VCPN July 2017

3-2-1, ACTION! VIDEO STRATEGIES FOR YOUR PRACTICE JULY 2017

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THE ORIGINAL BEST-IN-OPTICS

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TYKES TO TEENS: FITTING WISDOM MAKING

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FRAME-WORTHY

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PRODUCT INFORMATION FOR OPTICAL PEOPLE • VISIONCAREPRODUCTS.COM

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SALES TERRITORIES ARE AVAILABLE THROUGHOUT THE USA Untitled-1 1

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YOUR TOTAL OPTICAL PRODUCT RESOURCE

TABLE OF CONTENTS On the Cover

22 14

UPFRONT

36

VIEWS 6 Guest Editorial THINK ABOUT YOUR EYES

by Laurel O’Conner 10 From Mondottica USA, Zoobug London’s Rubber Flex Active ophthalmic collection now has six fresh styles, each in four colorways, for ages infant to 6 that combine a comfortable fitting and excellent wearability for children. Innovative flex hinges and versatile earlocks along with a one-piece construction that is free from metal parts characterize this line. The material has been developed to ensure it keeps its form and sufficient stiffness so lenses don’t pop out when handled by the child. Each style comes with a detachable headband. The soft finish of the material is pleasant as well as hypoallergenic, and kids tend to be attracted to it immediately when trying on new glasses. The palette of primary reds, blues and greens as well as luscious fuchsia and lilac will appeal to the many tastes of the littlest patients. Model is wearing ZB 1009 676 • Mondottica USA 866.666.3662 • MondotticaUSA.com “As well as focusing on a great fit in a very high-grade rubber material with unique features, our rubber Flex Active range is for kids who love fashion and want a frame that perfectly coordinates with their look.

Rather than hiding behind their specs, the child can feel confident and self-assured ” Dr. Julie Diem Le, Director of Zoobug

VCPN VisionCareProducts.com

TOC_July17.indd 1

PRODUCT BUZZ 12

24

NOTEWORTHY The 24-Hour Frame Cycle 14 ONE-TO-ONE Luisa Delgado, CEO, Safilo 16

WILEY X HONORED

EYEWEAR & FASHION Tykes to Teens: Fitting Wisdom and Tricks of the Trade

by Sharon Leonard, LDO, ABO-AC, NCLE-AC 19 Domestic Bliss

by Kaitlyn Robertson 22 The Nose Knows

by Michael Tanzi 24 Frame Front Coming Full Circle 26

FACEBOOK.COM/ VISIONCAREPRODUCTNEWS.COM News that Wiley X was honored by the state of California as a “Small Business of the Year” last month reached many of VCPN’s Facebook followers.

The company was selected by State Assemblywoman Catherine Baker for its contribution to the state’s economy.

Congrats!

READY FOR RIMLESS FACEBOOK.COM/ VISIONCAREPRODUCTNEWS.COM Sponsored by Silhouette, “The Art and Science of Rimless Eyewear” workshops last month held in Chicago and Richmond, VA, provided one hour ABO CE credit. The seminar gave ECPs tips on dispensing rimless eyewear.

Panorama Mahalo, Maui Jim

by Michele Silver 28 NEW 40

23

Being Social July 2017 1

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Life is meant to be

SUPER Designed for both fit and fun, Superflex Kids frames are constructed with spring hinges for extra durability, comfort and fit. While form and function always come first, great colors and funky temple detailing make this collection a fun fashion statement for kids of all ages.

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YOUR TOTAL OPTICAL PRODUCT RESOURCE

TABLE OF CONTENTS 64

JULY 2017 Volume 17, Issue 7 EDITORIAL STAFF Vice President, Editorial John Sailer • JS@VisionCareProducts.com Managing Editor Michele Silver• MS@VisionCareProducts.com Assistant Editor Cara Aidone Huzinec • CH@VisionCareProducts.com

When It’s Time to Edge It Yourself

by Frank Gimbel, BA, ABO-AC, FNAO, HFOAA 48 Closeup Large Results from Small Spaces 50 NEW 59

BUSINESS SOLUTIONS

Vice President, Design Jane Kaplan • JK@VisionCareProducts.com

Make a Promotional Video— and Make it Work for You

by John Murphy 61

Assistant Art Director Bruce Kenselaar • BK@VisionCareProducts.com

5 Optical Trends to Stock Now

by Travis Reed 64

Production and Web Manager Anthony Floreno • AF@VisionCareProducts.com

Hashtag Your Way to Success

by Samantha Toth 66

Contributing Writers Frank Gimbel, Sharon Leonard, John Murphy, Travis Reed, Kaitlyn Robertson, Michael Tanzi, Samantha Toth

Closeup Kodak’s In Your Corner

by Cara Aidone Huzinec 68

BUSINESS STAFF President & Publisher Frank Giammanco • FG@VisionCareProducts.com Executive VP & Associate Publisher Shawn Mery • SM@VisionCareProducts.com Director of Sales Janet Cunningham • JC@VisionCareProducts.com Vice President, Marketing Debby Corriveau • DC@VisionCareProducts.com Vice President, Operations Sharon O’Hanlon • SO@VisionCareProducts.com Subscriptions SUB@VisionCareProducts.com

TOC_July17.indd 4

Glass Lenses: Past, Present and Future

by Ed De Gennaro, MEd, ABOM 45

Assistant Editor Alex Evans • AE@VisionCareProducts.com

Editor Emeritus Ed De Gennaro, MEd, ABOM ED@VisionCareProducts.com

4 July 2017

VISION CARE TECHNOLOGY

64

NEW 69

EXTREME CLOSEUPS

55

Glass Houses 31 Athletic, Authentic, Awesome 33 Goin’ Back to Cali 35 Tween Trifecta 37 The Essence of ‘Swissness’ 39 A Single Vision Solution for All 53 A Spectacle Lens for Contact Lens Wearers 55 Compact High Volume Edging System 57

ADVERTISERS’ INDEX Advertisers’ Contact Information 69

VISION EXCHANGE Classified Advertising for the Optical Industry 70

LOOKING BACK Public Eye 72

VisionCareProducts.com VCPN

6/30/17 4:09 PM

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VIEWS

Take Patient Education to New Heights

fictional menace over 50 years ago.

It wasn’t until more recently while re-watching the first episode of The Twilight Zone that I discovered another optically relatJOHN SAILER

Eye Sci Fi

television from the 1960s.

Did you know that the last thing

Streaming television brings unex-

the actor playing a NASA test pilot

pected surprises, some even related

sees before awakening from an

to optical. The Twilight Zone and

experiment simulating many days

The Outer Limits were two of my

alone in outer space is a storefront

favorite shows growing up. In

shingle that says “Optometrist”?

reruns, of course. I’m not that old!

He sees it just before emerging

Hulu is full of these and many

from a hallucination in which

other classic programs, so I decid-

he believes he’s in a small town

ed to revisit them. Imagine my

devoid of people.

surprise while watching the very

Educate your patients and build your practice with free services from AllAboutVision.com.

ed coincidence in science fiction

Was someone trying to tell us

He glowed and flickered like a person made of blue light. first episode of The Outer Limits

something? Were eyecare pro-

(the original version, first aired in

fessionals planting messages in

1963), when the climax revealed

science fiction television 50 years

that (spoiler alert) the alien mon-

ago? Did yesteryear’s writers have

Visit www.allaboutvision.com/ecp/ to learn about…

ster was composed of electro-

something against optometrists?

• Free, comprehensive, trustworthy patient education

magnetic radiation. “He glowed

Unlikely, that would be stretch-

and flickered like a person made

ing it, but it’s fun to consider the

of blue light,” the cop in the show

possibilities, just as these old clas-

described. Blue light!

sic sci fi TVshows stretched our

• Free listings in the Eye Care Practice Network • Free Eye Health Videos for practice websites • Free Eye Health News Feeds for practice Facebook pages • And more!

AllAboutVision.com is a leading provider of online eye health and vision correction information. We have hundreds of pages of easy-to-understand, trustworthy content that is developed with the input of eye care professionals on our Editorial Advisory Board.

Did they even know of the

imaginations way back when.

harmful effects of blue light back

Let’s just chalk these up to coin-

in 1963 and use the monster as a

cidences, while I leave you with a

metaphor? I think not. The impact

quote from the blue light creature

of ultraviolet light was barely even

from The Outer Limits: “There are

addressed back then. Strange

powers in the universe beyond

coincidence that what we recog-

anything you know. Go and give

nize as an actual danger from a

thoughts to the mysteries of the

particular type of electromagnetic

universe. I will leave you now in

radiation today was portrayed as a

peace.”

AllAboutVision.com is a Supporter National Sponsor of Optometry Giving Sight. © 2016 Access Media Group LLC. All About Vision and AllAboutVision.com are registered trademarks of Access Media.

email me at JS@VisionCareProducts.com 6 July 2017

John_Views_July.indd 6

VisionCareProducts.com VCPN

6/30/17 3:46 PM

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Every child should have an eye exam

VIEWS

Photo courtesy Brien Holden Vision Institute

weight, photochromic lens product; a device to make cosmetically tinted contact lenses right in your office; eyewear with small perfume reservoirs on the temples FRANK GIAMMANCO

The Museum of Failure

Our Children’s Vision

by making a small donation for every pair of glasses you sell over the next 2 months

Let’s make sure that every child can see the future clearly!

Visit givingsight.org or call 888-OGS-GIVE to access office materials and social media tools to share with your patients

Transforming lives through the gift of vision

proud supporters of

8 JULY 2017

Frank_Views_July.indd 16

eyeglass holder that was surgically inserted into the bridge of one’s

ums to suit every taste and every

nose; and of course a plethora of

intellectual curiosity. There are

in-office lens-making technolo-

museums dedicated to choco-

gies that never quite seemed to get

late, romance, spy-craft and even

off the ground.

knitting. You name it and there’s

Says Dr. West: “The purpose of

probably a museum for it (or

the museum is to show that inno-

soon to be).

vation requires failure. If we’re

Last month in Sweden, an orga-

Please join us in support of

perspiration activated them; an

We all know that there are muse-

nizational psychologist named

BUT MILLIONS OF CHILDREN DON’T HAVE ACCESS TO THE GLASSES THEY NEED

that would emit fragrance when

afraid of failure then we can’t innovate.”

Dr. Samuel West opened the doors

And therein lays the moral of

to what he calls The Museum of

this tale. Failure is often a bigger

Failure, a physical tribute to prod-

part of innovation than success.

ucts and ideas that have flopped.

We’ve all heard the apocryphal

There are currently 60 such prod-

story about Edison failing 900

ucts in the collection, but West

times to perfect the light bulb.

assures would-be fans that there

When asked how it felt to fail that

are many more to come.

much, he answered, “I didn’t fail. I

Among the current crop of exhibits are Harley-Davidson

just learned 900 ways how not to make a lightbulb.”

fragrance for men; “Her,” a line of

All too often we’re forced to

Bic pens exclusively for women;

function in an environment

and Coke Blak, a Coca-Cola prod-

where failure is a punishable

uct infused with coffee. And then

offense, or at the very least, one

there’s Google Glass—once a bea-

for which we should feel ashamed.

con of opportunity for the eye-

But that’s not how businesses or

wear marketplace, now relegated

people grow. F. Scott Fitzgerald

to the scrapheap of “what might

wrote, “Experience is the name

have beens.”

people give to their mistakes.”

The optical industry is rife with

So the next time you meet an

similar products that rose and fell

“experienced” professional, you’ll

over the years—The Corlon Lens,

know that you have encountered

a hybrid of glass and plastic that

someone who failed a number of

served as the medium for a lighter

times in order to succeed.

email me at FG@VisionCareProducts.com VisionCareProducts.com VCPN

6/30/17 3:46 PM

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1.800.776.7842 // WILEYX.COM Untitled-4 1

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KEEP UP WITH WHAT’S NEW THIS MONTH!

RELEVANT NEWS AND PRODUCT RELEASES! IT’S FREE AND EASY TO SIGN UP!

The New Waiting Room “Think About Your Eyes has new

multiple times a month to Face-

notifications.” I receive this Face-

book and Twitter, and you are

book update daily. At the gym.

welcome to share these posts.

Leaving church. At the grocery

Keep track of your online pres-

store. Even though I may not be

ence. Check regularly with a quick

technically “working,” social me-

Google search. What pops up for

dia is engaging people 24/7.

your practice? Is it a listing on a

Gone are the days of looking

website you didn’t know existed?

in yellow pages or an insurance

Yelp reviews? Update these pages

company doctor directory. Pa-

with correct information.

tients now turn to the Internet to

Want to show up higher in search

find a doctor and form an opinion

results? Did you know having a

through reviews. How can you

listing on ThinkAboutYourEyes.

stay ahead?

com will improve your ranking

A first step is to control your

and help promote your website

Facebook presence. With nearly

and Facebook page. Plus, you’ll

80% of online Americans using

be supporting the campaign that

Facebook, meet consumers where

promotes the importance of an-

they are. Set up a page for your

nual eye exams and led to more

office and list basic contact infor-

than one million additional eye

mation and details helpful for a

exams in 2016.

new patient. Include a location for check-in. Add the office logo and a staff photo to make the business’s page look complete.

Once a page is created, the question is what to post and how often?

Two things you need: realistic expectations and a content calendar.

Fresh, vital content, delivered to your inbox monthly.

VisionCareProducts.com

Start with two or three posts a week.

Now, what to post? It’s not as hard as you think. What’s making news in the vision world? Is a baseball player talking about his 20/10

Laurel O’Connor is the marketing and

eyesight? Link to the article! Don’t

communications manager for Think

reinvent the wheel. Visit the pages

About Your Eyes, the vision industry’s

for professional organizations and

public awareness campaign promot-

your colleagues and share their

ing the importance of an annual eye

content. Think About Your Eyes

exam, and for which First Vision Media

posts seasonally relevant content

Group is a media partner.

10 July 2017 VCPN_Insider_half_vert.indd 1 TAYE_July.indd 22

VisionCareProducts.com VCPN 4/27/17 10:19 AM 6/30/17 11:50 AM

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PRODUCTBUZZ

Z

LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW BEEING ECO FRIENDLY The neubau eyewear brand celebrated its partnership with The Honeybee Conservancy with a cocktail event last month in New York City. Attendees got to view a video about the program and take home a jar of artisanal honey. The Honeybee Conservancy will donate two bee hives to mark its collaboration with neubau’s See & Do Good initiative, which supports environmental programs.

800.223.0180, neubau-Eyewear.com.

MATCH EYEWEAR LAUNCHED AN ENHANCED B-2-B SITE, MATCHEYEWEAR.COM, THAT NOW ALLOWS FOR RAPID ORDERING, THE ABILITY TO REORDER FROM PAST PURCHASES AND CREATE A CUSTOM CATALOG. MARK COSGROVE HAS BECOME A SHAREHOLDER AS WELL AS VICE PRESIDENT OF C&E GP SPECIALISTS, INC.

12 July 2017

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Z TURN TO THE PROS The Transitions PRO blue light web page now includes short clips and sound bites from ECPs who provide fast facts and technical information about how Transitions lenses protect against blue light.

800.848.1506, TransitionsPRO. com/BlueLight.

Z

ZZ

Linda Chous, O.D.

DON’T MISS THE ECLIPSE! Turn the next solar eclipse on Aug. 21 into a fun in-store promotion! Start by stocking the right gear to protect patients’ eyes. TSE 17, an astronomy company that has worked with both NASA and the European Space Agency, carries solar eclipse glasses in seven styles and sunoculars in two sizes.

Tse17.com, Info@Tse17.com.

VEW TIME Registration officially opened last month at VisionExpoWest.com, which takes place Sept. 13 to 16 at the Sands Expo & Convention Center in Las Vegas. New offerings include expanded education and Expo’s #WhyIGo social media campaign. 703.548.4560, TheVisionCouncil.org.

NO FEAR A compelling video series highlighting the experiences of three shark-attack victims – now shark conservation advocates—is the centerpiece of Costa’s new “Don’t Fear the Fin. Fear a World Without Them” campaign. In continuing its support of OCEARCH, a program dedicated to protecting sharks, Costa’s latest initiative also includes conservation events, new merchandising materials, a #DontFeartheFin social media campaign plus a sweepstakes to get a chance to tag and name a shark aboard the M/V OCEARCH vessel.

800.447.3700, CostaDelMar.com.

VisionCareProducts.com VCPN

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NOTEWORT HY

THE 24-HOUR FRAME CYCLE G Ö T T I ’ S P U R E LY S W I S S D E S I G N S A R E N O W E F F I C I E N T LY P R O D U C E D A N D M O D E R AT E LY P R I C E D I N 3 D W I T H D I M E N S I O N .

It starts with a fine, white powder. This proprietary polyamide is then fed into an industrial 3D printer in which a laser merges the powder, layer by layer. After the individual parts cool off, they are polished and dyed. Color that has been specially created penetrates the top layers. A mere 24 hours later…a Götti DIMENSION frame!

This 3D collection, manufactured exclusively in Switzerland with the same well-conceived details as Götti’s traditional eyewear offerings, comes in ophthalmics and sun styles.

There are several North American optical shops that have readily embraced the new line, among them Eyes in the Glebe in Ottawa, Ontario. Jay Mithani, OD, selected the collection while at SILMO

last year and started carrying them in his store in January. “We love Götti’s styling, and the 3D component added an interesting, new edge,” Mithani said, adding that he promoted the line to customers both with front-window displays and on Instagram. The Canadian optometrist counts himself as a fan of 3D-produced frames for some key reasons. “Since they can be printed, 3D eyewear means easily replacing parts in the future,” he said. “Moreover, this 3D collection feels wearable long-term. It’s not a novelty.”

Another OD who carries the collection, Zaf Khalfan, owner of Delta Optical in Mississauga, Ontario, believes the technology aspect is compelling. “It is always fascinating for customers

when we introduce unique or exotic materials and especially when we can mention a 3D printer,” Khalfan said. Götti DIMENSION carries a host of other desirable features, such as flexible material that’s light, “easy on the skin” and extremely wellpriced, putting it in the sweet sales spot for a wide range of patients, including Millennials.

Moreover, the frame structure adheres to Götti’s high standards. “It’s well-balanced and designed for an ‘unshakeable’ fit,” said owner Sven Götti, who added that eyecare professionals don’t have to use a lot of frame board space, making it ideal in many ways. From powder to powerfully streamlined design, Götti DIMENSION leaps forward using this latest technology to advance its eyewear.

GÖTTI SWITZERLAND USA 914.274.8522 OFFICE.USA@GOTTI.CH 14 July 2017

Noteworthy_July17.indd 14

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ONE-TO-ONE “SAFILO HAS PUT AN ENORMOUS FOCUS BEHIND BUILDING AN ORGANIZATION THAT CAN LEAD TRUST WITH OUR ECP RETAIL CUSTOMERS.” -Luisa Delgado

three years ago, our three Italian

SAILER: Licensing changes con-

working on our own core brands.

plants were working at half

tinue. What are you experiencing?

We have changed that, and today we put our best people on our

capacity with the other half subPrior to being appointed Safilo’s CEO in

sidized by the state. The strategic

DELGADO: After a lot of reflection,

own core brands, from Carrera to

October 2013, Luisa Deplazes de

challenge I had was how many to

we declared that we wanted to

Polaroid, Safilo and Smith. In the

Andrade Delgado spent more than 20

shut down. It was sad because we

become brand stewards. I have

U.S. we also focus on brands such

years at Procter & Gamble, eventually

discovered we were buying 70%

signed five or six licenses in the

as Elasta Emozioni and Chester-

spearheading the HR position for the

of what we were selling from out-

past three years, and when Elie

field. We see our core as our house

Western European region. From mid-

siders. It was also encouraging

Saab entrusts his brand, he entrusts

brands, representing between

2007 to mid-2012, she was general

because there was volume.

his most precious asset, his name.

40% and 50% of our business.

manager and vice president for Procter & Gamble Nordic based in Stockholm. VCPN spoke to Delgado about reinvigorating the Italian plants

Our plants had not been invested in for many years and, as a con-

He expects us to understand, cherish and nurture his brand.

sequence, we were not competi-

The licensing of 20 years ago,

tive. That’s why we were buying

where the licensee drives volumes

from the outside.

SAILER: What changes are occurring in the U.S. market?

and the licensor controls it, are

DELGADO: The U.S. is our most

Now, not only have we filled out

over. We manage design, product

important single market world-

three plants and started to mod-

creation, manufacturing and dis-

wide, and in the past nine months

JOHN SAILER: Since you’ve been

ernize them, but we also bought a

tribution in a way that enhances

Safilo has put an enormous focus

with Safilo, what changes have

fourth one that makes lenses with

brand equity.

behind building an organization

you made at the factory level?

graphic designs and colors.

and becoming a “brand steward.”

We signed Rag & Bone, which we

that can lead trust with our ECP

targeted because these up-and-

retail customers, chains, associa-

LUISA DELGADO: Safilo started its

SAILER: You’ve also recently

coming brands will not remain

tions and all the customers who

craftsmanship in 1878. Although

introduced 3D printing.

niche but appeal to Millennials who

wish to provide quality product.

we had a different name and evolved

look for brands that are not so big as

Having a choice of brands is key

since, the heart of Safilo’s reinven-

DELGADO: This comes from two

their father’s, mother’s or grandfa-

for an ECP in order to have a busi-

tion strategy is product, brand-driv-

angles. One is an Israeli company

ther’s brands. Swatch is also a differ-

ness model to win in the market.

en and design-inspired of renowned

with whom we partner. We test

ent type of partnership than a

ECPs have a lot of pressures. They

and sophisticated craftsmanship.

their machines in our prototyping

license, and that works very well.

have people who want to tell them what to do, but it’s actually the

We’re proud of our Italian re-in-

and, in the process, we discovered

dustrialization because Safilo’s

we wanted to make 3D sophisti-

SAILER: You’re also relaunching

ECPs who want to run their busi-

industrial powerhouse made us

cated by combining it with metal

Safilo brands.

ness in a way that has them in

big. In the 1930s, Safilo invented

frames as well as colors and, as

the scaled production of glasses.

such, came up with a totally new

DELGADO: They are our history.

they offer it and the service they

We are nurturing this compet-

look for our Oxydo Lab collec-

For many years, Safilo was enam-

provide. Safilo is truly committed

itive edge by investing heavily in

tion, which now leads with Elie

ored only with licenses. It was

to ECP choice, flexibility and

our plants. When I arrived over

Saab, our atelier offer.

perceived as more sexy than

independence.

16 July 2017

One-To-One_Delgado.indd 16

charge of what they offer, how

VisionCareProducts.com VCPN

6/30/17 10:36 AM

Making Harmful Blue Light Part of a “Total Sun Protection” Message SPONSORED BY TRANSITIONS ® ADAPTIVE LENSES ® imately 27 percent of Canada’s

ing. Here are some key highlights

exposure to blue light as Millen-

total population) and Transitions

I heard from the panelists:

nials, and younger generations,

Optical wished to better under-

have had.”

stand their behaviors and atti-

1) Millennial parents are hyper

While the sun is the largest

tudes toward sun protection for

aware and concerned about

singular source of harmful blue

the eyes and skin. It’s no secret

harmful blue light. Brownwyn

light, digital devices do emit

that Millennials and their prefer-

Mulherin, O.D. and Sheena Taff,

some. The amount of time Mil-

ences are shaping the way we

licensed optician, are finding

lennials are spending on their

practice and serve our patients

that Millennial-aged parents are

devices, plus their time in the

so it’s important that we all (no

very sensitive about blue light

sun, increases their exposure to harmful blue light.

matter your age) gets to know

protection for their children.

By Dr. Pete Kehoe, O.D., DOS, FAAO, FNAP, Principal, Kehoe Eye Care, PC, Professional Development Advisor for Transitions Optical

this group well.

Both Dr. Mulherin and Taff said

This April, in Ottawa, Transitions

As the moderator for this

that parents first come in ask-

3) Can we learn from the gam-

panel, I made sure harmful blue

ing about blue light because of

ing industry? The video gam-

light was part of the discussion,

the amount of time their chil-

ing community has successfully

Optical brought together experts

especially because the sun is the

dren spend on digital devices.

adopted protective harmful blue

in eye and skin health to discuss

largest singular source of blue

Dr. Mulherin and Taff use those

light behavior by wearing protec-

and explore the health needs of

light. Blue light is certainly mis-

questions as an opportunity to

tive eyewear during gaming ses-

today’s Millennials and their un-

understood by Millennials, with

segue into talking about protec-

sions. (The blue-blocking lenses

derstanding of and attitudes to-

83 percent not knowing that the

tion from the sun for both the

for digital eyestrain are worn by

ward protecting themselves from

sun is the largest source.

children and their parents.

many at video gaming conven-

the sun. Why the focus on Mil-

1

The

panelists

brought

up

tions.)

However, the gamers

lennials? Well, they are now the

some interesting and fresh per-

2) We’re living in an experi-

then often take them off to go

most represented generation in

spectives related to harmful blue

ment. The panelists agreed that

outside, missing the message

the Canadian workforce (approx-

light that I think are worth shar-

it’s almost like we are living in an

that the sun is the largest source

experiment when it comes to

of blue light.

learning about harmful blue light,

Perhaps we should look to ed-

since more research is being

ucation provided in this industry

done every day.

to see how they are successfully

Dr. Setarah Ziai, an ophthal-

encouraging behavior change

mologist and member of the

when it comes to harmful blue

Canadian Ophthalmological So-

light protection?

ciety, mentioned “No one truly It’s always energizing to bring together a group of professionals to discuss best practices and insights. Having dermatology, ophthalmology, opticianry and optometry professionals all in one room to discuss what’s best for our patients when it comes to sun protection was a great collaborative conversation.

knows what’s going to happen in 20-30 years. But, what’s true is that no one has had as much

Transitions, the swirl and Transitions Adaptive Lenses are registered trademarks of Transitions Optical, Inc., used under license by Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

1 Online survey conducted by Wakefield Research on behalf of Transitions Optical, Inc. in December 2016 of 1,000 nationally representative Canadian adults 18+.

SPONSORED CONTENT

Transitions Blue Light_July17_b.indd 73

6/29/17 1:39 PM

Untitled-1 1

6/29/17 1:35 PM

Eyewe ar & Fa s h i o n

TYKES TO TEENS: FITTING WISDOM AND TRICKS OF THE TRADE

CATER TO THE ‘BABY BOOMLET’ AND DEVELOP A VALUABLE SPECIALTY BY FIRST SEEING HOW YOUR PEERS SERVICE NEWBORNS THROUGH AGE 18.

The Journal of Pediatrics estimates

some of the biggest fitting chal-

have] toys, bubbles, animals and

LDO, ABO-AC,NCLE-AC

that 5% of preschool children have

lenges. In many cases, the most

anything you can think of to get

With so many frame companies

a vision deficiency that is correctible

severe problems with newborns are

a child’s attention,” Crull said. She

and retail businesses focusing on

with eyeglasses. As they get older,

discovered in the delivery room or

actually invented her own type of

the ever-popular Millennial gener-

the count goes up to approximately

within the first three months. Dan-

PD ruler with windows that can be

ation, it may be easy to forget that

20%. VCPN spoke with three practi-

ielle Crull, optician and owner of

placed in front of each eye. “I can

By Sharon Leonard,

“WE HAVE THEM REPEAT THIS RHYME: ‘ON YOUR FACE, OR IN THE CASE, NEVER ANY OTHER PLACE.’” Julia Chous of The Glasses Menagerie in Minneapolis, MN

hold it in front of an infant, usually held over the parent’s shoulder in the burping position, and get a fast and fairly accurate PD.” Pediatric opticians also need to be highly inquisitive because

children, beginning in infancy and

tioners who have focused on kids in

A Child’s Eyes, in Mechanicsburg,

non-verbal children can’t express

continuing to age 18, represent a

three distinct age groups.

PA, said that her first rule of thumb

what’s bothering them. Crull will

is to be prepared with eye-catching

have babies or toddlers wear their

gizmos to start the exam.

glasses around the office for a while,

critical patient group. The 3-monthold baby you begin seeing could

BABY LOVE

become a customer for many years!

The littlest patients often present

VCPN VisionCareProducts.com

Tykes to Teens.indd 19

“The optician’s tool belt [should

then remove them and look for July 2017 19

6/30/17 2:28 PM

Eyewe ar & Fa sh ion

marks on their nose or ears. Then

the unique needs of the Asian

school, they should be screened

ant to visualize the lenses in the

she will readjust accordingly. “The

population, and Tomato Glasses

or examined periodically. When

frames and consider their weight

goal is to have even pressure points

for infants and toddlers for quick

their bodies grow, their eyes do,

as well. ” She then takes monocu-

across the nose, on the sides of the

and easy modifications of the

too. At The Glasses Menagerie in

lar measurements manually.

head and no marks behind the ears.

nosebridge and temples. “I also

Minneapolis, MN, Julia Chous, a

She adheres to some key

By the time they leave, the glasses fit

keep a wardrobe of colorful eye

pediatric optician, has a waiting

factors when it’s time to stock

perfectly,” Crull explained. “I also

patches for kids undergoing am-

area that welcomes little ones.

the dispensary. “When buying

pay special attention to areas they

blyopia therapy,” she said. “It’s the

“The first thing kids notice when

frames we keep in mind that they

may be poking at.”

best experience to put glasses on a

they come into the office is a large

should not be just mini versions

2 year old and have their eyes light

aquarium. We also have a fun

of adult frames. Children often

up when they look at you!”

movie playing.”

have broader bridges and need

Another common issue that arises with this population is asymmetry of the head, and the

When it comes to frame se-

shorter temples.”

various adjustments that may

IT’S ELEMENTARY, MY DEAR

lection, Chous said she tries to

Qualities she looks for are color

require changing the temples to

Nearly every state mandates an

make it as fun as possible. “We

selection, spring hinges, custom-

have unequal lengths, adding ca-

eye exam or screening before a

talk directly to the child, and we

izable temples, durability and a

ble adapters and/or changing the

child enters a pre-K program or

ask about their favorite colors.

good warranty. Frame lines she

nosepads.

kindergarten. That is often the

The whole try-on period is like a

likes include OP by ClearVision

Crull thinks fitting children has

first time a parent is made aware

game of dress-up for the kids. The

Optical, Lafont and Matisse.

become easier on a lot of levels

of a vision problem. As kids

optician has veto power if it’s a ‘no’

When the glasses are delivered,

based on how they fit. It is import-

she has special instructions for kids

with newer eyewear meant to fill

progress

through

elementary

these specific needs. Some of her favorite lines include Dilli Dalli from ClearVision Optical Co. for flexibility and adjustments behind the ears, Specs4Us specifically suited for the needs of the Down’s Syndrome child, TC Charton for

20 July 2017 Tykes to Teens.indd 20

“IT’S THE BEST EXPERIENCE TO PUT GLASSES ON A 2 YEAR OLD AND HAVE THEIR EYES LIGHT UP WHEN THEY LOOK AT YOU!” Danielle Crull, owner of A Child’s Eyes in Mechanicsburg, PA

VisionCareProducts.com VCPN

6/30/17 2:28 PM

and parents: “Always use two hands when putting on or taking off the glasses. Our opticians all wear glasses, so they can demonstrate this. Also, we tell them that their glasses were made only for them to help their eyes to see. If a friend or sibling asks to try them on, this

“I’VE KNOWN MANY OF THE TWEENS AND TEENS WHO COME HERE SINCE THEY WERE REALLY SMALL. I WATCHED THEM GROW, AND THEY ARE COMFORTABLE WORKING WITH ME.” Larry Riolo of Davis Optical in Rome, NY

for these age groups.

Larry Riolo favors frames with

patible,” he said.

is the one time when it’s okay not

“I’ve known many of the

spring hinges and points out

One of his new popular lines

to share. We also have them repeat

tweens and teens who come here

that fast-growing teenagers need

is Converse from DeRigo REM.

this rhyme: ‘On your face, or in the

since they were really small. I

plenty of adjustments. “Some-

“A decade or so ago I would have

case, never any other place.’”

watched them grow, and they

times teens will come into the of-

considered this line primarily for

are comfortable working with

fice complaining about red marks

the guys. Now it’s one of my go-to

HIGH SCHOOL MUSICAL

me. They understand directions

on their nose, and I discover that

lines for girls,” Riolo expressed.

From middle school onward,

and follow them, so I normally

the nosepad is either missing

“The colors, styling and durabil-

most kids can wear adult-sized

use a pupillometer.” Riolo con-

or broken!” He adds that many

ity features are all appealing to

frames and are able to fully co-

tinued, “Regarding fitting, they

of his patients are athletes and

teens as well as their parents.”

operate in the measuring process.

usually can tell me exactly where

he makes sure that he can meet

Their facial features are just about

the discomfort is. I also look for

those needs as well. “If they are

Sharon Leonard, LDO, AB-

fully developed, and they don’t

pressure points that may be po-

ordering sports-specific eyewear,

OC-AC, FCLSA, is a licensed

need to up-size as often. Larry

tential comfort issues. Items that

I like them to bring in any head-

optician and contact lens

Riolo, LDO, of Davis Optical in

frequently require attention are

gear needed so we can look for

practitioner in the Syracuse,

Rome, NY, has a special affinity

nosepads and temples.”

protective eyewear that is com-

NY, area.

WHERE TO FIND IT: Clear Vision Optical 800.645.3733 • CVOptical.com • CService@CVOptical.com // DeRigo/REM 818.504.3950 • CustomerService@DeRigo.us // Lafont 800.832.8233 • Lafont.com // Matisse Eyewear 212.288.5827 • MatisseEyewear.Shutterfly.com • Sam@NewLightEyewear.com // Specs4US 800.586.1885 • info@specs4us.com // TC Charton 855.707.0220 • TC-Charton.com • Info@TC-Charton.com VCPN VisionCareProducts.com

Tykes to Teens.indd 21

July 2017 21

6/30/17 2:28 PM

Eyewe ar & Fa sh ion

Am

er ica

nE ye we

ar

E STAT

DOMESTIC BLISS JOB CREATION, QUALITY CONTROL AND BEING TRANSPARENT ABOUT THE MANUFACTURING POINT OF ORIGIN IS AT THE HEART OF THESE U.S. FRAME COMPANIES.

By Kaitlyn Robertson China, India,

by Daniel Lau]: Father opens in

Eye on Employment

shops around the country. “The

Mexico…there is no shortage of

the Bay Area, and the two broth-

One of the major benefits of

quality and craftsmanship of U.S.-

available cheap labor overseas. But

ers take over and continue to run

American production is being

made products says to the patient,

there are many significant and com-

it today as one of the few made in-

able to contribute to the local and

‘I care about you, the community

pelling factors that have inspired a

the-U.S. frame lines.”

national economy. That’s the phi-

and the health of the local econ-

number of frame manufacturers to

Randolph Engineering, Inc.,

losophy behind American Eye-

omy,’” explained Colton Kirby of

shift their operations back to the

has a similarily inspiring tale, ac-

wear. “We started our company, in

Shields and Shields in Knoxville,

U.S. or, for some, to start their busi-

cording to president/CEO Peter

part, because everyone told us we

TN. Lisa Kruitbosch, OD, and

ness here in the first place.

Waszkiewicz. “Our founder em-

could not make frames in Ameri-

owner of Pismo Beach Optix in

“We partner with frame lines

igrated to the United States from

ca cost effectively, and I wanted to

Pismo Beach, CA, added that, in

that we can relate to or that have

Poland, and he built this business

prove that we could,” said Robert

addition to providing jobs at home,

a story,” said Nate Ogura, own-

with the American Dream in

Coppock, CEO. “We wanted to

American manufacturing provides

er of Eyes on Fremont in Seattle,

mind,” Waszkiewicz expressed.

provide Americans with jobs. This

convenience, and lower cost on de-

WA. “‘Let’s be honest, ‘Made in the

“This dream is a major part of

was the key! And still to this day,

liveries, and products arrive more

U.S.A.’ is about as good of a story

Randolph Engineering’s heritage

that is what it is all about.”

quickly.

as you can get right now in eye-

along with believing that there is

Many wearers actually seek out

wear. In particular, we love telling

no better quality than that which

domestically manufactured prod-

Upping the QC

the story of Kala Eyewear [owned

is handcrafted in the U.S.”

ucts, according to several optical

Overseas manufacturing often

22 July 2017

USA Brands.indd 22

VisionCareProducts.com VCPN

6/30/17 2:07 PM

r a e w ye E a l Ka

COSTA

h ing p l o RanEdngineer

entails time delays in communica-

The company imports parts from

factory around the designs, not

how [STATE frames are] made

tion, waiting periods for product

Italy, France and Japan but assem-

the other way around.”

from beginning to end.”

approval and foreign language

bles the sunglasses by hand in its

barriers. Costa started manu-

Daytona Beach, FL, workshop.

Michael Hoyt, OD., of Artisan Ethics and Values

Eyeworks in Ashland, OR, con-

facturing more than 50% of its

Waszkiewicz of Randolph not-

Nic Persinger, an optician and VP

curred. “Authenticity is something

products in the U.S. more than 15

ed that quality control checks

at Annapolis Opticians appreci-

we value deeply. When someone

years ago, according to John San-

at home are more extensive

ates the transparency that comes

asks [for an aviator style], we show

chez, VP of product development.

than overseas, ensuring that the

with American-made products.

them a Randolph sun and let them

“There is a competitive advan-

frames meet the standards of the

“One of our main goals in our fam-

know that it is now the brand worn

tage in being able to walk 50 feet

brand and its followers.

ily-owned shop is to carry glasses

by the armed services pilots and

in-house to talk to someone who

Scott Shapiro, co-founder of

that are made ethically. It’s really

that it is domestically made. The

speaks the same language and

STATE Optical, Co., also sees

nice to be able to tell customers we

back story is a little secret that they

understands domestic markets,”

more freedom on the creative

know exactly where these glasses

can carry with them.”

Sanchez said. He shared that the

end. “There is no factory restrict-

were made and by whom.”

brand once considered outsourc-

ing how we can design and en-

Michael Bullard, from SoLo

ing when it was constrained by

gineer our frames. What really

Eyecare in Chicago, got to see the

writing for over a decade, with

capacity but instead decided to

makes STATE special is that we

STATE Optical process first-hand:

the majority of that time spent

invest in people and equipment.

were able to custom build our

“There are no secrets, you will see

in the eyewear field.

Kaitlyn Robertson has been

WHERE TO FIND IT: American Eyewear 615.891.2558 • American-Eyewear.com • Info@American-Eyewear.com // Costa 800.447.3700 • CostaDelMar.com • B2BSales@CostaDelMar.comc // Europa International 800.621.4108 • EuropaEye.com • Contact@StateOpticalCo.com // Kala Eyewear 510.887.1737 • KalaEyewear. com • Info@KalaEyewear.comm // Randolph Engineering, Inc. 800.541.1405 • RandolphUSA.com • CustomerService@RandolphUSA.com VCPN VisionCareProducts.com

USA Brands.indd 23

July 2017 23

6/30/17 2:07 PM

closeup

THE NOSE KNOWS Designing for the youngest patients’ developing olfactory organs is just one of ClearVision Optical Co.’s goals with eco-friendly Dilli Dalli.

By Michael Tanzi

Being constructed from the

edges to pinch or scratch young

and will be four colors: black,

Pediatric frames represent a

proprietary IntelliFlex Soft Touch

faces and no metal or moving

raspberry, eggplant and sky blue.

strong subcategory of ClearVi-

material—which is hypoallergen-

parts. The “V” groove design is

The unisex features a square eye

sion Optical’s business. At the

ic, impact and crack resistant, and

0.75mm in depth, which is deep-

shape that also comes in four

heart of this segment is Dilli Dal-

even recyclable—provides flexi-

er than typical pediatric frames.

colors: cobalt blue, navy, violet

li, a collection expressly for the

bility, strength and high perfor-

This greatly reduces the possibil-

and watermelon. These new ad-

specific fitting needs of infants

mance that’s soft as a baby’s…well,

ity of lenses popping out of the

ditions will bring the Dilli Dalli’s

and toddlers from newborn to

you know! “The product is fun,

frames and allows a higher Rx to

IntelliFlex Soft Touch collection to

three years old. They are designed

durable, stylish, and the materi-

securely remain in the frame. The

eight styles.

using 3D technology with built-

als are unbelievably cute. We have

frames also come with an adjust-

up, flared nosepads to provide

great displays, stuffed animals,

able breakaway safety strap (in a

Michael Tanzi has been

superior fit and comfort for very

books, T-shirts, and a new video

choice of two sizes) to hold them

a licensed optician in

young children whose bridges are

game is being released to consum-

in place.

Massachusetts for about 30

not yet fully developed. Dilli Dal-

ers shortly,” said David Friedfeld,

li frames feature a multi-action

president and co-owner.

flexible temple design that offers up and down action and acts like a spring hinge.

24 July 2017

Dilli Dalli.indd 24

There are no hinges or sharp

New models for this month

years and is the immediate

include the feminine Cutie Pie,

past president of the Opticians

which has a butterfly eye shape

Association of Massachusetts.

ClearVision Optical Co. 800.645.3733 • CVOptical.com • CService@CVOptical.com VisionCareProducts.com VCPN

6/30/17 10:57 AM

THROUGH MY KLiiK I SEE MORE THAN JUST THE WORLD AROUND ME

Taking its direction from the clean, modern aesthetic of Danish design, KLiiK denmark eyewear is subtle yet always inspired. The rich, saturated coloring, laser cut detailing and mixing of patterns and materials are some of the design elements that are integral to the KLiiK denmark collection.

Designed for both men and women, KLiiK denmark focuses on smaller eye sizes and is a go to brand for the smaller fit, small PD consumer with a strong sense of style.

855.455.0042 | westgroupe.com

Untitled-1 1

KLiiK.COM K• 586

6/29/17 1:34 PM

SHAPE N I PLE M SI

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Eyewe ar & Fa sh ion

CA LY OVER-THET E WILD O P NB OR

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WHERE TO FIND IT: 1. Savile Row Bond • Inspecs USA 727.771.7710 • InspecsUSAcom • Sales@InspecsUSA.com // 2. K118 Kate Young for Tura • Tura, Inc. 800.242.8872 • KateYoungEyewear.com • Orders@Tura.com // 3. Clapp • Götti Switzerland 407.415.0778 • Gotti.ch // 4. Marc Jacobs Marc177 • Safilo USA 800.631.1188 • Safilo.com • Info@Safilo.com // 5. Emporio Armani • Luxottica 800.422.2020 • Luxottica.com 26 July 2016

Frame Front_Round.indd 26

VisionCareProducts.com VCPN

6/30/17 10:58 AM

FOR THE YOUNG AND FEARLESS INTRODUCING OAKLEY’S YOUTH COLLECTION

©2017 OAKLEY, INC.

Untitled-1 1 Oakley-FirstVision-YouthCrosslink-9x10.875.indd 1

6/29/17 1:37 PM 2017-04-18 9:39 AM

Mahalo, Maui Jim The self-proclaimed “sunglass company” meets—and exceeds— the ECP call for ophthalmics with its frame-with-lenses packaged collection.

By Michele Silver

Jay Black, vice president of global brand

Maui Jim prides itself on crafting a stellar

marketing. “They wanted us to bring sun-

product—and it won’t cut corners, even in

glass excellence to ophthalmics.”

ing, and we are using all the best coatings.”

Then there’s the frames. They are awash in colors of sea glass—a regular sight on the

tough times. The Hawaiian-vibing brand

Maui Jim delivered. And the company

beaches in Kaui—in emerald green, aqua,

located in one of the most non-tropical

broke some of its own production speed

cobalt blue, amber and sea foam. Each de-

towns, Peoria, IL, was among a small group

records. The lenses are produced in its

sign in the Kapa collection captures deli-

of U.S. companies that managed to thrive

own lab in Peoria with hydrophobic,

cate patterns in that Hawaiian tradition of

during the 2008 recession, as a direct result

oleophobic, anti-reflective and Clearshell

creating patterns on the robes of royalty.

of smart decision-making and planning.

coatings as well as UV protection and sat-

In terms of sales feedback thus far on

So when demand arose for ophthalmics,

in edge treatments. Material options com-

the collection, Black said one statistic has

which officially launched in January, the

prise indexes of 1.53 (Trivex), 1.58 (poly-

been a standout: the number of patients

company spent years developing a frame

carbonate), 1.60 and 1.67; there is also a

purchasing the eyewear who are brand

collection that would reflect its commit-

proprietary 1.67 HEV blocking lens.

new to Maui Jim has been 20% higher than

ment to the lens experience. “The inspira-

“We don’t require that ECPs use our

projected. “There is an ease of doing busi-

tion came when Walter [Hester, CEO] was

lab. But once they try it and see the ease

ness with us,” he stressed. “We make a pre-

traveling around the world and consistent-

of dispensing—that’s where we will see the

mium product that is lightweight and has

ly heard that eyecare professionals wanted

accounts using our lab more and more,”

a great fit, and you are also getting the best

us to make optical frames and lenses,” said

Black said. “We don’t have a la carte pric-

company backing the whole experience.”

Maui Jim, Inc. 888.666.5905 • MauiJim.com 28 July 2017

Maui Jim Panorama_V2.indd 28

6/30/17 2:08 PM

MJ 2013

MJ 2102

MJ 2111

MJ 2112

MJ 2113

MJ 2114

MJ 2115

MJ 2118

MJ 2405

MJ 2603

MJ 2402

MJ 0220

MJ 2710

MJ 2615

MJ 2407

July 2017 29

Maui Jim Panorama_V2.indd 29

6/30/17 2:08 PM

DISCOVER THE SECRET Experience beauty and technology in perfect harmony. Polarization replaces glare with radiance. Depth. Hue. Photochromic technology adjusts to the light. Shadows become texture. And Spectral Control fine tunes light.

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Untitled-1 1

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There’s a wide selection of stunning

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per beryllium and genuine leather.

extreme temperature changes. The

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compatible with the Serengeti Sun

Features include hand-sanded fin-

lenses are chemically tempered to

with capacities ranging from as many

Rx program, which allows eyecare

ish, wax cast copper beryllium hinges,

ensure scratch and impact resis-

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wire-flex technology temples, fold-

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VCPN VisionCareProducts.com

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For more information on our kids eyewear collections contact:

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Kids Ad for 1VCPN_July_Supplement.indd 1 Untitled-1

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THK 12

ATHLETIC, AUTHENTIC, AWESOME EYEWEAR DESIGNS’ TRIO OF NEW BALANCE, TONY HAWK AND HELLO KITTY PUTS KIDS FIRST DETAILS

or nickel silver, each collection dis-

girls who appreciate fun colors and

The New Balance Kids, Tony Hawk

plays eye-catching color combina-

stylish frames.

Kids and Hello Kitty eyewear collec-

tions and durable construction.

tions each offer more than 25 styles

WOW FACTOR

that are comprised of metal, ace-

BACK STORY

The Hello Kitty, Tony Hawk Kids and

tate and acetate/metal combina-

The Tony Hawk brand is all about

New Balance Kids collections are

tion. Several Hello Kitty models fea-

authenticity to the brand and the

supported by P-O-P materials such as

ture acetate construction with

skater lifestyle. The Tony Hawk Kids

name signs, lifestyle images, one-

adjustable nosepads, and most of

collection appeals to boys who are

piece displays and countercards.

the athletic New Balance Kids mod-

athletic, have their own sense of

Each collection is designed with cool,

els feature 180° spring hinges for

style and march to the beat of their

active youths and ages 5-15 in mind.

comfort and flexibility. Tony Hawk

own drum. The New Balance Kids

These brands redefine youth eye-

Kids models display texture, con-

Collection features athletic eye-

wear by combining exceptional fit,

temporary patterns and superior fit.

wear with a blend of function, dura-

durability and compelling style.

Incorporating modern manufactur-

bility and fashion. The Hello Kitty

ing techniques and stainless steel

eyewear collection is designed for

VCPN VisionCareProducts.com

Eyewear Designs_ECU_V2.indd 33

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EYEWEAR DESIGNS, LTD. 800.645.6596 • EyewearDesigns.com July 2017 33

6/29/17 1:03 PM

d

WWW.INSPECSUSA.COM

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SALES@INSPECSUSA.COM

TOLL FREE: 844.771.7710

6/29/17 1:49 PM

E X T R E M E

C L O S E U P

CORAL

DRIFTIN

BAYE

GOIN’ BACK TO CALI O ’NEILL FROM IN S P ECS US A E MB OD I ES A BEAC H LI FESTYLE AN D EN THU S I AS M FO R THE O U T D O O R S .

DETAILS

Baye is a men’s combination frame,

ing beach lifestyle brands. This

tion because it not only has an

Widely considered the original

boasting a lightweight TR90 front

65-year history combined with its

instantly recognizable brand with

California surf brand, O’Neill

and stainless steel temples with

action sports origins makes O’Neill

over 60 years of history but also

Eyewear from Inspecs USA blends

comfortable double injection tips

appealing to both younger eye-

offers high-quality, handcrafted

performance with a soulful life-

for incredible feel and fit. From the

glass wearers and those who grew

design across a wide range of

style for its ophthalmic and polar-

sun collection, Driftin’s handmade

up with the brand. Inspecs USA

products that suit every patient

ized sunwear for women and men.

acetate front and tips fuse classic

provides a variety of P-O-P items,

need. With colorways that will

The collection features hand-fin-

styling with the modern look of

ranging from counter cards and

make your frame boards pop and

ished acetates, trendy metals and

stainless steel temples.

displays to online media content,

attractive price points for both

to help eyecare professionals

ECPs and wearers alike, the eye-

an array of sport performance and

BACK STORY

(ECPs) convey the brand’s image in

wear collection is poised to build

forward designs. O’Neill’s beachside

Since its founding in 1952, O’Neill’s

their shops.

on the O’Neill legacy.

origins and passion for the outdoors

core customer base of surfers and

inspired this season’s colorways.

extreme sport enthusiasts has

WOW FACTOR

Coral is an oversized women’s

spread and developed the mass

A practice can confidently recom-

acetate rectangle highlighted by

appeal to make it one of the lead-

mend the O’Neill eyewear collec-

super lightweight TR90 designs in

nature-inspired gradients and boldly contrasted light/dark color themes.

VCPN VisionCareProducts.com

O'Neill_ECU.indd 35

Inspecs USA 844-771-7710 • InspecsUSA.com • Sales@InspecsUSA.com July 2017 35

6/29/17 1:05 PM

L’AMY AMERICA IS YOUR

DESTINATION JR!

PMS: 3272C

SPERRY KIDS TILLER | CHAMPION CU7019 | NIKI NICOLE MILLER LARKIN

5% OF PROCEEDS WILL BENEFIT CHILDREN’S CANCER RESEARCH

and fund life-saving children’s cancer treatments at the Dana Farber Cancer Institute

LAMYAMERICA.COM | 800.243.6350

Untitled-1 1

6/29/17 1:41 PM

E X T R E M E

C L O S E U P

TWEEN TRIFECTA DESTINATION JR. FROM L’AMY AMERICA COVERS THE SPORTY (CHAMPION), FUNKY (NIKI NICOLE MILLER) AND THE PREPPY (SPERRY KIDS) CROWD. DETAILS

er with a modern, ageless aesthetic.

Champion 180° PowerFlex for

Her signature is feminine, sexy and

Tweens offers a sport-themed

refined. An American icon since

assortment of metals and ace-

1935, Sperry produced the world’s

tates, each model featuring the

first boat shoe and today produces

180° PowerFlex spring hinge sys-

contemporary styles that remain

tem for extreme flexibility and

true to its heritage and embody the

comfort. With sport striping, two-

soul and the salt of the sea.

SP TILLER SP HALYARD

CU 7019

tone colorations and traditional tortoises highlighted by bold pops

WOW FACTOR

of color, the collection delivers

The P-O-P campaign for the three

performance in a wearable, sport-

Destination Jr. brands includes a

fashion package.

12-piece display, frame board

Niki Nicole Miller is introducing

clips, counter cards and wall

12 new SKUs in acetate and metals.

decals. Also, for every Destination

These super cool, good-looking

Jr. participating member who has

frames offer the teen girl up-to-

purchased 12 pieces, L’Amy

date styling and materials guaran-

America will donate 5% of the

teed to make her feel unique.

wholesale price for every tween

Moreover, the brand helps to bring

frame reordered to the Dana-

out the self-confident, playful atti-

Farber Cancer institute to help

tude and trendsetter in every

fight childhood cancers.

young girl.

L’Amy’s teen and tween collec-

Offering a stylish assortment for

tions are backed by Total Kid

both boys and girls, the Sperry Kids

Coverage, the strongest kids war-

Collection is detailed with patterns

ranty in the industry. If it breaks,

and bright, fun colors. Introducing

gets lost or outgrown, your cus-

12 new SKUs, these frames feature

tomer is completely covered with

a 180° spring hinge providing addi-

L’AMY America’s no-fault kid war-

tional flexibility and comfort.

ranty for a period of up to three

CU 7019 LARKIN

years after purchase.

BACK STORY Champion is a $2.5 billion global brand with nearly 100 years of athletic wear innovation.

NM LIANA

Nicole Miller is a fashion design-

L’Amy America, 800.USA .LAMY, LamyAmerica.com VCPN VisionCareProducts.com

L'Amy ECU_July17.indd 39

July 2017 XX

6/29/17 1:06 PM

9x10.875zoll_full_page.indd Untitled-1 1 1

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E X T R E M E

TANN

C L O S E U P

ABOU

THE ESSENCE OF ‘SWISSNESS’ GÖTTI’S ULTRA THIN TITANIUM EMBODIES A DESIGN REDUCTION APPROACH.

SVEN GÖTTI

DETAILS

stored nearly anywhere. The Götti

those who value aesthetic and

for the Götti Switzerland campaign,

With approximately 100 different

Switzerland collection is ultra smart

technical perfection. The collec-

all of whom harbor a professional

styles, this ultra thin titanium oph-

and minimalist in style and design

tions cultivate simplicity in its most

love of things that are simple yet

thalmic and sunglass collection for

with unparalleled wearing comfort.

beautiful form, providing latitude

beautiful. The campaign shots were

women and men are designed by a

They are super light, tough and well

for expression of a person’s individ-

taken in the extension of the National

team of predominantly opticians in

balanced. One of CEO Sven Götti’s

ual character. This past spring, Götti

Museum Zurich, an angular architec-

Switzerland and produced by the

favorite styles is Modell Tabu, a very

moved its U.S. service office from

tural landmark made of concrete,

leading manufacturers in Germany,

thin pilot shape.

Florida to a larger space in New York

which gives the original building dat-

in order to give faster support to

ing back to 1889 a contemporarily

eyecare professionals.

august feel. The building was drafted

Austria and Japan. Götti eyeglasses stand for “Swissness” and authen-

BACK STORY

ticity in everyday life. Some sunwear

This “pure and linear” brand appeals

styles and reading glasses feature

to wearers who strive toward the

WOW FACTOR

Christ & Gantenbein, the founders of

Götti’s patented “SPIN & STOW 360°”

style principle of reduction and for

Five protagonists were photographed

which are Götti protagonists.

by the Basel-based architecture firm

temples, which rotate 360° and can be folded flat so the glasses can be VCPN VisionCareProducts.com

Gotti_ECU_V2.indd 39

G Ö T T I S W I T Z E R L A N D U S A 9 1 4 . 2 74 . 8 5 2 2 • G o t t i . c h • O f f i c e . U S A @ G o t t i . c h July 2017 39

6/29/17 1:07 PM

Eyewe ar &Fash ion N EW

LAUNCH

L’AMY AMERICA, NIKI NICOLE MILLER First designed for tween girls, the revamped Niki Nicole Miller aims even higher, with sophisticated styles for teens. Then the company received feedback from the market and needed to shift, according to Cheryl Canning, L’Amy’s VP of marketing and brand management, luxury/lifestyle. “The demand arose for sophisticated, fun, flirty eyewear that offered the modern styling that Nicole Miller is known for combined with her signature prints and colors but in a larger size for the teen girl,” Canning said. Four new ophthalmics incorporating prints and hues from the designer’s spring 2017 runway collection,florals take center stage, each available in three colorways.

All styles feature flex hinges and come with L’Amy’s Total Kid Coverage warranty. 800.243.6350, LamyAmerica.com.

40 July 2017

NEW July.indd 40

VisionCareProducts.com VCPN

6/30/17 3:23 PM

Eyewe ar& Fashion NE W

MODERN OPTICAL, TURA, TED BAKER,

MODZ KIDS, PUZZLE

JUST KIDDING, B954

Seven fresh styles (four unisex)

OGI, OGI KIDS, OK333

Creating take-downs of

WESTGROUPE,

feature handmade zyl and

New to Ogi’s “Mommy & Me”

adult styles, these two models

SUPERFLEX KIDS, BACK TO

stainless steel with spring

series, this stainless steel style

(one for boys; one for girls)

SCHOOL 2017, SFK-176

hinges and colors such as purple,

is modeled after Ogi’s 4319

combine classic styling with

Three styles for boys and five

blue and tortoise combinations.

adult version. Featuring Flex

fun detailing. The B954 for girls

for girls comprise this retro-

Starstruck features laser-engraved

Uno spring hinges and bright

come in green, rose and purple

inspired collection. Frames

stars on the temples, while Puzzle’s

acetate temple tips, OK333

pastel with Ted Baker’s

incorporate laser cut-outs, color

blue, burgundy or white color-

comes in four colors: coastal blue,

signature cheery patterns and

blocking and diamond-shaped

infused tortoise temples add

sable, petrol and imperial purple.

fade acetates. 800.242.8872,

rivets in vintage shapes. Color

a youthful twist. 800.323.2409,

888.560.1060, OgiEyewear.com.

Tura.com.

combos include blue/orange,

ModernOptical.com.

chocolate/fuchsia and navy/teal.

855.455.0043, WestGroupe.com.

VCPN VisionCareProducts.com

NEW July.indd 41

July 2017 41

6/30/17 3:23 PM

Eyewe ar &Fash ion N EW

MCGEE GROUP, MARCHON, NIKE KIDS, NIKE 4678

VERA BRADLEY KIDS, WHITNEY

Over-molded Flexon allows

Three models for kids and three

these frames to bend in every

CLEARVISION OPTICAL,

for teens show off Vera Bradley

DE RIGO REM, CONVERSE

direction. A concealed memory

Op KIDS, 856

signature patterns on inner

KIDS CAPSULE COLLECTION, K502

metal bridge provides durability,

With spring hinge technology

and outer temples. The semi-rimless

Five limited edition models

while dual-injected rubber temple

for 180° flexibility in fun patterns

Loretta for teens features mold-

(two girls, three boys) offer light-

sleeves add a pop of color. Core

and colors, the metal and acetate

ed metal endpieces with acetate

weight stainless steel construction

wire temples allow for adjustability,

boys’ models come with either

temples. The Whitney kids’ style

and adjustable nosepads and

and openings in temple arms

solid (853) or camo-printed (854)

incorporates accents on the temples

temple tips. Bright colors contrast

prevent fogging and moisture

temples. The girls’ 855 mixes a triple

and corners of the brow for a

with a graphite metal finish for a

accumulation. 800.645.1300,

acetate front with metal temples,

fresh, modern look. 800.966.2020,

hip feel. Frames come in a soft

Marchon.com.

while the 856 features a flat

McGeeGroup.com.

square and modern cat eye for girls

42 July 2017

NEW July.indd 42

metal brow and multicolor temples.

and a square, round and rectangle

800.645.3733, CVOptical.com.

for boys. 800.423.3023, DeRigo.US. VisionCareProducts.com VCPN

6/30/17 3:23 PM

Eyewe ar& Fashion NE W

NOUVEAU EYEWEAR, ALTAIR, KILTER, K5009

TEENAGE MUTANT NINJA

TR90 material in addition

TURTLES, FIEND

to 180° integrated spring

Young fans will appreciate

MARCOLIN, TIMBERLAND

FLŌAT KIDS, KP255

MATCH EYEWEAR,

hinge technology provides

SAFILO, KIDS

character artwork on the

KIDS, TB5069

Spring hinge temples and

durability and comfort for

BY SAFILO, SA 0007

inside temples or temple

Designed for boys on the

adjustable nosepads on

ages 6 to 14. The boys’,

Constructed with an

tips on Fiend, Gallant,

go, the lightweight stainless

four styles for kids ages 4

girls’ and unisex models

injection front and rubber/

Impulse, Guts and Scholar.

steel TB5068 model has

to 16 ensure a perfect fit.

come in three colors each:

injection temples, this soft

Fiend is a translucent

textured rubber accents

The girls’ KP255 combines

black, navy and plum.

rectangular, unisex style is

acetate with a deep front

on each acetate temple.

a camouflage-patterned

800.505.5557,

designed specifically for 6-

for a “geek chic” look,

The TB5069 incorporates

front with contrasting solid

AltairEyewear.com.

to-8 year olds. An available

and Impulse’s lightweight

a handmade acetate front

temples, and the KP254

clip-on sun cover comes

metal frame includes color

and flat metal temples

for boys features a solid

with polarized lenses in

accents inside each temple

with sporty rubber striping.

acetate front and two-tone

three colors: red, violet and

tip. 800.292.4342,

800.345.8482,

temples with a color strip-

blue. Soft silicone temple

NouveauEyewear.com.

Marcolin.com.

ing effect. 877.88MATCH,

tips provide extra comfort.

MatchEyewear.com.

800.631.1188, Safilo.com.

VCPN VisionCareProducts.com

NEW July.indd 43

July 2017 43

6/30/17 3:23 PM

Modernize

Dia E1000

Multifunctional Patternless Lens Edger 

Highly configurable to suit anyone from master optician to novice



Advanced re-edge and finish options—even process lenses cut on another edger!



Maintains 20 jobs of edging data unlike others that hold only one



State of the art vertical wheel technology

 

Shape adjustment feature



5x7 inch high definition color touch panel control

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Software upgradeable

Affordably

Multi-width grooving and safety beveling

High-end features.

Entry-level price.

Dia products are exclusively distributed in the US by Optek International. Optek and Optek International are trademarks of Intuitos, LLC. All information is subject to change without notice.

Untitled-1 1

1.727.522.2301

www.optekinternational.com sales@optekinternational.com

™ INTERNATIONAL

5/30/17 11:01 AM

Vision Care Technology

GLASS LENSES: PAST, PRESENT AND FUTURE ALTHOUGH A SMALL PERCENTAGE OF OVERALL LENS SALES, GLASS REMAINS A VIABLE MATERIAL WITH SOME SUPERIOR QUALITIES TO OTHER OPTIONS.

By Ed De Gennaro, MEd, ABOM

“Of all the commonly utilized oph-

crystals, crumbling or dissolving.

Inc., headquartered in Corning,

According to the Corning Museum

thalmic lens materials, crown glass

The dry ingredients for glass

NY, produces a plethora of glass

of Glass, glass making dates back

has a high Abbe value, making it

are heated to about 2,400°F to

products such as fiber optic for

millennia to before 2,000 B.C. in

remarkably clear and color free.

liquefy them and stirred to make a

internet cabling and Gorilla Glass

Mesopotamia where it was cast

Its exceptionally smooth and hard

homogenous melt. Glass was made

for mobile phone screens. Corning

in molds or shaped with crude

surface makes it an ideal refracting

for millennia in small individual

also makes a variety of ophthal-

tools. For centuries, glass beads

surface. It also accepts and adheres

patches. It wasn’t until the indus-

mic materials. Like Corning,

were traded like currency. A hard-

optical coating better than most

trial revolution and the 20th cen-

Barberini,

to-produce version of hollow glass

plastic material, including some

tury that glass was able to be pro-

Venice, Italy, produces an array

vessels first emerged in the 16th

hardcoatings. These are some of

duced in an automated continuous

of glass materials, including oph-

century B.C. Early glass like this

the reasons many eyewear compa-

flow process. This enabled glass

thalmic ones. Founded in the

was only for the wealthy.

nies continue to sell glass lenses.”

manufacturers to produce glass in

1950s by the Barberini family,

Glass was the accepted lens

headquartered

in

Crown glass has a high Abbe value, making

it remarkably clear and color free.

material for eyeglasses for centu-

THE PRESENT

ries and was the only material used

Glass is made from three compo-

in the U.S. until the advent of

nents: The “former” (usually sil-

PPG Industries’ CR-39 ophthalmic

icon dioxide, which comes from

a continuous stream instead of

the company specializes in glass

plastic lens material in the 1960s.

sand) is the foundational portion

in small batches, which greatly

sun lenses. There are also some

Like most products introduced to

of glass; the “flux” helps lower

increased production output.

large emerging ophthalmic glass

the optical industry, the acceptance

the melting point of glass; and

While there are a number of

lens producers in India and Asia.

of plastic lenses was initially very

the “stabilizer” (often limestone,

small ophthalmic glass producers

If you work in a retail optical

slow. That changed in 1971 when

which contains calcium oxide),

in the world, there are two domi-

environment, you know that the

the FDA mandated that all lenses

helps the glass avoid unwanted

nant and respected ones. Corning,

percentage of Rx glass lens pairs dispensed is very low. Data from

had to be capable of withstanding a specified impact. Glass lenses had to be heat or chemically treated to meet this test (or made

X-Cel Optical is among the few U.S. lens companies that still offer glass lenses.

The Vision Council indicates that glass Rx lens are less than 0.5% of the lens units used in the U.S.

extra thick), but plastic lenses were

In the U.S., glass lens shipments

inherently able to pass the test.

continue to decline (-2.2% in unit

This catapulted plastic lens usage,

sales during the twelve-month

and glass usage rapidly declined.

period ending September 2016). In

“Glass is the history of the eye-

2015, shipments of all glass lenses

glass industry,” according to Lyle

reported was 289,458 pairs, down

Rubin, sales and marketing man-

by 40% in unit volume from 2010.

ager of specialty glass for Corning.

A good portion of these glass lens

VCPN VisionCareProducts.com

VCT_DeGennaro.indd 45

July 2017 45

6/30/17 10:48 AM

VisionCareTechnology

pairs shipped domestically in 2016

CR-39 is about 50% lighter than

were multifocal or PALs without

crown glass. One trend eyewear

photochromic properties and/or

producers use to make their glass

polarization.

lenses lighter is to make them

On the other hand, glass plano

thinner and treat them with an

sunglass lenses are doing well, and

ion exchange process. This makes

some professionals in the field

the lenses substantially light-

indicate that this segment of the

er and closer in weight to their

market is growing slowly.

CR-39 counterparts. The lenses are

Even with low Rx usage, some

also stronger because of the ion

labs specialize in surfacing glass.

exchange process, so they pass the

For example, Vision Dynamics

FDA-required impact test. Some

Laboratory in Louisville, KY,

do this by using Corning’s Clear 15

(a division of Vision Dynamics

product (see below), which uses a

L.L.C.) processes primarily glass

1.5mm center thickness instead of

lenses, which comprise about

the usual 2.2mm +/-0.2mm.

95% of overall production.

Corning makes a variety of stan-

Michael Yager, VP of sales for

dard and high index ophthalmic

Vision Dynamics, explained, “We

glass materials, including clear

got into glass lens processing

Unicrown (1.523), 1.7, 1.8 and 1.9.

when a large retailer decided to

The company also makes standard

get out of glass processing and

and high index photochromic

asked us if we’d do it for them. I

glass materials as well as several

describe us as a lab-to-lab glass

sun lens colors and specialty lens

lab. Most labs still get a few glass

materials. Introduced last year to

jobs and don’t want to disap-

the Rx market, Corning Clear 15

point their customers, so they

is a new high-performance glass

send the work to us. Their glass

that can be produced as thin as

business is 1% of their orders;

a 1.5mm center thickness. “This

our glass business is 99% of ours.

product is surfaced 25% thinner

We have a huge glass invento-

and therefore lighter than stan-

ry, and we process it expertly

dard glass, which brings plano and

because we have so much equip-

lower powered prescriptions much

ment and experience. We do offer

closer to the weight of CR-39 lens-

free-form glass lenses, but our

es with a thin profile,” said Lyle

top sku is flat-top 28 PhotoGray

Rubin of Corning.

Extra bifocals surfaced the

New processing and strength-

conventional way.” Other labs

ening techniques make glass lenses

that process a substantial per-

sharper, clearer and more impact

centage of glass lenses include

resistant, Rubin pointed out, stat-

Essilor Laboratories of America,

ing, “Glass today is much better

Select Optical, FEA Industries,

than it was years ago. ECPs should

Carl Zeiss Vision, HOYA North

also know that there are proper-

America and Precision Optical.

ty variations among glasses and

Eyecare professionals know that 46 July 2017

VCT_DeGennaro.indd 46

GLASS SUNWEAR Many classic sunwear brands are known for their glass lenses and their superior optical quality. Luxottica produces about 90% of the sun lenses used in its house brand eyewear at its Lauriano plant in Italy. While some are made of synthetic resins, many are composed of “crystal,” a particular type of glass that meets international impact standards after being treated with chemical tempering processes that involve immersing the lenses in salt solutions at 400⁰C for 14 hours. For example, Persol Polar and Photo-Polar lenses are made from crystal to create thin 1.8mm lenses that are light and comfortable, and the new Officina Sun Collection features 1.6mm lenses that are 20% lighter than standard Persol crystal lenses.

Vuarnet sells most of its plano and prescription sunwear with mineral glass lenses. While plastic lenses are less expensive, Vuarnet continues to strongly support glass, “because of its superior optical qualities,” cited Lucio Lozza, CEO. Vuarnet developed its own glass formula. Its sun lenses absorb UVA, UVB, UVC and blue light. Unlike most other sun lenses, Vuarnet’s absorb infrared wavelengths. “Infrared causes the eye to heat up. There are many references indicating the harm infrared can cause the eye, including dry eye,” Lozza warned. Vuarnet glass lenses are offered in an assortment of colors and prescription ranges, with polarization technology along with sophisticated lens treatments such as mirrors and anti-reflection. They are also chemically tempered, making them stronger, thinner and lighter.

Serenegti has used glass lenses for the majority of its models for decades.

While the company also uses Trivex lenses, its ultra-light glass lenses are 20% thinner and lighter than standard glass lenses, according to the company. Serengeti’s mineral lenses use a proprietary Hydrogen Firing Process that activates the photochromic and spectral control properties bonded into the lenses. While known for the iconic amber Drivers lens, Serengeti produces six additional lens types, including some with mirror coatings.

A substantial percentage of Maui Jim’s sun lenses are glass, although they are no longer available in Rx. “We use glass because it’s the most optically correct material you can use,” said Jay Black, VP of global brand marketing. “In our glass, our patented PolarizedPlus2 technology includes adding ‘three rare earth elements’ to the melt to enhance red, green and blue light waves, thereby enhancing color. Consumers still consider it the clearest and most optically correct lens material you can buy.”

Maui Jim sells a proprietary glass formula called Super Thin Glass that is 32% lighter and thinner than a standard sunglass lens, according to the company. All its sunglasses are polarized, and the polarizing film also has the color of the lens (neutral gray, HCL Bronze, Maui Rose and Maui HT green). Both sides of Maui Jim sun lenses have oleophobic, hydrophobic, anti-reflective and anti-scratch treatments, and most have a bi-gradient (top and bottom with no mirror in the center) mirror on the front.

within the same index of glass, just VisionCareProducts.com VCPN

6/30/17 2:14 PM

as there are in the plastic market.

top bifocal sizes, two round bifocal

Not all glass or plastic lens mate-

sizes, trifocals, quadrafocals, dou-

rials of the same index are made

ble segment bifocals and a ribbon

the same.”

segment lens, all offered in differ-

Barberini also makes a wide variety of ophthalmic glass materials

ent sun lens and photochromic colors as well as clear.

for the Rx market. While the com-

VISION EASE continues its

pany specializes in plano glass sun

tradition of offering a wide array

lenses, it obtained the ophthalmic

of glass lens designs. “We will

glass business from Schott in 2010

continue to supply (glass prod-

when that company sold off that

ucts) as long as sufficient cus-

portion of its business. Now, the

tomer demand remains,” said Jay

company offers an array of ophthal-

Lusignan, director of marketing

mic glass comparable to Corning

communications. The company

and produced in Germany. Its pre-

produces single vision and mul-

mium product, Platinum Glass, is

tifocal lenses in clear and pho-

manufactured with a highly refined

tochromic crown glass, with its

process that uses a column of pure

top two skus being semi-finished

platinum to reduce impurities.

single vision and flat-top 28 bifo-

Noted for its sun lenses,

cals. Lusignan theorizes, “There

Barberini offers them all with

will always be a niche glass market

UV absorption to 400nm, hydro-

in the U.S. New technologies like

phobic, oleophobic and anti-re-

tempered glass and electronics eye-

flective properties. Some reduce

wear will perhaps open opportuni-

infrared light. Offering a range

ties, but the glass share of market

of lens colors as well as mirror

will likely remain low.”

treatments, Barberini glass lenses

CORNING’S TAKE ON THE BENEFITS OF GLASS Glass has many appealing qualities, and a number of optical industry professionals mention that some members of the public still see glass lenses as superior to plastic lenses, even after 50 years of plastic lens use, along with improved processes and coatings. Corning offers the following beneficial properties of glass: STRENGTH: Glass is naturally strong but weakens when surface imperfections are present. Improved processing can mitigate this. Glass can also be heated or chemically treated, which improves its strength and impact resistance.

HARDNESS: Glass is inherently durable and doesn’t require an anti-scratch coating to protect it, so it resists scuff and scrapes better than plastic materials.

ELASTIC: Like most rigid materials, glass flexes under stress, up to its breaking point. When it rebounds, it returns to its original shape without deforming.

CHEMICALLY RESISTANT: Glass is not affected by many household or industrial chemicals.

THERMAL SHOCK RESISTANT: Glass tolerates high and low temperatures without deforming as well as sudden changes in temperature such as coming into a warm house after being outside in sub-freezing temperatures.

HEAT-ABSORBENT: Glass retains heat instead of conducting it.

ELECTRICAL INSULATING: Glass acts as a good electrical insulator.

OPTICAL PROPERTIES: Optical glass efficiently reflects, refracts, transmits and absorbs light with great accuracy.

accept plastic lenses. He also noted

glass will be the outside layer.

are available in the company’s

FUTURE

that there is still substantial glass

Some also see composite lenses

own sunglasses collection as well

Lyle Rubin of Corning sees a bright

usage in foreign countries such as

where each layer of the lens has

as in the lenses the company pro-

future for glass. While he doesn’t

India. That demand will continue

a specific function.

duces for sunwear sellers around

believe it will become the main-

to keep the ophthalmic glass mar-

the world such as Tom Ford, Loro

stream product it once was, he feels

ket viable.

Piana and Etnia Barcelona.

that enhancements to glass from

Others have indicated that

did in eyewear, there is still a

While glass will likely never see the universal usage it once

While most U.S. lens companies

other innovations, such as smart-

glass has a place in the future

viable place for it, and its future

sell very little glass (or none at all),

phone display screens, LCD TVs

of ophthalmic lenses, especially

looks promising.

a few sell a great deal. For example,

and spacecraft windows, will find

as wearable electronic eyewear

X-Cel Optical has a full line of glass

their way into ophthalmic glass.

emerges. Some of these lenses are

Ed De Gennaro, MEd, ABOM,

lenses with many design choices,

He also feels that there is a seg-

already being made with multi-

is editor emeritus of First

including single vision, several flat-

ment of the public that will never

ple layers. Some predict a tough

Vision Media Group.

WHERE TO FIND IT: Barberini Eyewear BarberiniEyewear.it • Info@Barberini.it // Carl Zeiss Vision, Inc. 800.358.8258 • Zeiss.com/Lenses • Customer.

Service@Zeiss.com // Corning Specialty Glass 813.758.1065 • Corning.com/Ophthalmic • Ophthalmic@Corning.com // Essilor of America, Inc. 800.542.5668 • EssilorUSA.com // FEA Industries, Inc. 800.327.2002 • FEAInd.com • Sales@FEAInd.com // HOYA Vision Care, North America 877.528.1939 • HoyaVision.com • SalesSupport@HoyaVision.com // Luxottica 800.422.2020 • Luxottica.com // Precision Optical Group (P.O.G. Labs) 800.497.9239 • PrecisionOpticalGroup.com // Maui Jim, Inc. 888.666.5905 • MauiJim.com // Select Optical 800.331.1603 • SelectOptical.com // Serengeti 888.838.1449 • Serengeti.Eyewear.com // Vision Dynamics Laboratory 888-900-5503 • VisDynLab.com // VISION EASE 800.328.3449 • VisionEase.com • Info@VisionEase.com // Vuarnet 914.495.3701 • Vuarnet. com // X-Cel Optical Co. 800.747.9235 • X-CelOptical.com VCPN VisionCareProducts.com

VCT_DeGennaro.indd 47

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VisionCareTechnology

When It’s Time to Edge It Yourself DOES IT MAKE SENSE TO INSTALL YOUR OWN FINISHING LAB? CONSIDER THE FOLLOWING WHEN YOU’RE READY TO TAKE THE PLUNGE.

By Frank Gimbel, ABOC-AC

faster than sending them away

bility falls on you to make your

diately be measured. Some man-

In a retail setting, labs help your

in a shipping box, having to wait

system better.

aged vision care plans mandate

business in more ways than one.

and potentially dealing with daily

Once seasoned, your lab will

that you send your frames to be

Finishing labs can easily create a

calls from patients checking on

begin to hum, and you will ex-

finished at their facilities. When

new identity for your firm, open-

their orders. With a lab, you can

perience fewer remakes and dis-

you own a lab, consider cutting

ing doors to everything from

make glasses quickly, taking only

satisfied patients as you perfect

everything rather than sending

higher patient satisfaction rates

a few minutes per job. Next up is

the craft. As dispensing ECPs,

frames out. While it may not be a

to gaining more invested and well

quality. Just think and remember

we’re only as good as the last pair

massive profit savings to ask insur-

rounded employees.

getting a pair of finished glasses

of glasses we made for a patient,

ance companies to send their lens-

back from lab XYZ, and they were

and being the producer, you have

es to your office for cutting, what

Why Have a Lab?

nowhere near dispensable. With

complete control. A simple point

it does highlight are three specific

The simple answer has three

your own lab, you are the begin-

to remind your staff is that if they

points. The first is that you will get

parts—turnaround time, quality

ning and the end to every order.

wouldn’t wear it, then don’t dis-

the lenses sent faster to you direct-

and profits. Having a lab allows

If there is a problem with how the

pense it.

ly. There is a large amount of lag

you to make glasses significantly

glasses were made, the responsi-

The last part is a favorite of

time when your frame gets sent

many; retail labs save you mon-

to them, eventually opened, cut

ey! Profits are the lifeblood of any

and returned to you. The second

business, and a retail lab is one

is quality. With your machinery

strategic way to protect your bot-

and trained staff, you will not be

tom line. With an in-house lab,

a victim of receiving the unknown

you eliminate outside edging fees

from insurance labs, which may

and can begin to order finished

have less than quality trained in-

(extremely high margin) lens-

dividuals making your glasses.

es. To calculate what a retail

The third reason is time, which

lab can save you, visit the

adds up when you have to box

service tab at Briot USA’s

up a job, find a call tag label, tray

website for a Cost-Savings

the work in the production area,

Profit Analysis

and then take the time to receive, open, and finally inspect the job.

The FastGrind system from Hilco’s ErgoPro Pliersbyshape a frame SuperEyewire Optical Shaper is approved EyeMed and eyewire to conform andby“seat” a lens properly. certified the U.S. military.

Insurance Plan Considerations

Instead, your staff member could

For some, the number

help you make more revenue. Not

one reason to edge

to mention the countless insur-

is added profit.

ance patient calls to check on their

Instead of paying

order, or having to wait because

someone to finish your lab work,

the glasses arrived incorrect and

edging the jobs yourself will save

had to be remade. In many cas-

you money. While this is true,

es, it’s just easier to cut the work

there is also a deeper profit ratio-

yourself. Plus doing it this way

nale. Not every profit can imme-

will help you establish a consistent VisionCar VisionCareProducts.com VCPN

Lab Design_GimbleNimbleThimble.indd 48

6/30/17 2:16 PM

routine, prevent you from ever

footage is just as important as the

er the footprint, layout and

losing a frame at the lab, or lost in

placement. You need a lab that

concerns such as water, odor

the mail, especially a patient’s own

makes sense, allows for the proper

and power. For those look-

frame.

amount of equipment, storage and

ing to minimize the amount

Vision insurance plans such as

assembly space. If you shoehorn a

of water needed, companies

EyeMed will allow for you to bill

lab too tightly, it can create issues

such as National Optronics

directly through them. Equip-

with organization and even cause

produce a wide variety of

ment suppliers such as Super Op-

unwanted remakes because there

dry cutting edger options.

tical International can help with

is not enough space to keep pa-

Those planning to use water

this, especially with its FastGrind

tient orders straight.

will have to decide between direct water versus recircula-

system, which allows you to op-

The inverse also applies here.

erate as an approved in-house

A lab that is too large takes away

tion. Think about routine mainte-

EyeMed lab. This will save you

from other patient and possible

nance, how often the recirculation

some serious money, rather than

revenue-generating areas, plus it

bucket will need to be changed,

long building and expecting your

having to work exclusively with

squanders dollars that could be

and where and who will do it.

technician to juggle multiple re-

an affiliated insurance lab. When

invested in other business sectors.

The last thing you want is

sponsibilities might not be the

you have a lab in place you can opt

The ideal space takes all of this into

your equipment to ruin lenses

best idea. However, having an op-

out of particular insurance claus-

account. You do not have to pur-

from lack of clean water. Possible

tician who can balance both lab

es, which can net you some hefty

chase the most extravagant set-up.

solutions include a maintenance

and floor duties will cut down on

monthly EOB revenue profits too.

Several edging companies offer

schedule with an area nearby to

labor. To maximize on employee

Having an optician who can balance both lab and floor duties will cut down on labor.

dump and refill your bucket, or

skill sets, place the lab where it

just go direct with clean water.

will allow for proper workflow.

Lab Size Anyone can open a checkbook and order any type of lab they

The QM-X3 is the latest in National Optronics’ family of dry edgers.

Next, consider odor control.

Once you’ve considered the

Some lens materials such as high

points above, you can then add

index and Trivex can create smell

items such as phones, computers

modular equipment designs that

and even smoke while being cut.

and potentially even a glass win-

can help you expand your lab as

Plan for proper ventilation through

dow that overlooks the retail or

you grow. Some even provide

the ceiling or consider deodorizing

patient waiting area. This allows

wish. Before doing so, however,

complimentary lab layout design

equipment. Santinelli International

you to highlight your lab service

it’s important to think it through.

services such as Optek Interna-

recommends its LED-200 Deodor-

equipment while also serving as

Issues with square footage and

tional and Coburn Technologies.

izer to effectively remove odorous

a deterrent from frames walking

placement are critical. Think in

For those considering adding a

gasses during the edging process.

away from your boards. Taking

terms of capacity, how much

free-form lens processing mini-

This vacuum hooks into your edg-

the time upfront to properly de-

equipment you would like to have

lab, Coburn Technologies also

er’s vents and pulls the odors and

sign your retail lab will put you in

versus what you really need to-

offers a wide array of equipment,

smoke out of the chamber, clean-

the best position to edge the right

day. Then, blend this into a future

including

ing the air through an advanced

way from day one.

forecast comparison where you

and more.

surfacing,

finishing

expect to foresee your lab business

charcoal filter system before circulating it back into the lab.

Frank Gimbel, ABOC-AC, is

in time. The latest and greatest in

What to Watch Out For

equipment will only be great if

Be ready for the fact that labs can

Who Will Run Your Equipment?

and owner of Gimbel Opticians

you can use it properly, and square

make noise and a mess. Consid-

Placing the lab in the rear of a

in Plymouth Meeting, PA.

an advanced certified optician

WHERE TO FIND IT: Briot USA 800.292.7468 • BriotUSA.com • Contact@BriotUSA.com // Coburn Technologies, Inc. 800.262.8761 • CoburnTechnologies.com • CustomerCareCenter@CoburnTechnologies.com // EyeMed Vision Care 888.581.3648 • EyeMedVisionCare.com // National Optronics 800.866.5640 • NationalOptronics. com • NOPSales@NationalOptronics.com // Optek International 727.522.2301 • OptekInternational.com • Sales@OptekInternational.com // Santinelli International, Inc. 800.644.3343 • Santinelli.com • Sales@Santinelli.com // SuperOptical International/FastGrind 800.543.7376 SuperOptical.com Jennifer@SuperOptical.com VCPN VisionCareProducts.com

Lab Design_GimbleNimbleThimble.indd 49

July 2017 49

6/30/17 2:16 PM

Vision Care Technology

KEY FEATURES: • A user-friendly touch panel system launches complex 3D calculations with a simple push of the graphical interface.

• High-speed diamond cutting results in smooth lens surfaces.

• Newly developed LS-tec

motor allows for the highest stroke available.

• Highly dynamic ball bearing

motors exclusive to Schneider generators allow for superior robustness and reduce environmental requirements.

• A pre-configured lab

management system combined with the Production Support Package, containing designs and consumables, provides everything a fully independent free-form production needs.

• Full remote capabilities provide support at any location.

LARGE RESULTS IN SMALL SPACES

By John Sailer With the generator as the centerpiece, Schneider’s modular Nano line lets ECPs grow into digital surfacing.

The Schneider HSC nano X gen-

tion, this generator is delivered

machine that provides everything

Other equipment from the com-

erator, part of the modular Nano

with a pre-configured bundle of

that is needed to start an indepen-

plete Nano line that can be gradu-

line, provides everything ECPs

lab management and lens design

dent free-form business with all

ally added to further enhance the

need to start an independent free-

software along with consumables.

essential features at lowest costs,”

HSC nano X generator’s capabili-

according to the company.

ties include the CCP nano polisher,

form business in a small footprint.

The generator is the cen-

The low investment costs

terpiece of the modular Nano

Designed to be highly modular,

combined with minimal space

Line and comes in two versions,

the HSC nano X can be equipped

requirements offered by the nano

the HSC nano X and the more

with a fully laser-based engrav-

The small footprint, minimal

X generator enable even smaller

advanced HSC nano XP. “The

ing system. The optional cribbing

environmental requirements and

independent eyecare profession-

HSC nano X was developed with

spindle and twin tool allow for fast

onboard design software make an

als to begin processing free-form

a single goal in mind, creating a

machining of non-circular shapes.

industrial setting unnecessary.

the SHC nano hardcoater and the RPT nano anti-reflective coater.

lenses in-house. To allow for easy initiation and consistent produc50 July 2017

Schneider Nano.indd 50

Schneider Optical Machines 972.247.4000 • Schneider-om.com • Info-USA@Schneider-om.com VisionCareProducts.com VCPN

6/30/17 10:46 AM

For work play and

everyday Patients want multiple pairs of eyewear to enhance the way they live. Help make them easier to purchase from your practice with promotional financing options* available through the CareCredit credit card.

Call for more information and enroll at no cost today^.

866.853.8432

www.carecredit.com

visioninfo@carecredit.com

* Subject to credit approval. Minimum monthly payments required. See carecredit.com for details. ^ Subject to change.

Untitled-1 1

VCPN0717OA

6/29/17 1:43 PM

©2017 Essilor of America, Inc. All Rights Reserved. Unless otherwise indicated, all trademarks are property of Essilor International and/or its subsidiaries in the United States and in other coutries. Transitions and the swirl are registered trademarks of Transitions Optical, Inc., used under license by Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

EYEZENPRO.COM

THIS IS SCREENLIFE Introducing an everyday solution for modern single vision patients

Eyezen™+ lenses • Help defend against digital eye strain associated with device use • Reduce exposure to Harmful Blue Light with the Smart Blue Filter™ feature*

EYE FATIGUE

EYE RELIEF

Recommend Eyezen+ lenses with the Smart Blue Filter feature to patients for digital eye strain relief.

Eyezen+ * lenses block at least 20% of Harmful Blue Light, which is the high energy waves found between 415–455nm (blue-violet light) and is suspected to be the most toxic to retinal cells.

Untitled-1 1 essil_35826_01_Eyezen_9x10.875_M.indd 1

6/29/17 1:44 PM PM 6/6/17 1:46

E X T R E M E

C L O S E U P

A SINGLE VISION SOLUTION FOR ALL EY EZEN+ LE NSES PROVI DE PROTECTI O N AN D R ELI EF FO R YO U R PATI EN TS .

DETAILS

eye strain and reduce exposure to

Eyezen+ lenses are available in

There’s no doubt that our always-

Harmful Blue Light. Eyezen+ lenses

designs 1, 2 and 3. Each design

connected life means adults and

are only available to patients

provides varying levels of accom-

children are spending more time on

through their independent ECP,

modative relief for each single

digital devices. This increases the

another way Essilor demonstrates

vision age group.

risk for digital eye strain and poten-

its commitment to helping ECPs

tial vision problems caused by expo-

help their patients see better.

sure to Harmful Blue Light1. Eyezen™+ are unaware of the potential dan-

WOW FACTOR

the Smart Blue Filter feature from

gers of Harmful Blue Light to their

Eyezen+ lenses are an everyday

Essilor are exclusive to the indepen-

eyes.3 Children are at risk too, as

solution designed to improve vision

dent ECP. They are the latest innova-

kids ages 10 to 17 typically spend

by addressing the visual demands

tion in the single vision category

three hours or more per day using

of people using smartphones, tab-

from Essilor, designed to help reduce

an electronic device.4

lets and other digital devices. They

at least 20% of Harmful Blue Light

Essilor recognized that tradition-

help reduce exposure to Harmful

al single vision lenses did not meet

Blue Light by at least 20% and allow

the needs that single vision wearers

single vision patients to experience

BACK STORY

face in today’s digital environment.

greater visual comfort when using

The numbers truly tell the story:

This is why the company launched

digital devices.

More than 90% of adults are at risk

Eyezen+ enhanced single vision

for digital eye strain and nearly 73%

lenses in 2016 to address digital

from entering the eyes.2

provide independent ECPs with a wide range of tools available to meet the

enhanced single vision lenses with ™

The three Eyezen+ design options

needs of their single vision patients.

Essilor of America, Inc. • 800.542.5668 • eyezenpro.com

1. Harmful Blue Light is the blue-violet wavelengths (415-455 nm) on the light spectrum believed most toxic to retinal cells. 2. Eyezen+ lenses block at least 20% of Harmful Blue Light, which is the high energy waves found between 415–455nm (blue-violet light) and is suspected to be the most toxic to retinal cells. 3. The Vision Council, “Hindsight is 20/20/20: Protect Your Eyes from Digital Devices, 2015 Digital Eye Strain Report,” 2015. 4. American Optometric Association children’s Omnibus survey, March 2014.

Essilor of America, Inc. All Rights Reserved. Unless otherwise indicated, all trademarks are property of Essilor and/or its subsidiaries in the United States and in other countries. Transitions and the swirl are registered trademarks of Transitions Optical, Inc., used under license by Transitions Optical Limited. Photochromic performance is influenced by temperature, UV exposure and lens material.

VCPN VisionCareProducts.com

Eyezen ECU_V3b.indd 3

July 2017 53

6/29/17 1:10 PM

Refresh tired eyes.

©2017 Carl Zeiss Vision Inc. EnergizeMe is a trademark of Carl Zeiss Vision Inc. ZEISS EnergizeMe products are designed and manufactured using Carl Zeiss Vision technology. US Patent 6,089,713. Other patents pending. Rev. 06/17

ZEISS EnergizeMe Eyeglass Lenses

Introducing the first eyeglasses specifically designed to relax and rejuvenate tired eyes after a long day of wearing contacts.

Refresh your contact wearers’ eyes – and the way they view eyeglasses.

Visit www.zeiss.com/TryEnergizeMe3 to receive a FREE ZEISS EnergizeMe trial pair today.* *Limited time offer while ZEISS EnergizeMe voucher supplies last.

Untitled-1 1

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E X T R E M E

C L O S E U P

A SPECTACLE LENS FOR CONTACT LENS WEARERS SPECIFICALLY DESIGNED TO REFRESH THE EYES OF CONTACT LENS WEARERS, ZEISS ENERGIZEME LENSES ALSO PROTECT PATIENTS FROM DIGITAL EYESTRAIN AND BLUE LIGHT. DETAILS

wearer: ZEISS EnergizeMe Single

often keep their lenses in for

Lenses is strong, as 26 million con-

are

Vision Lenses, ZEISS EnergizeMe

extended periods, which causes

tact lens wearers report that they

designed to refresh the eyes of con-

Digital Lenses and ZEISS EnergizeMe

eyestrain and fatigue. Historically,

also enjoy wearing eyeglasses,

tact lens wearers. They are a unique

Progressive Lenses.

eyeglass lenses were not made to

especially while reading, watching

refresh the eyes of contact lens

television and using mobile devic-

ZEISS

EnergizeMe

lenses

combination of a new lens design made for the way contact lens

BACK STORY

wearers in these conditions…until

es. Additionally, ZEISS wearer trials

wearers use their eyes with ZEISS

ZEISS EnergizeMe lenses are the lat-

now. ZEISS is proud to offer eyecare

reaffirm a need for this solution as

Digital Inside Technology and ZEISS

est lifestyle solution from ZEISS and

professionals yet another solution

92% of contact lens wearers

DuraVision BlueProtect for optimum

the first and only eyeglass lens in

to add to their practices’ repertoire.

reported feeling refreshed with

comfort and protection from digital

the industry designed specifically

eyestrain and blue light.

for vision needs of contact lens

WOW FACTOR

experienced a reduction in digital

wearers. Contact lens wearers

The potential for ZEISS EnergizeMe

eyestrain.

Three EnergizeMe lens options

ZEISS EnergizeMe Lenses, and 91%

are available to meet the vision needs of virtually any contact lens VCPN VisionCareProducts.com

Zeiss ECU.indd 55

CARL ZEISS VISION, INC., 888.934.7748 • ZEISS.com/pro/EnergizeMe July 2017 55

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EDGE AHEAD WITHOUT COMPROMISE Pro-E™ 600 compact edger combines productivity with the highest level of precision, versatility, robustness and speed. It offers an easy and cost-effective integration into any lab configuration.

Pro-E 600 edger: the smart and unique solution for every forward–thinking lab manager.

Let us show you how Essilor Instruments can benefit your high-volume lab.

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Untitled-1 1 page ad OptoOffice 9x10.875.indd 1 Pro-E 600 full

essilorinstrumentsusa.com

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6/29/17 1:45 AM PM 6/8/17 9:03

E X T R E M E

C L O S E U P

COMPACT, HIGH-VOLUME EDGING SYSTEM PRO-E 600, FROM ESSILOR INSTRUMENTS, ALLOWS YOUR LAB TO GROW YOUR BUSINESS WITHOUT INCREASING SPACE. DETAILS

shapes and small B-sizes. Bevel,

effortlessly with laboratory man-

The Pro-E 600 combines top-end

mini-bevel, asymmetric and step

agement software (ISO 16284). The

precision and versatility with

bevel, groove, mix, drill, mill, cham-

industrial design of Pro-E 600

WOW FACTOR

robustness and speed. It offers an

fer and polish, the Pro-E 600 can do

incorporates long-life components

Are you managing high volumes

easy and cost-effective integration

it all. Meeting the highest stan-

and fast maintenance procedures

and looking to step up your produc-

into any lab configuration.

dards in top-end precision, the

to maximize its up-time for a great

tivity? The Pro-E 600 is perfectly

Thanks to new processes in all

Pro-E 600 provides right-first-time

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suited for jobs that require special-

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BACK STORY

compact design, the Pro-E 600 is a

tabletop edgers. The Pro-E 600 can

ings. This compact tabletop edging

Essilor Instruments conducted 18

smart investment that can allow

process all jobs efficiently, even

system fits easily into lab opera-

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ESSILOR INSTRUMENTS USA 855.393.4647 • EssilorInstrumentsUSA.com • Info@EssilorInstrumentsUSA.com VCPN VisionCareProducts.com

Essilor Instruments_ECU.indd 57

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VisionCareTechnologyNEW

VSP OPTICS GROUP LAUNCHES FASTER PHOTOCHROMIC The newest photochromic lens to join the SunSync Light-Reactive Lenses portfolio, SunSync Plus changes from dark to clear three times faster than the current industry leader, according to the company. The new photochromic lens also retains the performance benefits of the original SunSync, darkening quickly in sunlight, blocking 100% of UV radiation, selectively filtering blue light, and resisting scratches and smudging. SunSync Plus is available exclusively with Unity Via progressives, which launched in March. It can be ordered in gray in 1.50 plastic, 1.59 polycarbonate and 1.67 high index. 888.867.8867 SunSyncLenses.com.

PAL-ID ENGRAVING IDENTIFIER NOW AVAILABLE FROM ESSILOR INSTRUMENTS To assist even the least experienced optical technician in your office locate and accurately identify surface markings on progressive addition lenses (PALs) in just seconds, the PAL-ID Engraving Identifier is now available from Essilor Instruments. Its exclusive, patented optical imaging system is designed to illuminate, enlarge and enhance even the faintest engravings on PALs. 855.393.4647, EssilorInstrumentsUSA.com.

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VCT NEW_July.indd 58

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Untitled-1 1

6/30/17 11:23 AM

DIGITAL REFRACTOR COURTESY OF MARCO | BLAZE COLLECTION SUNGLASSES COURTESY OF RAY-BAN (RB3574N)

EDUCATION.FASHION.INNOVATION. LAS VEGAS WEDNESDAY, SEPTEMBER 13–16, 2017

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Busi ness S o l u t i o n s

— O E D I V L A N O I T O M O R P A E U K O A Y M R O F K R O W T I E K A M AND

MOST L A S I CTICE A R P R LAN. TE YOU P O M A O E R K S T, M A EO TO P R D I I F V T A CING RA. BU E M A C PRODU A ING UP K C I P Y AS AS EAS

BY JOHN MURPHY

create slick visual promos to send

eo-minded opticians offer advice

Concept: Georgetown Optician

Every schoolchild knows what

out to the world and hopefully

on how they made successful

hired media agency Design Army

show-and-tell means. So why is

draw in new customers.

videos that not only show-and-

to create a visually compelling and

showing and telling so hard to

But with all the video noise and

tell their message but also scored

highly unique concept that AdWeek

do when you’re an adult, when all

confusion—more than 300,000

thousands of views—and how

described as “Wes Anderson meets

you want to do is to show custom-

videos are uploaded to YouTube

you can do it, too.

the Addams Family.” The quirky

ers your products and tell them

every day—how do you get po-

When making a video, you can

video (or fashion film), titled “Our

about your services?

tential customers to find and

go big (by hiring a video crew),

Family Knows Glasses,” tells the

One way to show and tell: make

click on your message? How do

go small (by doing it yourself) or

fictionalized story of the Voor-

a video. Opticians are grabbing

you rack up those valuable views?

go niche (by targeting a very spe-

thuis family and their obsession

video cameras and smartphones

How do you even get started?

cific customer).

with fashion eyeglasses. Go here

to make their own promotion-

Here,

three

different

vid-

al videos. Some are even hiring

GO BIG

professional production crews to

Pierce Voorthuis of Georgetown

(https://vimeo.com/140671948) to watch the video, and go here

Optician, in Washington, DC, went very big.

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July 2017 61

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Busi ness So l u t ions

(https://vimeo.com/191090532) to

over YouTube? “Vimeo allowed

marked that after seeing the vid-

share that experience with thou-

watch the sequel, the “Eye Ball.”

the perfect integration with our

eo she knew she had to plan a trip

sands of people,” Brunson said.

website, seamless social media in-

to Washington, DC, to coincide

Goal: “Our marketing strategy

tegration and no ads or unwanted

with some business nearby.”

for the last few years has had one

branding,” Voorthuis explained.

GO SMALL

goal—to stand out from the crowd

“My second goal was to share this experience with opticians around the world to hopefully inspire them to be creative with

and showcase what we believe

Costs: More than $40,000 per vid-

Few optical practices are will-

the way they design their own

makes us special,” Voorthuis said.

eo. “From start to finish, the con-

ing—and able—to undertake a

customer experience,” he added.

“Our design firm really executed the creative vision perfectly. Design Army came up with a vision, sold us on their ability to craft a creative campaign unlike any

“THE MOST EXCITING THING WAS WHEN

A NEW CLIENT FROM NORTH CAROLINA CAME IN.” cept to the final launch of each

promotional effort costing tens of

Views: Nearly 5,400, including

other optical—and to some ex-

video took about four months,

thousands of dollars with an un-

more than 3,100 views on You-

tent, unlike any small family retail

and editing took about six weeks,”

certain return on investment.

Tube and 2,200 on Facebook. “We

operation—and helped bring our

Voorthuis said. “The first film

But just about anyone can

also have it running periodically

story to a larger audience.”

was a very ambitious shoot, with

afford a camera and a couple

on our in-store, wall-mounted TV,” Brunson noted.

about 16 hours filming at two lo-

hours—as long as the end result

Views: More than 88,000 views on

cations. The second film had an

is authentic, noted Daniel Brun-

Vimeo.com—about 70,000 views

even more ambitious shot-list.

son, ABOC, of Hicks Brunson

Costs: The only cost to make the

of “Our Family Knows Glasses”

But we added a second day of

Eyewear in Tulsa, OK.

video was time. “We probably

and more than 18,000 of the recent

filming to capture several 15- to

“Eye Ball.” But why choose Vimeo

30-second clips that supplement-

Concept: The short, documen-

video and about three to four

ed our social media strategy.”

tary-style video, “I Am an Op-

hours editing, which I did entire-

tician,” follows Brunson around

ly on my iPhone,” Brunson said.

spent about two hours shooting

Success: The invest-

the office for a behind-the-scenes

“My brother [Derek] and I

ment in time and

glimpse of an optician’s work day.

filmed the piece using a GoPro

money has trans-

“We are living in a time where

camera, and we kept the message

more

some consumers are turning to

authentic,” he explained. “The

than just clicks and

poorly made online eyewear to

camera is shaky at times, and the

page views. “We

try to save money,” Brunson ex-

video is obviously not of com-

measure the suc-

plained. “I wanted to educate the

mercial grade production, but

cess in a variety of

public on the importance and

people will overlook that stuff if

ways,”

value of having your glasses mea-

you are real.”

lated

into

Voorthuis most

sured, made and fitted by a real

They also kept it real short—

exciting thing was

live optician.” Go here (http://bit.

only 1 minute, 32 seconds. “I’ve

when a new client

ly/2rQM6Wr) to watch the video.

heard filmmaker Morgan Spurlock

said.

“The

say that pretty much anyone will

from North Car-

62 July2017

Murphy_Video Promotion.indd 62

olina came in and

Goal: “My first goal was to reach

watch a video if it is under three

purchased a great

an audience beyond my client

minutes,” Brunson remarked.

looking

of

base. I wanted to give the public a

Theo glasses. When

taste of what it is like to come into

Success: “It’s hard to measure

we asked what drew

my store and to get fitted for eye-

the success of a video like this in

her here to look for

wear. Creating a video and posting

dollars. In the first few months I

eyewear,

it on social media allowed me to

had customers telling me every

pair

she

re-

VCPN VisionCareProducts.com

6/30/17 2:19 PM

week that they saw it and en-

“It’s important

Views: More than 2,800—but

liard glasses, Curran explained.

to stay ahead in

remember that these are target-

They also shared the video on

business by hav-

ed views from highly interested

social media, which led to more

ing a niche prod-

consumers.

internet traffic. As a result, sales

uct,” said opti-

“I like to believe that viewers will

of the practice’s billiard glasses

cian Bill Curran,

be more likely to watch a video that

have tripled each year for the

owner

Wil-

has a high view count—thinking

past three years.

liam J. Curran &

it’s popular—than a video that has

Son Opticians in

five views, for example,” Curran

GO DO IT

noted. The trick is to know how to

If these success stories haven’t

raise your five views to more than

inspired you to pick up a cam-

2,800, he added.

era, perhaps these words of en-

of

Drexel Hill, PA.

joyed watching it,” Brunson said.

“I wanted people to know exact-

Concept: The title of the vid-

ly what they would experience

eo speaks for itself: “Custom

when they walk in my store—that

Made Billiard Glasses.” In this

Cost: “Besides the initial cost of

“Make your video today.

we are on the cutting edge of eye-

short video, Curran describes

the laptop [for editing], the vid-

Don’t get too caught up in mak-

wear style and lens technology—

and demonstrates glasses that

eo itself cost $0,” Curran said.

ing it perfect—just make it,” said

and from that perspective, the

are specifically designed for

“We filmed, and [my son] Adam

Daniel Brunson. “Be genuine in

video has been a success.”

playing pool and billiards—a

edited the video and posted it on

your message and share it across

couragement will:

your social networks. It’s not as

“IN THE FIRST FEW MONTHS I HAD CUSTOMERS

TELLING ME EVERY WEEK THAT THEY

SAW IT AND ENJOYED WATCHING IT.” GO NICHE

pastime that Curran himself

There are thousands of eyewear

enjoys. Go here (http://bit.ly/

and optical videos out there.

2s0i2IS) to watch the video.

How can you get yours found,

YouTube the same day.”

hard as it sounds because there are video editing apps you can use to edit and produce the finishing touches all on your smartphone.”

Pierce Voorthuis said, “My

The hardest part? Reading the

best advice would be to set a

script off the laptop screen—a

goal: what is your marketing

makeshift teleprompter. It’s hard-

message and what is the best me-

viewed and even shared? Do

Goal: “Our goal was to make an

er than it looks, Curran warned.

dium to share it?” His practice

something unique—something

introduction video that explained

chose video because it comple-

no one else is doing.

the concept of our billiard glasses

Success: “This particular video

for others to watch and share

was very successful because we

he explained.

and have them help spread

had important keywords within

“Make it interesting, short and

the word about us,” Cur-

the video title, description and

on-point,” Bill Curran advised.

ran said. “Even if some-

links to our website,” Curran said.

“And make it fun to watch!”

one who watches our

This kind of search engine

video doesn’t have a need

optimization made it easy for

John Murphy is a freelance

for our product, they can

billiard players and profession-

healthcare writer based in

still share it with some-

als to discover the video and

Pennsylvania with more than

one who does via social

then go to the practice’s website

15 years experience as an

media.”

to order a pair of custom bil-

editor in the optical field.

mented the marketing strategy,

“SALES OF THE PRACTICE’S BILLIARD GLASSES HAVE

TRIPLED EACH YEAR FOR THE PAST THREE YEARS.” VisionCareProducts.com VCPN

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July 2017 63

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Busi ness So l u t ions

5 O PT I CA L T R E N D S TO STO C K N OW

By Travis Reed

a well-known popular brand not

1 Reflective Mirrored sunglasses 2 Round John Lennon is, by far, the

If you’re stuck in a frame-buying

considering that every competitor

reminiscent of the ‘80s and early

best example of this trend, which

rut, have no fear! A wrap-up of the

on the block or in your town will

‘90s have been back in a big way,

is retro inspired and a little bit ‘60s.

hottest trends for 2017/2018 is here.

have the same frames. This isn’t the

but this time around there are

You will see this shape in nearly ev-

It’s all too easy to wind up pur-

best strategy unless it’s a frame you

hues of blue, purple and pink.

ery brand for both ophthalmic and

chasing the same type, shape and

truly think is an amazing value that

This trend is slightly sporty, a lit-

sun and in metal or plastic, which

color frames season after season.

flatters most faces.

tle cocky and reflects a fun per-

makes an even more dramatic ap-

You may not be giving enough cred-

So, in order to help you offer

sonality. Men especially are look-

pearance. This shape sounds mas-

it to your customers, who may be

some amazing choices to your cli-

ing for ways to have a little fun in

culine to many, but in fashion it’s

looking for something different or

entele, check out this quick guide to

the fashion world and this is an

paired with beachy casual fashion

au courant. Many buyers will buy

five hot style categories.

easy way to start.

on women.

64 July 2017

Runway.indd 64

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SECO International held its annual optical conference in Atlanta and hosted its first optical trend fashion show produced by Travis J Reed of Creative Visionary Inc., with lights and staging by Dennis Remer of MDR Creative. Models from SALT. Hair and makeup by Ansley Gwinn.

Fashion by Borris Powell, Anastasia Chatzka and London Alyse.

FORGET THE SAME OLD, SAME OLD . STEP OUTSIDE TRIED-AND-TRUE CHOICES FOR THE WOW FACTOR OF NEW, COOL LOOKS.

IMAGES: ROBB COHEN PHOTOGRAPHY & VIDEO

3 Faux Wood This look has started

gerated cat eye in predominantly

5 Oversized Sunglasses Talk about

So go ahead, experiment with

to saturate the market. Many of

acetate materials. Many will have

a trend that may never end. A huge

different brands. Do your own re-

these frames have an ‘80s style

some type of bling whether that

pair of diva sunglasses has always

search and work with a new rep.

shape and either look entirely

is a glitter in the frame or rhine-

been a staple for celebrities. They

Train your staff on the current

made of wood or just the tem-

stones. This look can be harder to

not only provide fabulous cover-

looks, too. Create amazing displays,

ples. This trend is unisex but

pull off with confidence for some,

age, but they are also flattering on

sponsor a trunk show and show off

sells easily to men, and the look

but there are many that do so very

different face shapes. Though most

styles on social media. Have fun

goes with everything from suits

well.Try a tray full of options in

brands will have this silhouette, it’s

with the new frame fashions!

to shorts to jeans.

this category and create a display;

more prevalent with designer la-

4 Retro The “it” shape is an exag-

have two of each frame, one in

bels, which are synonymous with

Travis J Reed is CEO

display and one to try on.

luxury, class and sophistication.

of Creative Visionary Inc.

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S o c i a l Me d i aA dv is or

Hashtag Your Way to Success Samantha Toth Having a social media presence allows you to reach current or prospective patients quickly and affordably, but creating an engaging presence online is key to a successful strategy. By incorporating the use of hashtags into your posts, you can create growth in your followers and engagement with your current patients. Follow these important rules to ensure that you make hashtags work for you.

The Basics

Hashtags are used to index posts and allow users to easily search each social media platform for ones based on their interests.

results that pop up will be the most recent posts that used this hashtag.

Companies have gotten in trouble before for not doing their research before using what they thought was a unique or inventive hashtag.

Always search a hashtag before using it to make sure the recent posts from other companies are aligned with what you are trying to communicate.

Be Specific, Relevant and Simple

Hashtags should be as specific as possible. When writing a social media post, think about the general topic or call to action you want your patients to see. Now, hashtag that!

While being specific, also remember to remain relevant. The relevan-

Cast the Net Wide but Not Too Wide

By incorporating the use of hashtags into your posts you can create growth in your followers and engagement with your current patients.

While these hashtags are most commonly used on Twitter, they can also be used on Facebook and other platforms. When writing a hashtag on your social media, simply add the hash sign before your desired phrase, #LikeThis.

Remember that hashtags cannot have spaces or punctuation, so think it through before posting.

Do Some Research

Start by visiting Facebook or Twitter and search #eyewear. The 66 July 2017

Social Media Advisor.indd 66

cy of your post and hashtag increases the likelihood of it being seen by prospective patients. When crafting the perfect hashtag to complete your post, keep it simple. #makesureyourlenseshaveUVAprotection is not as effective as the cleaner options of #protectyoureyes, #UVAprotection or #sunglasses.

Make It Count

#Dogsofinstagram may be one of the highest trending hashtags out there, but adding this tag to a post

about glaucoma does nothing for your followers. Use hashtags to add value to your post by keeping them on topic and relatable to your patients. Social media users search for specific hashtags, so by using the hashtags that are of interest to your ideal customer, you can increase the chances of being found.

Let’s say that your practice wants to announce some new designer frames or sunglasses that just arrived in the office. Using the hashtag #summerstyle in your post lets your followers see your post but also reaches anyone looking for the newest, greatest fashions for the summer. While remaining concise, relevant and specific, there are opportunities to grow your following on social media platforms.

Need help with creating a successful social media strategy and maximizing your online presence?

Learn more about Innexus and schedule a one-on-one consultation at GetInnexus.com.

Samantha Toth is the resident marketing rockstar for Innexus, who specializes in websites, social media and marketing for the eyecare industry. Learn more at http://GetInnexus.com.

VisionCareProducts.com VCPN

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VisionCareTechnology

KODAK’S IN YOUR CORNER

By Cara Aidone Huzinec Part of Signet Armorlite’s Kodak Lens Professional Service Program, the Kodak Lens Corner gives ECPs a “store-in-store.”

Ideal for ECPs looking to educate

ent Kodak products. The “Color

be happier with the results so far,”

said he felt comfortable displaying

patients about lens options, Signet

Center” side enables dispensers

said Edward DeRosa, executive vice

its partnership with Kodak.

Armorlite’s Kodak Lens Corner

to discuss the color benefits of

president of Signet Armorlite, N.A.

“The Kodak Lens Corner adds a

solution gives you simple mer-

Kodak Digital Lenses and No Glare

“Patients are responding positive-

professional look and is a valuable

chandising tools that leverage the

Protection.

ly to the Kodak brand name and

tool for our opticians to help edu-

Launched last August, Kodak

benefits that Kodak Lens products

cate our patients on their various lens choices,” he said.

strength of a recognized brand.

Lens

Lens Corner has 64 participating

can bring to their vision. As a result,

Professional Services Program,

ECPs as of this May. According to

practices are benefiting from a rec-

Chuck Vogel, a certified optician

Kodak Lens Corner offers an

Signet Armorlite, sales of Kodak

ognized branded solution that is

and owner of Ferguson Optical,

in-store display as well as custom-

Lens Progressives have increased by

resulting in higher average selling

a retail shop with two locations

ized window merchandising. The

29% so far this year.

prices and much happier patients.

in Missouri (Hazelwood and

It’s a win-win solution.”

Ferguson), said that his patients

Part

of

the

Kodak

center

“With the Kodak Lens Corner

incorporates two sides: The “Lens

program, we provide a solution

Paul Bernier, OD, said he began

Center” side displays Kodak’s lens

that pairs the heritage of the Kodak

carrying Kodak products four

offerings, from progressives and

brand with the proven perfor-

years ago at Chippewa Eye Centre

“Kodak is recognizable to the

high index materials to no glare and

mance of Kodak Lens products at

in St. Louis. Approached by Kodak

patients,” he added. “If you say it’s

blue light protection. Frames for

independent eyecare providers

because of Chippewa Eye Centre’s

made by Kodak, that name signifies

patients to “demo” lenses are fitted

across the country, and we couldn’t

volume and fitting success, Bernier

something to people.”

freestanding

education

really like being able to test products themselves.

with different left and right lenses so they can see the effects of differ-

68 July 2017 Kodak Closeup.indd 68

Signet Armorlite, Inc. 800.759.0075 • SignetArmorlite.com • KodakLens.com/pro VisionCareProducts.com VCPN

6/30/17 10:56 AM

Busi nessS olut ions NEW

INDEX TO ADVERTISERS ADVERTISER

PAGE

PHONE

WEBSITE

All About Vision

6

858.454.2145

AllAboutVision.com

Bushnell Outdoor Products

30

913.752.6137

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CareCredit

51 866.853.8432 CareCredit.com

Carl Zeiss Vision

54

888.934.7748

Zeiss.com/partner4ecp

Essilor of America

52

—

EyezenPro.com

Essilor Instruments USA

56

855.393.4647

EssilorInstrumentsUSA.com

Eyewear Designs

32

800.645.6596

EyewearDesigns.com

Götti

38

914.274.8522

Gotti.ch

First Insight’s new EyeClinic Imaging allows access to diagnostic images

HOYA Vision Care

CV1

800.423.2361

TheHoyaFreeformCompany.com

through a cloud-based system anytime, anywhere and from any device.

Inspecs

34 800.852.7857 Inspecs.co.uk

Lab-Tech Inc.

58

800.822.4343

Lab-Tech.net

tion of patient information into DICOM or non-DICOM interfaces, side-by-

L’Amy America

36

800.872.7377

LamyAmerica.com

side comparisons of diagnostic images to quickly detect changes and an

Luxottica

13 800.422.2020 Luxottica.com

OAA

CV3

Oakley

27 800.403.7449 Oakley.com

Optek International

44

727.522.2301

OptekInternational.com

Optometry Giving Sight

8

888.OGS.GIVE

GivingSight.org

Reed Exhibitions

60

800.811.7151

Vision.ReedExpo.com

Silmo

59

+33.0.1.43.46.2761 SilmoParis.com

SPY

18

760.804.8420

SpyOptic.com

Think About Your Eyes

67

—

ThinkAboutYourEyes.com

Transitions Optical, Inc.

17

800.533.2081

Transitions.com

Tuscany Eyewear

CV2, 15

800.293.9588

TuscanyEyewear.com

WestGroupe

2-3, 25

800.361.6220

WestGroupe.com

Wiley X Eyewear

5, 7, 9, 11

800.776.7842

WileyX.com

Zyloware Eyewear

CV4

800.765.3700

Zyloware.com

FIRST INSIGHT RELEASES EYECLINIC IMAGING

Developed by First Insight (providers of MaximEyes), EyeClinic Imaging, which can be used with any EHR, provides quick access to data, consolida-

easier way to educate patients on their eye conditions. 800.920.1940, First-Insight.com

EYEFINITY PROVIDES HIPAA COMPLIANCE Eyefinity has partnered with Abyde, a technology start-up based in Tampa, FL, to develop a fully automated HIPAA compliance solution for the eyecare industry. Abyde’s cloud-based software solution, which notifies users via email if they need to address a compliance item, seamlessly walks eyecare professionals through risk analysis, ongoing compliance, policy, procedure and HIPAA training requirements in order to achieve and maintain internal HIPAA compliance. 877.481.4455, Eyefinity.com VCPN VisionCareProducts.com

Biz Solutions NEW_July17.indd 69

901.388.2423

OAA.org

(ISSN-1549-6716) is published monthly, except December, by First Vision Media Group, Inc., 25 East Spring Valley Avenue, Suite 290, Maywood, NJ 07607. Phone (201) 587-9460, Fax (201) 587-9464. Periodical Postage paid at Hackensack, NJ and additional mailing offices. Postmaster: Send address changes to VCPN, P.O. Box 986, Levittown, PA 19055-9998.

Subscriptions: VCPN, P.O. Box 986, Levittown, PA 19055-9998 or online at totallyoptical.com.

Distributed to qualified optical dispensing locations, chain store headquarters, and optical laboratories. Other U.S. subscriptions are available for $85 for one year; $160 for two years.

Contact publisher for overseas rates. Copyright © 2017 by First Vision Media Group, Inc., Frank Giammanco, President & CEO; Shawn Mery, Executive Vice President. No part of this publication may be reproduced without written permission of the publisher. The publisher’s acceptance and publication of any advertising or editorial materials does not constitute endorsement of any product, service, or company by First Vision Media Group, Inc. Throughout this publication, trademark names are used. Instead of placing a trademark or registration symbol at every occurrence, we are using the names editorially only with no intention of infringement of the trademark.

July 2017 69

6/30/17 2:39 PM

70 July 2017

Classifieds_July2017.indd 70

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Vario Dispensing Table The standing, sitting, and everything-in-between desk.

These electronically-powered, height-adjustable desks can take an entire workstation from sitting, to standing, and back again, with a single touch of the keypad.

A Desk With A Brain Find the most comfortable positions for sitting and standing and store them with the keypad’s four height memory presets. Next time, the perfect position is just a touch away.

Satin-Etched Glass The durable tempered glass work surface has an unbelievably soft finish. Smooth to the touch, this unique treatment provides protection from dings, scratches - even fingerprints.

Space Saver By using our Vario Table at the standing heights, the additional space used by chairs is no longer an issue.

Perfect for smaller dispensaries or high traffic areas.

Or add counter/bar height chairs and create your own Style Bar.

Height Adjustable

Optional Drawer

www.framedisplays.com VCPN VisionCareProducts.com

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LOOKING BACK

PUBLIC EYE The first public service announcements in optical showed up around 1914, when American Optical (AO) began to expand its national advertising efforts and engage with the most important audience to reach children: parents.

The company’s ads for Wellsworth lenses stressed the need for eye exams and linked good vision with academic success. Appearing in The Saturday Evening Post in August 1925, the ad picturing the classroom setting was

72 July 2017

July17_Looking Back.indd 72

Malcolm Mazow, MD

“the best piece of publicity” ever produced for the promotion of eye exams for children, according to AO. It impressed upon parents the handicap that poor eyesight placed on children and how corrected vision “invariably” resulted in “greater progress at school and better report cards.”

In the 1950s, Victory Optical’s advertising campaign for children focused on its children and teen eyewear, running ads during late summer in time for school.

Educating caregivers is a key component in treatment, according to Malcolm Mazow, MD, a Houston-based pediatric ophthalmologist who has been in practice since 1966.

“Parents need to understand what the issues are and that surgery doesn’t correct the need for glasses necessarily,” Mazow said. “The most rewarding result of my care is to see a young child with a vision issue and see them grow up with normal vision and live a fruitful life.”

visioncareproducts.com VCPN VisionCareProducts.com

6/30/17 10:31 AM

Pride. Power. Progress.

in partnership with:

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17-091 ©2017 Zyloware Eyewear.

Style 6018 ZYLOWARE EYEWEAR 1.800.765.3700 WWW.ZYLOWARE.COM #WeAreZyloWAre

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