72 • October 2015 20/20
STYLE FEATURE
| It Matters |
M E TA L H E A LT H The state of metal is beyond healthy these days. Tech is at a peak of performance and function. Lightness is a highlight for virtually any material. The eco-sensitivity is beyond commendable. AND… color reigns supreme. ALL of that bodes VERY well at Lafont. RESONANCE from Lafont
74 • October 2015 20/20
S P O R T PA G E
| What’s Ahead in Eyewear |
ADVANCED
STYLE Performance eyewear grows upp to make an established and purposeful impact—technicall features like mirrored lenses es that eliminate glare, temples that grip like gloves and n designs that augment even the most active lifestyle, as well as for those whoo want to maintain the sport look from day to day. brycki —Patrisha Holly Zabrycki
76 • October 2015 20/2 20/20 0 0
Photographed by NED MATURA Senior Editor PATRISHA HOLLY ZABRYCKI; Associate Editor VICTORIA GARCIA
From top: BALLAST from Costa; CARRERA New Safari from Sáfilo; AGON from Rudy Project; S-KORE from Kaenon
An unmistakably feminine collection, with ripped from the runway looks. Designed for women wanting to make a statement with their everyday eyewear. The Café Lunettes collection combines bold shapes, colors and materials to offer a line that creates stylish looks for today’s fashion conscious woman.
Café Collections Style: Cafe 3209
800.962.3200
SPECIAL FEATURE
How to
SUCCEED in BUSINESS by REALLY Trying…
...Creatively B Y D AV I D D A N G E R C U T L E R
• Promote yourself locally. Make friends Paid-for advertising contains whatever the
Marketing mavens are always noting the benefits of looking beyond one’s comfort zone when it comes to taking new and bold steps as regards
with the hotel concierge. Offer a discount to upper level hotel staff and local storeowners, hairdressers and highly visible business personalities in exchange for referrals. Chamber of Commerce, Rotary Club, Better Business Bureau; any business group in your area can help you get the word out. Network with fellow like-minded retailers.
one’s specific business, calling
• Go door-to-door with any non-dispensing
or product presentation. The
optometrists and ophthalmologists in your area. Let them know your history, and that your standards and quality are above the rest. Make them a pair to prove it if you have to. Strategic alliances promote your concept. Find the cool restaurants and make sure the owner is wearing your eyewear. Freshen him up every six months. Too many people hide in their stores. You are your best advertising because you have the passion... get out and eat regularly at a restaurant close by... be seen! People will start to ask about you when they see you a lot. Do good work in the community... talk to people... most of all... Be proactive!
well-worn cliché is “stepping outside the box” in order to enhance what’s IN the box. We’re convinced the root to insight might actually be stepping right into your professional life on a recurring basis. Huh? We’re talking advice from an enlightened eyewear vendor sales rep and when it comes to a flair for what’s daring, perhaps slightly dangerous, whom better than Barton Perreira’s David Cutler. Take note as he jumps right into what it takes from a rep’s POV.
78 • October 2015 20/20
—JJS
• Tell your customers to tell their friends about you. The end consumer is the best advertising—word of mouth is priceless.
person who buys the ad wants to say. Love what you do and let people see it and know it. Tell everyone you talk to that you have an optical store, and you want them to come into it. Carry your cards with you.
• Schedule events, plan parties and support the local arts and theater.
• Arrange holiday events to create a reason for customers to come in. An end of the year sale is a smart way to clear out the cobwebs. Send out reminders for people to use their flex spending. Promo for Christmas: “Get them something they can use this year... a gift card for new eyewear.” Arrange a drive for Toys For Tots or another charity, with offer of a gift card to one random person who brings in a wrapped toy. You can sometimes get free press if you do a charitable drive like that.
• Make sure that your website is userfriendly, updated and well put together. • Organize a few evening events—Thursday night is smart for after-hours. Contact local DJs to spin quiet music that will promote their business. Contact alcohol Continued on page 80
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Continued from page 78 promoters/distributors to send a rep with their latest hooch to bartend and promote aforementioned hooch. Put all items that you have a desire to get rid of on 50 percent off or BOGO and lenses 25 percent off or some such thing. Tie together the event with a charity situation and donate a portion of the proceeds. Contact local press to do a human-interest story about how you’re giving back to the community with this event.
• Know what you have in your store, and tell the client the story of that collection. Explain the history and DNA of the brand. The key to developing sales is product knowledge. Before any new frames are put out on display, check their adjustment, lay them out on a table in the back and throw a morning meeting with all staff members present. Have the manager describe the DNA of the brand, and its special design aspect and key talking points. Product knowledge is essential to telling the story.
• Keep your store and all lenses super clean; it’s crucial and makes a huge impression when selling expensive items. Assign sections to each employee and make them responsible for cleaning and keeping their section in adjustment. Put away all job trays, bills, paper towels, tissue boxes, PD sticks, pens and clutter. No one needs to see paper flyers, AR coating/ polarized or progressive lens demonstrators in a visual display—that does not spur on sales of those things. They can all be taken out of cabinetry as needed. Contact lens solution is not an item that needs to be displayed. Keep the frame displays simple and uncluttered and without an excess of countercards and such. Let the frames be the artwork.
• Get under their skin as a human person, not an order taker. Guide the customer on their journey through the richly woven tapestry that is your optical store; do not let 80 • October 2015 20/20
them be on their own—this is not selfservice. Sit them down, hand them a cold bottle of water, and go through the Q&A: Have them tell you about themselves and their needs and wardrobe style for a few minutes, and then bring frames to them. It’s much harder for them to resist you, leave and think about it when they’re comfortable and being catered to. It’s easy to walk away when you’re standing up and left to your own devices.
• It’s hard for a consumer to know what is
the best fit and product for themselves. If they wear a progressive, how can they tell if there is enough room in a frame? They can’t evaluate the Rx and make educated choices without you. Most people go by looks alone, and if the frame fits poorly, they are not going to be happy in the long run. Master the art of educating the consumer without sounding like a salesman. Rarely do “lookers” buy product elsewhere after being helped in the right way. Don’t be too aggressive or pushy, but do know your stuff and know how to sell it. Most people have never had an experienced enough optician or salesperson help them select their eyewear but once they do they remain clients for many years to come. Mingling a customer’s own —David Danger Cutler sense of style with your knowledge of fit and function can create • Assault all of the senses of your customer the minute they walk in the door. Relaxing a bond that will last forever.
Explain the history and DNA of the brand. The key to developing sales is product knowledge.
instrumental background music, flowers (even simple orchids in a large glass hurricane) and lightly-scented candles burning set the stage. Make the entire experience luxurious.
• Treat every customer like they’re the President of The United States.
• Above all, learn your ABCs… ABC: Always Be Closing.
Learn it… Live it. • Be a control freak and experience director. • Create an experience for the client from the • Be proactive, not reactive. moment they walk in the door. Let them know that you’re knowledgeable—they will appreciate that. Your intense involvement in all points of the sale will dramatically increase your sell ratio. Just looking is not an option.
• Be opinionated and honest, and know your collections. Enjoy showing off your brands, and your clients will trust you. People need help and you are the matchmaker. Very often, folks gravitate to the same look they’ve been wearing; it’s your job to guide them into new looks and make their old eyewear obsolete. Tell them that they don’t have to like what your handing them, but they do have to try it on. They may just discover that they like it.
• Drum this concept into all employees. Never let anyone walk out without buying if you can close them at that moment. If the Rx is to follow, choose and hold the frame (and reorder it if it’s a Barton Perreira), get it in a tray, get the measurements done and get the deposit in. The Rx can be called in or faxed later. One-stop shopping finished and that’s one more task your customer can cross off their to-do list. More sales can be gained by a strict adherence to this concept, and more sales are lost by not teaching your people this simple rule. Second Place waits for the customer to think about it and gives them the opportunity to go elsewhere—winners get the order paid in full. ■
RxPertise
THE N O Y R A S N PE S I D R IS YOU ok, OD
er R. Co
By Palm
FIGURE 2
FIGURE 1
Andy Dufresne walked from the warden’s Fortunately, there are many ways of avoiding adjustable nosepads can help (Fig. 1). With office to his cell in full view of the prisoners these pitfalls. Some of these ways probably adjustable pads, you may increase the DBL and guards. No one noticed that he was wear- come to mind easily, and others may be easy (Distance Between Lenses) allowing the use ing the warden’s expensive and freshly shined to miss, just like Andy Dufresne with the of a smaller eyesize. Using a wide eyewire shoes. Andy is the main character in Stephen warden’s footwear. design or a frame with wide temples can help King’s short story, Rita Hayworth and The reduce or disguise thick lens edges (Fig. 2). Shawshank Redemption, and in the movie, FRAMES Fitting ultra-wide temples usually means “The Shawshank Redemption.” Andy Frame selection plays a big role in reducing that you cannot modify the pantoscopic believed that even highly focused observers lens thickness. Both turn-back temples and tilt. In such cases the tilt will be determined miss significant details—and he by the placement of the patient’s was right. ears. If the tilt is not sufficient, or Unless your dispensary is ordering if one ear is higher than the other, -12.00 lenses, or something of that select another frame. If the tilt is ilk, little thought may be given to excessive, try using an as-worn or the finished edges of the lenses. Lay individualized lens design to This is an extreme example of an edge challenge. The frame has turnback temples and a wide separation between the lenses (DBL) considpeople, however, tend to benchimprove the optical performance. ering the patient’s narrow bridge. The lenses have one-third/two-third mark the strength of lenses based bevels that have been rolled and polished. The frame is a 43 o 20, and the monocular PDs are 28.5/29.5. The decentration had to be outon, “Oh my, look how thick that DECENTRATION ward, which in this case is an exception to the rule of never decentering outward. The Rx is OD -6.00 -1.25 x 060, and OS -2.50 -3.25 x 140. poor man’s glasses are!” as they Decentration is the movement of The AR lenses are single vision. The powers in the horizontal are OD Δ view the eyewear from the side. In the MRPs laterally (usually toward -6.32, OS –4.41. The prescription includes 16 BO in the right eye and 14Δ BO in the left eye. The lens material is 1.74. the case of high plus powers, the the nose) so both lines-of-sight can comment might be, “Did you notice pass through them when viewing how big his eyes look in those distant objects. Excessive decentraglasses, and how red his nose was tion is a common cause for overly when he took them off to rub?” thick lateral edges with minus preEven when a prescription is not scriptions and increased magnificain double digits, there are edgetion with plus lenses. Excessive Wide temples help hide the edges of higher minus prescriptions, and the “A” measurement of the lenses may then be made smaller because related factors that can make eyedecentration can also be the cause of the extended width of the design of the temple attachments. wear cosmetically unacceptable or for adaptation problems and patient (Frame courtesy of ROI Eyewear by R.O.I. style Liliana). impossible to wear comfortably. dissatisfaction. 82 • October 2015 20/20
BUMPS IN THE ROAD
It is always better to avoid a bump in the road than to suffer the consequences of hitting it head on. OptiCampus.com offers some very useful eyewear tools that can help you avoid unexpected bumps. This link will take you to an easy-to-use calculator function that estimates the edge thickness of minus lenses for various materials: www.opticampus.com/ tools/thickness.php. The OptiCampus thickness calculator can also be used to estimate the center thickness of plus lenses. This can affect comfort because of increased weight, and it also affects appearance due to the magnifying effect of thick plus lenses. This magnifying effect is more noticeable for longer vertex distances, so a power and thickness that might be acceptable at a 12 mm vertex, may not be acceptable at a #1
15 or 16 mm vertex. If the Rx in Fig. 3 were -6.00DS OU, the 5 mm decentration OD will cause a lateral edge thickness of the right lens of about 7.9 mm if the center thicknesses are 2.0 mm with standard plastic. The left lens lateral edge thickness would be about 7.1 mm. If the index were increased to 1.60, the OD lateral edge thickness would be 6.8 mm or 6.3 mm if a 1.5 center thickness was used, and the OS would be 6.1 mm or 5.6 mm if a 1.5 center thickness was used. For a +6.00, the OD center thickness would be about 7.1 mm in standard plastic and 5.6 mm in 1.60. By dropping the eyesize to 48, the center thickness for a +6.00 in 1.60 would drop 11 percent to 5.0 mm and the magnification would drop from 13.1 percent to 11.6 percent.* With larger lens sizes, the nasal edge thickness of high-powered plus lenses can become a problem if there is a lot of decentration. The OptiCampus thickness calculator is set up to approximate the center thickness of a plus lens that has a 1 mm lateral edge thickness. ASPHERICITY
Using aspheric curves can also make lenses thinner. This technology allows aberration reduction (primarily marginal astigmatism, power error or a combination of the two). Aspheric curves can be used with higher index materials for even better results in terms of edge thickness for minus lenses and reduced center thickness for plus lenses. Aspheric curves can be molded, but produc#3
FIGURE 3
#2
#4
#5
The A measurements of this frame are 50, and the DBL is 20. The decentrations inward are shown by Arrows #1 and #3, and they are unequal because the patient’s monocular PDs are unequal. The midline of the DBL is indicated by Arrow #2. Arrows #4 and #5 indicate the MRP heights, which are also unequal. Failure to specify MRP heights is a common error when ordering SV and lined lenses.
FIGURE 4
Decentration should be in the range of about 1 to 3 millimeters inward in each lens for most prescriptions. A quick calculation of decentration is easy with just a little practice. This should be done with all prescriptions starting at about 3 diopters of power and higher. For a patient who selects a 50 o 20 frame, the frame PD is 70 (simply add the 50 and the 20), and the monocular frame PD is half that amount or 35 mm (See Fig. 3). In this case the patient’s monocular PDs are unequal, 29 OD and 32 OS (29/32). By subtracting each monocular PD from the frame’s monocular PD, you will find the decentration values (OD 6 mm and OS 3 mm).
The facial inset here is obvious. This is the eyewear shown in Fig. 2. When worn, the level of the pupils should be several millimeters above the mounting line, and the vertex distance will be kept as short as possible in order to reduce the amount of facial inset. The turn-back temples and the relatively wide bridge help keep the eye size small while allowing needed overall eyewear width.
ing them digitally allows you to tailor them more closely to patients’ needs using freeform or individualized designs. MINUS LENSES
We have all seen minus lenses with excessively thick edges. Minus lenses are always thinnest at the optical center (OC) and thicker away from the center (Fig. 1). It is obvious that if the size of a minus lens is reduced, the edge will not be as thick. If all minus lenses could be fitted in frames so that the optical centers fell near the geometric center (GC) of the eyewire, the lateral (most noticeable) edge of the lens could be minimized (Fig. 2). Ophthalmic lenses that have their optical centers positioned only slightly inward (i.e., decentered) from the geometric centers of the eyewires tend to look and perform better. Lenses should not be positioned with the OC located outward from the GC unless a prism effect is desired. To minimize edge thickness in minus lenses and center thickness in plus lenses, the decentration should be kept to no more than 1, 2 or 3 mm in each eye. GROOVED AND RIMLESS MOUNTINGS
For lenses that are grooved for a nylon mounting cord, the minimum edge thickness for plus lenses should be at about 2 mm at the Continued on page 84 October 2015 20/20 • 83
Is Your Dispensary on the Edge?
Continued from page 83 point at which the edge is thinnest. Grooved lenses tend to chip if the edge is not sufficiently wide. Using a grooved or rimless mounting for minus lenses is a case of “letting it all hang out,” and is not advisable for higher minus powers. Using grooved lenses in plus powers can add a millimeter or more to the overall lens thickness.
COMMON BEVEL OPTIONS
“Typical Hide-A-Bevel”
diopter lens with an Abbe value of 30 (e.g., 6/30 = 0.20) would have a spread of 0.20Δ at 1 cm from the optical center of the lens, which would be a viewing angle of about 20 degrees for most patients. If the lens had an Abbe value of 58, the image spread would be about 0.10Δ. As a general rule, image spread over about 0.20Δ to 25Δ can be patient problematic, especially at longer viewing distances.
With minus powers laboratories usually place the apex of the bevel so that only a little of the edge at most shows in front of the eyewire. With higher minus powers, you may use a hide-a-bevel and specify moving the apex of the bevel toward the back of the lens. This is sometimes called a one-third/ two-third bevel, and it moves the apex of the bevel back, allowing more of the edge to show in front of the frame. This reduces the amount of thickness that shows behind the edge of the eyewire (Fig. 3). It takes full advantage of the width of the eyewire and helps disguise the edge thickness of the lens. The edge that appears in front of the eyewire is not unattractive and is usually well-accepted by patients. If you are fitting polarizing lenses, the apex should not be positioned in a way that allows the embedded polarizing film to be positioned in front of the edge of the frame. If this happens, a white ring will show around the lens. In general, a forward positioning of the bevel’s apex is a good idea for polarizing lenses. If a white ring does show, your lab can tint the edge with a lens edge pen to make the ring less obvious. If the edges are tinted with a lens tinting pen, patients should be cautioned that the tint may disappear if alcohol-based lens cleaners are used. INDEX
Higher index materials have more lightbending “muscle” so lenses can have flatter curves to achieve the needed power. The flatter curves mean less lens volume, which translates to thinner centers as well as 84 • October 2015 20/20
FIGURE 5
BEVELS “One-Third/Two-Third Bevel”
“V” Bevel
“One-third/two-third” Bevel with a “Roll & Polish” which removed stock as outlined in red.
thinner edges. One downside of increasing the index is that this always increases the lens’ reflectance, and there is often a lowering of the Abbe value (Table 1). Both increasing the reflectance and lowering the Abbe value impairs lens performance. The reflectance issue is best dealt with by ordering antireflective lenses. With AR, the reflectance remains greater for the lenses with increased index, but today’s top-quality, multi-wavelength AR products reduce reflectance to a very acceptable level. Abbe value indicates how much blur can be expected due to images of differing color values being displaced unequally. This unequal displacement (i.e., chromatic aberration) creates blur that is seen as a “rainbow” effect at the edge of objects being viewed. In order to know how much chromatic aberration is created at a 20-degree-from-center viewing angle, the power of the lens can be divided by the Abbe value. For example, a 6
KEEPING YOUR DUCKS IN A ROW
Your patients assume they will see well with new eyewear, but they also want to look good. Fortunately, technology offers us a lot of ways to achieving those goals. “Bull’s eye” rings of minus lenses are images of the lens edges that are internally reflected. If you use AR lenses (particularly if coupled with a very light tint) these images will be somewhat modulated (although they will by no means be removed), and by making the eyes more visible, and by reducing the brightness of the enlarged reflections from the flat front surface of strong minus lenses, appearance will be enhanced. Careful frame selection and using AR lenses are both fundamental to achieving the best possible result if you really want to make the lenses look their best. As you know, frame selection has a huge impact on both weight and appearance whenever you must deal with higher-powered prescriptions. By using special edge treatments and aspheric, atoric, free-form and individualized designs when challenged with such prescriptions, you can make the eyewear more attractive, better performing and more comfortable. Finally, you should consider increasing the index of the lens material you use. As you increase index, optical performance decreases, but these changes are incremental. A good rule is to put increased index at the bottom of your bag of optical tricks, not at the top. If the index must be increased (and sometimes that is a good and necessary choice), that alternative should be your last resort and any increase should be conservative. Continued on page 86
Life is one big surprise after another if you keep your eyes peeled.
Day in and day out, we often see what we want to see. Not what is really there. But reality has a way of becoming the spice of life. Better vision, means a better life. So open your eyes and take it all in. DiscoverUNITY.net Š2015 Vision Service Plan. All rights reserved.
Is Your Dispensary on the Edge?
TABLE 1
Material
Index
Abbe
Refl.
Gh%
Standard Plastic
1.49
58
3.97
100%
Crown Glass
1.52
59
4.3%
117%
Trivex
1.56
39
4.79%
119%
M.I.P.
1.56
39
4.79%
143%
Polycarbonate
1.59
45
4.39%
164%
MR-6
1.60
42
5.32%
175%
Continued from page 84 YOUR BEST FRIEND
Mid-index Plastic
1.60
36
5.32%
175%
High-index Plastic
1.66
32
6.16%
230%
High-index Glass
1.701
42
6.7%
269%
Thin ‘n’ Lite
1.74
33
7.29%
314%
Very High-index Glass
1.802
35
8.20%
390%
Very High-index Glass
1.885
31
9.40%
500%
© 2015 Diversified Ophthalmics, Inc. The index values are listed in ascending order. Abbe values tend to decrease as the index increase, but not uniformly. The reflectance values increase in direct proportion to the increase in index. The far right column compares the increasing brightness of ghost images (and the veiling effect on the retinal image) of all the materials in comparison to standard plastic. For example, switching your patient from standard plastic to a 1.60 material will make ghost images 75 percent brighter and the veiling effect on the retinal image 75 percent greater than he had with standard plastic.
It’s been said that “A boy’s best friend is his mother,” but your dispensary’s best friend is truly your lab. The OptiCampus calculators offer a wealth of guidance for creating really great eyewear, and they should be used regularly. In the final analysis, however, your laboratory can be a huge resource center for your dispensary. They may be able to run calculations, offer suggestions and update you on new and better products (as well as some possibly forgotten options) that can help you become even better known as “the place” to get eyewear that looks good, works well and that is comfortable. LT *When the monocular PDs are unequal, thickness calculations on the OptiCampus computer must be performed twice using each monocular PD doubled. (e.g., for a 29 monocular PD, insert a 58 PD). Contributing editor Palmer R. Cook, OD, is director of professional education at Diversified Ophthalmics in Cincinnati, Ohio.
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RxPertise
The ‘Middle Child’ By Palmer R. Cook, OD
88 • October 2015 20/20
THE NEGLECTED MIDDLE CHILD
Why are the benefits of today’s greatest advances in ophthalmic technology so seldom offered to patients who are not yet presbyopic? Has the need to address presbyopia caused us to neglect the “middle children” of our population? There has been a great deal of attention in the ophthalmic professions and in the optical industry to provide improved lens technology for presbyopic patients and to a somewhat lesser extent for children. But if you are still routinely prescribing corrected curve lenses to your non-presbyopic patients including children, it’s time to consider what digital technology can do for them.
+
+
+
FIGURE 1
Corrected curve lenses are provided with a “standard” front curve, so your local lab can simply surface the back of the lens to achieve the power needed. The manufacturer selects the “standard” curves. With this chart, the manufacturer is providing the front curves in two diopter increments. Corrected curve charts are most accurate for the powers close to the center of each category. For example, the +3.50 base curve is recommended for use with every sphere power from -1.75 to -5.00. The mid-point of this range is about -3.25, so the +3.50 base curve would probably be most effective for prescriptions around that power.
to help them with prolonged visual tasks at all distances. They are the breadwinners, the people who are developing their careers. They work long hours, often under significant pressures at work and at home. They have need for the best in vision care too.
PHOTO ©ISTOCK.COM/JOBSONHEALTHCARE
M
iddle children often feel left out, invisible and neglected. Is there a similar issue in eyecare, and are you part of that problem? Because of the rapid refractive changes during the growth years, a lot of attention is given to early detection and regular care for the pediatric set. Likewise, the sudden awareness of presbyopia when accommodation fails causes concern among those in their mid-40s and beyond. Eyecare is often focused on the needs of these two groups of needy folks, but there is a middle group that you may be overlooking. The visual demands for pre-presbyopic adults can be intense. About 80 percent of our younger adults (ages 18 to 44 years) have significant refractive errors. These people generally do not require multifocal corrections, but many have a need for improved optics
Single-Vision Syndrome CORRECTED CURVE LENSES
Every eyecare provider is aware that the best lens performance centers around the Major Reference Point (MRP) of the lens, which is
FIGURE 3
THE “SWEET SPOT”
the optical center unless prism is prescribed. Great care is or should be taken to position that point in every lens so that it is slightly below the line-of-sight when the patient is in the primary position of gaze. Both lenses diagrammed above have a power of -3.00 The Sweet Spot is useful as a concept. -3.25 x 090. The left lens is a corrected curve design (base curve +3.50 as shown in Fig. 1). Because the It can be thought of as the area in the power in the vertical meridian is -3.00, the +3.50 base curve gives a Sweet Spot that is larger in the vertical. lens through which the patient’s line-ofThe power in the horizontal is -6.25, and this requires a sight can pass without the patient being much flatter base curve (+1.50 according to the chart in Fig. 1) for the Sweet Spot to be larger in the horizontal aware of either strain or blur. In Fig. 1, meridian. The right lens is an atoric, free-form lens so each meridian has an appropriate curve that yields a the boundaries of both right and left maximized Sweet Spot in all meridians. Sweet Spots are shown with wide diffuse borders. When lenses are newly dispensed, the Sweet Spots can be thought of as being rather small, but once the patient becomes adapted to the properties of the new lenses, the Sweet Spots effectively enlarge. If the Rx is -3.00 -3.25 x 180, the Sweet Spot for the left eye will still be elongated in the meridian that has As patients move their eyes so that the -3.00 power, but that is now the horizontal meridian. the lines-of-sight move into the lens The Sweet Spots shown here and in Fig. 2 are not to scale, and they are only representative of the aberration periphery outside of the Sweet Spots, addressed by the lens design. they find that clarity and comfort is Chromatic aberration cannot be affected by the lens curvature. If the effect of chromatic aberration were diminished. The cause for this shown, the Sweet Spots would be oval in both lenses with the short axis of the oval lying in the meridian of includes aberrations such as power the greatest power. Chromatic aberration reduces the error, marginal astigmatism and size of the Sweet Spots for longer viewing distances and increases it for shorter working distances. This makes chromatic aberration.* The boundary chromatic aberration a critical, yet often overlooked factor for patients requiring sharp vision at greater distances. of the Sweet Spot is made up of the points away from the MRP at which the patient perceives a decrease in the lens’ digital lenses. For free-form lenses, digital performance. The Sweet Spot’s area varies technology is used to customize each lens so with pupil size, viewing distance and many that its curvatures are corrected to reduce other factors including the patient’s perceptu- peripheral aberrations (usually marginal astigal tolerance and perhaps his expectations. All matism) at some angle of view (usually about ophthalmic lens technologies seek to give 35 degrees) from straight ahead. Better yet, patients the largest possible Sweet Spot. digital technology allows all meridians to have optimized curvatures, unlike corrected curve IMPROVED TECHNOLOGY: FREE-FORM technology that allows only one meridian to We all know of the improved technology of Continued on page 90 FIGURE 2
Yesteryear’s corrected curve lenses have front curves provided in about 2 to 3 diopter base curve steps by the lens manufacturer (See Fig. 1). The aberrations these lenses address are marginal astigmatism, power error or a combination of the two. Each manufacturer picks the aberration(s) and produces and markets according to their own choices. It remains a system sort of like selecting dueling pistols, taking 10 paces and firing marketing claims at will. If your patient’s prescription falls near the middle of the recommended power range for one or another manufacturer’s design, that is probably your best available choice in corrected curve lenses. But if the prescription fell near the division between one base curve and the next (steeper or flatter), the results could be less than optimal. Cylinders always were and remain a problem for the corrected curve system. If for example, your patient’s Rx was -3.00 -3.25 x 090, the chart (Fig. 1) indicates a +3.50 base curve should be used. The power in the 090 meridian is -3.00, so far so good, but the power in the horizontal meridian is -6.25. According to the manufacturer’s chart, a power of -6.50 is best served with +1.50 base curve. This creates a “Sweet Spot” that is a vertical oval (Fig. 2). Unfortunately, since most of our lateral eye movements are in the 180 meridian, this patient might be better served with a +1.50 BC or a free-form or individualized design.
October 2015 20/20 • 89
The ‘Middle Child’ Single-Vision Syndrome
Continued from page 89 have a somewhat or partially optimized curve whenever the lens has cylinder power. EVEN BETTER: INDIVIDUALIZED
For Individualized (or “As Worn”) lenses, digital technology allows lens designers to specify the curvatures needed to eliminate the power errors induced by wrap or pantoscopic tilt when the line-of-sight passes through the optical center. When the doctor prescribes any power, that power is based on the line-of-sight being normal (perpendicular) to the test lens surfaces. If the refracting vertex distance varied from the vertex distance assumed by the design, Individualized computer programs do not make any adjustment. If the fitting vertex is 16 mm, and you refract at 16 mm, the computer will likely adjust for whatever vertex
the designer used. The best choice is to refract at the vertex distance used for the design you are planning to fit. In actual practice if a -7.00 lens is fitted at a 9-degree pantoscopic tilt, the effective power is -7.05 -0.18 x 180. The power that must be supplied to correct this error would be about -6.82 -0.18 x 090 for a 1.60 material. This is the power indicated by your lensmeter when the light rays are perpendicular to the lens’ surfaces, but when worn with a 9-degree pantoscopic tilt, the patient will have the -7.00 that the doctor prescribed. Better yet, Individualized lenses give improved peripheral performance by using optimized curvatures for all meridians. These curves are produced according to the way the lens is worn—compensating— for the measured wrap, vertex** and pantoscopic tilt. When fitting Individualized
lenses, it is important to take actual measurements. Using default measurements can rob your patient of important benefits. Moderate errors in measurements will nearly always give better results than using default measurements. As patients become presbyopic, most eyecare practitioners recommend the higher performing technology that digital technology offers. But what about those who are wearing single vision lenses? We know that free-form designs are a significant improvement over the old corrected curve system. That system approximates best base curve for the spherical power of the written prescription in one major meridian. Free-form gives the optimal base curves for all meridians. As a result, these designs give a larger Sweet Spot in all directions. Individualized designs perform even better Continued on page 92
TERMINOLOGY Free-form—Free-form lens design utilizes digital generating technology to produce customized aspheric curvatures that can reduce certain peripheral aberrations. As with other aspheric lenses, freeform lenses tend to have flatter curves and thinner edges, but these curvatures are specific for the exact power of the prescription in all meridians. Aspheric lenses can either be produced from molds, or they can be digitally produced but this will not necessarily qualify them as free-form. All free-form lenses must be digitally produced, but not all digital lenses are free-form. Individualized—Individualized (sometime called “As Worn”) lenses must be digitally produced. Their periphery utilizes aspheric curves that can reduce certain peripheral aberrations in the same way as free-form lenses. Individualized lenses utilize measurements such as the vertex distance, pantoscopic tilt and wrap to address the power changes that occur when a prescribed lens is fitted at a different angle and vertex distance than the angle and vertex distance at which the refracting tests were performed. All Individualized lenses must be digitally produced, but not all digital lenses are Individualized. Marginal Astigmatism—Marginal astigmatism is a lens aberration consisting of unwanted cylinder that is experienced when the lineof-sight shifts from the optical center to the periphery of the lens. Power Error—Power Error is a lens aberration consisting of an unwanted change in lens power that occurs when the line-of-sight
90 • October 2015 20/20
shifts from the optical center to the periphery of the lens. The power shift is toward more plus or less minus. Corrected Curve Lenses—A corrected curve lens uses spherical curves on either the back or front of the lens to correct either marginal astigmatism, power error or an average of the two. Corrected curve lenses are more steeply curved and thicker than aspheric, free-form or Individualized lenses. Corrected curve lenses can be produced on digital equipment, but typically this is not done. Overall Magnification—Overall magnification is a condition in which a lens has the same magnification in all lens meridians. A circle that is magnified by an overall magnifying lens will simply appear to be a larger circle. Meridional Magnification—Meridional magnification is a condition in which a lens has differing magnification in the various lens meridians. A circle that is meridionially magnified will appear to be an oval. Adaptation—In reference to wearing prescription lenses, adaptation is the period and the changes during which the visual system adjusts from blurred and/or uncomfortable vision to clear, comfortable vision. Most adaptation problems are caused by differences in magnification (meridional and/or overall), or in differences in the positioning of the retinal images by prismatic effects, or in changes in aberrations compared to the formerly worn lenses.
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The ‘Middle Child’ Single-Vision Syndrome
Continued from page 90 because they tailor the central power to give the desired Rx by compensating for vertex, wrap and pantoscopic tilt, and the periphery is designed to address peripheral aberrations like free-form designs, but based on correctly compensated powers. Why should our middle group of patients be waiting until they become presbyopic to enjoy the enhanced performance offered by single vision free-form and Individualized lenses? WHAT TO LOOK FOR
Patient sensitivity to blur and distortion can vary widely, and this makes it difficult to establish guidelines regarding the value of switching all patients to a free-form or an Individualized design. The Sweet Spots in Figs. 2 and 3 have broad, ill-defined borders because the size of the Sweet Spot is never completely static. In addition, there is a bigger question: At what power is your patient likely to begin perceiving an improvement in lens performance? The answer is probably that more sensitive patients (e.g., those who could be refracted in 0.12D increments) might perceive improvements if free-form and Individualized designs were used starting at lens powers of about plus or minus 3.00D in the strongest meridian and with cylinders of more than about 2.50D. It would be immensely helpful to prescribers if manufacturers released meaningful data about their designs. Such data should include which peripheral aberrations are addressed, what refracting distances were used in calculating the designs, and what amount of power error and marginal astigmatism would be present at some industryaccepted standard viewing angle for each design, material and at selected powers (e.g., plus or minus 3, 6 and 9 diopters). Savvy ECPs are already realizing that if they compare the compensated prescription powers received by the lab with the prescribed powers, they will know how much error was avoided in sphere and cylinder 92 • October 2015 20/20
power, as well as how much prism and axis error were also avoided. For example: if the ordered power was -5.00DS and the compensated Rx to be read from the lensmeter was -5.10 -0.12 x 081, the failure to use an Individualized Design would have induced an error of 0.10 diopters of sphere power, and it would have introduced 0.12 diopters of unwanted cylinder powers. This error would be present when the patient views through the optical center of the lens. Small power errors such as these, coupled with the aberrations inherent in all ophthalmic lenses can add up to a lot of patient dissatisfaction. WHEN PRESBYOPIA LOOMS
For patients in their late 30s, the choice is not so difficult. Switching these patients to a free-form or Individualized single vision lens may make adaptation later to a freeform or Individualized PAL easier. If the patient wants the best, the choice should be an Individualized design because that is as close as today’s technology can come to giving an aberration-free periphery with compensation for the power differences caused by the position of wear. By making the switch to the improved performance of free-form or individualized technology before an add is needed simplifies adaptation, and the patient can experience improved lens performance with easier adaptation. When an add must be fitted, the adaptation process is then less complex. This sort of preplanning makes anticipated changes an easier matter. This is part of the professional care that patients deserve. Manufacturers now offer free-form and Individualized single vision lenses that will give improved performance for your “Middle Child” patients. The question is: How can you judge which patients will most appreciate the improved technology? Experienced ECPs can generally estimate a patient’s visual sensitivity during testing. Of course, patients with very low powers (e.g., -0.75 spheres) will not get much improvement in lens performance with free-form or
individualized lenses, but those in highpowered lenses will tend to be very quick in appreciating the improvement in peripheral clarity and comfort. The middle ground will be those with moderately powered prescriptions. Clinical judgment and experience will be important in selecting those who will benefit from the free-form and Individualized designs. Try this simple test to help you identify the single vision patients who would appreciate better peripheral vision. Ask your patient (with his current eyewear on) to view a target straight ahead, and then ask them to look at a target to the side. Do this for both distance and near targets. If the patient simply turns his eyes to view side targets, he probably is not much troubled with peripheral aberrations. But if he instinctively turns his head to get his linesof-sight more centered in the lenses, then he may be troubled by the peripheral aberrations. A little practice and careful observation will help you identify the pre-presbyopic patients who are likely to appreciate the better technology that no one had ever thought to offer them previously. LT *Other lens aberrations such as distortion, which cannot be controlled by base curve changes, and spherical aberration and coma, which are generally limited by the small size of the pupil, and chromatic aberration, which can only be limited by using higher Abbe value materials are generally not addressed by aspheric lens designs. A few advanced lens designs address coma, but this is not a problem for patients with about 5 mm or smaller pupils. * *When the computers that control the digital lens generators correct for your patient’s vertex distance, the assumption is made that the refractive testing was done at a certain “designer selected” distance. Especially for higher power prescriptions (perhaps 4 diopters and above), it is a good idea to refract at the design distance used for the design you are planning to prescribe.
Contributing editor Palmer R. Cook, OD, is director of professional education at Diversified Ophthalmics in Cincinnati, Ohio.
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October 2015 20/20 • 95
WHAT’S NEW NEW LAUNCHES
ALTAIR EYEWEAR: Cole Haan Sun COMMITMENT TO CRAFTSMANSHIP
A
ltair Eyewear debuts its Cole Haan sunwear collection consisting of 13 sun styles, six for women and seven for men. The brand’s deep commitment to craftsmanship is captured in each of the styles. This iconic American lifestyle brand, known for infusing classic looks with exciting new technologies, creates products that are both functional and beautiful. Signature collection categories include The Heritage Collection—fusing traditional sophistication with a dedication to careful craftsmanship— and The Classic Collection—celebrating the brand through the elegant simplicity of logotype and brand motifs. The collection pays homage to its rich legacy with a clean, modern aesthetic. Iconic design elements including genuine leather, colorblocking, weave patterns, monogram and diamond-shaped features can be seen throughout the collection. —Patrisha Holly Zabrycki
PHILOSOPHY: “With a mixture of iconic elements like woven patterns and genuine leather-wrapped temples, as well as colorblocking techniques and logo details, Cole Haan sun styles for men and women reflect elegant innovation that is truly all-American at the core,” says Hannah Sarbin, vice president of brands, Altair. “Transforming the ordinary into something extraordinary, modern yet sophisticated shapes and careful craftsmanship appeal to both the style conscious and seekers of high quality sunwear. Cole Haan sunwear exemplifies accessible luxury.” MARKETING: Merchandising materials include a branded brochure,
countercards, posters, cases, window clings, displays and mirrors. PRICE POINT: $$$ CONTACT: For additional information,
contact Altair Eyewear, (800) 505-5557; website: www.altaireyewear.com
IN
SIGHT
What began as a visionary partnership in 1928 between Trafton Cole and Eddie Haan has flourished into a dynamic, forward-thinking global fashion brand. Accelerated by their prophetic use of sports technology in stylish footwear and expansion into premium lifestyle categories including handbags and apparel, Cole Haan has established itself as a harbinger of footwear trends, while maintaining a deep commitment to artisan quality and detail.
COLE HAAN 7003 COLE HAAN 6001
COLE HAAN 6000
96 • October 2015 20/20
OUR BEST LEATHER PRODUCT ISN’T EVEN LEATHER!
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OUR BEST LEATHER PRODUCT ISN’T EVEN LEATHER!
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For more information, please contact our Customer Care Team at (800) 955-6544.
WHAT’S NEW NEW LAUNCHES
EYEOS PREMIUM READERS: exOtic READING IN LUXURY
e
yeOs Premium Readers debuts its new collection exOtic, a luxury reading collection, comprised of five timeless and well-crafted designs. Each frame is a distinctive, one-of-a-kind work of art, handcrafted using ethically-sourced, all natural water buffalo horn. The handselected horn used harmonizes with eyeOs’ commitment to artistic design and superior craftsmanship. Each frame is unique, natural, hypoallergenic and ultra-lightweight. The collection is fitted with eyeOs’ Hex-O-Tech lenses, which feature premium AR coating, UV400, anti-fatigue and scratch-resistant coatings and are available in both aspheric single vision and FT-28 photochromic bifocal lenses in +1.50, +2.00 and +2.50 powers. —Patrisha Holly Zabrycki
PHILOSOPHY: “The exOtic collection epitomizes our passion to produce the most beautiful eyewear of the utmost quality,” says Sam Kotob, founder and designer of eyeOs premium readers. “The naturally lightweight buffalo horn has a richness and beauty that only Mother Nature can produce. The exOtic collection comes with eyeOs’ Hex-O-Tech lenses, making them the quintessential must-have reading glasses for those who do not settle for anything but the best. We pride ourselves on our commitment to excellence and invite you to experience what makes the exOtic collection the next big thing in luxury reading eyewear.” MARKETING: Merchandising materials include a 30-place display and countercards.
All frames are packaged in a stitched leatherette display case. Frames come with a microfiber cleaning cloth in a unique hand-sewn fold-over case, available in black or burnt orange. PRICE POINT: $$$$ CONTACT: For additional
information, contact eyeOs, (800) 625-1880; website: www.eyeoseyewear.com
EXOTIC Scholar
EXOTIC Cannes
98 • October 2015 20/20
EXOTIC Monaco
IN
SIGHT
All eyeOs lenses help to reduce eye fatigue by providing electromagnetic interference protection from electronics and computer screens. In addition, all eyeOs lenses have super AR, scratch resistant coating, anti-smudge and UV400 protection.
WHAT’S NEW NEW LAUNCHES
DAVID GREEN EYEWEAR KEEPING IT REAL
I
nspired by nature and the environment, David Green Eyewear introduces its handcrafted eyewear collection. Founder David Green made it his mission to find a way to use nature in his products. His South African-based company uses real leaves on their frames, making each pair unique. Featuring 47 different styles and at least three color options per frame, the collection targets those who want to express how they feel about the environment. In order to create this distinctive eyewear collection, fallen leaves are used with a natural cotton-based acetate that
adds both additional style to the designs and precise finishes. Green has strict criteria for all of the materials used in the process of making his eyewear and chooses coatings with RoHS certification to affirm that harmful materials are not used in any part of production. With the amount of depth and attention to detail put into each product, it often takes Green and his designers up to a year to create a frame. Each piece is fully prepared and trialed before it is completed and ready for the market. —Jillian Urcelay PHILOSOPHY: “There must always be a message in design,” says David Green. “My message is to bring nature to the cities of the world.” MARKETING: Merchandising materials include a
real leaf brand block set in a Perspex block, story booklets and a hardcover storybook for presentation. PRICE POINT: $$$ DAVID GREEN Rain
CONTACT: For additional information, contact
David Green Eyewear, +27 21 422 3474; website: www.greeneyewear.com
IN
SIGHT
David Green uses real fallen leaves in his products, which means no two frames are the same, and each is one of a kind. Many different types of leaves are used depending on the preferred effect and design of each piece. Wild fig and olive leaves are often used. After a leaf is chosen, a natural dying process using suction is implemented to add a variety of colors.
DAVID GREEN Palm
DAVID GREEN Journey
October 2015 20/20 • 99
WHAT’S NEW NEW LAUNCHES
MARCHON EYEWEAR: Skaga A N E N V I R O N M E N TA L T W I S T
M
archon Eyewear presents its Skaga collection with the introduction of its first-ever eco-friendly acetate frames that are 100 percent biodegradable and recyclable. Called M49, the acetate comes from Mazzucchelli 1849, the world’s largest supplier of acetate located in Italy. Mazzucchelli’s M49 is a cellulose acetate, the most widely spread organic compound in nature, produced from cotton and wood-pulp fibers. It is manufactured under a new formulation using substances from renewable sources. Seamlessly blending tradition with trend, this collection showcases a sleek design aesthetic with modern appeal. The collection features two styles, one men’s and one women’s, each available in several refined colorways. With a discrete look, the minimalist frames feature no logo or branding usage, making it ideal for the sophisticated consumer. —Patrisha Holly Zabrycki
PHILOSOPHY: “Always looking to the future and striving to remain at the forefront of the industry, Skaga took on an even greater responsibility to the environment with the launch of its new eco-friendly eyewear collection,” says Hannah Sarbin, vice president brand management & new business development, Marchon Eyewear. “Already an advocate for the environment through the use of recycled paper for all printed marketing materials, we thought it was important to further decrease our carbon footprint by focusing on the actual makeup of the product. We joined forces with Mazzuchelli to create this collection utilizing 100 percent biodegradable and recyclable acetate, better known as M49.” MARKETING: Merchandising materials include branded countercards, brochures, logo plaques, brand book and acrylic displays. PRICE POINT: $$$$ CONTACT: For additional information, contact Marchon
Eyewear, (800) 645-1300; website: www.marchon.com
SKAGA Josephine
IN
SKAGA Jussi
SKAGA Josephine
100 • October 2015 20/20
SIGHT
Since 1948, distinguished Swedish designers have designed and produced Skaga eyewear. With a solid knowledge of craftsmanship and technology as the backbone of the brand, Skaga frames are simple yet elegant design solutions.
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WHAT’S NEW NEW LAUNCHES
CLEARVISION OPTICAL: Aspire Sunwear A LWAY S A S P I R E
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learVision Optical introduces a new sunwear line to its recently launched Aspire Eyewear optical collection. Comprised of six styles, three for men and three for women all available in three colors each, all Aspire styles (including optical) are named after aspirational adjectives that wearers may aspire to be. The collection incorporates classic shapes including aviators, navigators and CatEyes with captivating colors, advanced materials and the latest technology. Similar to the optical collection, Aspire Sunwear is created with SDN-4, a proprietary lightweight, thin and hypoallergenic material that gives comfort and adjustability to the wearer. Temples are created with TR-90 to help enhance the lightness and barely there feel of each frame. —Victoria Garcia
PHILOSOPHY: “Sunglasses say a lot about a person, and a great pair of sunglasses makes you feel good when you put them on,” says David Friedfeld, president of ClearVision Optical. “Like the eyewear collection, Aspire suns let consumers show who they ‘Aspire to Be’ through its innovative designs and advanced materials. SDN-4, a specially-designed material that provides an extremely lightweight, comfortable feel, also lends to the highly fashionable styling. We like to think of Aspire suns as the next generation of wearable technology: a fashion statement with so much more to the story.” MARKETING: Merchandising materials include a six-place display, double-sided banner and large or small double-sided countercards. PRICE POINT: $$$$ CONTACT: For additional information, contact
ClearVision Optical, (800) 645-3733; website: www.aspireeyewear.com
ASPIRE Famous
ASPIRE Anonymous
IN ASPIRE Incognito
102 • October 2015 20/20
SIGHT
The philosophy behind Aspire is based on the question: “What Do You Aspire to Be?” This is articulated in its personalitydriven design that references popular trends and classic motifs to express different personality types.
WHAT’S NEW NEW LAUNCHES
MYKITA: Mykita + Maison Martin Margiela CONCEPTUAL DESIGNS
B
oth Berlin-based, Mykita and Belgium-bred Maison Martin Margiela share a love of “conceptual construction and innovative design,” so it’s no surprise that the duo joined forces to craft an imaginative collection of fashionforward frames. This radical collaboration combines precise, traditional craftsmanship with modern technologies. Based on the idea of deconstruction, the frames feature distinctive layered acetate. Dubbed “Dual,” the collection is comprised of pairs of acetate frames that were born from one form, divided and deconstructed to produce two complementary designs with independent identities and tone-in-tone color contrasts. For example, style DUAL005 has a negative contour while its partner style DUAL006 has a positive contour. All models feature Mykita’s patented screwless hinges and protective, high-reflex lenses. Styles are available in both sun and optical lens options. —Patrisha Holly Zabrycki
PHILOSOPHY: “As kindred creative minds, we are very excited about establishing a radical new eyewear collection together that reflects the synergies of both houses,” says Moritz Krueger, CEO and creative director of Mykita. “We are thrilled to strengthen the Mykita + Maison Martin Margiela collaboration with the addition of prescription glasses.” MARKETING: To support this collaboration, a full-scale
advertising campaign was developed and shot in Paris by artist Charles Fréger. PRICE POINT: $$$$$ CONTACT: For additional information, contact Mykita, (973) 669-0063; website: www.mykita.com
DUAL006
DUAL005
IN
SIGHT
Presenting his first collection in 1989, Belgian fashion designer Martin Margiela founded his house on the concept of deconstruction— moving away from the luxurious and oversized proportions of the 1980s. The brand was acquired by Diesel in 2002 and is now helmed by the enigmatic John Galliano.
DUAL005
October 2015 20/20 • 103
WHAT’S NEW NEW LAUNCHES
I & EYE OPTICAL: Vari TRADITION WITH A TWIST
I
& Eye Optical launches its newest eyewear collection Vari consisting of nine styles with over 13 color combinations. This collection is a study in contrasts, pairing light with dark, bright with neutral and bold with traditional as it playfully experiments with boundaries, offering classic shapes, excellent fit, superior comfort and the opportunity to experiment with color. With an understated style that is both trendy and timeless, Vari represents the yin and yang of eyewear, enabling the frames to fit every facet of one’s personality. —Patrisha Holly Zabrycki
PHILOSOPHY: “With the introduction of Vari, we were intent on delivering a product that would appeal to the senses,” says Rich Baum, I & Eye co-founder. “We focused this line on comfort, developing a proprietary finish that keeps frames cool to the touch,” says Clif Browner, I & Eye co-founder. MARKETING: To support the collection, the company has created a
marketing and social media campaign intended to share the lifestyle and stories of the real people who wear Vari. Launched with the hashtag #showusyourvari, the campaign showcases the collection’s broad appeal by featuring stories from satisfied clients who represent a variety of demographics and lifestyles. PRICE POINT: $$ to $$$ CONTACT: For additional information, contact I & Eye Optical, (516) 570-2723; website: www.varieyewear.com
VARI VR3
VARI VR6
IN
SIGHT
Located on the north shore of Long Island, I & Eye is a global optical and merchandising company. Since 1976, founders Rich Baum and Clif Browner have developed deep relationships in the eyewear industry with distributors, retailers and other manufacturing, service and supply partners.
VARI VR7
104 • October 2015 20/20
WHAT’S NEXT NEW LINES
CHARMANT GROUP: Charmant Z MASCULINE MOTIFS
Charmant Group relaunches its high-end men’s collection, Charmant Z. The collection includes six new styles that feature high-tech innovation and strong masculine lines. With the development of the Z-Titanium material, frames are highly flexible and lightweight, and provide the wearer with ultimate comfort along with a unique material and design. The ZT11791 features thin textured elastomer that creates a contrast of edginess around the smooth lines of the frame. The ZT11771 combines modern styling with a high-tech look featuring a floating twin bridge and three-slit temple design, while the full-rim style CHARMANT ZT11793 incorporates a block-style temple inset. —VG ZT11793 PHILOSOPHY: “We are very excit-
ed to reintroduce our Charmant Z collection with this release,” says Michele Ziss, director of product and marketing. “Today’s men have more sophisticated and demanding requirements toward eyewear and fashion than they did even just a few years ago. Charmant Z answers this need with a sophisticated,
masculine collection that is wearable, comfortable and stunning.” MARKETING: Merchandising materials
include countercards, banners, logo blocks and a display tray. PRICE POINT: $$$$ CONTACT: For additional information, contact Charmant Group, (800) 645-2121; website: www.charmant.com
CHARMANT ZT11771
WHAT’S NEXT NEW LINES
L’AMY AMERICA: Nicole Miller
NICOLE MILLER Franklin
FOR THE MODERN WOMAN
L’Amy extends its Nicole Miller line with three new optical styles that highlight the brand’s innovative use of materials, resulting in eyewear that is urban and sophisticated, yet feminine. The Douglaston frame features a full metal front with bold crisscross, multicolored acetate temples, which gives a creative edge to this classic shape. The Franklin mixes solids and tortoise impressions on this modern design, giving women a stylish appeal. The Gansevoort features pillow triangle temples with a subtle sparkle detail that is inspired by Miller’s sensual eveningwear. All designs in this collection will appeal to —PHZ women looking for a style that is sophisticated with a hint of glamour. PHILOSOPHY:: “Nicole Miller’s new ophthalmic styles for fall put a spotlight on Nicole’s award-winning use of materials with rich acetate colors and patterns that are designed with the sophisticated, modern woman in mind,” says Cheryl Canning, Nicole Miller worldwide brand manager. MARKETING: Merchandising materials include a four-place display,
one-place display, board clip, countercards and wall decal, all inspired
NICOLE MILLER Douglaston
by Nicole Miller’s New York City showroom. PRICE POINT: $$ CONTACT: For additional information, contact L’Amy America, (800) 243-6350; website: www.lamyamerica.com
October 2015 20/20 • 105
WHAT’S NEXT NEW LINES
KENMARK: Dana Buchman
DANA BUCHMAN Laine
A C C O M P L I S H E D A N D E D U C AT E D
Kenmark extends its sophisticated Dana Buchman collection with the addition of two new feminine styles. Fauve is a full-rim zyl design with a flirty yet elegant uptick that is available in several refined color combinations including black with gunmetal decorative hinge, brown with gold decorative hinge and crimson with gunmetal decorative hinge. Laine is a demure design with a classic rectangular shape and is available in several erudite options including black with a gunmetal hinge, brown horn with a gold hinge and plum with a lilac hinge. Dana Buchman frames are designed for real-life women, classic and thoughtfully coordinated, resulting in a refined and pulled-together look. The collection boasts progressive-friendly shapes, as well as a color palette imagined by Dana Buchman. —PHZ
DANA BUCHMAN Fauve
PHILOSOPHY: “The Dana Buchman collection is inspired by today’s
MARKETING: Merchandising materials include
woman; she is accomplished, engaged and on trend,” says David Duralde, and textures, the shapes are progressive-friendly, yet modest and not
countercards, banners, single standing display, logo block, two-place display, three-place horizontal display, three-place vertical display, six-place display and mirror.
overscale, and the decorative elements on the temples allude to the artisan
PRICE POINT: $$$
craft of jewelry making. A woman wearing a Dana Buchman style can
CONTACT: For additional information, contact Kenmark,
confidently face her day knowing her eyewear is on point and beautiful.”
(800) 627-2898; website: www.kenmarkoptical.com
chief creative officer. “The designs feature interesting mixes of animal prints
WHAT’S NEXT NEW LINES
MATCH EYEWEAR: Vanni Maps REFINED RADIANCE
Design Gallery, a division of Match Eyewear extends its Vanni line with the limited edition collection Maps, declaring its loyalty to the principles of Made in Italy: qualityy workmanship, originality of style and fine materials. For over five years, the Vanni stylee center has offered well-designed glasses in exclusive materials. Like a tailor who lovovch ch ingly chooses and cuts his own cloth, Vanni is meticulous with detail and makes each pair of glasses truly unique. The Maps collection illustrates the company’s commitmentt n to creativity in design. Frame designs recall the understated efficiency of an urban network with intertwining brightly colored lines chasing each other like routes on a Z city plan. The outcome is simple yet elegant. —PHZ PHILOSOPHY: “We feel privileged to have the opportunity to be a part of the Vanni family and to work with Giovanni on the brand’s future,” says Ethan Goodman, president of Match Eyewear/Design Gallery. “I have known Giovanni Vitaloni (creator of the Vanni brand) for over 20 years and have long admired the philosophy behind the Vanni brand as they continued to develop innovative ways to stay current in the market. The Vanni brand has opened new avenues of growth for us, and we are extremely pleased with the results.”
106 • October 2015 20/20
VANNI V1165
VANNI VS1301
MARKETING: The Vanni collection
is supported by artistic illustrated countercards, cardboard graphic cubes, foam logo plaques featuring slabs of exclusive Vanni material and colored water bottles. PRICE POINT: $$$$ CONTACT: For additional information, contact Design Gallery, a division of Match Eyewear, (800) 876-3937; website: www.mydesigngallery.com
WHAT’S NEXT NEW LINES
ALTAIR EYEWEAR: bebe E V E R Y D AY O P U L E N C E
Altair Eyewear extends its bebe collection with 10 new optical and sun styles that highlight the brand’s penchant for drama, color and crystal embellishments. With the introduction of exotic new animal prints, spotlight-seeking sparkle and fashionablyfitted shapes, this collection of five optical and five sun styles captures the dramatic change of seasons in rich jewel tones and striking textural contrasts. bebe girls will fall fast —PHZ for these unforgettable styles, sure to turn up the heat on cooler temperatures.
BEBE Original 7145
PHILOSOPHY: “The bebe September 2015 Collection walks straight off the runway
and into eyewear this fall 2015,” says Deborah Lochli McGrath, senior director product development, Altair. “Echoing the use of exotic animal patterns and crocodile texture as well as an abundance of shiny metallics and shimmer, this collection features on-trend looks at great prices for fashion-conscious consumers and fashionistas alike.” MARKETING: Merchandising materials include displays and a dispensing mirror. BEBE Open-Minded 5102
PRICE POINT: $$ to $$$ CONTACT: For additional information, contact Altair Eyewear, (800) 505-5557;
website: www.altaireyewear.com
STATEMENT OF OWNERSHIP, MANAGEMENT, AND CIRCULATION 1. 2. 3. 4.
Publication Title: 20/20 Publication Number: 051-090 Filing Date: September 9, 2015 Issue Frequency: Monthly, except for March and September which have two issues 5. Number of Issues Published Annually: 14 6. Annual Subscription Price: $199.00 7. Complete Mailing Address of Known Office of Publication: Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678 8. Complete Mailing Address of Headquarters or General Business Office of Publisher: Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678 9. Full Names and Complete Mailing Addresses of Publisher, Editor, and Managing Editor: Publisher/CEO - Marc Ferrara; Senior VP, Editor-in-Chief - James J. Spina; Executive Editor - Christine Yeh. Address for all: Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678 10. Owner: Jobson Medical Information LLC, 100 Avenue of the Americas, New York, NY 10013-1678 11. Known Bondholders, Mortgages, and Other Security Holders Owning or Holding 1 Percent or More of Total Amount of Bonds, Mortgages, or Other Securities: None 12. Tax Status - For Completion by Nonprofit Organization Authorized to Mail at Special Rates: N/A 13. Publication Title: 20/20 14. Issue Date for Circulation Data: August 1, 2015
15. Extent and Nature of Circulation a. Total No. of Copies (net press run) b. Legitimate Paid and/or Requested Distribution (By Mail and Outside the Mail) (1) Outside County Paid/Requested Mail Subscriptions stated on PS Form 3541. (Include direct written request from recipient, telemarketing, and Internet
Average No. Copies Each Issue During Preceding 12 Months
request from recipient, paid subscriptions including nominal rate subscriptions, employer requests, advertiser’s proof copies, and exchange copies)
No. Copies of Single Issue Published Nearest to Filing Date
52,538
52,437
50,047
50,040
0
0
71
64
0 50,118
0 50,104
838
855
0
0
0
0
1,296 2,134 52,252 286 52,538 95.92%
1,206 2,061 52,165 272 52,437 96.05%
(2) In-County Paid/Requested Mail Subscriptions stated on PS Form 3541. (Including direct written request from recipient, telemarketing, and Internet request from recipient, paid subscriptions including nominal rate subscriptions, employer request, advertiser’s proof copies, and exchange copies.)
(3) Sales Through Dealers and Carriers, Street Vendors, Counter Sales, and Other Paid or Requested Distribution Outside USPS® (4) Requested Copies Distributed by Other Mail Classes Through the USPS (e.g., First-Class Mail ®) c. Total Paid and/or Requested Circulation [Sum of 15b (1), (2), (3), and (4)] d. Nonrequested Distribution (By Mail and Outside the Mail) (1) Outside County Nonrequested Copies stated on PS Form 3541
(2)
(Include sample copies, requests over 3 years old, requests induced by a premium, bulk sales and requests including association requests, names obtained from business directories, lists, and other sources) In-County Nonrequested Copies Stated on PS Form 3541 (including sample copies, requests over 3 year old, requests induced by a premium, bulk sales and requests including association request, names obtained from business directories, lists and other sources)
(3) Nonrequested Copies Distributed Through the USPS by Other Classes of Mail (e.g., First-Class Mail, nonrequestor copies mailed in excess of 10% limit mailed at Standard Mail ® or Package Services rates)
(4) Nonrequested Copies Distributed Outside the Mail (Include pickup stands, trade shows, showrooms, and other sources)
e. Total Nonrequested Distribution (Sum of 15d (1), (2), and (3)) f. Total Distribution (Sum of 15c and e) g. Copies Not Distributed h. Total (Sum of 15f and g) i. Percent Paid and/or Requested Circulation (15c divided by f times 100) I certify that all information furnished on this form is true and complete.
9-8-2015 _________________________________________ ________________ Marc Ferrara, Publisher/CEO Date
NEW PRODUCTS
THAT MAGIC MIX
Carbon fiber plays well with other traditional frame materials like acetate and stainless steel. Here we break down some of the newest interpretations of this harmonious fusion between technology and design. —PHZ 2 0/20 I N S I G H T :
REVOLUTION EYEWEAR: RCF212 Lightweight frame design with carbon fiber temples that feature rubber tips for a comfortable grip. Temples are precision crafted to be ergonomic as well as sophisticated. Patented bottom-mounted clip-ons and built-in magnet are also available for this model. Size: 53/15 (136) Pricing: $$$ (800) 986-0010/www.revolutioneyewear.com
VILLA EYEWEAR: Mad in Italy Aosta Retro-inspired design with a double-laminated colorful acetate front. This frame is enhanced by carbon fiber temples with anti-scratch a coating that are adjustable for a fully ergonomic fit. Size: 52/18 (145) Pricing: $$$$ S (877) 889-0399/www.villaeyewear.com (8
PLAN ‘B’ EYEWEAR: Glacée 6752 PLA A cla classic stainless steel design that is updated with a modern appeal by way of its impactful motif and hints of vibrant color along the brow bar and temples. Size: 51/16 (140) Pricing: $$$$ (888) 399-7742/www.planbeyewear.com
CLEARVISION OPTICAL: IZOD ProFlex 2007 A classic square frame, metal front with Ultem temples and molded rubber tips. Ultem is an ultra-lightweight thermoplastic material that provides exceptional flexibility, durability, strength and elasticity. It’s hypoallergenic, so these frames are an excellent choice for those with sensitive skin or metal allergies. Ultem temples are 50 percent lighter than acetate temples and 30 percent lighter than metal temples.
Full-rim metal frame with a modern, geometric eye shape. Rich color and a graphic pattern infuse this frame with a pop of stylish grace.
Size: 52/18 (135); 54/18 (140) Pricing: $$
Size: 50/18 (135) Pricing: $$
(800) 505-5557/www.cvoptical.com
(800) 962-3200/www.silverdollaroptical.com
108 • October 2015 20/20
SILVER DOLLAR OPTICAL: Café Lunettes 3219
NEW PRODUCTS
AWESOME ACETATE
It’s not always about acetate… but when a frame solely hones in on this material, it’s hard to beat. The versatility of this material is taking eyewear designs to colorful and stylish new horizons. Constructed into all shapes, colors and styles imaginable, acetate has become the go-to material for eyeglass wearers. From wild prints to bright colors, there is no stopping acetate from appearing full force in anyone’s eyewear wardrobe. —VG 2 0/20 I N S I G H T :
USA BY CSC LABS: Lollipops 14943
COSTA: Playa
Size: 53/16 (135) Pricing: $$$
For those looking for a sport style to move from day to night, this classic, retro-styled frame features hypoallergenic rubberized no-slip nosepads, optical spring hinges and a sleek construction that offer a no-feel fit.
(800) 288-2721/www.csclabs.com
Size: Medium Pricing: $$$
With an emphasis on femininity and the Parisian atmosphere, this bluehued acetate frame is perfect for women in search of a trendy, delicate style.
(800) 447-3700/www.costadelmar.com
ARTOPTIC: Gem 67 Designed for women in search of a little dazzle, this Italian-made zyl frame was created from raw Mazzucchelli and features Swarovski crystals that add a small, feminine design. Size: 54/17 (140) Pricing: $$$$ (800) 522-8572/www.artoptic.com
KENMARK: Jhane Barnes Multidimensional Mazzucchelli acetate adds a small hint of color to this square-shaped frame. With additional subtle and sharp colors such as black, gray and brown, the Italian-made design creates a contemporary look and features custom acetate laminations. Size: 56/17 (143) Pricing: $$$$ (800) 627-2898/www.kenmarkoptical.com
ZYLOWARE: Leon Max 4025 Maximum style and class emerge from this full-rimmed frame featuring the brand’s globe logo hinges. With a modified round shape, the zyl front is connected to thick zyl temples that create a unique detail. Size: 51/15 (135) Pricing: $$$ (844) 995-6226/www.zyloware.com
October 2015 20/20 • 109
NEW PRODUCTS
1 HPE-810 PATTERNLESS EDGER
•Auto/manual 3D simulation: 3D simulation
Manufacturer: Coburn Technologies
supports easier bevel/groove positioning.
Description: Coburn’s latest finishing product,
Auto positioning function reads frame and
the HPE-810 patternless edger, is designed for both retail and wholesale lens labs.
lens curve automatically and determines the best position of the bevel/groove. Manual
Features: The HPE-810 is designed to create a
positioning allows opticians to manually
more efficient practice for utilizing better graphics
position bevel/groove for the best result.
and processing times. Detailed images of bevel/
•Powerful drill: High-power motor makes
groove positions provide the user with a more
HPE-810 more powerful and leads to
accurate look, while faster processing signifies
40 percent reduction in processing time
the ability to modify the next job while a current
from the previous model (HPE-7000).
job is under way.
Easy hole editing management and
•Highly efficient CPU: 1GHz CPU supports next
high-power motor creates a great combined effect for rimless glasses.
job editing during current job processing.
•Design Your Imagination (optional) with
•Faster processing: Supports faster edging by 30 percent and drilling by 40 percent from
Scan & Cut: As eyeglass designs continue
the previous model.
to diversify, the demand for edgers
•Customized mini bevel: Bevel height is custom-
capable of processing these designs are increasing. This function supports these
izable for frames with short groove depth and
demands without restrictions.
produces a lens which fits perfectly in its frame. (Min 0.1-Max 0.8 mm)
•Concave shape processing: processes even concave shapes on lenses within a range of wheel curvature.
•Easy click editing (for Chemistrie clip features): Chemistrie clip editing
•Tiltable drill for high curve lenses: Range of 0 to 30 degrees supports excellent hole processing for all kinds of high curve lenses.
•Bidirectional feeling-processing time reduction: Bidirectional feelers of the edger’s improved configuration are more durable and simultaneous feeling of front and backsides reduces lens thickness recognition time
function allows far- and near-sight glasses, and even sunglasses, to
by a maximum of 50 percent.
be used on a single frame. The entire process can easily be done with a single click on a user-friendly UI.
www.coburntechnologies.com; (800)-COBURN-1 (262-8761)
2 INDIGO AR
3 TRANSFORMER FINING PAD
Manufacturer: iCoat Company
Manufacturer: PSI
Description: Blue light filtering anti-reflective coating
(Practical Systems Inc.)
Features: Selective blue light-blocking technology minimizes high-energy blue-violet
Description: All-materials
light, thereby reducing digital eyestrain and visual discomfort caused by harmful blue
moisture, smudges and back-surface UV reflections, according to iCoat. The company
fining pad that transforms as it fines from its original coarse state to a smoother, transparent condition.
is positioning Indigo AR as a premium choice for eyecare professionals who want
Features: The innovative
to address digital eyestrain associated with Computer Vision Syndrome, a major
composition of this one-step
light while allowing “good” blue light to pass through the lens for increased visual acuity and clarity. The coating also provides protection against scratches, dust,
computer-related eye health complaint in the U.S. “Since its inception, iCoat has been a pioneer in
during processing by fining the
developing lens treatment technologies, and this is
lens at different intensities, starting
a step forward in its continuing efforts to provide
rough for heavy stock removal and smoothing
better visual acuity and true protection from harmful
down for an ultra-smooth lens finish like you
blue light for improved eye health,” says Imtiaz
would achieve with a second fine process. The
Hasan, iCoat’s marketing manager.
Transformer pad achieves consistent stock-removal
iCoat’s anti-reflective coatings combine ion-impacted static-neutral anti-reflective technology with high scratch resistance. All anti-reflective coating processes take place in a vacuum chamber that ensures pre-
110 • October 2015 20/20
pad allows it to break down
on all lens materials and has a cloth backing, helping the pad to conform to the tool and making removal easy. For optimum results, PSI recommends using the Transformer pad with their Yellow Ultimate polish pad and Free-Form AR
cise control of all parameters of the coating layers.
polish.
www.icoatcompany.com; (800) 832-2628
www.looktopsi.com; (800) 237-8154
NEW PRODUCTS
4 44R
5 ZEISS ACADEMY VISION CARE
Manufacturer: Ultra Optics
Developer: Carl Zeiss Vision Care US
Description: Fully automated backside coater Features: The 44R utilizes a robotic arm to pick and place lenses from the work trays into the processing modules of the machine. As the work trays roll in from the conveyor system, the 44R’s bar code scanner reads the work ticket and communicates with the lab’s LMS system to determine how the lenses are to be processed. While the system builds on the robust coating processes of prior Ultra Optics machines, such as the MR III, the Ultra Rx and others, it incorporates several process improvements to further improve the efficiency and reduce breakage. Breakage rates are reduced by a more complete lens wash process, as well as processing the lenses on the block. Keeping the lenses on the block also provides tremendous support for the lenses, effectively eliminating the warpage of high index lenses. The unit includes a mode that calls for a wash only without coating the lens, for improved versatility and value for the lab manager. (800) 365-9993; www.ultraoptics.com
Description: Zeiss Vision Care is helping eyecare practices achieve their highest potential with the Zeiss Academy Vision Care, a new online campus that helps ECPs develop skills that they can apply immediately in their practices. Features: The Academy course content, developed through extensive discussions with ECP customers, falls into three critical areas of practice need:
•Optical Science: These courses provide the fundamentals of optics, fitting and dispensing for new staff or as a refresher for experienced ECPs.
•Zeiss Products: These courses cover the latest Zeiss products and technologies with an emphasis on matching products to patient needs and communicating benefits that are most relevant to the patient.
•Selling Skills: These courses help ECPs enhance their patient interactions in order to better meet patient needs and increase premium product sales. The site uses spoken narrative, animation and “gamification” techniques to create a truly engaging and retainable education experience. Much of the sales training, for instance, occurs in role-plays with virtual customers who respond to questions and statements chosen by the course participant. The site tracks progress and allows students to easily pick up where they left off, and provides personalized certificates for courses completed. “The latest generation of online training has become very engaging, practical and powerful,” says Claude Labeeuw, vice president-marketing, Zeiss Vision Care U.S. “Because the need for this type of education is never ending, this investment will benefit our ECP partners tremendously.” The academy is available to Zeiss customers 24/7 at www.zeiss.com/e-learning. ECPs can sign up with their Zeiss Customer Account ID. www.zeiss.com/e-learning
6 KBCO POLARIZED LENSES IN GRAY GRADIENT POLYCARBONATE Manufacturer: KBCo/Essilor Description: KBco lenses are now available in a new gray gradient polycarbonate polarized lens with a digitally optimized base curve design. Features: The 76-mm diameter lenses combine a high polar efficiency of 95 percent with UV protection. The new gradient polarized lenses have a lighter near zone for ease of reading smartphones and tablets. The new lenses also provide a more comfortable driving experience as they shield the eyes from the overhead sun while allowing more light at the bottom to enable clear vision of the dashboard. “Adding the gray gradient polycarbonate option to our polarized line offers patients a new choice when selecting proper lens protection for the outdoors,” says Rick Piper, president of KBco. “Eyecare professionals can be confident in recommending these polarized lenses as the left and right lens consistently match, and the color of the lens will not fade.” KBco will offer a brown option later this year. www.kbco.net
October 2015 20/20 • 111
BASICS
MAXED OUT MATERIALS When selecting a new frame, many consumers are drawn to the shape, color or designer of each style, while the design and construction of the frame often go unnoticed. Not many customers are concerned with what materials or technology are used to create each aspect of a frame. This is an often overlooked characteristic that should be thrown into the spotlight. From mixtures of metals, zyls and wood to eco-friendly materials, frames can consist of any material imaginable. Let these 20/20 Basics help you become a material maven.
20/20 BASICS By Victoria Garcia
u EXTRAORDINARY MATERIALS Many designers are integrating unique materials or fabrics into frame designs. Leather, denim, wood, bamboo, fur and velvet have all been used to create detailed decorations on frames, adding a luxurious and diverse feel.
COOL COMBOS Don’t stick with just one v material. More and more frames are incorporating dual materials for extra flair. Stock frames with colorful zyl and subtle dark metal combinations that will complement any outfit. METAL MANIA Metals now come in all w colors and shapes. Some customers are straying away from signature black and gray metals. Fill your dispensary with ALL types of metals, including beta titanium, aluminum, stainless steel and memory metal. RIDE THE RIMLESS TRAIN Rimless x styles will forever be a staple to some of your male and female customers. Don’t shy away from stocking this timeless style in all shapes and sizes. Be sure to explain the technology and materials behind each frame to inform patients of what they are purchasing. AWESOME ACETATE Colorful acetates y are becoming the go-to material for customers of all ages. Bright, translucent hues are perfect for kids and adults looking to add a pop of color to their wardrobe. Select styles in every color possible to appeal to the masses. ECO-FRIENDLY Eyewear manufacturers z such as Modo are finding ways to give back to the environment. The brand’s Eco collection consists of eyewear made from recycled content and bio-based materials in support of sustainability and social responsibility. For the full effect, some are even adding earth-conscious packaging for frames. MATCHING DISPLAYS Accessorize { your accessories. Create displays that combine frames and accessories featuring the same materials. Use leather wallets or belts to display frames with accented leather details.
112 • October 2015 20/20
GUIDE
new products in this issue COVER Silhouette, Silhouette 5438 IT MATTERS, pp. 47-74 A&A Optical, Cruz I-345, p. 60 Altair Eyewear, Evolution 4503, p. 67 Aspex Eyewear, BMW 6017, p. 48 Bevel Specs, House of Cads 2525, p. 70 Charmant Group, Charmant Z ZT11771R, p. 64 Chlogan Eyewear, Ultem MHA014, p. 48 Clariti Eyewear, Konishi 3655, p. 50 ClearVision Optical, Aspire Quick, p. 68 Colors in Optics, Lights Midwood, p. 48 De Rigo Vision, Lanvin 059, p. 52 Eastern States Eyewear, Été Lunettes Palme Anis, p. 66 Europa International, Cinzia 5038, p. 50 Eyewear Designs, Elizabeth Arden 1153, p. 55 Götti Switzerland, Avarel, p. 64 Kenmark, Zac Posen Joan Juliet, p. 58 Kingsley Rowe, Kingsley Rowe 6099N, p. 70 l.a.Eyeworks, Pingo, p. 50 Lafont, Resonance, p. 74 L’Amy America, Sperry Top-Sider Hilton Head, p. 71 Luxottica, Ray-Ban LightRay 7051, p. 49 Marchon Eyewear, Calvin Klein 5886, p. 67 Marcolin USA, Montblanc 0552, p. 70 The McGee Group, Totally Rimless 239, p. 60 Menizzi Eyewear, MA3085, p. 49 Modo, Modo 4085, p. 47 Morel, Lightec 7746L, p. 61 New York Eye, Woolrich 8853, p. 60 Oakley, Fenceline, p. 67 Ogi Eyewear, Innotec Hayden, p. 72 OWP, OWP 1401, p. 50 ProDesign Denmark, Essential 3105, p. 54 Rem Eyewear, Converse Jack Purcell P017 UF, p. 56 Sàfilo, Dior Homme Scale 1.0, p. 62 SALT. Optics, Steve, p. 67 Silver Dollar Optical, Port Royale Collection TC865, p. 64
Teka Eyewear, Teka 153, p. 60 Tura, Lulu Guinness 771, p. 52 Ultra Palm Optical, You’s Amsterdam 1041, p. 55 WestGroupe, Fysh 3544, p. 55 Zyloware, Randy Jackson 1062, p. 71 SPORT PAGE: Advanced Style, p. 76 Costa, Galveston Kaenon, S-Kore Rudy Project, Agon Sáfilo, Carrera New Safari WHAT’S RIGHT NOW Aesthetic Convictions, p. 95 Kirk and Kirk, Hana WHAT’S NEW, pp. 96-104 Altair Eyewear, Cole Haan Sunwear ClearVision Optical, Aspire Eyewear David Green Eyewear EyeOs Premium Readers, ExOtic Collection Marchon Eyewear, Skaga Mykita, Mykita + Maison Martin Margiela I & Eye Optical, Vari WHAT’S NEXT, pp. 105-107 Altair Eyewear, bebe Charmant Group, Charmant Z Design Gallery/A Division of Match Eyewear, Vanni Maps Kenmark, Dana Buchman L’Amy America, Nicole Miller NEW PRODUCTS, pp. 108-109 Artoptic, Gem 67 ClearVision Optical, Izod ProFlex 2007 Costa, Playa Kenmark, Jhane Barnes Googolplex Plan ‘B’ Eyewear, Glacée 6752 Revolution Eyewear, RCF212 Silver Dollar Optical, Café Lunettes 3219 USA by CSC Labs, Lollipops 14943 Villa Eyewear, Mad in Italy Aosta Zyloware, Leon Max 4025 L&T NEW PRODUCTS, pp. 110-111 Carl Zeiss Vision Care US, Zeiss Academy Vision Care Coburn Technologies, HPE-810 Patternless Edger KBco, Polarized Lenses in Gray Gradient Polycarbonate PSI (Practical Systems Inc.), Transformer Fining Pad iCoat Company, Indigo AR Ultra Optics, 44R Backside Coater
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THE EYEWEAR TUNE-UP [1 CE CREDIT]
By Preston Fassel, BS
Time was, going to get gas was an experience. Today, you arrive at the pump, swipe a card, do the bobble-head if you’re wearing polarized sunglasses, go through an annoying numbers-punching process, turn down multiple offers for car washes, and, after all of that frustration, you’re finally permitted to fill up. Odds are, you don’t have any particular brand loyalty; you see you’re running low, you find a gas station, and after the hassle, go on your merry way. That’s not the way it used to be, though. Time was, a gas station was a service station. You’d arrive at the pump, and your tires would roll over a trigger switch that would “DING DING.” At the signal, a little guy—maybe wearing a little flat hat— would jaunt up to your car with a greeting: Maybe gruff, maybe pleasant, but he was THERE, and he was THERE to provide that service. He’d fill your tank; he’d wipe your windshield; he’d check your oil. By the time you pulled out of that service station, you had not only refueled, but you had gone through a brief quality check to help ensure the livelihood, drivability and
comfort of your automobile. Now which scenario best describes the state of modern optical? The first, of course, is how most patients probably perceive their glasses buying experience: They arrive at a dispensary, pick out a pair of frames and pick from a list of lens options. For many, it’s an anonymous, automated process, one where little is remembered and quickly being supplanted by tech-savvy online entrepreneurs. What if it was that second scenario that was more directly in parallel to the modern optical experience? What if, instead of feeling like they were stopping in for a quick gas-up, patients felt like they were coming in for that full-service check a number of times between those new pairs of glasses or only when they were having a problem?
ENTER THE EYEWEAR TUNE-UP The Eyewear Tune-Up is a quick, efficient way to differentiate your dispensary or practice from others the next time a patient comes in for an adjustment, or even just as an added extra during a yearly exam. It’s an opportunity for you to dem-
LEARNING OBJECTIVES: Upon completion of this program, the participant should be able to: 1. Understand the concept of the Eyewear Tune-Up and how it can benefit one’s practice and the reputation of brick-and-mortar opticians. 2. Understand the basic steps of an Eyewear Tune-Up and how it can improve the usefulness and longevity of a pair of glasses. 3. Learn/refresh oneself on the steps of bench alignment. Preston Fassel is an optician in the Houston 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). General Knowledge Course SJHI245 This CE is also available online at www.2020mag.com
October 2015 20/20 • 115
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onstrate your abilities, remind the patient that you’re more than just a salesperson, and give them something to think about the next time they need eyewear and are lured by the perceived value of online optical.
TUNE-UP, WHEN? The Eyewear Tune-Up begins the same way as the service checks of old: with the ringing of a little bell. In this case though, it’s the bell that signals you that someone has just come through your front door (and if you haven’t got one of those, you really ought to). Greet the patient as cheerfully as you normally would and listen to his/her reasons for coming to your office. If they’re there for an exam, new eyewear, or the need for a repair or adjustment, that’s your cue. After sitting the patient down, explain that you offer an Eyewear Tune-Up: a fullservice process to clean, adjust, repair and align a pair of glasses to bring them back as close as possible to off-the-wall condition. Schedule them (via e-mail or text) every six months for newly sold or repaired eyewear. For those on your customer/patient list, send an invite. It’s up to you whether you’ll charge for this service or not: Some patients, used to the free service offered by many opticals (especially chain and big box), may be put off by being charged, while others may be eager to pay for the above-and-beyond service. This is really at your discretion. If you do decide to charge, one consideration is offering a first-time-free Tune-Up for newly purchased eyewear (within one year), and then charging for subsequent service, once the patient has been given the opportunity to experience your expertise. Listing the costs for a Tune-Up places a value on your time and expertise; it also teaches those that bought eyewear from others or online that services aren’t usually free. Ultimately, the decision relies on your extant philosophy on charging for repairs or adjustments. Lastly, be sure to discuss the possibility of breakage to the frames during the process, 116 • October 2015 20/20
especially if the eyewear is old, poorly made or particularly expensive. What sort of concessions, if any, are you willing to make in the event of damage incurred to the eyewear? Once these issues are out of the way, and the patient has agreed to the Tune-Up, you can really begin. Have the patient put on his or her eyewear and ask if there are any specific complaints: too tight, too loose? Pain in the nose, behind the ears? Record the answers on a pad, and then thoroughly inspect the fit. Ask for permission to feel around the temples, bridge and eyewire, and see if you can identify any problem points. As you do, point out the correlation between your findings and the patient’s complaints. It’s a simple yet powerful demonstration of knowledge that will help put the patient at ease about your abilities. Once this initial inspection is complete, have the patient remove the frames and hand them over to you. Now it’s time for a secondary examination of the frames themselves. Are the temples cracked? Are the nosepads coming apart? Are they dirty or fogged enough to warrant replacing? Is the eyewire still shiny? Are the edges of the acetate gunked up with that freaky green stuff that looks like it belongs in a ’50s B-movie? Are there loose screws? In addition to fit and comfort issues, discuss these matters of frame hygiene and “well-being,” so that when you present your patient with his or her brand-new-but-not-really TunedUp frames, the change will be all the more apparent and appreciated. Lastly, during your inspection, be sure to identify and point out any extant, non-repairable damage, especially lens scratches and damage to AR. This is more of an insurance policy for yourself, so that the patient doesn’t believe that you’ve caused any damage to the frame during the Tune-Up process.
CLEAN, CLEAN Now… onto the Tune-Up itself. The first step is to clean the glasses—not only is it part of the Tune-Up service, but it
also diminishes the amount of time you’re having to handle a pair of nasty frames that have been through who knows what. (An anecdote to encourage this step: I once had a patient bring in her mother’s frames to have a screw replaced because her mother couldn’t be there herself. While replacing the screw, I noticed a brownish, crusty substance coming off the lenses and onto my hands. When I inquired about it, the woman told me the reason the glasses were broken and her mother couldn’t come was because she’d fallen down a flight of stairs, split open her head and was having staples put in. Moral of the story: Always clean the glasses first). When cleaning the glasses, it may be necessary to disassemble them for a number of reasons. First and foremost, your office might stock an ultrasonic cleaner which is not safe for use on eyeglass lenses. In this age of high-tech ARs, lenses are both more durable and more susceptible to damage than ever: While lenses are more resistant to scratches and dings, they’ve also got a new Achilles heel in the form of chemical damage, which can be rendered by the ammonia found in many cleaners or the chemicals in “grime removing” cleaners. As a precaution, it’s probably best to simply disassemble the glasses prior to cleaning. Not only does it prevent lens damage, it also allows for the most thorough possible cleaning inside the eyewire; it’ll also get gunk out of nosepad mountings on wire rims and rimless, and ready them for replacement later. Be sure you know the frame material before you begin: Acetates require heat, polyamides very little heat and some materials (such as nylon) are cold insert. Metals like monel and gold-filled are easily adjusted, while others like titanium may be more difficult to work with (but also get out of adjustment less easily). Once the glasses have been disassembled, put them into the ultrasonic cleaner; three minutes ought to do it. This gives you the opportunity to clean the edges of the lenses
FIGURE 1 each eyewire firmly, thumbs next to and also gives them a nice wipeeach other on the back of the bridge. down. Use an AR-safe lens cleaning Right eyewire is propellered back, left forward spray and a microfiber cloth to get rid remove the propeller effect at the bridge first of the smudges, dirt and edge gunk. FACE/OFF Once the cleaning process is comNow it’s time to give the frame some plete, dry everything off, replacing face form. Not only will face form any nosepads or temple pieces along help to ensure the optical integrity of the way. Now that the frames and the glasses, but it also helps the frame lenses are free of grime, reinsert the lenses, frame warmer in order to make the bridge look nice, as well. You want a nice, smooth, and the bench alignment process can begin. more pliable. Take caution if the lenses are even curve across the front of the frame, AR treated—you may want to leave them which leaves the temples tapered slightly WHEN IT’S GOOD TO out for this step of the process if they are to inward and also helps to ensure a secure fit. BE A BENCHWARMER prevent any damage. Only apply enough The principles to face-forming a pair of The bench alignment is the factory preset of heat to make the plastic supple without glasses are similar to those you just applied eyeglasses—how a pair of frames is meant to hurting its structural integrity. If the bridge in bench alignment: Gently heat zyl frames, look out of the box when they go on your begins to melt or becomes so soft that the and use bracing pliers on totally rimless. frameboard, so that they’re appealing to the glasses ooze apart when you attempt to Let your thumbs be both your anchors, eye and will sit properly for display. By put- adjust the bridge, obviously you’ve heated planting them firmly on the bridge and stating the frames back into bench alignment, them too much, and you’ve got a lot of bilizing the rest of the frame as you use the you’re not only preparing them to present to explaining to do. natural curvature of your palms to apply If the frames are rimless, you’ll need to use the face form. your patient as “almost brand new,” but you’re also putting them back into the shape some tools in order to ensure that the FIGURE 3 Grasp the frame with thumbs and first fingers they’d have been when your patient pur- mountings don’ t break or loosen. In this on the bridge chased the glasses in the first place, essen- case, those tools are some nifty-difty bractially letting you adjust them again, for the ing pliers. Be sure that your bracing pliers have pads with soft grooves designed to first time. The first step is to bring the eyewires back fit neatly and snugly around the shape of into alignment with one another—a malad- most rimless mountings in order to proAdd a smooth faceform curve to front justment known as propellering. This is when vide the greatest stability without hurting the lenses. You’ll quickly learn that two one of the eyewires is twisted either toward or away from the face, while the other remains bracing pliers are needed to easily and expertly FOUR POINTER adjust propellered rimless. The next step is a four-point touch alignstationary or is twisted in the oppo- FIGURE 2 Be sure that you grab the ment. Don’t worry if you’ve never heard site direction. It happens most often frame with the pliers from this term before; it simply means making to children and elderly patients the top when adjusting; if sure that the temple bends and the tops of from falls or by getting hit in the you grab the lenses from the the eyewires all touch a flat surface at the face with a ball or other object. It bottom, your grip might not same time, ensuring that the pantoscopic can also happen simply by falling be as secure, and you’ll clip angle of the temples to the front is equal. asleep in them. If you’ve ever had a the bottom of the lens patient come in saying that it felt like For metal frames with thinner temples, between the metal parts of turn them upside down and lay them on a one of his or her lenses was touching the jaw of the plier. Once flat, even surface. If the four points aren’t a cheek, there’s a good chance this the pliers are secure, you touching, use a parallel and covered plier to was the issue. If the frames are metal, the process is deceptively simple: can begin twisting the glasses while keeping slowly bend the endpieces (but not the Applying the proper amount of force, simply the mountings secure. hinge) until the four points are all in alignTurn the frames so that you can see the ment. Check them upside down again. bend the eyewires back into alignment, being tops and then the bottoms as you adjust with Once they are, take a look at the glasses careful not to break them in the process. If the frames are acetate, the process is a the two pliers if rimless. For acetate, metal right-side up on your flat, even surface, and bit more delicate. First, heat them in a and semi-rimless, use your hands, grasping make sure that the bends in the temples are October 2015 20/20 • 117
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FIGURE 4
Four point touch
Four point touch
placed evenly; eyewire bottoms and temple ends should all touch evenly. Lastly, close the glasses and make sure that the temples close parallel over one another. If they don’t, use pliers to make the proper adjustment to ensure you don’t use FIGURE 5 too much force with your hand. I prefer bent nose pliers myself, as it lets me angle them into the space around the hinges without obstructing my view. Plastic frame adjustment here is, of course, much more difficult and requires a lot more finesse and patience. Again, you’ll want to check the frames upside down, but for frames with thicker temples that obscure the hinges (such as 5 to 7 barrel hinges), check with the temples slightly askew so that you can examine the barrels at the same time. As you know, thicktempled frames often provide little adjustment possibilities for straightening a frame when the patient has different height ears and/or a bridge that skews the frame. An acetate frame with extreme bends to the barrels has a wedge-shaped space where the temple ends butt up against the frame front’s endpiece. An endpiece reshaping is required 118 • October 2015 20/20
rather than the bending of FIGURE 6 the barrels of the frame; or filing the temple will be necessary for extreme adjustments so the temple looks correct. If necessary, you’ll need to bend the temples in the appropriate direction in order to correct the barrels. Do it slowly and in incre7 barrel hinges Wide temple requires a “duckbill” plier ments; bending and adjustto individually add title ing acetate frames are more to each barrel likely to lead to cracking or pulling the hidden hinge right out of the front. The last thing you seven or eighter. Not an impossible fix if want to do while showing off your skills and those hinges are bent, but nonetheless one new Tune-Up service to a patient is give of the more difficult and time-consuming them back a broken frame. No one wants to processes you’ll be faced with. (For the go to the service station for a fill-up and get uninitiated: You’ll need to individually tweak each and every individual barrel sugar in the tank. Like metal frame four-point touch inspec- with a pair of duckbill pliers.) tion, you’ll lastly check the frames rightThe early 2000s, in particular, was an era side up. Heat the temples in order to make notorious for producing difficult, if not adjustments, again working in slow, careful impossible to adjust frames. Consider the increments to make metal frame style that was briefly popular in 45-degree bends for the that decade which featured lenses with a temple tips. finger-high B-measurement and thick temThe principals for ples, which ran the width of the eyewire. adjusting a rimless frame Though I hate to say it, some frames are are the same, except simply lost causes. Know when to recognize you’ll be breaking out these frames, or any frame style/design that your old friends, the may be beyond your capabilities to adjust. bracing pliers. You’ll Not only will it save you time and energy, also use a double-pad- but also potentially spare you the fallout of ded plier in order to inadvertently damaging or breaking a frame make the adjustments, again, diminishing that was beyond yours—or anybody’s— the force from your hands and reducing ability to adjust. the likelihood of breakage.
THE ONES THAT GET AWAY Just as some folks would inevitably pull up to that service station in a tin bucket on its last legs, losing oil like a bloody nose and spewing black exhaust, there are some frames which are beyond hope, or that will take more than a simple Tune-Up to get back in working order. Consider frames with a high number of barrel hinges, like a
AS YOU COLLECT FOR THE TUNE-UP And… there you have it. You’ve just completed your eyewear Tune-Up. All that’s left is to perform a standard adjustment process to fit the frames to the patient’s head. Ready to impress? Make a statement? Strike a blow for brick-and-mortar opticianry? Then go out there: Will that be regular, unleaded or premium? ■
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 these are reasons to offer an eyewear Tune-Up except: a. It’s a way to make some extra money b. Demonstrates your abilities as an optician c. It’s a way to break competitors’ frames and show how flimsy they are d. Demonstrates the value of brick-and-mortar 2. When discussing an eyewear Tune-Up, discuss all of the following except: a. Potential frame damage or breakage b. How poor the competition’s service is c. Any applicable charges d. What exactly a Tune-Up entails
sitting on them so they flatten out 8. To realign askew rimless glasses use: a. Alligator pliers b. Bent-nose pliers c. Nosepad pliers d. Bracing pliers 9. Adding a slight amount of curvature to the frame front is called: a. Removing wrap b. Adding front face form c. Propellering d. Bench alignment
3. The first process in a Tune-Up should be: a. Discuss and record the patient’s issues b. Chastising the patient for not having come to you sooner c. Explaining how online opticals do not offer Tune-Ups d. Pointing out frame damage and origin
10. Four-point touch is ensuring: a. The four primary screws of a metal frame are secure b. Both nosepads and earpieces are clean and secure c. Eyewires and temples touch a flat surface at the same time d. Lens PD and OC are correct in each lens
4. Before beginning the Tune-Up proper: a. Disassemble and thoroughly clean the glasses b. Put the frames into bench alignment c. Wipe the lenses clean d. Replace the nosepads on metal frames
11. Four-point touch helps to adjust: a. Face form and wrap b. Pantoscopic angle c. Retrograde tilt d. Parallax error
5. A component of some cleaning products that can potentially damage AR lenses is: a. Acetone b. Fulminate of mercury c. Zylonite d. Ammonia 6. When eyewires are askew and out of plane from one another, they are said to be: a. Jacked b. Bronied c. Propellered d. Bench unaligned 7. Bench alignment is the process of: a. Returning a pair of frames to an “out of the box” state b. Straightening the temples so that they lay parallel across one another when closed c. Ensuring that the temple tips touch a flat surface at the same time d. Putting a pair of frames on a bench and
12. Closed temples should be: a. Overlapped and parallel to one another b. Perpendicular to one another c. Depends on the amount of corrected panto d. There is no set rule 13. Besides potential lens damage, all of these are reasons to disassemble glasses prior to cleaning except: a. It prevents the optician from having contact with undesirable substances b. It allows cleaning inside the eyewires c. It allows cleaning the lens perimeter d. It lets the optician show off how quickly he or she can reassemble a pair of glasses 14. The proper time to bring up extant damage to a frame is: a. At the beginning of the Tune-Up b. After the Tune-Up, to show how hard you worked to fix it
c. Never; damage is a negative thing, and the Tune-Up process should be positive d. During the Tune-Up, to add drama 15. A zyl frame has been heated too much if: a. The frame is soft and pliable b. The optician can easily insert a lens into the frame c. The frame begins to lose its shape, and eyewires roll and “drip” d. Zyl frames are heat resistant and cannot be “heated too much” 16. Other than adjusting and repairing the frames, a Tune-Up should also include: a. Replacing the nosepads b. Replacing the temple covers c. Replacing nosepads and temple covers d. The Tune-Up is an adjustment process only 17. When adjusting zyl frames with thick temples, keep them slightly open in order to: a. Provide some extra structural stability b. Keep your eye on the position of the barrel hinges c. Keep them balanced on the table d. Only metal frames need to be adjusted with the temples slightly open 18. A tool used to individually adjust the barrels of hinges is called: a. Donald Duck pliers b. Megaldon pliers c. Duckbill pliers d. Draper’s pliers 19. A decade which produced some particularly difficult to adjust frames was the: a. 1990s b. 1980s c. 1970s d. 2000s 20. All of the following are reasons to put frames into bench alignment except: a. It lets the patient see his or her glasses as “brand new” b. It lets you re-adjust them “from scratch” c. It makes the frames visually appealing d. Eliminates the need to do later adjustments
October 2015 20/20 • 119
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Examination Answer Sheet 1 hour of CE credit by the American Board of Opticianry ~ Valid for credit through September 16, 2017 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. THE EYEWEAR TUNE-UP 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
B
C
D
11. A
B
C
D
1=Excellent
2=Very Good
3=Good
4=Fair
5=Poor
2. A
B
C
D
12. A
B
C
D
In questions 21-23 please rate the effectiveness of each activity:
3. A
B
C
D
13. A
B
C
D
21. Met the stated learning objectives?
1
2
3
4
5
D
22. Avoided commercial bias/influence?
1
2
3
4
5
23. How would you rate the overall quality of the material presented?
1
2
3
4
5
4. A
B
C
D
14. A
B
C
5. A
B
C
D
15. A
B
C
D
6. A
B
C
D
16. A
B
C
D
7. A
B
C
D
17. A
B
C
D
24. How were you directed to this course? A 2020mag.com D Ohio Opticians Website
8. A
B
C
D
18. A
B
C
D
B OAA Website
9. A
B
C
D
19. A
B
C
D
C NYSSO Website
10. A
B
C
D
20. A
B
C
D
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.
First Name Last Name E-Mail The following is your:
Home Address
Business Address
Business Name Address City
State Fax
Telephone # Profession:
Zip
Optician
Contact Lens Fitter
Other
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 111898
120 • October 2015 20/20
Date ________________________
SJHI245
✂
Signature _________________________________________________________________________
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114,121 2020mag.com/ce A&A OpƟcal 128 800-492-4465 aaopƟcalco.com Altair Eyewear 4,33 800-505-5557 altaireyewear.com Athena CosmeƟcs 17 877-909-5274 athenacosmeƟcs.com Avalon Eyewear 63,81A 888-767-0383 avaloneyewear.com Cafe LuneƩes 77 800-962-3200 silverdollaropƟcal.com Carl Zeiss Vision 25 800-358-8258 zeiss.com/lenses Charmant 39 800-645-2121 charmant.com Classifieds 122 ClearVision OpƟcal 10 800-645-3733 cvopƟcal.com De Rigo Vision USA 35 877-606-7852 derigovision.com Essilor USA 28 800-essilor essilorusa.com 27,65A,73 Europa InternaƟonal 800-621-4108 europaeye.com Eyewear Designs 57 800-645-6596 eyeweardesigns.com Fashion OpƟcal Display 79 800-824-4106 fashionopƟcal.com FGX InternaƟonal 37 800-480-4846 fgxi.com Frames Data 97 framesdata.com 41 Goƫ goƫ.ch Hilco 97A 800-955-6544 hilco.com iMatrix 38 855-466-5848 optometry.imatrix.com Italia Independent 59 844-251-8350 italiaindependent.com Jobson 101 jobson.com Jobson InteracƟve 81 203-557-0839 jobsoninteracƟve.com Kenmark OpƟcal 18 877-545-5963 kenmarkopƟcal.com Lafont 51 800-832-8233 lafont.com Local Eye Site 113 localeyesite.com Luxoƫca Group 9 800-422-2020 Luxoƫca.com Luzerne OpƟcal 91 800-233-9637 luzerneopƟcal.com Marchon Eyewear Spine,2 800-645-1300 marchon.com Match Eyewear 46 877-88match matcheyewear.com
McGee Group 6 800-966-2020 mcgeegroup.com Morel 53 800-526-8838 morel-france.com MyEyeStore 86 952-463-1200 myeyestore.com Nanofilm 24 800-883-6266 nanofilmusa.com New York Eye Poly 800-221-6966 newyorkeye.net Nouveau Eyewear Cv2 800-292-4342 nouveaueyewear.com Ogi Eyewear 23 888-560-1060 ogiframes.com OpƟ 87 646-437-1012 opƟ.de/en Paws N Claws Eyewear 36 800-223-0167 pawsnclawseyewear.com PPG Industries 26 ppgtrivex.com Prodesign Eyewear 93 888-275-2335 prodesigndenmark.com 75 RevoluƟon Eyewear 800-986-0010 revoluƟoneyewear.com Safilo USA Cv4 800-631-1188 safilo.com, mysafilo.com Shamir 42 877-shamir1 shamirlens.com 45 SilhoueƩe OpƟcal 800-223-0180 silhoueƩe.com Thema 22 thema-opƟcal.com TransiƟons OpƟcal Cv3 800-848-1506 transiƟons.com Ultra Palm OpƟcal 69 800-327-5185 ultrapalm.com US Ophthalmic Poly usophthalmic.com Visual Eyes Eyewear 40 800-393-0078 veeyewear.com VSP OpƟcs 85 vspopƟcsgroup.com Walman OpƟcal 30,94 800-414-7656 walman.com West Groupe 12 855-455-0042 westgroupe.com Wiley X 20 800-776-7842 wileyx.com Younger OpƟcs 14 800-366-5367 youngeropƟcs.com MILLENNIALS SUPPLEMENT A&A OpƟcal M: 17 Altair Eyewear M: 13 Essilor USA M: 15 Kenmark OpƟcal M: 5 Match Eyewear M: 9,28 TransiƟons OpƟcal M: 21 VSP OpƟcs M: 2 West Groupe M: 27
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BOOM BOOM BOOM BOOM
2012 @20/20 We thought this SunVision cover might ride well on the same page with ZZ Top’s Billy F. Gibbons, Dusty Hill and Frank Beard. For this particular issue, Wiley X shades hit the road under that Bell helmet. —JJS
Odd ain’t it that when most think of iconic Baby Boomers as eyewear legends, music makers such as Bob Dylan and John Lennon dominate. Sorry. They are NOT Boomers. Too old. So I’m taking the opportunity to pick one of MY fave legendary bands, the sharp-dressed men of ZZ Top! They are STILL rocking and “role”ing, and the fact that they even tattled a song about shades drives my point home in Hot Rod style. We’re still looking for votes for YOUR choice of an eyewearer best representing the Millennial generation so shoot me an e-mail at jspina@jobson.com, and if you’d rather nominate someone from your own generation, give that a voice as well. The winner will dominate the December issue’s Parting Glance. —James J. Spina
A NEW LENS INNOVATION THAT THE OPTICAL INDUSTRY HAS BEEN WAITING FOR. Now available only from Younger Optics. Start ordering from your lab today.
FLAT TOP 28 POLYCARBONATE COMPOSITE
Younger Optics and Transitions Optical have developed a polycarbonate composite lens that incorporates a thin, photochromic front surface made of Trivex® — resulting in a lens that delivers Transitions® Signature™ performance in a product that is surfaced, polished, edged and dispensed just like a clear polycarbonate lens.
Unique photochromic Trivex® layer uses Chromea7™ technology to provide unsurpassed Transitions Signature performance—because there is no substitute when it comes to your patient’s satisfaction Processes just like polycarbonate 1.59 Index: Same as polycarbonate
Polycarbonate Photochromic Trivex® front surface This thin layer of specially adapted Trivex® has been optimized for superb photochromic performance.
Superb segment cosmetics Integral chemical bond will not separate Excellent impact resistance Visit YoungerOptics.com for complete technical specifications and availability.
Photochromic performance is influenced by temperature, UV exposure and lens material. Transitions and the swirl are registered trademarks and Transitions Signature and Chromea7 are trademarks of Transitions Optical, Inc. Trivex is a registered trademark of PPG Industries Ohio, Inc.
© 2015 Gap Inc. Eyewear produced and distributed exclusively by Safilo USA, Inc. 1.800.631.1188. All Rights Reserved. Style: Damian