2020 2016 08 eyewear by Franky wong

A U G / 16 W W W. 2 02 0 MAG. C OM

FACEBOOK.COM/ 2020MAG page 101

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20/20

E M A R F

E M GA N IT. I W IT TO VE BE IN N WILL LO RE CHILD U FOR IT. YO

SUNDAY: ADOLESCENT EXPERTS >64 GAME PIECES > 66 MARKETPULSE: OUR CHILDREN, OUR FUTURE >72 RXPERTISE: IT’S HIGH TIME FOR LOW VISION >78

NIKI NICOLE MILLER ELODIE FROM L’AMY AMERICA 2 0 2 0 MA G. C OM / A P P S

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Frames: Cheyenne (featured on the cover), Maude and Lori in Northern Stripes

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CONTENTS AUGUST

20/20

F E AT U R E S

51 FRAME GAME

Let’s play the glasses game for children. S U N D AY

100 Avenue of the Americas, New York, NY 10013 (212) 274-7000 • FAX: 212-274-0260

64 ADOLESCENT EXPERTS

Mini-me designer sun frames for young fashionistas.

SENIOR VP, EDITOR-IN-CHIEF James J. Spina EXECUTIVE EDITOR Christine Yeh

66 GAME PIECES

GROUP EDITOR/LENSES & TECH Andrew Karp

New rules for following the product game plan of children’s eyewear.

ASSOCIATE EDITOR Victoria Garcia ASSISTANT EDITOR Jillian Urcelay EDITORIAL ASSISTANT Emily Belfiore DIRECTOR OF EDUCATION Mark Mattison-Shupnick SENIOR RESEARCH ANALYST Jennifer Waller

MARKETPULSE

ART DIRECTOR Iris Johnson

72 OUR CHILDREN,

WEB DESIGNER Julie Zidel

OUR FUTURE

GRAPHIC DESIGNER Jincy Thomas

Results from our latest Children’s Eyewear MarketPulse Survey.

THE STUDIO AT JOBSON Elizabeth Crawford, Stephanie Gross, Matt Lambros, Joseph Vitaliano

RXPERTISE

CONTRIBUTING EDITORS Palmer R. Cook, OD; Preston Fassel, Mary Kane, Cheryl G. Murphy, OD; Barry Santini, Christie Walker, Jamie Wilson

CORPORATE PRODUCTION DIRECTOR John Anthony Caggiano

78 IT’S HIGH TIME

FOR LOW VISION

How to Serve the Needs of This Growing Population

20/20 (ISSN 0192-1304; USPS #051-090) is published

C O N T I N U I N G E D U C AT I O N

101 POLARIZED SUNGLASSES:

Everyone’s Most Important Piece of Equipment Outdoors

ON THE COVER NIKI NICOLE MILLER ELODIE FROM L’AMY AMERICA PHOTOGRAPHED BY STEPHEN MARK SULLIVAN BLUE WHO? Blue YOU if you want to be a kid in the hottest children’s eyewear color circa past, present and future. And L’Amy delivers in this bestest, brightest eyewear idea.

8 • 20/20 August 2016

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.

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OVER THE TOP HAPPY

n celebration of his 25th year in business, Frank Aulicino, OD relocated his practice, Vision Care Associates, into a contemporary, striking new ofﬁce in Pleasant Hills, PA on January 4, 2016. The new style and decor was a picture-perfect ﬁt for Silhouette’s

largest marketing investment ever made to support their customers and product lines. The ofﬁce manager, Heather Fisher, talked with us about the new Sil-

houette premium eyewear Shop-in-Shop wall display installed in June 2016. “The office design was planned with an area for our Silhouette frames and we were expecting to put in two of the current Silhouette display units.” says Heather “I’ve always loved Silhouette. I deal with a lot of manufacturers, and Silhouette’s customer service and products are among the best and we are all comfortable showing and fitting Silhouette frames on our patients”. Their Silhouette Account Execuitve, Cathy Fannin-Moran, called to tell them Silhouette was offering them the opportunity to be one of the first installations of the Shop-in-Shop wall fixture. Fisher said, “We are very honored and grateful for the opportunity. We are pleased with the aesthetics of the display and it

“We’ve had so many other displays from other manufacturers, they

has attracted the attention of patients, which has more than tripled our

were mismatched and didn’t look good,” said Heather “the Shop-in-

Silhouette frame sales.”

Shop unit is very eye catching, and patients gravitate right to it as soon as they enter the ofﬁce.”

The Silhouette Shop-in-Shop is attractive, simple and fits into any office décor. It is truly a customizable fixture, holding up to 3 modules

Heather shared that the installation was a breeze- it typically takes less

that can house up to 85 frames.

than a day to install. As the truck delivered the ﬁxture, two men arrived to do the installation. Fisher said she appreciated Silhouette investing in the success of the practice by providing the Shop-in-shop ﬁxture, the installation and engaging in partnership. We asked Heather Fisher how happy she was with Silhouette’s Shopin-Shop display on a scale of one to ten. Her reply was “Over the Top Ten.” We often talk about partnering with your suppliers and engaging them in your success. Here is an exemplary example.

ENGAGING YOUR PATIENTS TO STAY

etailers are reporting sluggish sales for the past few months;

ence and complimenting the image of the practice. Over the course of

the few that have sales above prior years are focused on

the next year, Silhouette is installing 600 of their “Shop-in-Shop” units

employee engagement and improving their customers’ on-

with select customers who have the trafﬁc to support the multi-module

site experience.

unit, with a plan to release additional Shop-in-Shops over the course of three years.

In the optical industry, the customer experience is the interaction between your patients and your practice. The practice is deﬁned by

The modular design welcomes customization while maintaining a

everything involved in the business: the

sleek footprint so it can be used in

doctor, the receptionist, ophthalmic as-

ofﬁces of all sizes to show selected

sistants, opticians, as well as the physical

Silhouette product lines. The unit is

space and décor of the ofﬁce.

light and contemporary, and delivers a visually stunning representation of

To address slumping sales, Apple

the wide-range of Silhouette; where

recently introduced a new store design

the iconic best sellers and signature

in San Francisco. It speciﬁcally creates

collections can be displayed alongside

a lifestyle environment that is visually

the highlighted Special Editions and

appealing, comfortable and inviting,

Design-Award pieces. The Shop-in-

with more areas to sit and work with

Shop is designed with three modules,

the Apple Genius staff. The goal is to

holding up to 85 frames.

lure newcomers to the brand, and to persuade existing customers to engage

As Heather Fisher, ofﬁce manager of

more and buy more Apple products and

Vision Care Associates in Pleasant

services.

Hills, PA, explains, “We are pleased with the aesthetics of the display

How would we translate this market-re-

and it has attracted the attention of

search backed approach to vision care

patients, which has more than tripled

practices? Can you imagine a beautiful

our Silhouette frame sales.”

new display wall in your ofﬁce? One that creates a new patient experience

If you are looking for a unique, en-

and helps your optical staff present

gaging way to set your practice apart

eyewear options with ease?

from the practice or retailer down the street and increase proﬁtability,

Silhouette International has created an in-store presentation wall called

Silhouette’s Shop-in-Shop could be your answer.

the “Silhouette premium eyewear Shop-in-Shop”. The wall ﬁxture is designed so that your optician can easily guide a patient through

For information on Silhouette’s Shop-in-Shop, contact your Silhouette

Silhouette’s various product lines while enhancing the overall experi-

Account Executive or call 800-223-0180 for Customer Service.

Sponsored Content

CONTENTS AUGUST

D E PA R T M E N T S

PUBLISHER/CEO Marc Ferrara VP, ADVERTISING SALES Dennis Murphy

35 UPFRONT

84 WHAT’S NEW

At Face Value with Modo; Hall of Frames; Street Seen; L&T Marketing: Walman’s back-to-school campaign and ABB Optical Group launches webinar series; Cazalebrate Good Times; Frame-of-theMonth; Sunday Everyday; The Hills Are Alive with Silhouette and neubau; and What Eye Hear.

Spotlighting the latest collections from Safilo, Chlogan Eyewear and Paws ‘N’ Claws Eyewear.

46 CE PLUS

A look back at the specs featured in KidzBiz.

DIRECTOR OF DIGITAL PRODUCTS James DeMatteis REGIONAL SALES MANAGER Amanda Churchill VP, MARKETING Nancy Ness SENIOR MARKETING COORDINATOR Gillian Mulhere MARKETING COORDINATOR Marian Amo

90 WHAT’S NEXT

Line extensions from Nouveau, Marchon, Marcolin and Tura.

MARKETING COORDINATOR Jackie Dempsey PRESIDENT, ECP BUSINESS SERVICES William D. Scott PRESIDENT, FRAMES DATA Tom Lamond PRESIDENT, JOBSON INTERACTIVE Joe Savarese VP, NEW BUSINESS DEVELOPMENT Al Greco

94 NEW PRODUCTS

Too Cool for School and Cool Kids; and this month’s Basics gives you the key to kids.

Lenses: Trends 83 WHAT’S RIGHT NOW

DIRECTOR OF EDUCATION AND TRAINING Vincent Priore

SENIOR VP, EDITORIAL DIRECTOR Marge Axelrad VP, CREATIVE SERVICES AND PRODUCTION Monica Tettamanzi JOBSON OPTICAL RESEARCH DIRECTOR Gerry Fultz DIRECTOR, CE PROCESSING Regina Combs DIRECTOR, NETWORK/SYSTEMS SERVICES Pierre Gascon TECHNICAL SUPPORT COORDINATOR Ken Lee

96 L&T NEW PRODUCTS

VP, CIRCULATION/DISTRIBUTION Emelda Barea

Shamir Insight’s Spark Mi; Super Optical’s Conversion Photochromic Lenses; and more.

CIRCULATION MANAGER Micki Laporte

24 EDITOR-IN-CHIEF 26 THROUGH MY LENS 28 ASSISTANT EDITOR

CEO, INFORMATION SERVICES DIVISION Marc Ferrara SENIOR VICE PRESIDENT OF OPERATIONS Jeff Levitz

98 PRODUCT GUIDE

VICE PRESIDENT OF HUMAN RESOURCES Tammy Garcia

112 PARTING GLANCE

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

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. From top: FLEXON JUNIOR Taurus, FLEXON JUNIOR Aries, FLEXON JUNIOR Virgo and FLEXON JUNIOR Leo

16 • 20/20 August 2016

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.

*(). >d]pgf ak eYfm^Y[lmj]\ Yf\ \akljaZml]\ ]p[dmkan]dq Zq EYj[`gf =q]o]Yj$ Af[& Klqd]2 >d]pgf =)(/- ooo&Û]pgf&[ge Images expire March 1, 2017.

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NIKE VAPORWING

THE HUMAN EYE HAS DEVELOPED INTO ONE OF THE MOST COMPLEX AND BRILLIANT EXAMPLES O F N AT U R A L D E S I G N . N I K E P E R F O R M A N C E E Y E W E A R A D VA N C E S T H AT E V O L U T I O N W I T H L E A D I N G AT H L E T I C I N N O VAT I O N A N D S T Y L E . INFORMED BY AERONAUTICS AND C R E AT E D W I T H M A N U FA C T U R I N G METHODS NEVER BEFORE USED FOR EYEWEAR, NIKE VISIONâ&#x20AC;&#x2122;S SP16 RUNNING COLLECTION ASCENDS TO NEW LEVELS OF OPTICAL A E R O D Y N A M I C S A N D C O M F O R T.

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FLOATABLE COLLECTION

Inspired by the Lacoste Sailing North Collection, Lacoste Eyewear introduces its first Floatable sunglasses. The L816S is the perfect mix between fashion and function. This floatable frame is made with a special injection technique which allows the frames to float in the water. At a great price-point, this lightweight unisex style is easy to wear and comes in 4 iconic Lacoste colors, including a vibrant yellow! The sunglasses feature new branding with an L detailed on the temple tips and a LSC Logo engraved inside the right temple.

EDITORIN-CHIEF

DOCTO R MY EYES Anyone even vaguely up close and personal in my life knows I’ve had a bit of a slippery slope with my general health in this last year and a half. Masked by some ongoing stress issues relating to my wife’s health, I failed to heed symptomatic warnings in myself as I rather mysteriously developed Type 1 Diabetes, not diagnosed until a blood test delivered a blood sugar level of 600-plus, resulting in an emergency situation abruptly (and life-savingly!) disrupting last year’s 20/20 children’s eyewear shoot. Immediate and focused care from a dedicated endocrinologist put me in control of the disease to the point where my blood sugar smoothly charts out between 100 and 115 daily with a terrific A1C number of about 6 percent. My weight has come under control via tough tactics with sugar and carb intake to the point where I maintain my weight at about 175 pounds,

down from a dangerous 200 at the time of my diabetes diagnosis. I inject insulin twice a day and certainly look forward to some great progress on the verge of happening in the treatment of diabetes. Equally important to the daily blood monitoring and insulin injections is the full regiment of doctor specialists now confirming all systems are a go as the diabetes impacts my general health, and paramount to that is very consistent visits to my new ophthalmologist, Dr. Joseph Bacotti, personally recommended to me by my dear friend and 20/20 contributing editor Barry Santini. Bacotti is a wizard and true star in (and for) my eyes. He’s currently tracking the beginnings of a cataract condition and well ahead of the development of angle-closure glaucoma that will soon need the surgical procedure of laser iridotomy. And so where does this fit into the issue

at hand, children’s eyewear and eyecare circa RIGHT NOW? Scrutiny. Scrutiny in a logical and full force plan that should always command full commitment from ALL eyecare professionals, the patient and the full focus of the whole family of that patient in a vantage point that facilitates everyone on alert and attentive to every aspect of the health spectrum. And when it comes to our children, I’ve made this point before but I will never back away from the logic that THIS is a way we can insure the well-being of our future via the eyes of our children. So truly it is a double-edged call of “Doctor, My Eyes!” and “Doctor, Their Eyes!” Hope this issue hits that for all of you and all of our kids. • James J. Spina Editor-in-Chief jspina@jobson.com

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Give a girl the right glasses and she can conquer the world. My business is successful because of the relationship with my sales reps. Marchon hooks me up with the latest fashion trends in the industry. Marchon me with partnership. â&#x20AC;&#x201C; Ebony Thomas Optician Austin, Texas

Marchon is a registered trademark of Marchon Eyewear Inc. Marchon.com

Marchon me.

FOCUSED ON YOU

THROUGH MY LENS

ABOARD THE FLYIN G EYE HOSPITAL With all the divisiveness, hatred and violence in the world today, it’s easy to get disillusioned and cynical. When your faith in people is repeatedly tested by those who are so wrapped up in their religion, or politics or ideology that they can no longer feel the bonds of humanity that connect us, it can be profoundly discouraging, even depressing. But then along comes something that gives you a glimmer of hope that maybe, just maybe, we’ll all pull together and get through these trying times. I was hoping that my recent visit to the new Orbis Flying Eye Hospital, which I saw during its inaugural tour of select U.S. cities, would provide just that kind of lift. It did not disappoint. As soon as I boarded the plane, I began

to see why the Flying Eye Hospital is special. It includes a 46-seat classroom, state-of-the-art AV/IT room, patient care and laser treatment room, operating room, sterilization room and a pre- and post-operative care room. This unique marriage of medicine and aviation—two of the most highly regulated industries in the world—allows Orbis to provide hands-on training to local eyecare professionals and convey the know-how to save and restore sight for patients in their own countries. The Orbis team focuses on all areas of preventable blindness, from cataract— the world’s leading cause of avoidable blindness—to refractive error, glaucoma and strabismus, as well as diabetes-related conditions, with a particular emphasis on tackling childhood blindness.

Although the eyecare Orbis provides is crucial to the people it serves, its role as an educational resource for eye doctors is just as important. As Orbis’ global medical director, Dr. Jonathan Lord, explained to me, “Our role is not high-volume surgery. We train people to build sustainable healthcare systems.” These dedicated folks and the companies that support them are enriching the lives of millions of people, a large number of whom are children. They remind those of us in the vision business that there is plenty we can do to make the world a better place.

• Andrew Karp Group Editor, Lenses and Technology akarp@jobson.com

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Marchon is a registered trademark of Marchon Eyewear Inc. Marchon.com

Marchon me.

FOCUSED ON YOU

ASSISTANT EDITOR

WHAT A WINK “Say cheese!” my Mom exclaimed, as she hurriedly snapped as many photos as she could. I was 4 years old, and my sisters and I were wearing identical outfits for our new family pictures. My older sister grimaced at the fact that we were all matching, but I couldn’t be happier. As we sat on our front lawn with spring flowers blooming behind us, my Mom prayed she could get at least one good picture of all three of us looking at the camera and smiling. As you can probably guess, that wasn’t usually the case. My parents first began to notice something was wrong with my younger sister’s eyes when she was a baby. We laugh about it now, but in almost all of her pictures as a toddler she has the same goofy winking expression on her face. We weren’t sure why she was always closing one eye—at first it seemed like just a quirky attribute, until my parents started taking her to different

eye doctors d to fi figure out what h was wrong. In kindergarten, I remember coming home from school some days and being surprised to see her waiting for me in a pair of tiny pink glasses. Other days, she would be wearing an eye patch. Because she couldn’t verbally express what was or

w wasn’t helping, it was a guessing game aand more common for her to not wear aanything over her eyes. By the time she was 3 she was finally diagnosed with strabis3, m which was the cause of her double mus, vi vision and squinting. After surgery, she w seeing clearly, and our family pictures was became a little easier to take. On the other hand, as a kid I grew up acing my eye exams. I remember once in elementary school I REALLY wanted glasses so I decided to lie on the eye chart test. Apparently, I didn’t mix up enough letters because I didn’t get my first pair until college—after realizing that I was now the one squinting to see. Of course, working for 20/20 does have its perks so my 9-year-old self would definitely be pleased.

• Jillian Urcelay

Assistant Editor jurcelay@jobson.com

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CE DIRECTOR

TH E OPTI CIAN’S CORNE R You’ve just seen the prescription, what’s the next step? Do you begin to talk about lenses or frames first? Yes, there’s been a lot of discussion back and forth but let me suggest that you think frames first (and I’m a lens guy!). Most of what we do so well in lenses draws us to the technology stories that create better vision for patients; free-form, AR, polarization, photochromics, etc. However, that’s our customers’ expectation, great vision, after all, aren’t we their trusted eyecare advisor? I think we should capitalize more on the emotional side of eyewear and that means the frame (of course, great vision is a part of that emotion), but it’s the look and the personal way that the frame makes a customer feel. Today, we have more emotion in eyewear than ever before, more colors, materials, mixtures of materials and style possibilities. What is missing? Why do customers choose a competitor for their eyewear or only one pair of glasses for everything eye related?

Sorry, I don’t believe that it’s the cost. Consumers buy what they wish, when they want the product, see its value or like the way that it makes them feel. Today’s eyewear has every opportunity to be that same product, and in multiples. How can you do this also? Think the best of retail; simplicity of product, excellent training and product knowledge, better inventory selections to start, contemporary collections, and an emotional connection for terrific service. My suggestion is to visit the better retail stores in your city or region. Start with the signage and windows, the way that they entice a visit, then the layout of the store and your expected path in that store. What are the colors, how is that brand represented, how are brands sold displayed? In each case, think optical and how you can create your own brand and story. Then, assess the education needed to improve collections, visual display and merchandising,

your skills choosing a customer’s frame and the right lenses. Without the frame we do not have a pair of glasses, without the right frame, we lose the patient’s emotional connection to our store. Who can help? Read 20/20 Magazine and visit CE online, but most of all, make your frame vendors your partners in your success. Like the way that the frame holds the lenses, the frame is part of the emotional connection between you and your customer.

• Mark Mattison-Shupnick, ABOM mmshupnick@jobson.com www.2020mag.com/ce, www.opticianshandbook.com

20/20 ADVERTISER SUPPORT

A&A Optical .......................................112 800-492-4465, aaopticalco.com

Luxottica Group ...................................43 800-422-2020, Luxottica.com

PROTECTING EYES FROM SUN AND SCREEN SUPPLEMENT

Altair Eyewear.......................................37 800-505-5557, altaireyewear.com

Marchon Eyewear ............. Spine, 2-3, 4-5 18-19, 20-21, 22-23, 25, 27 800-645-1300, marchon.com

Carl Zeiss Vision ....................11, Cover 4 800-358-8258, zeiss.com/lenses

Artoptic..................................................99 800-522-8572, artoptic.co Aspex Eyewear ......................................17 800-277-3979, aspexeyewear.com Avalon Eyewear ....................................69 888-767-0383, avaloneyewear.com Cafe Boutique .......................................59 800-962-3200, silverdollaroptical.com Carl Zeiss Vision .....................................9 800-358-8258, zeiss.com/lenses Classifieds .....................................107-111 Essilor of America .........32-33, 40, 41, 87 800-essilor, essilorusa.com Europa International .........................65A 800-621-4108, europaeye.com Eyefinity.................................................39 800-269-3666, eyefinity.com/web Eyewear Designs ...................................49 800-645-6596, eyeweardesigns.com Fashion Optical Display .......................34 800-824-4106, fashionoptical.com FGX International ................................73 800-480-4846, fgxeyewear.com iMatrix ...................................................24 877-275-8124, imatrix.com Jobson Interactive ...............................100 203-557-0839, jobsoninteractive.com L’Amy America.................................12-13 800-243-6350, lamyamerica.com Lafont ....................................................55 800-832-8233, lafont.com Learn Eyecare........................................30 844-940-2020, learneyecare.com Local Eye Site ...................................26,89 919-301-0200, localeyesite.com

Match Eyewear......................................50 877-88match, matcheyewear.com McGee Group ..............Cover 2 Gatefold 800-966-2020, mcgeegroup.com Nouveau Eyewear .................................77 800-292-4342, nouveaueyewear.com Ogi Eyewear ..........................................75 888-560-1060, ogieyewear.com Opsales Inc. ...........................................63 800-423-7688, opsales.com Partnership for Vision Health ....Cover 3 thinkaboutyoureyes.com PPG Industries .....................................85 ppgtrivex.com Prodesign Eyewear ...............................91 888-275-2335, prodesigndenmark.com Reed (Int’l Vision Expo) ......................93 visionexpo.com

ClearVision Optical ..............................25 800-645-3733, cvoptical.com FGX International ................................27 800-480-4846, fgxeyewear.com Luzerne Optical ......................................9 800-233-9637, luzerneoptical.com Signet Armorlite ...............................16-17 800-759-4630, signetarmorlite.com Spy Optic ..........................................20-21 spyoptic.com Transitions Optical ......................Cover 3 800-848-1506, transitions.com Vision-Ease Lens ..................................29 800-328-3449, vision-ease.com VSP Optics ..........................................3, 7 vspopticsgroup.com Wiley X ............................................13, 23 800-776-7842, wileyx.com

Silhouette Optical ............................14-15 800-223-0180, silhouette.com SILMO ..................................................82 silmoparis.com Spy Optic ..............................................6-7 spyoptic.com Transitions Optical ...............................29 800-848-1506, transitions.com VSP Optics ................................47, 80, 81 vspopticsgroup.com West Groupe ....................................10-11 855-455-0042, westgroupe.com Wiley X ............................................45, 57 800-776-7842, wileyx.com Zyloware .......................................Cover 4 800-765-3700, zyloware.com

August 2016 20/20 • 31

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

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AT FACE VALUE Modo has launched an inspiring new project this summer titled Modo Faces. The visual project celebrates several innovative and prolific artists within the creative field of design using bold portraits. This eclectic collection was shot by Francesca Lanaro, the event’s official social media photographer. Lanaro’s work successfully captures the creative and unique style of each of her subjects donning Modo frames, while also highlighting the brand’s deep passion for art, architecture and original design. Modo Faces will be showcased at this year’s La Biennale di Venezia’s Architecture Exhibition “Reporting From the Front.” The exhibit honors the Venice Architecture Exhibition’s 100-year tradition of art and design, and features 88 participants from 37 countries. Reporting From the Front runs until Nov. 27. —Emily Belfiore

August 2016 20/20 • 35

UPFRONT

2 4

HALL OF

FRAMES BY VICTORIA GARCIA SULTRY STYLE Starring in the Disney remake of “Pete’s Dragon,” actress Bryce Dallas Howard (1) wears Etro style ET600S sunglasses from Marchon Eyewear and VSP… WEST COAST READY While arriving at LAX airport, actor Brad Pitt (2) looks effortlessly debonair in Tom Ford Private Eyewear style N.6 from Marcolin USA… MR. FASHION Starring in season two of “Mr. Robot,” actor Christian Slater (3) wears Etro sunglass style ET629S from Marchon Eyewear and VSP…

CITY SLICKER While taking a stroll in New York City, actress Dakota Fanning (4) brings her casual ensemble together with Carrera 115/S sunglasses from Safilo…

FUNNY GUY Stand-up comedian Bill Bellamy (5) is all smiles at the 13th Annual

SHINE BRIGHT Model and socialite Poppy Delevingne (6) adds drama to her look in Cannes with Fendi EyeShine style FF 0177/S sunglasses from Safilo… MUSICALLY INCLINED Rocker Gene Simmons (7) adds even more rock ‘n’ roll to his look with John Varvatos style V510 sunglasses from De Rigo Rem… WILD STYLE Starring in the action adventure film “The Legend of Tarzan,” actor Alexander Skarsgard (8) wears Salvatore Ferragamo style SF619S sunglasses from Marchon Eyewear and VSP…

GOLF OUTING Scoping out his next move, golfer Greg Norman (9) wears 7

Greg Norman sunglass style G4017 from Aspex Eyewear…

SNOW WHITE Actress Ginnifer Goodwin (10) is a knockout with her maternity style wearing John Varvatos sunglass style V602 from De Rigo Rem…

RUNWAY QUEEN Model Doutzen Kroes (11) ups her street style in New York City with Carrera 115/S sunglasses from Safilo.

10 11 8

36 • August 2016 20/20

Photo of Dakota Fanning © Contraso; Photo of Poppy Delevingne © Fendi; Photo of Doutzen Kroes © Lapresse

John Varvatos Stuart House Benefit, wearing John Varvatos V510 sunglasses from De Rigo Rem…

VISION EXPO WEST â&#x20AC;&#x201C; LAS VEGAS ALTAIR BOOTH 14087 ALTAIREYEWEAR.COM AnneKlein.com

UPFRONT

SEEN

STREET PHOTOGRAPHED BY CHRISTIE WALKER

38 • August 2016 20/20

LOOKING AT THE FUTURE: Once upon a time, not all that long ago, kids looked to grown-ups for their eyewear likes and wants. Welcome to a world where children lead with the trends from shape to color to sport to a sense of pride when it comes to SPECulating about the future of eyewear. —James J. Spina

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6WRS Ä&#x;GGOLQJ ZLWK VRIWZDUH DQG IRFXV RQ ZKDW FRXQWV (\HÄ&#x;QLW\Â® provides EHR and practice management solutions to help make your day a breeze. Leave the tech stuff to us so you can focus on delivering amazing care. &KHFN XV RXW DW 9LVLRQ ([SR :HVW ERRWK RU ZZZ H\HÄ&#x;QLW\ FRP ZHFDUH Â©2016 Eyefinity, Inc. All rights reserved. Eyefinity is a registered trademark of Eyefinity, Inc. All other brands are trademarks or registered trademarks of their respective owners.

Practice Management Electronic Health Records Patient Engagement

CRIZAL FOR KIDS DEMONSTRATION TOOL FOR BACK TO SCHOOL SEASON Nothing is more important than how children see and experience the world. Up to 90% of all classroom learning comes to students via the visual pathways1, and nearly everything a child does in school depends on good vision. That is why the Crizal® for Kids product line offers two comprehensive Rx solutions to help children succeed in school and in life. Released during the 2015 relaunch of Crizal for Kids, the Crizal for Kids demonstration tool can be used by opticians when dispensing or placed in the waiting room as a standalone educational piece. Enemies of Vision Wheel The front features the “enemies of vision” wheel, and, as SM the wheel turns, a new enemy PROTECT appears on the child’s lensAGAINST THESE ENEMIES es—glare, scratches, impact, OF VISION smudges, UV light or water. The No-Glare lenses back of the demo offers additional information about Crizal Kids UV™ and Crizal® Prevencia™ Nothing is more important than Kids that make up the Crizal for how your child sees the world. Kids portfolio. Crizal Kids UV Crizal.com lenses are impact resistant and help protect against glare, scratches, smudges, UV light and water. Crizal Prevencia Kids lenses offer all of the beneﬁts of Crizal Kids UV™, plus additional protection from Harmful Blue Light2 emitted by digital devices. GE

LIG

WATER

IMPACT

with Crizal® for Kids

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Crizal for Kids lenses resist glare, scratches and other enemies of clear vision to help prevent eyestrain, discomfort and distraction.

The Crizal for Kids demo is another great tool to utilize as parents try to understand which lenses are right for their children for back to school. It visually demonstrates the beneﬁts of Crizal for Kids lenses and helps parents understand why these lenses are the right choice for their kids as compared to other options available. To order a Crizal for Kids demonstration tool for your practice, contact your Essilor Sales Consultant today.

http://www.aoa.org/newsroom/health-reform-offers-betterchildrens-vision-carein-the-us?sso=y

2 Arnault E, Barrau C, Nanteau C, Gondouin P, Bigot K, et al. (2013). Phototoxic Action Spectrum on a Retinal Pigment Epithelium Model of Age-Related Macular Degeneration Exposed to Sunlight Normalized Conditions. PLoS ONE 8(8): e71398. doi:10.1371/ journal.pone.0071398 (August 23,2013). Identiﬁed Harmful Blue Light through in vitro experiment on swine retinal cells, where the most toxic wavelengths are high energy visible light falling between 415-455nm on the light spectrum (blue-violet light).

UPFRONT

BACK TO SCHOOL: A TIME FOR ECPS AND EYECARE PATIENTS TO SHINE Walman Optical is launching its annual Back to School campaign, which provides comprehensive resources including patient education on relevant topics such as blue light, complete eyewear packages for patients of all ages and profitable frame and lens promotions. Walman’s educational resources help practices prepare for the upcoming back-to-school season. These tools are designed to assist in explaining to patients the importance of digital lenses, non-glare, Transitions, blue light protection, sport eyewear and more. These features, along with many more frame and lens options, are available with the company’s Way Cool, C&B Scene and ProLens packages, which make it easier to prescribe high-quality and affordable complete eyewear for every patient. These competitive packages are available year-round and offer savings for practices and patients. To further increase the profit potential for ECPs, now through Oct. 14, ECPs can receive cash bonuses, lab credit and premium gifts through the frame and lens promotions for kids, teens and grown-ups too.

ABB OPTICAL GROUP’S PRIMARY EYECARE NETWORK OFFERS WEBINARS ON FRAMES Primary Eyecare Network (PEN), a division of ABB Optical Group, has launched a monthly webinar series that began in June and will run through November. Presented by Alessandro Baronti of Luxottica, the live webinar series focuses on educating patients about the importance of UV ray protection for their eyes and vision as well as increasing sales opportunities of high-quality, premium sunglasses. The series is free for PEN members and costs $15 per webinar for participants who are not members of the network. Each class is from 12:30 p.m. to 1:30 p.m. PDT. The series lineup includes: • Aug. 17 – A Focus on Kid’s Eyewear • Sept. 14 – Art of Retailing • Oct. 12 – The Art of Assortment Planning • Nov. 9 – The Patient Handoff To register for the webinar series or for more information, visit primaryeye.net or e-mail education@primaryeye.net. —Andrew Karp

40 • August 2016 20/20

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UPFRONT

CAZALEBRATE GOOD TIMES Turning 40 deserves a fabulous fiesta, and nobody knows that better than Cazal. In celebration of 40 years of iconic frames, Cazal and Eastern States Eyewear hosted a star-studded fete fit for VIPs at the Limelight Shops in NYC. Partygoers sipped on cocktails and danced to the beats of tunes spun by DJ Clue and DJ Trauma, while viewing the latest styles from Cazal’s spring eyewear collection. “It has been an honor ic and a privilege to be a part of Cazal’s rich history of being one of the true iconic eyewear brands in history. The #Cazalturns40 event is our way of celebrating thee brand’s unrivaled heritage,” says Jason Shyer, Eastern States Eyewear managingg director. The “Cazalebration” became the social media buzz of the evening ass #Caz guests posted endless photos at the event usingg the hashtag #Cazalturns40. Let’ss nother 40 years of fab frames. — all raise our glasses to another —Christine Yeh

Model/acto r Tyson Beck ford with Ea Paul Shyer, stern States Jason Shye ’ r and Phil Co hen

FRAME OF

THE MONTH SHAMBALLA

t get all worked up about an It’s easy to EYEWEAR LION TOO aviator if you’re an eyewear nut, BUT it’s not always easy articulating what makes that particular aviator special. First you have to consider if it tampers with the classic shape in a way that doesn’t throw the whole style off kilter to the point where it’s actually NOT really an aviator. Then you have to be concerned with the relationship of the bridge and the brow bar, not to mention the materials of those bars and their own identity and shape. And there’s the nosepads. If they aren’t flesh-colored, what DO they look like? And feel like? Do they have a design on them? Does the design on them coordinate in any way with the designs on the temples? Do the temples play a connection with the face-front that reinforces the message of the aviator style? Are there tips involved and do those tips have any keynote to complete the branding identity? Do the temples touch on any aspect of the bridge? See! Complicated isn’t it? The layers of engagement can be virtually limitless. And yet they have to be controlled…by the wearer AND by the brand. I need a rest. A peaceful place I can go where I’m free to be just me with my sunglasses, some leather (there ALWAYS needs to be some leather!), a Zen-zone where no one and no thing can bother me except a giant wallop of music hitting my gut, my gander and my inner guru. ALL of that is easily and simply and extremely luxuriously notched up by this month’s Frame-of-the-Month: the LION TOO from Shamballa Eyewear. Thank you Larry Sands. You just made our month gloriously rich and worthwhile. It was terrific spending some time with this amazing work of face art. —James J. Spina

SUNDAY EVERYDAY Sunglasses are indeed an everyday fashion staple here at 20/20, but the importance of proper sun protection on every face in all seasons is a message we, along with our eyewear and eyecare partners, continue to reinforce. This message was displayed especially loud and clear on June 27, designated as National Sunglasses Day by The Vision Council in an effort to promote the style and protective benefits of sunwear to consumers. Organizations throughout our industry shared information about this special day via social media while encouraging followers to post photos of themselves using the hashtags #NationalSunglassesDay and #SunglassSelfie. The hashtags proved powerful—at day’s end, The Vision Council secured over half a billion online, social media and broadcast impressions related to this day. Here, Jobson Optical’s marketing team proudly displayed sunglass spirit modeling their favorite suns on National Sunglasses Day. —CY

The 20/20 and Vision Monday Marketing Team: Marian Amo, Gyorgyi Lazarus, Kevin Mitchell, Gillian Mulhere and Jackie Dempsey

42 • August 2016 20/20

UPFRONT

THE HILLS ARE ALIVE… …

u Marcolin Group

and Omega, the Swiss watchmaker, have agreed to an exclusive collaboration to create Omega branded sunglasses. The first collection will be available exclusively in Omega boutiques around the world.

What Eye

HEAR

B Y J I L L I A N U R C E L AY

u Safilo has announced that Marc Jacobs received the Womenswear Designer of the Year honor at the 2016 CFDA Awards, which took place at New York City’s Hammerstein Ballroom.

u Liberty Sport has been approved as a Business Member to the American Motorcyclist Association to support its mission of promoting the motorcycle lifestyle with its extensive motorcycle eyewear collection.

u The Vision Council

has announced a new campaign to drive traffic to its website, www.whatislowvision.org, which is a site designed to educate low vision patients and their caregivers about the causes and types of low vision, as well as low vision solutions including devices and treatment options.

44 • August 2016 20/20

u XX2i Optics

has announced its partnership with Team Uniting Nations, a four-man rowing team attempting to break the World Record for crossing the Pacific Ocean from Monterey, Calif., to Honolulu, HI in the 2016 Great Pacific Race.

Photos © Philipp Lipiarski

…With the sound of a new eyewear brand! nd! Silhouette International celebrated the global bal launch of neubau eyewear this past June with a ve swanky soiree in the middle of Vienna’s creative thub. The Austrian eyewear brand creates lighto weight, comfortable frames that are an ode to the rich and vibrant culture of Vienna. Daniell Liktor, neubau’s business unit manager, says “neubau reflects the current zeitgeist of eyewear fashion. It is inspired by the young, creative and contemporary side of Vienna and can be seen as a homage to hip, urban areas everywhere, as well as to the proactive people that live in them.” Held in Vienna’s 7th district, Silhouette welcomed notable fashion and design influencers from around the world. Guests were treated to a stylish dinner, an after party and a first look at neubau’s eclectic collection. Debuting 12 optical frames, each varying in shape and color, the brand will introduce its upcoming sunglass collection in October. —EB

u Eyenavision, Inc. has announced the launch of Roger Bacon Eyewear, the world’s first made to measure 3D-printed eyewear collection, at the 2016 American Optometric Association Optometry’s Meeting. u Randolph Engineering

has partnered with Detroit-based design brand Shinola to offer two new Randolph sunglass styles.

u Verizon

has partnered with OneSight, Smart Vision Labs and the State University of New York College of Optometry to launch the Mobile Vision Care Program, which is designed to impact academic achievement by providing free vision screenings, comprehensive eye exams and glasses to over 600 Omaha public school students.

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Y O U R M O N TH LY G U ID E TO S TAF F TRAINING OUTSIDE THE BOX

It seems that every month is a new lens innovation or solution for the results of new research; for example, the constant improvements to photochromics, free-form or the immediate availability of new anti-reflective blue light attenuating coatings or materials. Lenses provide a constant buzz and new business options. Incorporate these opportunities as fast as you can. —Mark Mattison-Shupnick

RETAIL EXPERIENCE CHANGES How will we address the forces that are changing the retail experience? How do we summarize this in a single word? It’s all about the consumer. At the end of the day, we are dealing in an environment where we have a very unique combination between medical and retail. There is an invisible wall right in between, that consumer enters as a consumer, then becomes a patient and then becomes a consumer again, when they are asked to “shop” for a frame. Unfortunately, a large percentage of these patients never make the transition back to consumer. They stay patients, they live in the world of need, they do not understand the value and the desire of the want, and all of a sudden they ask for a prescription and they walk. One in three patients walk out the door. How do we avoid that part? How do we capture the potential? Watch the “Art of Retailing” at 2020mag.com/CE.

LIVING

TO 100?

How many of you or your patients will live to be 100 years old? It’s estimated that by the year 2030, the number of 100-year-olds in the U.S. will quadruple from the estimated 50,000-plus in 2000. What will be the opportunity for visual independence for this population and those following close behind in their 70s, 80s and 90s? Clearly, one must provide solutions for the potential accumulated effects of UV and HEV blue light.

LIGHT

REACTIVE LENSES

Light reactive lenses are an important patient benefit and one that is still underserved; after all, the penetration of photochromics is only about 20 percent of all lenses sold. From Best Practices, Spectacle Lens Management (2015, Practice Management Associates), the best independent practices have as many as 35 percent of all their patients in photochromic lenses. Think of your practice and the opportunity to increase sales. After all, with great light reactive lenses, the opportunity is one of just demonstrating and teaching the benefits. Who benefits? Patients!

POLARIZED

LENSES — FOR SUN, ALWAYS 100% UV PROTEC TIV E

Seventy-five percent of Americans are concerned about UV eye exposure, but only 31 percent wear sunglasses every time they go outdoors (The Vision Council). The protection from damaging UVA and UVB is necessary for anyone who spends a lot of time around water and snow. Due to the reflective nature of these environments, wearers are subjected to much more incident light radiation than those who vacation or infrequently visit these types of areas. This is also very important to consider at higher altitudes where the UV and visible light is much more intense. Sunlight includes potentially damaging high-energy blue-violet radiation (415 to 455 nm) of concern by ECPs and a predominant conversation with patients using digital devices. Polarized lenses filter this light, associated with retinal damage. This makes for another crucial talking point when recommending polarized lenses to the wearer.

RIMLESS: WHATEVER YOU WANT

IT TO BE

There is hope for those patients who want to define themselves and not allow their eyewear to do the work for them—rimless eyewear. Vintage may be what’s in fashion right now, but rimless eyewear has never really gone out of style—a subtle yet important distinction. A good weatherman can see which way the vane is blowing: Late ’80s and ’90s fashion have been slowly creeping back to life, and considering it was an era partially defined by subtle, often rimless eyewear, there’s no doubt that rimless will be back at the intersection of “fashionable” and “stylish” soon enough.

For more information about lenses, go to the Opticians Handbook at www.opticianshandbook.com or the online CE “See the Light, HOYA Sensity, New Light Reactive Lenses” at www.2020mag.com/ce.

46 • August 2016 20/20

PHOTOS © iStock.com/JobsonHealthcare

Plus

LENSES: Trends

CHANGE IS GOOD™ Clear when it matters. Dark when it counts.

Are you still only oﬀering one brand of light-reactive lenses? Now there’s a new alternative to shake things up. Introducing sunsync light-reactive lenses. Designed for those who are always moving forward. ®

LIGHT- REACTIVE LENSES

EYES / LENSES / FITTING LENSES / FREE-FORM / FRAMES / SUNWEAR / PATIENT SOLUTIONS / IN-OFFICE / STANDARDS

Plus LENSES: Trends ATHLETES AS CONTACT LENS PATIENTS

TWICE

Overall, athletes tend to be good patients. They are generally aware of their physical condition and have good hygiene. On the other hand, they may see a vision problem as a “defect” and try to hide it. Be sure to stress the need for follow-up care, care in handling the lenses and spare pairs. As much as possible, avoid lens or regimen changes mid-season. Coaches and trainers should be educated about contact lens care and safety. Offer to meet with the coach or trainer to discuss how to handle ocular emergencies for contact lens wearers and lens insertion and removal. You can provide a contact lens “care kit” as part of the team’s medical supplies. Include cases, solutions, a penlight, tissues and printed information, irrigating solution, a mirror and your contact information. With little time and expense, you can have a coach or trainer who is a great source for referrals.

You’ve probably tried to increase your multiple pairs. But it either hasn’t worked, or worked for a short time while you focused on it until another focus was important. Perhaps that’s because in a Forbes article and in research by Jobson, 8 out of 10 patients have difficulty understanding their options and finding what they need. Eyewear is a complicated business, isn’t it? However, 85 percent of patients want their ECP to inform them about all frame and lens options available regardless of price. What should you do? Sell frames and lenses to every patient. Of course that’s not possible since some patients are in for well visits or contact lens checks. But the practice would benefit if the number were greater than the 64 percent capture rate (currently the percent of patients purchasing after a comprehensive eye exam). In fact, if that number were 100 percent, then the average revenue increase would be about $160,000. Only get halfway there—that’s still $80,000.

THE RX

POSITION OF WEAR MEASUREMENTS Twenty-five percent of progressive lenses with personalized designs include actual vertex, tilt and wrap measurements, according to the most recent Premium Lens Survey from Jobson Research. (http://www.jobsonresearch.com/) Now you might ask why we want to even take digital measurements for things that we already do so well such as PD and height. First are better fitting heights—did you know that height changes are the reason for most progressive lens redos? Shouldn’t we want a way that measures where the patient is actually reading? The best of digital lenses are better with personalized measurements. Patients notice, “No one’s ever done this before.” A request for only a PD for online eyewear makes just an adequate pair of glasses, and they help determine the opportunity for digital lenses. Five measurements (mono PD, mono height, vertex, tilt and wrap) make great eyewear and separates you from the competition.

FINDING THE RIGHT BLUE LIGHT SOLUTION FOR YOUR OFFICE Everywhere you look you are inundated with information about how harmful blue light is for your visual system and your body in general when it comes to disruption of sleep cycles. You probably understand blue light is harmful, but might not be sure which products will work best in your office. Which products do what they claim and what should you tell your patients about them? So what’s a good optician to do? What we always do—find solutions for our patients. 48 • August 2016 20/20

ARE YOU USING YOUR SILENT SALES PEOPLE? Advice from two seasoned professionals: an award winning visual display artist and an optician with sales and marketing experience. Display and window designs are called “silent sales people” in the retail world, and they are used to communicate a message, form a visual image of a business, “invite” patients in and call attention to eyewear and other products. Looking outside our industry, we know that well-designed displays and windows propel sales. It is more than worth the time and investment to create optical displays that have an impact and draw patients into your dispensary. Creating optical displays that spur lens sales requires creativity and savvy from your opticians—and support from practice owners. Consider hiring a person for the optical with a creative eye who would enjoy the challenge of coming up with displays with compensation for the work done. Practice owners need an understanding and willingness to promote and wear various fashion frames themselves and allow staff members a substantial discount (or provide them) to wear fashionable frames. Supplier reps can supply great looking posters and other point-of-sale materials.

www.eyeweardesigns.com • 800.645.6596 • Style: JS 339

Follow Eyewear Designs Ltd. and Jill Stuart on Facebook and Twitter to learn more!

Float Kids calls the shots with eyewear styles for the mini hipsters in your life. Urban and street smart styles for boys and girls who rule their style with authoritative individuality.

| 1-877-88-MATCH | matcheyewear.com

STYLE: FLT KP 244: PINK

20/20 F E AT U R E S

Are you looking to stay on top of the rules when it comes to eyewear? Well perhaps you need to be keenly aware of what’s happening on the faces of those children we love so dearly. They are our future, and their faces and their eyes hold the keys to what life (and eyewear!) should be all about. The specs you’ll experience on the next few and precious pages of 20/20 call to mind everything necessary to understanding the state of eyewear circa 2016: The shapes, the materials, the colors, the excitement, the details and the quality that make eyewear the eye opening experience it truly is. Want to have a great chat with a child? What better OPportunity than the occasion of great eyewear destined for the face and the eyes of a great kid. Let’s play the glasses game for children. —James J. Spina

S A FE T O S A Y Just take a look around these days. Kids are increasingly playing it safe. At my son’s recent year-end school awards occasion, I counted numerous kids in eyewear built with safety in mind. YOUTH FORCE Victory from Wiley X Eyewear

A U G U S T / 2 0 1 6

Frame Game

Photographed by STEPHEN MARK SULLIVAN Art Direction

JINCY THOMAS Associate Editor

VICTORIA GARCIA Assistant Editor

JILLIAN URCELAY Trend Setting

JAMES J. SPINA Stylist

IRIS JOHNSON Hair/Makeup

RITA MADISON Models

IVY; RILEY/ WILHELMINA KIDS; MATTEO/ GENERATION; HENRY/ GENERATION

STYLE FEATURE

| Frame Game |

METAL PREP TALK Perfect metals always make a fitting delight for kids. INNOTEC KIDS 100 from Ogi Eyewear

52 â&#x20AC;¢ August 2016 20/20

DB4K Smartypants from Europa International

August 2016 20/20 â&#x20AC;˘ 53

STYLE FEATURE

| Frame Game |

THINK OUTSIDE THE BOX Red on a boy!?! These daze… you bet! And those flames on the metal temple detailing harking to any kid’s passion for hot rodding sizzles that freedom of thought. DISNEY Pixar 3E 2008 from Luxottica

54 • August 2016 20/20

STYLE FEATURE

| Frame Game |

PLUM LUCKY Lafont is a little girl’s BFF (best frame friend) since all gals are into great color and attention-grabbing shapes. POUR LES ENFANTS Tobogan from Lafont

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L A YER C A KE A blender vendor as tortoise and crystal blue sweeten the color textures. NICKELODEON Teenage Mutant Ninja Turtles Geek from Nouveau Eyewear

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ME T A L M A N I A Kids might well be at the forefront of the coming surge in lightweight and easily fitted metal frames. K12 4091 from Avalon Eyewear

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STYLE FEATURE

| Frame Game |

NIKE 4636 from Marchon Eyewear

THROUGH THICK AND THIN The classic adult “clubmaster” style (balancing a thicker brow to a thin under rim) plays out in shades of deep purple. FLOAT KIDS K50 from Match Eyewear

August 2016 20/20 • 61

STYLE FEATURE

| Frame Game | WH AT TO DO? WHAT T WO DO! The kids’ eyewear season is ripe and right with double color combinations always keeping a child’s fascination for the eyewear high and in super style. JESSICA MCCLINTOCK 4805 from ClearVision Optical

LI T TLE BOY BL UE The new fave frame color for men has long been a winner for boys, and this hue’s brightness makes it crystal clear who decided that first. CONVERSE K301 from De Rigo Rem

62 • August 2016 20/20

S OLA R PA N E L S

ABOUT: Opsales is a family owned, world leader in the clip-on sunglass business, and has been for over forty years. We manufacture various lines of optical quality clip-on sunglasses, sold exclusively to eyecare professionals and sunglass specialty retailers.

avi

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S U N D AY

| What’s Ahead in Sunwear |

Adolescent Experts

From top: LACOSTE 3617S from Marchon Eyewear; WOODPECKER from Mykita; POLAROID 8018/S from Safilo; STELLA MCCARTNEY SK0001S from Kering Eyewear

64 • August 2016 20/20

Photographed by NED MATURA

Designers are taking cues from their carefully curated adult-sized accessories and creating “mini-me” versions for young fashionistas everywhere. Children no longer need their sunwear adorned with their favorite characters or colors. These tiny sunwear styles are a fashion staple for any child looking to break big in the microfashion scene with daring shapes and mature colors. —Victoria Garcia

p i n k y swe a r 8 0 0 .6 2 1.4 10 8 w w w.e u r o p aeye .co m

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Photographed by NED MATURA Art Director

IRIS JOHNSON Associate Editor

VICTORIA GARCIA Assistant Editor:

JILLIAN URCELAY Trend Setting

JAMES J. SPINA

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66 • August 2016 20/20

August 2016 20/20 â&#x20AC;¢ 67

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68 • August 2016 20/20

STYLE FEATURE

| Game Pieces |

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are alive w ith this sea dominant son’s show of g reens and for frame blues coloration s and actua layers of th l ese earth and air to nes. From to

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August 2016 20/20 • 71

MARKETPULSE

| Children’s Eyewear |

OUR CHILDREN CHILDREN,

When little ones in need of eyewear come to your practice, their experience can turn a first-time purchase of eyewear into a lifetime of sales. Jobson Optical Research was commissioned by 20/20 to conduct the Children’s Eyewear MarketPulse Survey 2016 to learn about selling eyewear to children and

OUR FUTURE the nuances among different age groups from infants/toddlers to kids, tweens and teens. The following charts show what challenges and opportunities occur in targeting this important demographic and what the latest trends are showing. —Jennifer Waller, 20/20 Senior Research Analyst

Photographed by Ned Matura

METHODOLOGY The 20/20 Children’s Eyewear MarketPulse Survey 2016 was conducted in April and May 2016 by Jobson Optical Research’s in-house research staff. The 2016 sample of 306 independent optical retailers who sell to children as well as other age groups was derived from the proprietary Jobson Optical Research database. Only the responses of dispensers who sell eyewear to children were included in the report. Respondents were offered the chance to enter a drawing to win a $200 Amazon.com gift card as an incentive. To purchase the full report, visit www.jobsonresearch.com.

72 • August 2016 20/20

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MARKETPULSE

| Children’s Eyewear |

Continued from page 72

Products Dispensed by Age Group

Point of purchase materials Tweens (Age 9 to 13)

2% 6%

1% 6% 10%

92%

Special Vendor premiums partnering on Giveaways trunk shows, ad promotions, in-school participation/ demos

Frame Material Children’s (Age 0 To 17) Dollar Sales Change Versus 5 Years Ago

51%

10%

36%

51%

54%

Over $200

52%

Stayed the same

37%

36% 9%

17% 3%

10%

Infant/ Toddler (Age 0 to 3)

Kids (Age 4 to 8)

Tweens (Age 9 to 13)

Teens (Age 14 to 17)

74 • August 2016 20/20

72%

Average Eyeglass Frame Sale Per Patient (Frame Only) for Children (Age 0 to 17) Compared to 5 Years Ago

41%

47%

Under $50

Other

11%

23%

31%

$51 to $100

Promotions

Teens (Age 14 to 17)

Average Retail Price for the Eyeglass (Frame Only) by Age Group

$101 to $150

29% 18%

Kids (Age 4 to 8)

15%

98%

33%

$151 to $200

Contact lens

Most Helpful In Selling Eyewear to Children (Age 0 To 17)

56%

Infant/ Toddler (Age 0 to 3)

Protective sport eyewear

Stayed the same

Decreased

Increased

44%

35% 62%

14%

Plastic

Metal

SOURCE: Children’s Eyewear MarketPulse Survey 2016

95%

78%

87%

Photochromic lenses

Percent of Locations Dispensing Eyeglasses to Each Age Group 88%

Do not dispense to those under 18

62% 4%

34% 15%

Sunwear (plano or Rx)

Teens (Age 14 to 17)

24%

59%

79% 51%

40%

29%

Tweens (Age 9 to 13)

79%

Kids (Age 4 to 8)

80%

Infant/Toddler (Age 0 to 3)

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62%

| Children’s Eyewear |

50%

Rx changed

Continued from page 74

59% 59%

Challenges In Selling Eyewear to Children (Age 0 To 17) Major challenge

Minor challenge

51%

Not at all a challenge

53%

Lenses scratched/ broken Selling sunwear to kids

55%

Matching kids’ tastes with parents’ budget limitations

27%

38%

62%

36% 3%

11% Lenses lost

Getting parents and children to agree on what eyewear to purchase

26%

45%

63%

Most Frequent Reasons for Replacing Eyeglasses

3% 2%

(or Components)

11%

Each respondent could select up to 2 reasons for each age group

14% Catering effectively to the young teen market

Making children feel like they are participating in the decision-making process

Keeping up with trends/ innovations in lenses for children

12%

61%

27%

Eyeglasses lost

25% 19%

11%

49%

41% 13%

10%

54%

36%

Needs an additional pair of eyeglasses

7% 6% 7%

48%

44%

34% 40%

Frame damaged

32% 22%

Percent of All Eyeglasses Dispensed at Location Sold to Each Age Group More than 10%

5% to 10%

3% to 5%

How to read this chart: 10% of ECPs who dispense eyewear to patients under age 18 stated that more than 10% of all the eyeglasses dispensed at their location were sold to kids (Age 4 to 8).

5% 4% 12%

80%

10%

76 • August 2016 20/20

Frame defective

45%

Kids (Age 4 to 8) Tweens (Age 9 to 13)

Teens (Age 14 to 17)

1% Want new frame style

42%

1% 12% 36%

30%

Kids (Age 4 to 8)

Infant/Toddler (Age 0 to 3)

1% 1%

49%

19%

26% Infant/ Toddler (Age 0 to 3)

27%

Less than 2%

23% 8%

16% 6%

Tweens (Age 9 to 13)

Teens (Age 14 to 17)

3% Other

1% 1% 0%

SOURCE: Children’s Eyewear MarketPulse Survey 2016

Making the eye exam/eyewear purchasing process feel fun for children— differentiating it from other types of doctor visits (getting a shot, etc.)

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RxPertise

It’s High Time for “Don’t those glasses bother you?” the cashier asked. One of my patients was wearing his bioptic telescopic glasses when he stopped for a cup of coffee. “Not as much as they help me.” he replied. Later the patient said, “The loss of independence is huge. You don’t realize how confined you are when you can’t drive, and you have to depend on somebody else. It’s quite depressing frankly. It’s wonderful to have that life back.” Another patient told me “I wish I’d known about you and these glasses 15 years ago.” He had been losing vision for years from Stargardt Disease. When he was in his early 40s, he was no longer able to pass the DMV vision test and lost his license. Without a driver’s license, he had to retire from his work. Using the bioptic glasses that I prescribed has given him some independence back. He has been driving safely for three years. A third patient, an 80-year-old widow, hires a driver each year to take her 60 miles to my office so I can certify that her vision still meets DMV requirements for a bioptic driver’s license. She feels fortunate to be able to drive a few miles close to home and worries that one day her vision will decrease, and she will lose that freedom. For patients like these, the loss of independence can be devastating. Losing the ability to drive or read can result in isolation and depression. A Clinical Ophthalmology report from 2015 linking anxiety, depression and age-related macular degeneration stated that 78 • August 2016 20/20

OF THIS GROWING PATIENT POPULATION

clinically significant depression can be found in one-third of visually impaired older adults. That’s twice as high as in normally sighted older adults. Low vision affects a significant portion of the U.S. population. As The Vision Council’s 2015 Low Vision Report states, “Approximately one in 28 Americans age 40 and older are robbed of their sight by low vision, defined as visual impairments that are not correctable through surgery, pharmaceuticals, glasses or contact lenses.” As the Baby Boomers age, low vision is rising sharply. The U.S. Centers for Disease Control and Prevention estimates that 1.8 million Americans age 50 and older are affected by age-related macular degeneration, and that number is expected to increase to 3 million by 2020. According to the Clinical Ophthalmology report, “Traditional low vision rehabilitation (which includes care provided by low vision optometrists, occupational therapists, low vision specialists and other professionals with training in low vision rehabilitation) presents the best current treatment option to address these mental health problems in a rehabilitation context.” Optometry is the profession with the knowledge and skills to prescribe for the needs of this group of patients. Yet sadly, few who suffer from low vision get the help they need. Perhaps they haven’t heard of low vision glasses, or their primary care doctor failed to inform

them. Some are even told by their doctor that nothing can be done to help them. If the doctor provided low vision care or referred to a colleague who helps the visually impaired, many of these people could continue reading, driving, using a computer, enjoying hobbies and lead more enjoyable lives. All optometrists should become familiar with low vision rehabilitation and either establish a referral relationship with a low vision optometrist or include low vision in the services that they provide. In addition to better serving the patient’s needs, low vision care can add an additional revenue source to a practice and create the opportunity for other doctors to refer their low vision patients. The most common goals of low vision patients are to be able to continue reading and driving. Many also request help with viewing television screens, using a computer or recognizing the faces of family and friends. Low vision optometrists are prepared to help patients with these activities. When planning to add low vision care to a practice, a doctor should consider the following factors. TRAINING

Become up to date on what devices are available and learn how to prescribe them. This can be done by attending continuing education courses at optometric meetings or by taking courses online or in journals such as 20/20. You can contact the speakers and

PHOTOGRAPHS COURTESY OF DAVID ARMSTRONG, OD, LOW VISION OPTOMETRY/www.virginialowvision.com

HOW TO SERVE THE NEEDS

Low Vision By David Armstrong, OD

authors to inquire if they offer training and consulting to optometrists who wish to add low vision to their practices. “The Lighthouse Guild Clinician’s Guide to Low Vision Practice,” available from the Lighthouse Guild is a helpful resource. Manufacturers of low vision glasses, magnifiers and electronic devices are a resource. They are very happy to provide information and training in the use of their products. Another option for low vision training is to seek out a low vision colleague who is willing to serve as a mentor. LOW VISION TRIAL SET

A trial lens set including several low vision devices should be available for testing patients. A beginning set might include the following: •Trial frame and trial lens set. •Bioptic telescopes in trial rings. •Full diameter telescope in trial rings. •Plus lenses mounted in caps to fit the full diameter telescope, modifying the telescope for near vision. •Microscopic lenses in trial rings. •Several different powers of prismatic glasses. •A selection of high-quality hand magnifiers. •A handheld electronic magnifier with the option of several different powers. •Low vision acuity charts for distance and near. •Examples of good lighting for near testing and to be recommended to patients. You may wish to add a desktop video magnifier (CCTV) to your menu of devices

available to your patients. I recommend mend getting one that is easy to use, has a llarge screen and is portable. It is also helpful to have examples of telescopic and microscopic glasses mounted in appropriate frames so the patients can see how they will look, and you will be able to evaluate frame measurements required by the patient. MARKETING

Patients with low vision may come from your general practice, by referral from other doctors or by advertising directly to the patients. The Internet is a powerful tool to get the word out that you can help people with impaired vision. A dedicated website and active Facebook page can tell your story and describe how low vision glasses can help. The visually impaired person often does not use a computer, but their friends and family probably do. These people frequently search online and may find your information. They’ll notify their loved ones that you offer help to people with visual impairments. Newspaper advertising can be effective also. Especially in smaller communities, many people are faithful readers of the local paper. Because frequency is important, this can be expensive. However, some state press associations will place small ads very economically. Referrals from other optometrists or ophthalmologists require marketing directly to the doctors. Contact them often either by face-to-face visits, by mail or e-mail. Always

David Armstrong, OD, prescribes a variety of low vision lenses to his patients. Opposite page from left: Teresa Barber wears bioptic telescopic glasses, 3X full diameter; Arthur Stewart wears 2.2X bioptics; Joan Painter with E Scoop glasses. This page: Laura Cunningham wears a 3X wide angle telescopic lens for her left eye; Brian McMillan wears bioptic 2.2X wide angle telescopic glasses; Tonya Davison enjoys reading a Stephen King novel with her Clear Image microscopic glasses.

send a follow-up report to a doctor when you’ve seen one of their patients. Let the doctor know how you have helped their patient. Be sure that both doctor and patient understand that you are not taking over their care. The patient remains with their primary eye doctor for ongoing care. A well-written pamphlet with pictures of patients you’ve helped can be sent to referring doctors and others you are marketing to. Of course, be sure that patients have a pamphlet to share with friends who have similar problems. The use of patient photos and success stories can make your ads and pamphlets more interesting and effective. You must obtain written permission from the patient before using their personal health information for marketing. SCHEDULING THE LOW VISION EVALUATION

Low vision evaluations require more of the doctor’s time than routine eye health exams. Don’t try to fit these patients into a busy schedule of primary eyecare. Expect to Continued on page 80 August 2016 20/20 • 79

Explore the possibilities.

It’s High Time for Low Vision

Continued from page 79 spend an hour or more with each low vision evaluation. You may want to set aside a day or half day totally dedicated to low vision. CASE HISTORY

Before beginning the actual low vision evaluation, it is important to obtain a thorough case history. Useful information can be obtained from the patient’s primary eye doctor. Most doctors will comply if you request that they send the patient’s most recent office notes. Look for diagnoses, acuities, treatments, eyeglass prescriptions and treatment recommendations. Question the patient about their remaining vision. Visual acuity is certainly important but it is also helpful to know how the vision loss affects the person’s daily life. Question them about which activities they would most like help with. Often they’ll tell you things that they’ve enjoyed and are no longer able to do. Most commonly they want help with reading and driving. Some have hobbies or crafts that they want to continue. Be sure to try to help them return to these important activities. FEES, BILLING AND CODING

©2016 Vision Service Plan. All rights reserved. VSP, otto, and One Touch To Optical are registered trademarks of Vision Service Plan. VSPOne is a registered trademark of VSP Labs, Inc. UNITY and sunsync are registered trademarks of Plexus Optix, Inc. The Sharper Image name and logo are registered trademarks. JOB#4613-16-OGDR 5/16

Like all professional services, the fees are based on your time, skill and knowledge. If you are billing insurance, you must determine proper codes for the services provided and the time spent. Most medical insurance does not cover refraction as part of the evaluation. That is billed directly to the patient. Since the complexity and time spent are much greater than a spectacle refraction, the modifier GY can be added to code 92015. Low vision glasses and other devices have higher fees than ordinary glasses. When the patient understands the complexity of these aides and sees the benefit, the fee will become less of an issue. Since insurance rarely pays for these glasses, it may be helpful to offer a payment plan. There are several companies that will finance eyeglasses with no charge to the patient. The company 80 • August 2016 20/20

withholds a few percent of the fee from the amount reimbursed to the practice. BIOPTIC DRIVING

Many patients request help to continue or return to driving. It is advisable to become familiar with bioptic driving regulations in your state. Most states allow low vision patients to drive while using bioptic telescopic glasses but the requirements and restrictions vary considerably among states. The regulations may be found on the state’s DMV website or by making a call to the DMV medical review board. We optometrists have an obligation to discuss driver safety with the patient, but the decision as to whether they are approved a license is up to the DMV based on the level of remaining vision and other factors. LOW VISION REFERRAL

If you don’t wish to add low vision care to your practice, you can establish a referral relationship with a low vision optometrist. The low vision doctor will appreciate receiving information about the patient. Send a copy of recent office notes or a letter including diagnosis, acuities, prognosis and any treatment that the person has received. Tell the doctor if the vision loss is stable or worsening. There are a large and growing number of people with low vision who need our help. Their independence and quality of life is threatened. They have nowhere to turn but to optometry, so consider adding low vision care to your practice. You will find it personally rewarding and professionally satisfying. Whether you provide low vision care or refer, your patients will be grateful for your efforts to help them return to favorite activities that have become impossible. They will thank you for addressing their needs and allowing them to maintain some independence. They want to continue an active, full life and will appreciate your help. LT David Armstrong, OD, is a low vision optometrist practicing in Virginia. He has offices in Roanoke, Harrisonburg and Wytheville, Va.

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RIGHT NOW WH AT’S

AUGUST NEW PRODUCTS

BY VICTORIA GARCIA

12 2 1

Flashback hback to 3 11

Let’s take it back to last month, where we previewed some of the newest and cutest children’s eyewear styles in our annual KidzBiz issue. These tiny specs brought together some of the coolest characters and brightest colors to appeal to kids of all ages. Take a look at these highlighted styles that any kid will adore. —Victoria Garcia

1. CROCS JUNIOR 055 from A&A Optical 2. YOUTH FORCE 1 Fierce from Wiley X Eyewear 3. CHAMPION 7011 from L L’Amy America 4. NICKELODEON Teenage Mutant Ninja Turtles Noble from Nouveau Eyewear 5. LUCKY BRAND D706 from De Rigo Rem 6. JESSICA MCCLINTOCK 4803 from ClearVision Optical 7. POUR LES ENFANTS Tic from Lafont 8. DISNEY Finding Dory 3E1008 from Luxottica 9. MARCHONYC KIDS Derek from Marchon Eyewear 10. FLOAT KIDS 51 from Match Eyewear 11. KIDS BY SAFILO 0001 from Safilo 12. K12 4097 from Avalon Eyewear

NEW PRODUCT PRICE GUIDE

$$$

$$$$

$$$$$

I NE XPE NS I V E

MOD ERATE

MOD ERATELY EX P ENSIVE

EX P ENSIVE

VERY EXPEN SIVE

August 2016 20/20 • 83

WHAT’S NEW NEW LAUNCHES

SAFILO: Marc Jacobs Sunwear

afilo reintroduces the Marc Jacobs eyewear collection. The Marc by Marc Jacobs label no longer exists in any category, allowing for one brand, one vision and one show under the Marc Jacobs label. Consisting of 36 already launched sun styles and 21 more to be released throughout the rest of the year, the sun collection emits the undefinable characteristics from the designer’s namesake label. “The new Marc Jacobs eyewear collection is offered at a mix of price points to appeal to the contemporary, premium and luxury customer, and meet different market needs while offering the most extensive range of optical and sun styles for men and women,” says Henri Blomqvist, CEO of Safilo North America. The collection features a unique and brilliantly outspoken perspective with innovative techniques and new and creative styles. —Victoria Garcia

PHILOSOPHY: “We have been able to build a strong 2016 eyewear collection thanks to Marc Jacobs’ wide appeal as a fashion designer, thus increasing the brand offer across different price points and styles to meet different market needs,” says Henri Blomqvist, CEO of Safilo North America. “The fall/ winter collection reinforces the top tier range, creating brand aspiration through innovative designs and trendy shapes. These characteristics are also present along the premium and contemporary segments through the new JJ iconic signature logo and unexpected combination of materials and geometrical shapes.”

MARC JACOBS 136/S

MARKETING:

Merchandising materials include countercards, banners in multiple sizes and oneplace and four-place displays. PRICE POINT: $$$$$ CONTACT: For additional information,

contact Safilo, (800) 631-1188; website: www.safilo.com MARC JACOBS 109/S

84 • August 2016 20/20

SIGHT

Marc Jacobs eyewear was launched in 2005 with the mission of playing a commanding role in the total Marc Jacobs look. The eyewear is always fun and irreverent with a balance of shapes and colors to satisfy a wide consumer target.

MARC JACOBS 100/S

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Recommend TrivexÂŽ lenses to enhance the features of every moment for every patient.

WHAT’S NEW NEW LAUNCHES

CHLOGAN EYEWEAR: Aura Optical Collection

hlogan Eyewear presents its Aura optical collection. Featuring 34 styles, this collection offers men’s, women’s and unisex frames available in two to three colorways each. Aura’s palette ranges from whimsical children’s bright pinks, greens, blues and oranges to sophisticated shades for adults in black, burgundy and eggplant. This bright and fun plastic collection offers some metal detailing for bold styling, and many models feature metal spring hinges. Targeted toward all genres from children, tweens, teens and adults, frames are available in a multitude of sizes. Aura defines itself as a managed care-based collection with the look and style of a branded product. —Jillian Urcelay

PHILOSOPHY: “We found that the industry has a void in great quality frames that not only fit on a doctor’s managed care board but are also highly sellable with unique colors and eye-catching shapes,” says Mitch Zimberg, president of Chlogan Eyewear. “We are launching 30 plastic models covering men’s, women’s and children’s frames. This collection can keep your practice looking stylish, colorful and profitable!” PRICE POINT: $ CONTACT: For additional information, contact Chlogan Eyewear, (844) 246-6511; website: www.chloganeyewear.com

AURA 1700

AURA 1709

SIGHT

Chlogan Eyewear is familyowned and operated, and spotlights its cutting-edge technologies, unique colors and extralarge sizes.

AURA 1705

86 • August 2016 20/20

XPERIO UV SUN LENSES ARE DURABLE. ™

Better Sight. Better Life.

Like take-a-bumpto-the-facefrom-a-volleyball durable.

With built-in scratch and impact resistance, Xperio UV ™ polarized sun lenses are all wear— no tear. They also come in lots of colors, ﬁt into a wide variety of frames, and are available in your prescription. Score.

Sunglasses shown contain Xperio UV lenses in “Plum.” ©2016 Essilor of America, Inc. All Rights Reserved. Unless indicated otherwise, all trademarks are the property of Essilor International and/or its subsidiaries in the United States and in other countries.

For the best vision under the sun. Find your color at XperioUV.com

WHAT’S NEW NEW LAUNCHES

PAWS ‘N’ CLAWS EYEWEAR: Boutique Collection

aws ‘N’ Claws Eyewear launches the Boutique Collection, an eyewear collection that contributes to its mission to donate a portion of its proceeds to the ASPCA. The collection distinguishes itself from others with an animal-loving theme. Details include embellishments such as hearts or the word “love” with a paw print. A large selection of colors and designs such as tortoise, leopard prints and demi-colors are available. With more upscale styles, the collection is targeted toward women who are both socially and fashion-conscious. The collection will soon be made available to men.

PAWS ‘N’ CLAWS B.901

PHILOSOPHY: “Our normal Paws ‘N’ Claws collection is more of a bread-andbutter, middle-marketplace staple for people who love animals,” says Sam Shapiro, president of Paws ‘N’ Claws. “With the Boutique Collection, we are trying to step up the game toward people who love to be more fashionable. These styles are a little trendier, a little more upscale. The Boutique division is just a new fashionforward option.”

SIGHT

Paws ‘N’ Claws Eyewear raises funds and awareness for animals in need by donating 2 to 3 percent of the purchase price of these unique frames.

PAWS ‘N’ CLAWS B.907

MARKETING: Merchandising materials

include flyers, stickers and countercards. PAWS ‘N’ CLAWS B.904

PRICE POINT: $$ CONTACT: For additional information, contact

Paws ‘N’ Claws Eyewear, (800) 223-0167; website: www.pawsnclawseyewear.com

88 • August 2016 20/20

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WHAT’S NEXT NEW LINES

NOUVEAU EYEWEAR: Teenage Mutant Ninja Turtles Collection Nouveau Eyewear adds five new styles to its Teenage Mutant Ninja Turtles Eyewear collection. The popular collection features three new trendy looks for boys, Geek, Noble and Prankster, and two new styles for girls, Moxie and Kunoichi. These frames put a modern spin on traditional designs inspired by the charm and bold personalities of the Teenage Mutant Ninja Turtles. Playful uses of color are used throughout the collection to capture the animated and eccentric style of the hit series. Each pair comes with the image of one of the characters from the TMNT gang, as well as geometric and linear graphics to correspond with each color scheme. This vibrant collection is appealing to a young and creative audience and offers a fresh take on children’s eyewear. —Emily Belfiore PHILOSOPHY: “As a parent who loved the original show as a kid, it has been amazing to experience these characters with my daughters,” says Lisa Galvan, Nouveau Eyewear product designer. “They represent a diversity of thought, confidence and leader-

ship. It is fulfilling to bring that to life in some small way.”

PRICE POINT: $$ CONTACT: For addi-

MARKETING: Merchandising materials

include a four-place display, a logo block, a two-sided poster and countercards.

tional information, contact Nouveau Eyewear, (800) 292-4342; website: www.nouveaueyewear.com

WHAT’S NEXT NEW LINES

MARCHON: Flexon Junior Collection Marchon Eyewear introduces new styles in the Flexon Junior optical collection. Comprised of four colorful and sleek frames, the collection appeals to the stylings of trendy tweens. The frames feature TR-90 temples and Flexon’s bridge flat metal, making each pair equally as strong and comfortable as it is stylish and fashion-forward. The rubber plaque offers boys and girls the option to add a sophisticated pop of color to their metallic frames in a variety of vibrant colors including blue, turquoise and fuchsia. All styles are extremely thin, lightweight and constructed from stainless flat metal. —Emily Belfiore PHILOSOPHY: “The newest styles in the Flexon Junior

From top: FLEXON JUNIOR Taurus, FLEXON JUNIOR Aries, FLEXON JUNIOR Virgo and FLEXON JUNIOR Leo

90 • August 2016 20/20

Collection seamlessly blend supreme durability with the latest fashion trends, thus creating must-have frames that can withstand kids’ daily mishaps,” says Hannah Sarbin, vice president of brand management and new business development at Marchon Eyewear. “Offering a more sophisticated look, TR-90 temples feature a rubber plaque and pops of

color for a fresh, vibrant style both boys and girls will love.” MARKETING: Merchandising materials include a

modular slinky display and countercards. PRICE POINT: $$$ CONTACT: For additional information, contact Marchon Eyewear, (800) 645-1300; website: www.marchon.com

TEENAGE MUTANT NINJA TURTLES Geek

TEENAGE MUTANT NINJA TURTLES Moxie

PRODESIGN EYEWEAR INC. T 888 275 2335 F 888 275 2540 W PRODESIGNDENMARK.COM

WHAT’S NEXT NEW LINES

MARCOLIN USA: Guess Tween Eyewear Collection Marcolin USA unveils new additions to the Guess tween eyewear collection for spring/ summer 2016. Comprised of seven sleek new styles, this eye-catching collection offers young adults a colorful and stylish array of optical frames that are both mature and fun. The 9160, 9163 and 9164 styles deliver a bold contrast between classic black and tortoise frames and bold colorations of translucent blue, red and turquoise on the temples. These vivid pops of color and retro-inspired silhouettes bridge together the vintage stylings of the past with the lively trends of the present to create this vibrant collection. —Emily Belfiore PHILOSOPHY: “The Guess tween eyewear collection was

GUESS 9160

the tween who seeks a more mature, yet playful option in eyewear.”

designed with today’s tween in mind, so that each style reflects their fun and adventurous lifestyle,” says Fabrizio Gamberini, Marcolin USA Eyewear Corp. CEO. “We wanted to make sure to infuse some unique design elements, such as vibrant colorations, metal accents and subtle logo branding, while keeping the DNA of the brand consistent throughout the collection. The styles are on-trend and perfectly sized for

MARKETING: Merchandising materials als

include cases and cleaning cloths. PRICE POINT: $$

GUESS 9164

CONTACT: For additional information, contact Marcolin USA, (800) 537-9265; website: www.marcolin.com

WHAT’S NEXT NEW LINES

TURA: oio Collection Tura introduces three youthful new eyewear styles from its oio collection, which are designed to provide children a way to express their personal style. Inspired by playful prints, the frames are colorful and textured. Boys who love a custom camouflage print can rock style OT66. This youthful rectangular three-layer acetate frame has a thin profile and a pop of

color in the center. Two cute styles for girls are also available for the tiny fashionista. Featuring a girly camouflage print with the temples, style OT68 is a soft feminine CatEye. Designed with a younger girl in mind, style OT69 is made with a bright translucent acetate that features colorblocking for a contrasting bold look. These new additions are ideal for Generation Z members looking for fresh and fun eyewear without the luxury price tag. —Jillian Urcelay PHILOSOPHY: “Today’s children are conscious about their style and

OIO OT66

want their eyewear to reflect their personality,” says Loyedie Desir, product manager for Tura’s children’s collections. “The combination of expressive colors and wearable shapes is sure to make even the most discerning fashionista excited about her eyewear.” MARKETING: Merchandising materials include countercards. PRICE POINT: $$ CONTACT: For additional information, contact Tura, (800) 242-8872;

website: www.tura.com OIO OT69

92 • August 2016 20/20

“I’m making shopping lists all day, because the best eyewear in the world is here.” CHANTAL GOLDFINGER, Founder, By The Eyewear #ByTheEyewear

VISIONARIES IN EDUCATION + FASHION + TECHNOLOGY

LAS VEGAS WEDNESDAY, SEPTEMBER 14–SATURDAY, SEPTEMBER 17 | VisionExpo.com/visionaries BROUGHT TO YOU BY:

PROUD SUPPORTER OF:

PRODUCED BY:

NEW PRODUCTS

TOO COOL FOR SCHOOL Just in time for back-to-school season, these stylish and exciting children’s frames are sure to get your kids back into focus with some of their favorite colors and characters. —Victoria Garcia 2 0/20 I N S I G H T :

NOUVEAU EYEWEAR: Dora the Explorer Maleah Featuring colorful temples and a small oval shape, this flower-adorned frame is perfect for young girls looking for bright and energetic eyewear. Size: 43/16 (115); 45/16 (120) Pricing: $$ (800) 292-4342/www.nouveaueyewear.com

PLAN “B” EYEWEAR: NanoVista Ridgie WESTGROUPE: Superflex Kids 158 With pretty and delicate rosette press patterns on the front and temples, this feminine frame features a translucent purple hue and subtle CatEye shape for girls in search of a fun and flattering style. Size: 46/16 (130); 48/16 (135) Pricing: $$

Designed in Spain, this colorful child-focused frame is constructed of Siliflex, making it nearly indestructible and features metal-free temples and adjustable bridges for a lightweight and easy to modify fit. Size: 44/15 (127) Pricing: $$$ (888) 399-7742/ www.planbeyewear.com

(855) 455 0042/www.westgroupe.com For western states within the U.S. contact Classique Eyewear, (866) 604-7500/www.classique-eyewear.com

ALTAIR EYEWEAR: Kilter 5008

MONDOTTICA USA: ZooBug London 1019

This boho-chic inspired style features crystal fronts and a feathered design on the temples with small bright pops of color to complement the delicate laser-etched pattern on the temple tips.

With adjustable ultra-flexible hinges and a detachable headband with earlock, this bright one-piece rubber frame creates special fitting for children up to 12 years old.

Size: 49/16 (135) Pricing: $$

Size: 44 mm to 45 mm Pricing: $$

(800) 505-5557/www.altaireyewear.com

(866) 666-3662/www.mondottica.com

94 • August 2016 20/20

NEW PRODUCTS

COOL KIDS

When you’re a kid, looking cool is—well cool! Now more than ever, children’s frames are getting a stylish, grown-up makeover. Kids and tweens care about their appearance—help them rule the playground with on-trend ophthalmic frames that will surely stand out. —Jillian Urcelay 2 0/20 I N S I G H T :

MARCOLIN USA: Skechers SE1604

OGI EYEWEAR: Ogi Kids IN103

Featuring a colorful animal print pattern on the temples, this modified rectangular acetate frame is available in translucent colorations such as dark brown, lilac and violet.

Inspired by the Innotec collection, this ultra-lightweight frame is handcrafted from TR-90 surgical-grade plastic, making it a feather-light, modern look for kids.

Size: 45/16 (125) Pricing: $$

Size: 44/19 (130) Pricing: $$$

(800) 537-9265/www.marcolin.com

(888) 560-1060/www.ogieyewear.com

MATCH EYEWEAR: Float Kids 50 Featuring a confetti-scattered metal temple, this frame is sturdy and durable while also ensuring maximum comfort and safety through premium quality materials for kids ages 4 to 16. Size: 47/16 (130) Pricing: $$ (516) 877-0170/www.match00.com

TURA: Kate Young for Tura Kids K903 Featuring a custom lamination process at the temporal edges of the frame front, this edgy design is accented with a contrasting pop of color creating a colorblocking effect. Size: 47/15 (130) Pricing: $$ (800) 242-8872/www.tura.com

CLEARVISION OPTICAL: IZOD 2804 This sporty-cool frame is available in blue, brown and smoke, and features a translucent acetate frame front for a modern look. Size: 46/14 (125); 48/14 (130) Pricing: $$ (800) 645-3733/www.cvoptical.com

August 2016 20/20 • 95

NEW PRODUCTS

1 SHAMIR SPARK MI A USB cord is included with the Spark co

Manufacturer: Shamir Insight

Mi to hook up the device to the ECP’s ho

Description: Shamir Insight is launching its newest est

computer. compute Internet connection is preferred,

measurement device, Spark Mi. Shamir’s new device evice looks and acts like an ordinary tabletop mirror, r, but is actually an advanced new measuring device ice that allows ECPs to take all required measurements nts in one click, for clear and most dark lenses.

but not required. “The Spark Mi is yet another innovation S from Shamir designed to drive practice Sha efficiency and patient engagement. We are excite excited to bring this new offering to

Features: With Spark Mi, the patient looks in

Shamir customers to help them grow their cu

the mirror, as they naturally would, wearing

practice, save time and create a better sa

their chosen glasses. The optician clicks once, and the patient’s image is captured. The image ge appears on the optician’s computer screen, along ng

patient experience.” says Mark Becker, VP exp marketing a and strategic partnerships.

shop, Spark Mi offers patients greater comfort and a high-tech

Availability: For practices participating in Availability Shamir’s ReCreating Perfect Vision (RCPV) ReC Rewards Program, Spark Mi can be purchased Prog for 262,500 rewards points. Spark Mi can also be purchased directly for $1,400.00. pu ECPs have an opportunity to earn h additional RCPV Rewards points with additio the purchase of the Shamir Spark Mi. pu When the th practice sells 50-plus pairs of qualifying Shamir product within the first 90 Sha days of purchase, purchase they will earn an additional 45,000 RCPV Rewards points. Practices must be enrolled in Shamir’s RCPV Rewards Program to earn and redeem points.

experience, while it saves the optician time and guarantees precision.

www.shamirlens.com; (877) 514-8330

with an immediate and accurate automatically y measured PD. And with that, the patient’s measuring experience is complete. The optician an can now get all the other measurements needed ed from the computer: FH, frame box, DBL, vertex,, panoramic and pantoscopic tilt. An advantage of Spark Mi is its ability to take measurements through most dark sunglass ass lenses. Spark Mi is capable of clearly seeing the patient’s pupils even with the darkest of lenses. es. Measuring with sunglasses is now just as quick, easy and accurate curate as for clear lenses, according to Shamir. An attractive addition to any optician’s

2 EZER ELM-9000 C LENS METER Distributor: US Ophthalmic Description: US Ophthalmic is releasing its newest lens meter ELM-9000 C, featuring Korean technology backed by a two-year warranty. It is part of the Ezer digital practice and communicates directly with the EDR-9000 (digital refractor). Features:

•All-lens measurement: The ELM-9000C accurately measures all lens types, including progressives, which are automatically detected. There is also no need to adjust the Abbe number with the ELM-9000C.

•Wide measurement range: The ELM-9000C offers a wide measurement range of -25.00 to +25.00 and can measure sphere, cylinder and prism at the same time.

•Intuitive user environment: A full-graphic LCD display walks the user through every step of the lens measurement process with noticeable icons.

•Contact lens measurement: The ELM-9000C offers fast and accurate measurement data of hard and soft contact lenses.

•High-resolution LCD: The ELM-9000C features a 7-inch full-graphic LCD screen with 120 degrees of tilt for added comfort.

•Lens marking device: The high-quality lens-marking device delivers accuracy every time and is easy to replace after its long life.

96 • August 2016 20/20

•PD measurement: The ELM-9000C features a high-tech PD measurement that automatically detects lens motion.

•UV transmittance levels: No matter the prescription,, the ELM-9000C accurately measures UV transmitttance without the need for compensation.

•Automatic printer: Once readings are complete, a built-in high-speed printer quickly generates the results. The ELM-9000C is covered by a 30-day satisfaction guarantee; US Ophthalmic offers free shipping. www.usophthalmic.com; (787) 272-5351

NEW PRODUCTS

3 CONVERSION PHOTOCHROMIC LENSES

4 MAGNILINK PRO MAGNIFIER

Manufacturer: Super Optical International

Description: MagniLink Pro is designed for visually impaired professionals at work or on the go. It provides all of the features needed to function effectively in the workplace. With a working height of up to 18.1 inches, MagniLink Pro can accommodate all reading materials. Large books and file folders fit below the camera. The MagniLink PRO connects to PCs as well as Mac computers; it can also connect to a monitor or smartboard. A high-quality camera with FHD 1080p can be used for close-up reading, ding, for far away distance and in mirror mode. The FHD resolution, n, with 20x optical zoom, produces clear, sharp and detailed images es with natural and rich colors at all magnification levels. Magnification nification levels range from 1.1x to 70x. MagniLink Pro is completely mpletely portable. It weighs about 9 pounds and easily folds up and down for travel. A sturdy carrying bag is included. If a battery iss purchased, it can be used for up to 9 hours for added flexibility. Thiss allows pictures to be captured, and lectures to be recorded and saved. An included control box controls all functions and allows an ergonomic position. tion. Buttons can be set to the most frequently used functions and settings.

Description: Super Optical International,

the creator of FastGrind, is releasing a full line of Conversion photochromic lenses. Features: The Conversion technology quickly changes from light to dark and back, while blocking harmful UV rays. Conversion offers a fast and seamless shift between tinted and clear, allowing Conversion to compete with the market leading photochromics. Conversion’s photochromic properties are in-mass, so its quality performance will stay truer longer, according to Super Optical. The special monomer used will not yellow over time, unlike the lenses that use coatings. Additionally, the use of a monomer solution retains the shift-speed (rate from light to dark and back to light) longer than coatings that start to decrease their shift-rate as soon as after six months of use.

Distributor: Eschenbach Optik

Features: 80) •Camera resolution: true full HD (1080p, 1920 x 1080) •Magnification range: 1.1x - 70x •Dimensions in use: 13 inches x 18.5 inches x 20.5 inches

•Dimensions folded: 13 inches x 18.5 inches x 6.7 inches

Availability: Conversion photochromic technology is now available with FastGrind ADDvantage HD Plus progressives, single vision and finished single vision lenses. FT 28 Conversion lenses will be available in the coming months.

•Weight: 9 pounds, 15 ounces •Power source: AC •X/Y reading table: available as an option •Free working height: up to 18.1 inches •Warranty: two years •Full TTS (Text to Speech): available as an option •Battery: available as an option www.eschenbach.com; (800) 487-5389

www.superoptical.com; (800) 543-7376

5 TRANSITIONS SIGNATURE VII POLYCARBONATE COMPOSITE FLAT TOP 28 BIFOCAL LENSES IN BROWN Manufacturer: Younger Optics

patients a choice of color in the leading

Description: Transitions Signature Flat Top 28

photochromic technology will allow eyecare

polycarbonate composite lenses are now available in brown, the color of choice for many patients, both for fashion and to enhance contrast.

professionals to meet this demand and

Features: Approximately one in five

Optics adds:“Younger Optics and Transitions

pairs of lenses sold today are segmented

Optical have developed a polycarbonate

multifocals, and a majority of those are

composite lens that incorporates a thin

bifocals. “Despite growing demand for

photochromic front surface bifocal layer made

Availability: Transitions Signature polycarbon-

progressive and digital designs, there is

of Trivex—resulting in a lens delivering

still a significant demand in the market

Transitions Signature VII performance and

for segmented lenses,” says Catherine

superb segment cosmetics in a product that

Rauscher, global director for lenscaster

is surfaced, polished, edged and dispensed

ate composite flat top 28 lenses are now available in both gray and brown exclusively from Younger Optics. youngeroptics.com/transitions;

partners, Transitions Optical. “Offering

just like a clear polycarbonate lens.”

(800) 366-5367

enhance their patients’ satisfaction.” David Rips, president and CEO of Younger

August 2016 20/20 • 97

BASICS

GUIDE

THE KEY TO KIDS

new products in this issue

When it comes to your customers, children will need your help the most. Your care can be extremely rewarding to a nervous kid who has never worn glasses before. It’s important to always remember that the child is your customer and should be your top priority—make sure they get what they want. (Keep in mind, the experience will be even better if it also aligns with what the parents want.) All kids are different, but when it comes to eyewear, they will need a durable frame that offers comfort and reliability. The next time a young person walks into your care, use these 20/20 Basics to make the experience inviting and exciting.

20/20 BASICS By Jillian Urcelay

CALLING KIDS OF ALL AGES u Stock your shop with frames for a wide range of ages. While younger kids love bright colors, characters and patterns, the same isn’t always true for tweens. And when it comes to teens, they will be more interested in mature, trendy styles.

nerve-racking. Put them at ease with a friendly, comfortable section of your store. Fun colors, images and even toys can help younger kids relax immensely.

CHARACTER CRAZE Little kids love showing off frames or cases with their favorite characters on it. Cartoons from Disney, Nickelodeon and everything in between are great choices for kids that will make them feel excited and cool in their new specs.

ALL ABOUT x ACTIVITIES Let’s face it, sometimes kids are busier and 98 • August 2016 20/20

more active than adults. Asking about their after-school activities like sports, dance or music will help you get a better feel for which frame will work best within their lifestyle.

DON’T FORGET SUN We can’t stress it enough—kids NEED sunwear. Be sure to have sunglasses in stock for younger children that won’t break the bank so mom and dad are happy too.

GET ON THEIR LEVEL Helping children pick out eyewear shouldn’t be a difficult feat. Get on their level and treat them like you would treat your adult customers—allow them to feel in charge of this big decision.

MAKE IT FUN For some v kids, getting glasses can be

COVER L’Amy America, Niki Nicole Miller Elodie THE FRAME GAME, pp. 51-62 Avalon Eyewear, K12 4091, p. 60 ClearVision Optical, Jessica McClintock 4805, p. 62 De Rigo Rem, Converse K301, p. 62 Europa International, db4k Smartypants, p. 53 Lafont, Pour Les Enfants Tobogan, p. 56 Luxottica, Disney Pixar 3E 2008, p. 54 Marchon Eyewear, Nike 4636, p. 61 Match Eyewear, Float Kids K50, p. 61 Nouveau Eyewear, Nickelodeon Teenage Mutant Ninja Turtles Geek, p. 58 Ogi Eyewear, Innotec Kids 100, p. 52 Wiley X Eyewear, Youth Force Victory, p. 51 SUNDAY: Adolescent Experts, p. 64 Kering Eyewear, Stella McCartney SK0001S Marchon Eyewear, Lacoste 3617S Mykita, Woodpecker Safilo, Polaroid 8018/S GAME PIECES, pp. 66-71 Altair Eyewear, Kilter 4008, p. 71 Colors in Optics, Crayola 243, p. 70 Eyewear Designs, Tony Hawk Kids 5-2, p. 71 i-dealoptics, Jelly Bean 158, p. 70 Kenmark, Original Penguin “The Marvin Jr,” p. 68 Marcolin USA, Guess 9164, p. 70 The McGee Group, Vera Bradley Rae, p. 68 Menizzi, MA3094K, p. 67 Modo, Eco Kids Lobster, p. 67 Prologue Vision, TC CHARTON Asian Fit Eyewear Daniel, p. 71 Silver Dollar Optical, Kids Central 1658, p. 70 Teka Eyewear, Huveli Milano 3081, p. 67 Thema – A Family Factory, iGreen V5.05, p. 68 Tura, Kate Young for Tura Kids K902, p. 71 WestGroupe, Superflex Kids 160, p. 71 MARKETPULSE: Our Children, Our Future, pp. 72-76 A&A Optical, Pez Ace Chlogan Eyewear, Limited Too LE 1601

Safilo, Carrera Carrerino 57 WHAT’S RIGHT NOW Flashback to KidzBiz, p. 83 A&A Optical, Crocs Junior 055 Avalon Eyewear, K12 4097 ClearVision Optical, Jessica McClintock 4803 De Rigo Rem, Lucky Brand D706 Lafont, Pour Les Enfants Tic L’Amy America, Champion 7011 Luxottica, Disney Finding Dory 3E1008 Marchon Eyewear, MarchoNYC Kids Derek Match Eyewear, Float Kids 51 Nouveau Eyewear, Nickelodeon Teenage Mutant Ninja Turtles Noble Safilo, Kids by Safilo 0001 Wiley X Eyewear, Youth Force Fierce WHAT’S NEW, pp. 84-88 Chlogan Eyewear, Aura Optical Collection Paws ‘N’ Claws Eyewear, Boutique Collection Safilo, Marc Jacobs Sunwear WHAT’S NEXT, pp. 90-92 Nouveau Eyewear, Teenage Mutant Ninja Turtles Marchon Eyewear, Flexon Junior Collection Marcolin USA, Guess Tween Eyewear Tura, oio Collection NEW PRODUCTS, pp. 94-95 Altair Eyewear, Kilter 5008 ClearVision Optical, IZOD 2804 Marcolin USA, Skechers SE1604 Match Eyewear, Float Kids 50 Mondottica USA, ZooBug London 1019 Nouveau Eyewear, Dora the Explorer Maleah Ogi Eyewear, Ogi Kids IN103 Plan “B” Eyewear, NanoVista Ridgie Tura, Kate Young for Tura Kids K903 WestGroupe, Superflex Kids 158 L&T NEW PRODUCTS, pp. 96-97 Eschenbach Optik, Magnilink Pro Magnifier Shamir, Spark Mi Super Optical International, Conversion Photochromic Lenses Younger Optics, Transitions Signature VII Polycarbonate Composite Flat Top 28 Bifocal Lenses in Brown US Ophthalmic, EZER ELM-9000 C

THE NEW GENERATION

EM MI IL LI IO O E

ol o h c S o k t tyle! c a B In S

GI IA AN NI I G

Fashion, Quality, Value Since 1963

800-522-8572 www.artoptic.co

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0mag

POLARIZED SUNGLASSES: Everyone’s Most Important Piece of Equipment Outdoors [1 CE CREDIT] By Alexander Bennett

ake a look at any professional athlete competing in an outdoor sport: baseball, cycling, golf, fishing, shooting, skiing, tennis, track and field, beach volleyball, sailing… the list goes on. What do they have in common? Most of these athletes wear sunglasses. They are no longer an accessory, but a piece of equipment just as important as the rest of their uniform and gear. It ensures that athletes compete at their best without interruption or distraction. Sunglasses are an essential tool for optimum vision, especially in action sports where split-second decisions mean the difference between winning and losing, or even preventing an accident. These athletes demand the most cutting-edge equipment in order to maximize their performance, and they utilize polarized sunglasses to help them succeed. However, polarized sunglasses are not limited to the elite competitor. Because of their affordability, they can be used by everyone—even if you aren’t a professional athlete. The reason they are so popular is due to the increased visibility and performance they provide the wearer in everyday situations. While athletes use them to maximize their performance,

the consumer can use them to maximize their experience. Whether it’s taking a relaxing hike, enjoying a casual Sunday drive, or relaxing with a book on a beach, polarized sunglasses can eliminate the distracting glare that causes visual discomfort in any sunny situation. Polarized sunglasses can best be described as a sunglass option for everyone.

LIGHT The light we see is electromagnetic radiation in the visible spectrum, 380 nm to 700 nm. The invisible radiation discussed in this course will include ultraviolet (UV), and most opticians are already accustomed to discussing this. UV light is electromagnetic radiation outside of the human visible spectrum, has a range of 215 nm to 380 nm and is known to cause damage to the eyes and skin if exposed unprotected for prolonged periods. Light acts like both a particle and a wave. Photons, the common unit of light, move in a particular vector (a specific speed in a specific direction) but they also oscillate up and down along their path, giving them the properties of a transverse wave as well. Bundles of light reaching the earth from the sun oscillate

LEARNING OBJECTIVES: Upon completion of this program, the participant should be able to: 1. Understand the fundamental causes of blinding glare. 2. Learn the limitations of polarized lenses and when to not recommend them. 3. Know why polarized lenses provide enhanced acuity and visual comfort for the wearer, and methods of explanation. 4. Comprehend how the proper polarized lenses can maximize patient performance and experience. Alexander Bennett, ABOM, graduated from Colorado State University in 2007 with a degree in Natural Resources Management. He has been an optician since 2008 and currently works in the Denver metro area. Alex is completing prerequisite courses in order to qualify for optometry school. In his free time, he enjoys running, rock climbing and traveling. CREDIT: This course is approved for one (1) hour of CE credit by the American Board of Opticianry (ABO). General Knowledge Course SWJMI517 This CE is available online at www.2020mag.com

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at all angles, horizontal, vertical and everywhere in between. Some of this light lands directly on the eye, while some of it is reflected off of surfaces like roadways or water. This reflected light is slightly bent and scattered in all directions according to its angle of incidence on the reflective surface; some of these reflected light rays become polarized.

POLARIZED LIGHT When a bundle of light hits a flat surface, it becomes polarized, i.e., is reflected only horizontally. It becomes concentrated and is blinding to the viewer. This intense reflection is commonly referred to as blinding glare. The reflections can be uniform, like light reflected off of the road ahead of a driver or from another car’s hood. The reflections could also be from non-uniform or changing surfaces, like running water or a non-uniform patch of ice on the road. No matter the case, the desired requirement is to filter out the distracting reflected light and provide a clear viewing experience for the wearer. POLARIZED FILTERS The properties of polarized filters are used in a variety of fields such as chemistry, engineering, professional photography, geology and astronomy. As an example, polarized filters can be used to highlight clouds for photographers or detect the amount of stress in lenses in a frame by observing the amount of birefringence (internal stress) induced. This is used in a variety of engineering stress tests and is used in many finishing labs to ensure proper lens fit with minimal stress placed on the finished lens. One can think of polarized lenses as linearly aligned slit filters used to block incident light of a particular orientation. Think of the filter acting like Venetian blinds: The horizontal blind blocks incoming light from above and below. By blocking this light, it provides a clearer view when looking out a 102 • August 2016 20/20

window; there are fewer distractions and reflections observed. For optimal viewing, a polarizing lens should stop horizontally polarized light from view while allowing vertical light rays through the lenses. As stated, reflected light off flat surfaces becomes polarized in a horizontal direction to the viewer. It causes blinding glare. This light obstructs images from the observer, such as the bottom of a shallow streambed. By eliminating the reflected blinding glare from water, the wearer is able to see below the surface of the water and clearly identify rocks and fish. The advantage in this example is safely avoiding obstacles while wading through the stream, locating the fish one might be trying to catch as in fly fishing or from a boat. Another instance in which polarized lenses provide an advantage is while driving because of the elimination of glare from oncoming traffic or the road itself. Both the metal finish from other cars and the road itself can be quite reflective on bright days, but this effect is amplified if it has recently rained or snowed. Suddenly these surfaces are reflecting much more light and in many more directions. Polarized lenses filter and reduce the most intense horizontal reflections from these surfaces. This ensures that the wearer’s eyes are relaxed and don’t feel strained, which can result from even a short drive.

DISADVANTAGES OF POLARIZED LENSES Polarized lenses have never been suitable for pilots of major aircrafts. The Federal Aviation Administration (or FAA) advises pilots

against wearing polarized sunglasses. The FAA specifically mentions polarized lenses creating striations and decreased visibility through aircraft windscreens. This can create much more visual noise (a colorful rainbow effect and visual obstruction) for the pilot. This is extremely important when spotting other aircraft in high-traffic situations during takeoff or prior to landing. Polarized lenses effectively mask the sparkle of light from other aircraft, which is necessary to provide an additional measure of safety for pilots in these high-traffic situations. The FAA even discourages the use of polarized sunglasses due to reduced visibility of instrument clusters equipped with anti-glare filters. This is a result of newer instruments incorporating LCD technology for digitally displaying flight data such as altitude, pitch and yaw of the plane. A polarized filter can dim or even make gauges disappear entirely, which can result in an unsafe situation for the pilot. The AR surface of the gauge helps reduce reflections from the sun or other lights in the cockpit that might mask the LCD display. However, this AR cannot reduce the problem of polarized sun lenses. To the average consumer, the largest drawback is the disappearance of LCD screens like smartphones, car gauges, radio displays and gas pumps while wearing polarized sunglasses. LCD displays utilize a polarizer, placed at 45 degrees to ensure proper color contrast and clarity of the picture. This isn’t a problem for the wearer when their lenses are aligned in a parallel orientation to the polarizer in the LCD screen. But when the wearer is looking at an LCD device at a perpendicular angle to the polarizer, the image turns black. The same effect occurs if you hold two polarized lenses at 90 degrees to one another. While this has been more of an issue in the past when looking at digital displays

such as GPS navigation, advances in screen technology displays emit light at various angles to ensure that displays can be seen through polarized lens filters, though potentially dimmed. This is still a critical point of note when choosing lenses for those who work outside and rely on digital displays. I have asked many engineers and construction workers to bring in their digital devices and explore how their screens look through polarized lenses. This has saved costly remakes and patient dissatisfaction from choosing the wrong lenses for their needs. One other note of importance is that some skiers prefer tinted lenses instead of polarized lenses because of the reduced visibility of ice. Since the reflections are eliminated, skiers might not be aware of the ice until it is too late. Those competing in slalom events need to know where they have to check their speeds to safely take the corners. Although competitive skiers wear goggles for competition, many recreational skiers will wear their sunglasses and

to discuss how polarized lenses will work for patients’ specific needs.

WHY POLARIZED LENSES? The advantages to the consumer are invaluable in creating a better visual experience during daytime activities. First, they remove reflections in the form of scatter (“visual noise” as the reflected short wavelengths are polarized and crisscross over one another). This is called Rayleigh’s Effect and is a major reason that polarized lenses are so comfortable overall. Secondly, polarized lenses increase color saturation to the viewer by increasing edge contrast and color variations of an object. Because of this, environments look more vivid than if observed by the unaided eye: Leaves are a vibrant green, and the sky is a darker hue of blue. By eliminating blinding glare, polarized sunglasses provide visibility of an otherwise hidden object for the wearer. This is important for spotting debris and road imperfections whether on a bicycle, motorcycle or while driving a car.

when the sun is behind the wearer. In competitive sports, back-surface reflections can get in the way of a critical decision leading to poorer performance or a loss of the event. As a cyclist, I can attest to the importance of the best optics while looking at the road for hours at a time. The visual demand is intense: constantly scanning for debris and imperfections while managing your position next to other cyclists—sometimes only inches away from you. The action is very fast, and split-second decisions are constantly being made— do you drink water now or press on a bit further? The wrong move could cost you valuable time or your position in the peloton. At worst, it could mean an accident, causing injury to yourself or others. Even an insect can lead to disaster: A bug contacting a rider’s face at 30 mph can be quite shocking and jar the most skilled rider. This is why states without helmet laws will mandate eye protection for motorcyclists. The acuity polarized lenses can provide to the wearer is also important to mention.

P O L A R I Z E D L E N S E S I N C R E A S E C O L O R S AT U R AT I O N T O T H E V I E W E R B Y I N C R E A S I N G E D G E C O N T R A S T A N D C O L O R V A R I AT I O N S O F A N O B J E C T. B E C A U S E O F T H I S , E N V I R O N M E N T S L O O K M O R E VIVID THAN IF OBSERVED BY THE UNAIDED EYE: LEAVES ARE A VIBRANT GREEN AND THE SKY IS A DARKER HUE OF BLUE. go straight from the mountain to their après-ski activities. This is another point of mention with patients who express interest in using their sunglasses on the mountain. Despite these cautions, the advantages of wearing polarized sunglass lenses outweigh the disadvantages. It is important to consider lifestyle and overall use of the sunglasses to make the most appropriate decisions concerning patient lens selection. It is very important that these limitations are understood and easily explained by the dispensing optician for troubleshooting purposes or

Anti-reflective coatings, especially on the back surface of polarized lenses, are a requirement for the best sunglasses. These coatings improve acuity while driving and should be recommended to anyone wearing sunglasses when commuting. This option eliminates distracting reflections from objects behind the wearer, most noticeably the image of the wearers’ eye reflected on the inside of the lens, which can obstruct vision. Some premium antireflective coatings also prevent harmful UV from being reflected into the eye

Colors look truer and better defined than a neutrally tinted sunglass. Depth perception and horizon differentiation is improved due to this filtration. This makes a big difference to the golfer following a ball bouncing down the golf course or a spectator at a baseball game tracking the ground ball from the infield into the outfield. However, golfers may have difficulty “reading the green” because of the individual grass blade reflections (the grass blades are pointed in all directions) and as a result, many prefer golf-specific tints. August 2016 20/20 • 103

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While you don’t need polarized sunglasses to watch these events happen in real time, they are more comfortable and noticeably reduce eye fatigue over the course of several hours of watching the same events. Comfort is a major factor to wearing polarized sunglasses. The eyes can become tired after viewing the same activity occur for several hours. This is most evident to

so think of polarized sunglasses as sunscreen for the eyes. The protection from damaging UVA and UVB is necessary for anyone who spends a lot of time around water and snow. Due to the reflective nature of these environments, wearers are subjected to much more incident light radiation than those who vacation or infrequently visit these types of areas.

form the eye socket from projectiles. According to the National Eye Institute, approximately 800,000 total eye injuries occur in the United States annually. Of those total recorded injuries, roughly 100,000 occur while engaged in sports; but it is estimated that 90 percent could have been prevented with proper eyewear. Sunglass manufacturers purposely pair

LARGE SUNGLASS FRAMES ACT LIKE A SHIELD, PROTECTING THE E Y E A N D T H E S E N S I T I V E S K I N A R O U N D T H E S O C K E T. S U N S C R E E N IS USED TO PROTECT THE BODY FROM SUNBURN, SO THINK OF POLARIZED SUNGLASSES AS SUNSCREEN FOR THE EYES. those with long commutes or individuals who drive for a living—they are fixated for hours at a time on a road emitting horizontally reflected light and blinding glare. This reflection can cause discomfort, sensitivity and distraction. Polarized lenses help to reduce this fatigue by filtering “noisy light” (or distracting reflective polarized light). This can relax the eye, eliminating eye strain and making the wearer more comfortable.

SKIN AND EYE PROTECTION Part of the necessity of sunglasses is to protect the eyes and the adnexa (the skin surrounding the eyes) from UVA and UVB light. All polarized filters are engineered to block these specific wavelengths of light waves regardless of the material of the lens. However, very light polarized lenses may not be as UV-absorbing as dark sun lens densities. Significant absorption is important for the health of the eye and ensures protection from damaging ultra-violet radiation that is associated with cataract development and retinal damage from prolonged exposure. Large sunglass frames act like a shield, protecting the eye and the sensitive skin around the socket. Sunscreen is used to protect the body from sunburn, 104 • August 2016 20/20

This is also very important to consider at higher altitudes where the UV and visible light is much more intense. Sunlight includes potentially damaging high-energy blue-violet radiation (415 to 455 nm) of concern by ECPs and a predominant conversation with patients using digital devices. This light, associated with retinal damage is also filtered by polarized lenses. This makes for another crucial talking point when recommending polarized lenses to the wearer. Polarized sunglasses act like sunscreen for the eyes by blocking these damaging frequencies of light. In fall 2012, Anderson Cooper suffered from sunburn to his cornea (commonly referred to as snow blindness, the clinical term is photokeratitis) while reporting for “60 Minutes.” He was recording a segment from a ship off the coast of Portugal without wearing any eye protection for only two hours. Even with limited exposure to light reflected from the water’s surface, it was enough for him to lose sight in his right eye for 36 hours. While the effects of a corneal burn are temporary, the long-term effects of intense UV exposure could result in cataracts, pingueculae, pterygia, skin cancers or permanent damage to the eye. Sunglasses can also protect the bones that

Trivex or polycarbonate lenses in sport frames for maximum protection. Large sport sunglasses wrapped close to the face can provide maximum eye protection in the event of an impact. A skateboarder can feel secure knowing that their eyes are protected from dust, debris and grit. Sport shooters can be confident that spent casings won’t become distracting projectiles. Volleyball players can concentrate on setting up their next attack after diving into the sand, not wiping sand from their eyes. Each scenario offers a solution to a common theme—the peace of mind that nothing will compromise the experience.

CONCLUSION Polarized sunglasses in many ways sell themselves to the consumer. It is important to demonstrate the advantages and to be able to explain how polarized lenses will benefit the wearer whether they are recreating or competing. Reinforce to the viewer that polarized sunglasses ensure the highest quality of vision to maximize both their performance and experience. This way you will strategically align your practice to sell more polarized lenses, because polarized sunglasses are truly everyone’s most important piece of outdoor equipment. ■

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. The scattering of electromagnetic radiation (or the visual noise of reflected short wavelengths of light) is called: a. James Clerk Maxwell’s Electromagnetic Theory of Light b. Rayleigh’s Effect c. Snell’s Law d. Compton Scattering 2. _________ improve acuity and protect the eyes from reflected UV light. a. Polarized lenses b. Tinted lenses c. Anti-reflective coatings d. Sport frames 3. According to the National Eye Institute, of the 100,000 sports-related eye injuries, it is estimated that ________ are preventable with proper eye protection. a. 30 percent b. 60 percent c. 80 percent d. 90 percent 4. Polarized light that causes blinding glare is light that is: a. Reflected b. Scattered c. UV light d. Seen through a tinted lens

c. Horticulturist d. Painter 8. The FAA advises pilots against the use of polarized sunglasses because: a. It highlights reflections from other planes b. LCD gauges and windscreens are polarized c. They do not improve contrast d. Polarized sunglasses are too dark to use while flying 9. Polarized light occurs at what wavelengths? a. At all wavelengths b. Only in the visible range of 380 to 700 nm c. Only in the ultraviolet range of 215 to 380 nm d. Only in the infrared range above 700 nm 10. Some skiers prefer tinted lenses instead of polarized lenses because: a. They look cooler b. Polarized lenses are too dark for skiing c. They do not help improve vision on the snow d. They show ice reflections differently 11. The common unit of light is called a: a. Vector b. Particle c. Photon d. Ray

5. Polarized lenses consistently deliver wearer advantages for all of the following sports except: a. Baseball b. Golf c. Beach volleyball d. Cycling

12. By eliminating glare from the surface of water, anglers can properly: a. Cast their lines b. Spot fish c. Keep water out of their eyes d. Tie their lures

6. Which activity exposes the wearer to an increased level of ultraviolet light? a. Daytime commuting b. Deep-sea fishing c. Watching a baseball game d. Playing beach volleyball

13. Polarized filters are linearly aligned crystals. In the case of polarized sunglasses, they are comparable to: a. Fence posts b. Vacuum filter c. Venetian blinds d. Air filter

7. Another profession that utilizes polarizing filters in their work is: a. Professional photographer b. Roller-derby skater

14. Polarized lenses help improve acuity in tracking a baseball by increasing: a. Contrast-enhancing depth perception

b. Brightness c. Color saturation d. Visibility of the stitching 15. Polarized lenses are a great option for individuals with long commutes or who drive for a living because: a. They reduce visibility b. They look cool c. They protect the eye in case of an accident d. They reduce eye fatigue 16. Photokeratitis, commonly referred to as snow blindness, is the result of: a. Not applying sunscreen b. Prolonged exposure to UV light without any eye protection c. Skiing with tinted lenses d. Light reflecting off the back surface of a lens 17. Polarized lenses protect the eye from all of the following damaging wavelengths of light except: a. UVA b. UVB c. High-energy blue light d. Green 550 18. Roadways reflect more polarized light under what conditions: a. When the sun is highest in the sky b. At dusk, just prior to sunset c. Just after a fresh rain d. When drivers have their lights on 19. Many optical labs utilize polarized filters to detect: a. Imperfections in a frame b. Problems with anti-reflective coatings c. Irregularities in a lens d. Stress placed on a finished lens 20. Intensely reflected polarized light is commonly called: a. Incident light b. Light aberration c. Blinding glare d. Mirage

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Examination Answer Sheet 1 hour of CE credit by the American Board of Opticianry ~ Valid for credit through March 2, 2021 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. POLARIZED SUNGLASSES: Everyone’s Most Important Piece of Equipment Outdoors Directions: Select one answer for each question in the exam and completely darken the appropriate circle. A minimum score of 80% is required to obtain a certificate. Mail to: Jobson OptSC, PO Box 488, Canal Street Station, New York, NY 10013. Payment: Remit $14.99 with this exam. Check is enclosed (payable to Jobson Publishing). Charge my: American Express Mastercard Visa Name on card: _________________________________________________________________________________________ Credit card #: __________________________________________________________________________________________ Expiration date: _________________________________________________________________________________________ Signature: _________________________________________________________________________________

1. A

11. A

1=Excellent

2=Very Good

3=Good

4=Fair

5=Poor

2. A

12. A

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

3. A

13. A

21. Met the stated learning objectives?

22. Avoided commercial bias/influence?

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

4. A

14. A

5. A

15. A

6. A

16. A

7. A

17. A

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

8. A

18. A

B OAA Website

9. A

19. A

C NYSSO Website

10. A

20. A

E Other

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

C Chain retail

B Independent Optometry

D HMO/Military/Other

Comments on this course: ____________________________________________________________________ Future Topics: ______________________________________________________________________________

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

First Name Last Name E-Mail The following is your:

Home Address

Business Address

Business Name Address City

State Fax

Telephone # Optician Profession:

Zip

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 112655

106 • August 2016 20/20

Date ________________________

SWJMI517

✂

Signature _________________________________________________________________________

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