VCPN October 2017

VISION EXPO WEST EDITOR REVIEWS • DISTINCTIVE INDEPENDENT BRANDS OCTOB 17 ER 20

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EDUCATION LENSES FOR THE ROAD TURNING WEB SURFERS INTO PATIENTS

NATURALLY KOALI F R O M

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M O R E L

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PRODUCT INFORMATION FOR OPTICAL PEOPLE • VISIONCAREPRODUCTS.COM

POLYCARBONATE COMPOSITE SEGMENTED MULTIFOCAL LENSES

David Rips, CEO

Oct17 VCPN_Cover_Koali_straight.indd 1

FT28 Bifocal • FT35 Bifocal • 7 x 28 Trifocal

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SILMO - HALL 5 BOOTH L060

855.455.0042 | westgroupe.com

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

Taking its direction from the clean, modern aesthetic of Danish design, KLiiK denmark eyewear is subtle yet always inspired. The rich, saturated coloring, laser cut detailing and mixing of patterns and materials are some of the design elements that are integral to the KLiiK denmark collection. Designed for both men and women, KLiiK denmark focuses on smaller eye sizes and is a go to brand for the smaller fit, small PD consumer with a strong sense of style.

KLiiK.COM K• 590

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K• 581

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SILMO - HALL 5 BOOTH L060

855.455.0042 | westgroupe.com

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EVERYTHING STARTS WITH A VISION With an equal focus on fit, function and aesthetics, EVATIK eyewear strikes the perfect balance between comfort and luxury. Clean, understated designs are elevated by high quality materials such as handmade acetate, high grade stainless steel, Japanese titanium and European hinges. Deep, rich, masculine colors and custom design elements define the collection, creating the perfect eyewear accessory for today’s modern man.

evatik.com E-9147

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EVERYTHING I SEE & CREATE IS NEW I AM AN

original FYSH UK is a unique brand of fashion eyewear designed for the woman who embraces her own sense of spirit and style.

FYSH UK combines key fashion influences with leading European eyewear trends, creating beautifully designed eyewear in an array of bold colors with intricate detailing.

Eye shapes are designed with a deeper B measurement, providing a modern look that is perfect for the progressive lens wearer.

SILMO - HALL 5 BOOTH L060

855.455.0042 | westgroupe.com

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FYSHUK.COM F-3570

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PORSCHE DESIGN EYEWEAR

ICONIC PIECE. VISION II P´8638 | www.porsche-design.com

12960 West State Road 84. Davie, FL 33325 • 954-835-2155 • 800-293-9588 • E-mail: nyoi@tuscanyeyewear.com • www.tuscanyeyewear.com

SALES TERRITORIES ARE AVAILABLE THROUGHOUT THE USA Untitled-1 1

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YOUR TOTAL OPTICAL PRODUCT RESOURCE

TABLE OF CONTENTS 36

On the Cover

UPFRONT VIEWS 14

32

Guest Editorial THINK ABOUT YOUR EYES

by Jon Torrey 18 Guest Editorial DEBUT OF THE SPINE 4.5 HINGE

by Keith Kamalich Vice President, Mondottica USA 20 Remaining true to its core design theory, Koali from Morel interprets the striking beauty of nature and brings it to life in eyewear. The past year has brought a refreshing take on this brand; Koali offers women trendy, comfortable, creative products that continue to be inspired by the living world. There is a story, an idea and a feeling encompassed in each design. The three FW’17 concepts are Leaf (five models), Lilium (6 models) and Fuchsia (six models) for a total of 35 SKUs. For Leaf, the front has a subtle lace-like design in stainless steel to depict sun passing through leaves.

Lilium offers a slim acetate profile with strong color options while Fuchsia has a stainless steel top bar with light and airy lines. For more insight into this collection, see the Panorama on pg. 38-39.

Morel 800.526.8838 • Morel-France.com Sales@Morel-EyewearUSA.com “Independent ECPs yearn for the ability to differentiate and to offer their patients superior fit, quality and originality. All these components are combined in Koali which is unique in both design and focused on the independent in terms of distribution. ” Tom Castiglione, President, Morel

VCPN VisionCareProducts.com

TOC_Oct17.indd 9

36

PRODUCT BUZZ 21 NOTEWORTHY Always in the Right Spot 22 ONE-TO-ONE Joshua Freilich, President Western Optical Supply, Inc. 24

EYEWEAR & FASHION Here’s the Story...

by Michele Silver 27 Lasting Impressions

by Michele Silver 30 Closeup Salt of the Earth

by Rona Gindin 32 Closeup The Sound of Music

by Joy L. Gibb, ABOC 34 Frame Front Foliage Season 36 Panorama Le Monde Vivant 38 NEW 40

20 VCPN AT VEW FACEBOOK.COM/ VISIONCAREPRODUCTS.COM VCPN covered all the action at Vision Expo West. Our live reports from the show floor including interviews with Safilo’s Henri Blomqvist and Luxottica’s Fabrizio Uguzzoni. Guido Groet of Luxexcel told us what’s in store for the 3D printing technology company while De Rigo REM’s Nico Roseillier explained the inspiration behind the new booth design. Essilor’s Sherianne James introduced the Ultimate Lens Package, which made its official launch at VEW.

HELPING HOUSTON FACEBOOK.COM/ VISIONCAREPRODUCTS.COM Social media followers engaged with posts on Hurricane Harvey relief efforts.

Eyewear and eyecare companies and organizations pitched in to help fellow ECPs and their patients affected by August’s storm.

Being Social October 2017 9

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Life is meant to be

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

SILMO - HALL 5 BOOTH L060

855.455.0042 | westgroupe.com

SFK-176, SFK-172

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YOUR TOTAL OPTICAL PRODUCT RESOURCE

TABLE OF CONTENTS OCTOBER 2017 Volume 17, Issue 10 EDITORIAL STAFF Vice President, Editorial John Sailer • JS@VisionCareProducts.com Executive Editor Michele Silver• MS@VisionCareProducts.com Assistant Editor Cara Aidone Huzinec • CH@VisionCareProducts.com Vice President, Design

Drivers’ Education

by Cara Aidone Huzinec 55 Dispensing Discussions: Lens Options

by Frank Gimbel, ABOC-AC 58

Assistant Art Director

NEW 64

Anthony Floreno • AF@VisionCareProducts.com Contributing Writers Mark Clark, Joy L. Gibb, Frank Gimbel, Rona Gindin, Richard McCoy, Travis Reed, Samantha Toth Editor Emeritus Ed De Gennaro, MEd, ABOM ED@VisionCareProducts.com

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

12 October 2017

73

Crisp, Clear, Outdoor Vision

by Richard McCoy, BA, LDO, ABOC, NCLEC 60 New Lenses, Technologies at VEW

by John Sailer 62

Production and Web Manager

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The View on Lens Trends

by Ed De Gennaro, MEd, ABOM 53

Jane Kaplan • JK@VisionCareProducts.com

Bruce Kenselaar • BK@VisionCareProducts.com

60

VISION CARE TECHNOLOGY

BUSINESS SOLUTIONS The First 50 Milliseconds

by Mark Clark, ABOC 70 Three Easy Pieces

by Travis Reed 72 Devise a Strategic Social Media Calendar

by Samantha Toth 74 E-Commerce and Non-Profits for the Independent

by John Sailer 76

62

NEW 77

ADVERTISERS’ INDEX Advertisers’ Contact Information 77

VISION EXCHANGE Classified Advertising for the Optical Industry 78

63

LOOKING BACK Cooperating for a Cure 80

SUBMIT YOUR NOMINEES FOR THE 2017 TRANSITIONS INNOVATION PROGRAM: TRANSITIONSPRO.COM/AWARDS. VisionCareProducts.com VCPN

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© 2017 Saks & Company. Eyewear produced and distributed exclusively by Sàfilo USA, Inc., 1.800.631.1188 • All Rights Reserved. • Style: Saks302

VIEWS

Take Patient Education to New Heights

more frequently synthesized, while nature, produced organically, is simply slightly askew.

Every eyecare professional knows that no two faces are alike, with JOHN SAILER

INDIVIDUAL BY NATURE

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

each unique face itself slightly out of balance, with one ear higher than the other and pupillary distances

“There is no better designer than

not exactly identical. While eyeglass

nature,” the late designer Alexander

wearers should recognize this fact

Mc Queen once observed. With its

as well, some don’t and order their

classic tortoiseshell frames, replicat-

glasses online, have them deliv-

ed animal skins, floral inspirations

ered to their homes and plop them

and other nature-inspired colors

on their face as if every face has the

and patterns, eyewear not only rou-

same dimensions and facial sym-

tinely reflects that observation, but

metry. They don’t, and because they

those frames specifically selected for

don’t, without professional assis-

this issue of VCPN clearly illustrate

tance, eyewear ordered online will

the designer’s comment.

never fit just right.

From the cover image and

We all must acknowledge that

Panorama (page 38) from Morel’s

e-commerce is not going away and

Koali line driven by le monde vivant

will continue grabbing market

(the living world), through this

share, but that doesn’t mean buy-

month’s Frame Front collection

ing eyewear online cannot include

of autumnal colorations, to the

a professional fitting. The best eye-

Closeup on the eyewear compa-

wear e-commerce models should

ny SALT, whose name is an acro-

insist on a fitting by an ECP.

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

nym for Sea, Air, Land and [their]

That is exactly what one optical

• Free, comprehensive, trustworthy patient education

Timeless [connection], this issue of

e-commerce site introduced at

VCPN acknowledges the influence

Vision Expo West, providing inde-

of nature on fashion overall, exten-

pendent practices with an online

• Free Eye Health Videos for practice websites

sively supported by the eyewear spe-

presence to capture more optical

• Free Eye Health News Feeds for practice Facebook pages

cifically curated for this issue.

sales (see pages 64 and 76). While

• Free listings in the Eye Care Practice Network

• And more!

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

One standout aspect of nature

this is not the first website launched

is that it prefers individuality to

to follow this model nor will it be

repetition. The clichés that no two

the last, it acknowledges the need

snowflakes or fingerprints or even

for a professional when fitting eye-

retinal scans are exactly alike fur-

wear to each unique face. Any other

ther support the fact that carbon

e-commerce model that ignores

copies in nature, such as clones

the need for a professional fit will

and identical twins, are anomalies

result in ill-fitting eyewear and

rather than the norm. Symmetry is

imprecise vision.

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

email me at JS@VisionCareProducts.com 14 October 2017

John_Views_Oct17.indd 14

VisionCareProducts.com VCPN

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VIEWS

BOOTH

303 |

been prodded to sell the fashion

AAO 2017

and lifestyle benefits of optical products. Now, we can add health and wellness benefits.

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ditions such as type 2 diabetes. But the same exam can also detect high cholesterol, hypertension, multi-

It’s been called the next trillion dol-

ple sclerosis and even tumors. Do

lar U.S. industry and marketing’s

patients know this? They should.

“new black.” And it’s become the

Then there’s digital eye strain,

biggest consumption driver for

the result of peering at screens of

our beloved Millennial generation:

various sizes for many hours per

health and wellness products.

day. Just ask The Vision Council,

Among 18 to 34 year olds,

as building awareness of this con-

more than eight in 10 spend at

dition is a main priority. Again,

least a quarter of their disposable

shouldn’t patients be informed

income on health and wellness

of this problem and also be told

items, which is why this category

about solutions such as computer

is predicted to grow 17% per year

glasses?

over the next five years.

INTRODUCING

exam can reveal other medical con-

Of course, eye protection is a

Health and wellness has become

big part of what optical offers,

a marketing theme in virtually

whether it’s physical protection

every aspect of our lives. Women

through shatter-resistant lenses

no longer purchase cosmetics for

and safety glasses or the protec-

beauty enhancement; they buy

tion provided by blue light, polar-

brands that are hypoallergenic with

ized and UV lenses.

natural ingredients. Multipurpose

The takeaway is that health and

cleaners aren’t just meant to do a

wellness are important themes for

good job on the kitchen counter or

consumers these days. Optical can

bathroom vanity; they’re designed

address these needs with a host of

to kill germs and keep your family

medical services and important

safe from carcinogens.

corrective or protective products.

Retailers such as Whole Foods

Makes sense to get on board.

have built successful models on

In fairness, there’s an exten-

the health and wellness explosion.

sive campaign that covers many

Hence, Whole Foods is a nearly $4

of these points for consum-

billion business.

ers called Think About Your

The implications of this major

Eyes. If you’re not familiar with

trend for optical are significant.

it, you can go to the website:

For decades now, our industry has

ThinkAboutYourEyes.com.

email me at FG@VisionCareProducts.com 16 October 2017

Frank_Views_Oct17.indd 16

VisionCareProducts.com VCPN

10/6/17 11:27 AM

PLAY HARD. STUDY HARD.

With Youth Force™, Wiley X brings its legendary protective eyewear technology to a line of Rx-ready eyewear for kids. ASTM F803 rated for impact protection and stylish enough for the school yard, discover why so many parents, kids and eye care professionals are making the switch to Youth Force™ for their youth sports and ophthalmic eyewear needs.

ASTM F803 SPORTS PROTECTIVE EYEWEAR LINE

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1.800.776.7842 // WILEYX.COM Untitled-1 1

10/6/17 9:32 AM

WORLD S I

G LEN E AL

T DAY CH GH

It’s not too late to still support the Challenge so that every child can see their future clearly

Photo courtesy Ver Bien para Aprender Mejor

3 Make a donation

by October 31st Visit givingsight.org or call 888-OGS-GIVE

A Banner Year It’s been a great year so far for the

now totals over 20,000 listings na-

Think About Your Eyes (TAYE)

tionwide. It’s a great resource for

campaign. With several new in-

patients searching for a doctor, and

dustry partners on board, includ-

since our national launch, over 3.7

ing Johnson & Johnson Vision,

million unique visitors have come

plus increased contributions from

to the site.

our current partners, we’ve been

TAYE is made possible by the

able to grow our advertising buys

foresight and generous contribu-

significantly and reach a larger

tions of the American Optometric

portion of the American public.

Association, The Vision Council,

The ads have been on air from Feb.

21 individual optical companies

13 until the end of September, and

and the 41 state optometric asso-

we added coverage on NBC and

ciations mentioned above. But we

ABC during shows such as This Is

always need more contributors!

Us, America’s Got Talent and The

As TAYE grows eye exams and the

Voice. All of this drives awareness

resulting follow-up purchases, it

and increases the number of com-

raises the tide and improves busi-

prehensive eye exams.

ness for every company in the op-

From the standpoint of the mes-

tical space. If your company is not

saging in our television commer-

one of the current partners, or your

cials, this has been a year of change

office is not listed on the locator,

as well. Since our national adver-

please consider playing your part

tising launch in July 2013 we have

by becoming a supporter. You’ll

used the same set of health-relat-

help grow your own business and

ed commercials. On July 31, after

the optical market overall while

months of message development

improving the eye health of the

and repeated testing with focus

American public at the same time.

groups, TAYE launched a completely new set of commercials, all based on the theme Seeing is a Gift. Knowing that too often we take our vision for granted, these commercials celebrate key life moments to showcase the gift of sight and stress the importance of annual in-person exams.

Support for the campaign continues to grow within the provider

Transforming lives through the gift of vision

proud supporters of

18 October 2017

TAYE Oct17.indd 18

community. Currently 41 state op-

Jon Torrey is the executive director

tometric associations have signed

of Think About Your Eyes. First Vision

up every active, practicing member

Media Group is a Think About Your Eyes

on the TAYE website locator, which

media partner.

VisionCareProducts.com VCPN

10/5/17 1:31 PM

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12/22/16 10/6/17 11:36 9:32 AM AM

GUEST EDITORIAL

DEBUT OF THE SPINE 4.5 HINGE

By Keith Kamalich,

launching a new version with all

from moving and sliding off the

Vice President, Mondottica USA

of the same features and benefits

face during everyday activities.

Mondottica USA will be launching

of the 7.5, but it is nearly half the

Also, the hinge keeps the

the new Spine optical and sunglass

size and weight for those seeking a

frame from coming out of

collection for Fall 2017. The Spine

minimalist look. The Spine Col-

adjustment, withstanding

Collection includes the Original

lection includes 11 optical styles

frames being worn on

7.5 hinge, known by many as the

and six sunglasses.

the head or even when

groundbreaking hinge technol-

Spine is a hinge technology that

ogy in eyewear. To complement

creates a comfortable head-hug-

the 7.5 hinge, Mondottica USA is

ging effect, keeping the frame

the wearer falls asleep with them on.

Spine is for everyone. While Mondottica is launching with the primary focus on men’s, we know that several styles will sell to women,

SPINE IS A HINGE TECHNOLOGY THAT CREATES A COMFORTABLE HEAD-HUGGING EFFECT, KEEPING THE FRAME FROM MOVING AND SLIDING OFF THE FACE DURING EVERYDAY ACTIVITIES.

and we will in the future have a

Spine Eyewear must be ex-

dedicated women’s and kid’s col-

perienced! When patients put

lection. So yes, the technology is

on a pair of Spine eyewear, they

great for the working crowd, but

become addicted, wanting to

it is also well-suited for the fash-

physically demonstrate to their

ion and technology leaders who

friends and family how the frame

want the latest and greatest. Add-

remarkably stays on their face.

ing the new 4.5 hinge opens up

In order to help ECPs educate

a larger demographic, providing

their staff on what truly sets this

a streamlined look for the fash-

collection apart from the rest,

ion conscience individual while

Mondottica will be developing a

delivering the same great perfor-

comprehensive training program

mance found in the 7.5 hinge.

that will include short videos, live

The Spine collection offers several advantages to the eyecare

20 October 2017

Guest Editorial_Kamalich.indd 20

tiple pairs.

seminars and innovative marketing brand materials.

professional (ECP). It provides

By demonstrating the Spine

a solution to those patients who

technology with the staff and

not only lead an active lifestyle

providing an easy-to-follow mes-

but who also become frustrat-

sage, we are confident that Spine

ed when their frames fall off

will generate a strong retail sell-

during basic movements such as

through along with a “buzz” in

looking down. The frame sim-

the marketplace for repeat and

ply does not move. The pricing

new business. Mondottica will be

for Spine is not cost-prohibitive.

providing a full complementary

Spine pricing allows ECPs to sell

merchandising kit to accompany

patients above their plan allow-

the product to help tell the story

ance leading to additional mul-

inside the dispensary.

VisionCareProducts.com VCPN

10/5/17 1:38 PM

PRODUCTBUZZ LAUNCHES, PROMOTIONS, MERCHANDISING, EVENTS AND OTHER THINGS TO KEEP YOU IN THE KNOW

THINK ABOUT YOUR EYES ADDED TWO NEW PARTNERS, VFO GROUP (OPTELEC) AND COMPLIANCY GROUP, WHO JOIN THE 21 CURRENT INDUSTRY PARTNERS. L’AMY AMERICA ENTERS LICENSE AGREEMENT WITH CANALI. MARCHON EYEWEAR RENEWS LICENSE AGREEMENT WITH CALVIN KLEIN. TJ MCMENIMAN HAS JOINED COSTA AS ITS NEW VICE PRESIDENT OF MARKETING, REPORTING TO CEO HOLLY RUSH.

MAKE WAY FOR GENERATION Z To help understand the needs of young patients, Transitions has produced new marketing products that include social media graphics, countercards that detail information

VCPN VisionCareProducts.com

ProductBuzzOct.indd 21

TYPECASTING Moscot Eyewear teamed up again with fashion brand Common Projects to produce a second Common Projects x MOSCOT TYPE ONE sunglass. This high-shine, black Italian acetate style incorporates gold temple printing and comes with a leather case and chamois. Unlike the first Type One, this new model is unlimited and available in specialty retail and optical shops as well as Moscot stores.

866.MOSCOTS, Moscot.com.

on vision in childhood development and the need for regular eye exams, and the importance of protecting against UV rays and blue light.

800.848.1506, TransitionsPro.com/Kids.

HAPPY SESQUICENTENNIAL Marking the 150th anniversary of Harper’s Bazaar, Safilo Group and the magazine’s team designed three sunglasses inspired by ‘60s “space-age” looks. Harper’s Bazaar reviewed the magazine’s archives to create the limited run “First in Fashion - First in Eyewear” collection, which was designed at Safilo’s NYC global design studio and crafted by its Italian manufacturing ateliers. 800.631.1188, Safilo.com.

A GREAT 38 Barbara McReynolds and Gai Gherardi, founders and designers of l.a.Eyeworks, previewed the fall/winter 2017 collection Sept. 9 at both of their Hollywood retail locations to commemorate the company’s 38th anniversary. Commissioned artwork for the occasion was on display: the graphic “Face It!” was created by L.A.-based painter Nina Palomba. Trunk shows and special promotions ran simultaneously that day at nine retail partners throughout the U.S. and Canada.

800.348.3337, LAEyeworks.com.

BLUE LIGHT CLAIMS DEBUNKED In response to legal issues with improper blue light claims, BluTech Eyewear is hosting “Blue Light: Safe vs. Unsafe Claims,” a webinar co-sponsored by ClearVision Optical, Co. on Nov. 1 at 8pm. Host Adam Berger, MD, will help ECPs separate fact from fiction and provide two blue light programs that ECPs can implement. To register, visit https://register.gotowebinar. com/rt/8686983370587576834.

800.258.5902, BluTechLenses.com.

October 2017 21

10/6/17 12:08 PM

`

NOTEWORTHY

ALWAYS IN THE RIGHT SPOT Essilor’s next-generation progressive, Varilux X Series, allows clear vision at midrange distances…no head or eye moving needed! Today’s progressive lens wearer wants to be able to maintain sharp vision at all distances in different situations: from reading a book and using multiple devices at the same time to shifting vision between distances while driving. Enter Essilor’s Varilux X Series, the result of more than five years of research and 19 wearer studies that included more than 2,700 individuals. Engineered with the company’s Xtend Technology, which allows the wearer to see multiple distances through a single point in the lens, X Series provides crisp vision within arms’ reach without having to find “just the right spot.”

According to Pete Hanlin, ABOM, director of technical marketing at Essilor of America, “The lens is an advancement over traditional progressives’ midrange zone that provide clear vision at only one distance at any given point in the channel.” Along with Xtend Technology, Varilux X includes Nanoptix Technology to reduce the “off-balance” often experienced with progressives and Synchroneyes for a more seamless transition between distances. W.A.V.E. (Wavefront Advanced Vision Enhancement) Technology 2 allows sharp vision at low light. Varilux X Series is now available as part of Essilor’s newly launched Ultimate Lens Package, which along with Crizal Sapphire 360˚ UV, Eyezen + 0 and Transitions Signature VII allows ECPs to customize the best solution to meet the needs of presbyopic patients.

E S S I L O R O F A M E R I C A • 8 0 0 . 5 4 2 . 5 6 6 8 • E S S I L O R U LT I M A T E L E N S . C O M 22 October 2017

October Noteworthy.indd 22

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10/5/17 1:37 PM

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Untitled-1 1

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ONE-TO-ONE “WHEN SOMEONE TRUSTS ME TO SUPPLY THEM WITH A PRODUCT, I WANT THEM TO KNOW THAT I HAVE A PERSONAL STAKE IN THEIR SATISFACTION.” -Joshua Freilich

them with a product, I want them

SAILER: How has Western Optical

engineered tools that would ease

to know that I have a personal stake

evolved over the years?

the skill gap.

to install edgers, the best part for

FREILICH: We’ve intentionally re-

SAILER: Can you give examples?

me was having a relationship with

mained small, boutique-ish and

Joshua Freilich is president of West-

the client, and it wasn’t at all unusu-

focused, whereas our competitors

FREILICH: Temple Bending pliers.

ern Optical Supply, Inc., a design, man-

al and still isn’t unusual for me to

have become mass merchandisers.

An old-time optician might scoff

ufacturing and distribution corpora-

give out my personal phone num-

Western has a loyal following of

and say, “Who would buy this

tion, with a 44-year history. Prior to

ber in case a client has a problem

clients who appreciate the quality

thing? I just use my thumbs.” Yet, a

founding Western, he worked for

over the weekend.

and knowledge that goes into

day doesn’t go by where we don’t

everything we design and manu-

sell quite a few temple benders.

in their satisfaction. When we used

Novamatic Systems and A. Lemay Corp.

Western transitioned from distributing edging equipment and supplies

into

facture. We actually get fan mail!

We encourage an open dialogue with our customers so we can engi-

manufacturing

JOHN SAILER: What’s the compa-

when we bought a company called

SAILER: What other changes have

neer solutions. Our catalog says,

ny’s background?

Optigraphics.

you seen over the years?

“If you have a need for a new style

This

company

of tool or have an eyewear adjust-

designed and produced acrylic JOSHUA FREILICH: Western Opti-

displays to boldly showcase eye-

FREILICH: The transition from

ment challenge you would like us

cal was founded in 1974 before 800

wear. This was back in an era

glass to plastic was revolutionary.

to solve, please contact Western

numbers and nationwide UPS

when a dispensing optometrist’s

There was much more you could

Optical with your comments/sug-

delivery existed. Back then, the

eyewear selection was not allowed

do with plastic in terms of size

gestions.”

supply business was localized. The

to be seen from the street.

and shape that you couldn’t do

When we exhibited at trade

with glass. That gave a big boost

shows, people would buy tools and

sales territory was as far as we were willing to drive, so we covered the

SAILER: Do you mean that an

to fashion marketing and directly

say something like, “There’s a new

entire state of California. Western

OD’s office would look exclusively

led to selling multiple pairs of

frame out that has a spring hinge

started by selling and servicing

like a medical establishment rather

eyewear. Then there was another

that we just can’t get a screw into.”

lens finishing labs. We would

than a retail establishment?

big transition when the chains

So, I designed the Spring Hinge

came along and couldn’t hire

Pliers Kit which is sold worldwide.

assemble a complete lab for an optician, optometrist or an inde-

FREILICH: Yes, but then that start-

enough properly trained opti-

We’d also hear, “There are so many

pendent wholesale lab, from vari-

ed breaking down due to econom-

cians. Training went from a two-

different shapes and sizes of hex

ous manufacturers. Then, when

ic factors. A movement was grow-

year course to six months. We

nuts and star nuts. How many

800 numbers came in and UPS

ing in Los Angeles to actively

had to start designing products

wrenches are we supposed to

began

nationwide,

market the fashion aspect of eye-

that compensated for the lack of

have?” So I designed the Universal

Western Optical Supply expanded.

wear with more innovative ways

expertise. In the early ‘70s, for

Nut Grabber. The name gives peo-

My personality drives Western’s

of merchandising. It was a radical

instance, a dispensary might have

ple a few laughs. Both tools have

business style, which means that

change and an entirely new busi-

only eight pliers and the techni-

proved to be enormously success-

when someone trusts me to supply

ness model.

cian’s thumbs. Western actively

ful products.

delivering

24 October 2017

One-To-One_Freilich.indd 24

For the full version of this One-to-One with Joshua Freilich, go to VisionCareProducts.com.

VisionCareProducts.com VCPN

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READY-TO-WEAR & ACCESSORIES | LONGCHAMP.COM

Designed to

MAKE A DIFFERENCE Our annual Focus on a Cure Campaign has begun!

Take a picture of yourself or friends wearing Vera Bradley frames and use the hashtag #focusonacure when posting to social media.Â

#focusonacure

To date, the Vera Bradley foundation for Breast Cancer has raised over $28.1 million in contributions to support critical advancements in breast cancer research.

Vera Bradley Co-founders Barbara Bradley Baekgaard and Patricia R. Miller began raising funds for breast cancer research in 1993 after the loss of their dear friend, Mary Sloan. Since then, their genuine commitment to this cause has evolved into the Vera Bradley Foundation for Breast Cancer. Together with our donors, event participants and volunteers, we hope for a future free from breast cancer.

During the month of October The McGee Group has pledged to donate $10 to the Vera Bradley Foundation for Breast Cancer, for every hashtag that is posted to Facebook and Instagram. There is no limit on the amount of times you can enter, everyone is welcome to get involved and help raise money for such a worthy cause!* *One entry per unique image. Valid October 1st-31st 2017

Purchase with a Purpose Wear pink to support the Foundation and proudly proclaim your support.

Felicity

VB_VCPN_advert_oct.indd Untitled-1 1 1

Leslie O.

Liza

Each Sunglass comes with a matching case and lens cloth

10/4/17 10/3/17 11:59 1:48 PM AM

Eyewe ar & Fa s h i o n HERE’S THE STORY... OF FIVE INDEPENDENT BRANDS THAT EACH HAVE A DISTINCT TALE TO TELL. LEARN THEIR BACKGROUNDS, SHARE THEM AND CREATE LOYAL FAN BASES. AFTER ALL, EVERYONE LOVES TO FEEL SPECIAL ABOUT WHAT THEY WEAR ON THEIR FACE. BY MICHELE SILVER

LIGHTWEIGHT Aspire Titanium by ClearVision Optical Co.

R552

Unique Details: Weighing only 13 grams, this new metal sub-collection offers high quality and durability in a hypoallergenic package. There is a patent-pending hidden rim lock mechanism that is naked to the eye and easy to use, according to Peter Friedfeld, executive vice president.

“Adding metal was the next natural step to expand the Aspire brand footprint,” he said.

Selling Points: Thin and light with a modern aesthetic, these titanium frames are comparable to other styles on the market but more moderate R128

in price. No worries about the cost eating away at your margins, Friedfeld said. Plus, proprietary technology is always a winner.

What’s New for FW’17? Six styles for women and six for men launching in mid-November. Antique finishes, custom-fade coloration, florals and animal prints.

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

JEWELRY Tura by Tura, Inc.

AMAZING

Unique Details: Dedicated to the woman who wants to wear her jewelry on her face, the Tura designers consider the frame as a whole. Integrated spring hinges and double tooled frames maintain a look so that “the inside of the temples tell the same story as the outside,” said Audrey Pavia, marketing/brand manager.

Selling Points: “Consumers are looking for quality and authenticity.

Many brands can offer style, but true eyewear brands can offer unparCHARMING

alleled quality since they are not bound by a licensor’s concerns or limitations,” Pavia said. “Millennials today have repeatedly said they are looking for products that are self-expressive.”

What’s New for FW’17? Rope detailing, 18-karat gold plating with

SASSY

Swarowski crystals, titanium with beta titanium temples.

Tura, Inc. 800.242.8872 • Tura.com • Orders@Tura.com VCPN VisionCareProducts.com

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October 2017 27

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Eyewe ar & Fa sh ion

OGI 9233

ACETATE AND COLOR Ogi Eyewear Unique Details: Interesting patterns and bright hues are created by manipulating a classic eyewear material. Techniques include skiving away portions of the acetate that allows the play of dimension and color and removing one layer from certain areas that have multiple layers.

Selling Points: “We have been increasing the number of releases as it’s important to be new and current, experimenting with trending colors.

It’s also paramount to offer classic colors our customers have positively responded to,” said Chelsey Wright, designer. “Our lines are not mass produced, so everything is done with care and intention.”

What’s New for FW’17? Duochrome/iridescent colors; pastels; earth tones in taupe, honey and blush; crystal tones in smoke/gray, pale honey, blush

OGI 9237

and pale blue.

Ogi Eyewear • 888.560.1060 • OgiEyewear.com • CSR@OgiFrames.com

BON VIVANT, LILLIAN

FEMALE FASHION FYSH UK by WestGroupe Unique Details: A combination of key fashion influences with leading European eyewear trends, this women’s collection targets the wearer who sees eyewear as an extension of their own personality and style. Laser cutting, acid etching and custom acetate lamination create intricate looks.

Selling Points: Designed with deeper B measurements, proving that it’s possible to make a statement while wearing progressives. “The brand offers a range of visual tools including a video and brochure to help ECPs tell the NEW ALTERNATIVE FIT FROM EVOLUTION

TIMELESS AND VSP-FRIENDLY Evolution, Genesis, Kilter and Sunlites from Altair Unique Details: From kids to more mature wearers, these affordably

story behind the brand and connect with customers on an emotional level,” said Beverly Suliteanu, VP of product development. “In-store merchandising tools make it easier to showcase eyewear and entice customers to view, touch and feel the product.”

What’s New for FW’17? Emphasis on contrasting brow lines, a mix of acetate

priced brands are covered by most vision insurance plans.

and metal in playful shapes and textures.

Selling Points: Altair provides VSP network doctors with no-cost board

WestGroupe • 855.455.0042 • WestGroupe.com • Info@WestGroupe.com

samples. “If a particular frame doesn’t sell, the doctor can easily adjust their inventory,” said Erin Allen, director of sales. “This [consignment model] frees up cash flow for doctors to invest back in their business.

Because we take on the financial risk of eyewear dispensing, we’re truly committed to the success of our customers.”

What’s New for FW’17? The Evolution brand is also launching alternative fit

F-3590

options. “It’s designed for those with a low nosebridge and/or high cheekbones,” Allen said. “It’s the latest example of how our proprietary collection is evolving to meet the needs of independent optometrists and their patients.”

Altair Eyewear • 800.505.5557 • AltairEyewear.com

28 October 2017 Independent Brands.indd 28

F-3588

VisionCareProducts.com VCPN

10/6/17 10:12 AM

In the ne w Safil o c ol l e c t ion , d e sig n is o n e w i t h e r g o n o m i c s a n d e l e g a n c e . E v e r y e l e m e n t i s c o n c e iv ed t o ser v e b o t h fo r m and func t ion , a e st h e t ic s an d c omfor t . O u r n e w e x c l u s i v e t i t a n i u m h i n g e – w i t h i t s d o u b l e s p r i n g m e cha nism – ca n wit hst a nd 15 y ears of imp e c c a b l e pe r for man c e . Ev e r y s i n g l e f r a m e e m b o d i e s t h e e x c e l l e n c e o f M a d e i n I t a l y e yewea r ma nufa ct ur ing , a tradition we t re asure a s sp e c ial ist s in u n p a r a l l e l e d I t a l i a n o p t i c a l d e s i g n a n d c r a f t s m a n s h i p . safilo.com

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10/4/17 12:00 PM 28/07/17 09:27

V I S I O N

LUNETTE USA

1

ARTICLE ONE

FGX INTERNATIONAL

2

COSTA

MIRAFLEX

3

McGEE’S BADGLEY MISCHKA

E X P O

R E V I E W

KUUSOFT SOFTWARE CORP.

TIARA CLAXTON OF SAFILO USA

LASTING IMPRESSIONS Social media hits, creativity, hurricane relief efforts and lots of eye-catching product for every budget ruled the annual September show.

By Michele Silver

Dr. Jill’s Optical Shoppe and

to give, so for more information, visit

reception and inducted new presi-

The official number for VEW social

Mychan Mai, Omni Eyecare, and

VisionExpoVegas.com/Relief.

dent Tiara Claxton of Safilo USA;

media impressions was nearly 12

they each received a $500 AmEx

Additionally, Daytona Beach, FL-

VSP and Marchon Eyewear hosted

million, an all-time high for an expo,

gift card. A round of applause goes

based Costa contributed 100% of

a rooftop bash at new hot spot Linq;

according to Melissa Ashley, senior

to the Vision Choice Award win-

the profits from orders placed

Marcolin’s special fête took place at

vice president of Reed Exhibitions…

ners: Lunette USA, Inc., for first

during the show to the Red Cross.

Tao Beach; Bad Habits, The Official

Congratulations to Article One for

place; FGX International, for sec-

The Costa team also rallied support

Eye Docs of Rock performed at the

“Most Creative Booth Design” and

ond place; Miraflex, for third place.

for area first responders by assem-

Hard Rock Hotel, and the money

Kuusoft Software Corp. for “Best

Showing its support for hurricanes

bling hundreds of gear packs for

raised from sales of the band’s

Use of Technology,” who both scored

Harvey and Irma relief efforts,

workers on the scene. More than

30th anniversary T-shirt went to

$1,000 in credits to use toward

Vision Expo encouraged attendees

20,000 T-shirts were sent to area

the Vision Source Foundation

sponsorship options at future Vision

to contribute to the Optometry’s

shelters for those in need of basic

which supports private practices

Expo shows. The winning attendees

Fund for Disaster Relief (OFDR), a

supplies…Shifting gears to cele-

that suffer a tragic loss to their

who voted were Paul Becker,

program of Optometry Cares – The

brations, the OWA commemorated

business. See everyone next at the

Associated Eye Care; Jenny Besaw,

AOA Foundation. It’s never too late

its 20th anniversary with a cocktail

the 2018 NYC show!

30 October 2017

E&F Expo Review_Oct17.indd 30

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CM

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WWW.TURA.COM | 1 . 800 . 242 . 8872

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Eyewe ar &Fash ion C los eup

Salt of the Earth The self-described anti-glamour brand from the West Coast, SALT Optics derives its frame concepts expressly from nature.

By Rona Gindin

The design team looks at photo-

flect the slimmer profiles current-

The natural beauty of Southern

graphs of natural wonders, then lo-

ly on trend: thinner on the

California mountains, forests and

cates matching acetates to recreate

front, top and along the tem-

oceans actually forms the acronym

the palette. SALT’s new Fran style

ples. “The frames are more

for 11-year-old eyewear company

has a tropical flower option, and

minimalistic with softened,

SALT; it stands for Sea, Air, Land,

its vivid hues are based on tropical

contemporary lines and ex-

Timeless [the timeless connection

flowers in places such as Hawaii.

tended endpieces for a more

among the three elements]. “We’re

“The sandy sea green version of

not the Hollywood glamour glitz

that same frame draws its greens,

brand, we’re more about participat-

pinks and browns from the back

ing colors and marble patterns,

ing in our environment,” explained

of a mountainscape,” Rose said.

and we focused on organic and

David Rose, design director.

To draw the connection on its

earthtones, giving a little more

website, SALT shows the original

depth, especially to our tradi-

images together with the frames.

tional tortoise patterns,” he said.

After that, the focus shifts from

The Nigel’s palette was inspired

design to craft.

modern look,” Rose noted.

“We

emphasized

contrast-

Fufkin

Nigel

by black rocks found on the

SALT hires third-genera-

beach. Just as “the blue tones

tion Japanese artisans to man-

pull through” along the shore,

ufacture both its ophthalmic

they create subtle marbling in

and sunglass collections. SALT

the frame.

frames go through a 136-step

The polarized Fufkin aviator

process that includes tumbling

uses Japanese titanium and beta-

acetate frames for up to 72 hours

titanium on the chassis “so the

to soften the corners and edges

strength goes into the frame front,”

and using glass beads for matting

Rose said, highlighting another

to provide a satiny finish.

example of harnessing nature for

The FW’17 SALT collec-

Fran

Fran

Fufkin

earth-friendly fashion.

tion features 18 fresh styles. Many of them are updates of popu-

Rona Gindin writes about eyecare, business, hospitality

lar models that have

and lifestyle issues from

been reworked to re-

Orlando, FL.

SALT Optics 888.702.7258 • SALTOptics.com 32 October 2017

Salt.indd 32

Nigel

Fran

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Eyewe ar &Fash ion C los eup

XL 2104

XL 2105

XL 2106

XL 2107

XL 2108

XL 2092

Perfect Harmony XL 2093

XL 2094

CHARMANT LINE ART INTERPRETS MELODIES, DUETS AND EVEN SHEET MUSIC INTO WEARABLE MASTERPIECES.

By Joy L. Gibb, ABOC

and XL2108 (available in navy,

design, brought together in spots

lines are accented by two jewels

In the fine arts, new creations are

rose gold and white), which fea-

with a colored accent embellish-

placed precisely on the temple

formed from intertwining one

ture oversized shapes and are both

ment. The temple features both

to create subtle movement and

type of art with another. Char-

women’s rimless pressure mount

movement and dimension with

dimension. Two models, XL2092

mant takes cues from the spirit of

designs. The four undulating Ex-

nuances of colors and contrasts.

and XL2093, have titanium front

music in its Line Art collection.

cellence Titan strings resemble the

In terms of frame shape, the

pieces with Excellence Titanium temples. The XL2094 has a slight-

Each frame is unique and so-

stave on sheet music and move and

XL2104 features an updated soft

phisticated in design while also

flow with each line, some rising

square while the XL2105 and

ly bolder profile without compro-

offering an incredibly lightweight

and falling like a beautiful melody.

XL2106 offer round styles.

mising weight by using TR90 for

and flexible option for the wearer.

The strings are accentuated by six

Drawing upon the delicacy of

There are several different temple

brilliantly cut Swarovski stones,

an a cappella duet, the Duo tem-

designs (Canon, Sonata and Duo),

adding a rich dimension.

ple offers understated elegance

the front, also with Excellence Titanium temples.

each attached to a different rim-

The Sonata temple, which

and speaks to a minimalist trend

Joy L. Gibb, ABOC, is the

less lens mount or full frame front.

comes in two pressure-mount

and contemporary femininity.

lead optician at Daynes Eye

The simplicity of two parallel

and Lasik in Bountiful, UT.

The Canon temple is on display

styles, blends two elegantly col-

for models XL2107 (available in

ored lines that dip in harmony

black, gold/white and red/white)

with each other creating an open

34 October 2017

Charmant_Line Art Closeup.indd 34

Charmant USA • 973-867-2481 • charmant .com/us VisionCareProducts.com VCPN

10/5/17 2:17 PM

2 4 k t G O L D & C u s t o m AC E TAT E S Now Available in SUNGLASSES Powered by Coppertone

Toll Free: 844.771.7710 Untitled-1 1

®

POLARIZED LENSES

sales@inspecsusa.com 10/6/17 1:31 PM

Eyewe ar &Fash ion Fra m eFront

Fysh 3588, WestGroupe 855.455.0042 • WestGroupe.com Info@WestGroupe.com

Savile Row, Drury, Inspecs USA, 727.771.7710 InspecsUSA.com Sales@InspecsUSA.com

9240, Ogi Eyewear 888.560.1060 • OgiEyewear.com CSR@OgiFrames.com

Anne Klein, AK 50635, Altair Eyewear 800.505.5557 • AltairEyewear.com

Pugtooth, l.a.Eyeworks 800.348.3337 • laEyeworks.com

RICH BROWNS, PRETTY BURGUNDY AND THE GREEN LEFT ON FALLING LEAVES CREATE A PICTURESQUE SCENE AS SUNLIGHT HOURS WANE. 36 October 2017

Frame Front_Foliage.indd 36

VisionCareProducts.com VCPN

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17-105 @2017 Caleres, Inc. Via Spiga is the registered trademark of Caleres, Inc.

VISION EXPO WEST ZYLOWARE BOOTH 18031 FRAME STYLE DULCINA

ZYLO_VS_VCPN.indd Untitled-1 1 1

ZYLOWARE EYEWEAR 1.800.765.3700 WWW.ZYLOWARE.COM #WEAREZYLOWARE

8/16/17 1:27 8/24/17 3:21 PM

LE MONDE VIVANT INSPIRED BY “THE LIVING WORLD,” THE CURRENT LOOK OF KOALI BY MOREL IS ALL ABOUT FEMININE SHAPES AND SOPHISTICATED COLOR.

By Michele Silver

that reflects the delicate flower

A flowering Hawaiian plant known

from the lily family in numerous

as Koali was the perfect name for

shapes and colors; there is a total

Morel’s

collec-

of six models that feature slim, ex-

tion that launched in 2001. It was

clusive handmade acetate in trans-

characterized by bold and elabo-

parent hues and aminiaturized,

rate temple treatments that told a

micro-fused flex-hinge to subtly

story about the look of dragonflies’

evoke the “K.”

nature-inspired

wings or the intertwining vines of

The FW’17 Fuchsia 3 (another

ivy. While the Koali brand is still

follow-up release) features com-

driven by le monde vivant (the liv-

bination fronts with exclusively

ing world), the “designs have been

designed handmade acetate and

altered to adapt to the changing

a stainless steel top bar for a light

needs of the market,” according to

and airy look; Fuchsia is a pivotal

CEO Tom Castiglione. “The brand

moment within the Koali brand

continues to be steeped in the be-

because the collection had been

lief that eyewear is a work of art,

moving away from such a literal in-

reflecting the spirit and beauty of

terpretation of nature.

things around us.”

Patients who purchase a Koali

For the FW’17 collection, three

frame can feel special that the ma-

concepts have been launched: Leaf,

terial used is truly unique to the

Lilium and Fuchsia. Leaf, which

collection, which is a major selling

launched in April, takes inspira-

point that Castiglione stresses for

tion from the way the sun shines

ECPs conveying this story: “The use

through layers of foliage and fea-

of exclusive acetate enhances the

tures lace-like stainless steel that

story of artistry and creativity offer-

highlights the wearer’s eyes.

ing the wearer a unique experience.

Lilium 2 is a follow-up release

This is the very essence of Koali.”

Morel 800.526.8838 • Morel-France.com • Sales@Morel-EyewearUSA.com

Koali Panorama.indd 38

10/5/17 2:18 PM

PANORAMA

LILIUM 1 8302K

FUCHSIA 3 20012K

LILIUM 2 20016K

LEAF 20002K

FUCHSIA 3 20009K FUCHSIA 2 20007K

FUCHSIA 1 8293K

LEAF 20005K

September 2017 39

Koali Panorama.indd 39

10/5/17 2:18 PM

Eyewe ar &Fash ion N EW

LAUNCH

TRAINER S

LEGEND S

LEGEND S TRAINER S

MARCHON, NIKE YOUNG ATHLETES, Trainer S, Legend S �Durable nylon frames equipped with a ventilated, self-adjusting nosebridge offer a custom fit in these two sun models, Trainer S and Legend S. Nike MAX optics provides clarity from all angles, and high tension hinges are incorporated in the sport wrap, 8-base frame. Color options include aurora green/neptune green, white/cool gray and matte black/white. Legend models all come with mirrored lenses, while Trainer S is offered in both mirrored and one dark gray lens.

800.645.1300,Marchon.com; NikeVision.com.

40 October 2017

Oct17_NEW.indd 40

VisionCareProducts.com VCPN

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TEKĀ EYEWEAR, WOOD AND HORN, TK165 CLEARVISION OPTICAL, CO.,

Two vintage-inspired,

DE RIGO REM,

NEUBAU EYEWEAR,

STEVE MADDEN, PATCHEDD

handmade models combine

CONVERSE, Q112

REBECCA

Temple tips resemble foot-

sleek metals with buffalo

A sleek, updated version of

ALTERNATIVE &

Three ophthalmics—Rebecca,

wear on four women’s and

horn, mahogany and bocote

the classic aviator, the Q112

PLAN “B” EYEWEAR, VUE,

Pierre and Thomas—are con-

two men’s styles: ballerina

wood. Style TK165 features

limited edition in gold fea-

GLOBAL FIT, V952

structed from the sustain-

slippers for women and

detailed engravings on both

tures spring hinges with ad-

Six models are designed to

able polymer naturalPX, giv-

zipper hardware for men.

the bridge and temple.

justable rounded temple tips

fit those with low-profile

ing frames a lightweight feel.

Custom lamination on the

877.Teka.Eye,

finished with the signature

bridges without the addition

Each style comes in four rich

Patchedd men’s model

TekaEyewear.com.

Converse patch. Racing lines

of nosepads. Acetate frames

colors for fall such as iced

incorporates three colors on

on the temples resemble the

come in colors such as

coffee tortoise, basil matte,

the brow, rim and corners

classic Chuck Taylor sneaker.

black and tortoise or black/

caramel tortoise and black

to create a tri-color fade.

800.423.3023, DeRigo.US.

crystal and brown/crystal.

coal matte. 800.223.0180,

800.645.3733,

888.399.7742,

neubau-eyewear.com

CVOptical.com.

AlternativeEyes.com

VCPN VisionCareProducts.com

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October 2017 41

10/5/17 2:20 PM

Eyewe ar &Fash ion N EW

LAUNCH

CYS01

RR01

Gร TTI SWITZERLAND, PERSPECTIVE COLLECTION This minimalist unisex rimless collection includes 11 shapes, each available in three sizes for more than 30 ophthalmic styles. Gรถtti used 3D printing to affix the lenses to frames, which are constructed without glue, screws or soldering. Swedish Sandvik stainless steel offers lightweight flexibility, and the frames come in gold, black and silver that can be mixed for a total of nine different color combinations. 407.415.0778, Gotti.ch.

42 October 2017

Oct17_NEW.indd 42

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Eyewe ar &Fash ion N EW

SAFILO GROUP,

BLACKFIN, SLOT BF801

SUSTAINABLE KIDS, SA 0003

LIMITED EDITION

MODERN OPTICAL, MODZ

Models made from bio-based

Relaunched as a numbered

COLLECTION, MEDFORD

polymer material come

limited edition of 499 pieces,

NOUVEAU EYEWEAR,

TRINA TURK, BRITTE

Four unisex models are

with adjustable, elasticized

this model is now available

PAW PATROL, PL02

Ophthalmic models feature

crafted of either handmade

nylon straps that snap onto

in three color combinations:

Made for little fans of the

uplifted, feminine shapes

acetate or TR90 material with

temples for better comfort

opaque mocha/yellow ochre,

hit Nickelodeon show, these

such as cat eye and rectan-

features such as rubberized

and fit. Colorful rectangle,

midnight black/anthracite

“ruff” frames in TR90 ma-

gle. Dual-laminated acetates

temple tips, stainless steel

square and oval frames have

gray and opaque black/

terial with 180˚ hinges are

on Britt incorporate brushed

temples and spring hinges.

soft silicone tips that allow

air-force blue. The round

super durable. Three models

gold metal and turquoise

Color choices include black

even weight distribution

titanium front has no joints

are offered in blue, gray, pur-

stones on temples while Dyan

matte and navy matte

to accommodate heavier

or screws with a distinctive

ple and pink. 800.292.4342,

has swirled acetate on inner

and combinations such as

lenses. 800.631.1188,

slot on the bottom rim.

NouveauEyewear.com.

temples and a gold circle and

tortoise matte/black/gray.

Safilo.com.

THE MCGEE GROUP,

877.889.0399,

enamel inlay on the hinges.

800.323.2409,

VillaEyewear.com;

800.966.2020,

ModernOptical.com.

Blackfin.EU

McGeeGroup.com.

44 October 2017

Oct17_NEW.indd 44

VisionCareProducts.com VCPN

10/5/17 2:21 PM

ABO LEVEL I

SUN, SPORT AND SAFETY EYEWEAR

By Joy L. Gibb, ABOC APPROVAL: ABO Approved for 1 Hour COURSE: STFVM001-1 Technical Level 1 ISSUE DATE: October 1, 2017 EXPIRATION DATE: October 1, 2018 COURSE DESCRIPTION: In addition to improving patients’ vision, eyecare professionals prescribe eyewear to protect ocular health as well. UV-protective sunwear, lenses that filter blue light and safety eyewear can protect patients’ eyes from the sun, damaging portions of the spectrum emitted by digital device screens, and risky activities such as participating in sports, working in certain industrial environments and even some home-based activities. This course will provide the background necessary to learn what these sources of potential harm are and how to protect against them

COURTESY OF BOLLÉ

using various types of specialty eyewear.

VCPN VisionCareProducts.com

SportSunSafety CE_Oct17.indd 45

October 2017 45

10/4/17 12:39 PM

FREE CE SPORT+VISION

E

yecare professionals every-

at one end of the spectrum and

in the 400nm range, in-

where agree that offering

the blue light portions at the

cluding the blue, indigo

the best product solutions pos-

other end of the spectrum have

and violet portions of

sible to our patients is part of

their own unique set of dangers

the spectrum. Research

our professional responsibility

and problems that can be ad-

has found that these

and a moral obligation. Statis-

dressed to improve visual acuity

wavelengths in partic-

tics and studies can show us that

and overall eye health.

ular can do irreversible

There are three different types

damage to the retina, in-

can not only improve patients’

of UV radiation UVA, UVB and

creasing the chances of

vision and lifestyle, but they can

UVC, which range in length

macular

also protect their ocular health

from 400nm to 100nm. UVC

which can rob patients

on both a long- and short-term

rays are the shortest and have

of their central vision

basis.

the most energy, potentially

and leaving them with

COURTESY OF INSPECS

the eyeglasses we recommend

degeneration,

Unfortunately there are times

causing the most harm, but they

in our practices when we face

are blocked by the ozone layer of

obstacles in recommending, or

the atmosphere. UVB and UVA

even discussing, the importance

rays harm skin cells and can do

and value of sun, sport and safe-

irreversible damage from both

There are also conditions that

glass lens the more UV protec-

ty eyewear. A better understand-

short- and long-term exposure.

can occur from strong amounts

tion they are receiving. This is

ing of products, information to

We’ve heard that wrinkles and

of UV exposure in a short period

not only untrue, but wearing a

educate the patient and ways to

the premature aging of the skin

of time. Strong doses can cause a

dark lens without UV protection

market these products can help

can be caused by UV exposure,

sunburn to the front of the eye,

could actually do more harm.

every team member in your

but what are some of the specif-

or photokeratitis. This condition

Behind a dark tinted lens the

office gain confidence in their

ic effects that UV exposure can

can range from being mildly ir-

pupil will naturally dilate, allow-

commitment to present appro-

have on the eyes?

ritating to being very painful.

ing more light and UV radiation

only peripheral vision.

Some patients may have the misconception that the darker a sun-

Cumulative UV exposure can

When it’s severe enough it can

through the pupil to do damage.

cause the normally clear lens of

even cause temporary vision loss.

UV protection is a lens treat-

START WITH THE

the eye to become clouded, caus-

Some patients may find them-

ment feature that is independent

SPECTRUM

ing difficulty with vision, making

selves in activities where they are

of the color. While UV protec-

An understanding of the elec-

it a bit like looking through a

not only exposed to typical UV

tion is not related to the color of

tromagnetic light spectrum is

fogged-up window. Other condi-

radiation from the sun, but the

the lenses, most HEV radiation

helpful when educating yourself

tions associated with cumulative

radiation can also be intensified

can be blocked by certain lens

and your patients about the need

UV exposure can include vari-

when it reflects off of water (up

colors, including bronze, copper

for sunglasses. The spectrum is

ous forms of skin cancer on and

to 100% UV reflection) or snow

or reddish-brown.

made of varying wavelengths

around the eyelids and on the

(up to 85% UV reflection). These

The Vision Council’s Spare Your

of light and color that are mea-

thinner tissue around the eyes, as

are the conditions in which you

Sight: Using Shades for Protection

sured in nanometers and consist

well as growths on the eye itself

will find more severe cases of

and Style 2016 UV Protection Re-

of the colors red, orange, yellow,

in the form of pingueculae and

photokeratitis.

port showcases the passive rela-

green, blue, indigo and violet.

pterygiums. Both are growths of

The longest wavelengths are red and measure 620nm to 750nm,

priate solutions.

In addition to UV radiation,

tionship that Americans have with

pink, fleshy tissue on the con-

those who spend time in the sun

their UV protective eyewear. In a

junctiva with pingueculae staying

should also be aware of high-en-

recent VisionWatch survey, more

and the shortest wavelengths are

in one area, while pterygiums

ergy

also

than one-third of adults have ex-

those in the blue end of the spec-

tend to spread and grow toward

known as HEV and blue light.

perienced symptoms due to pro-

trum and run 495nm to380nm.

the pupil area, which could even-

High energy visible blue light

longed UV exposure, such as eye

Both the ultra-violet (UV) rays

tually interfere with vision.

is comprised of the wavelengths

irritation (16%), trouble seeing

46 October 2017 SportSunSafety CE_Oct17.indd 46

visible

radiation,

VisionCareProducts.com VCPN

10/4/17 12:39 PM

(14%) and red or swollen eyes

the patient to bring their glasses

When it comes time to select

you may see and hear the term

(7%). The study also showed that

and sunglasses to their appoint-

sunwear, eyecare professionals

visible light transmission (VLT).

consumer’s priorities in select-

ment when you make a remind-

should ask questions that will

VLT is measured as a percentage

ing shades appear to be skewed.

er call. Ask to neutralize all their

help them recommend appro-

and is affected by the color and

Americans place comfort (65%)

glasses, including sunglasses,

priate product solutions. These

thickness of a lens, the material

and affordability (54%) before UV

during the pre-exam, and ask

questions can include asking

they are made of and any other

protection (44%). One final statis-

if they wear sunglasses during

what types of activities they par-

coatings they may have. Many

tic to consider from the study is

their outdoor activities.

ticipate in when outdoors and

manufacturers of non-prescrip-

that 75% of Americans are con-

During the exam, doctors

if they or any family members

tive sunwear share the VLT of

cerned about UV eye exposure,

have an opportunity to explain

have a history of eye-related

their lenses in their product

but only 31% wear sunglasses ev-

the benefits of UV and HEV

health problems such as macu-

information. A general rule of

ery time they go outside.

protection and the potential vi-

lar degeneration. The product

thumb is 0-19% VLT is ideal

sion and health risks that could

needs of a gardener will be dif-

for bright, sunny conditions,

EXPLAIN SUNWEAR’S

potentially occur as a result of

ferent than the product needs of

and 20-40% VLT indicates that

IMPORTANCE

not wearing sunglasses, not only

a hunter or than that of a spec-

the lens is good for all-purpose

So how can eyecare profession-

on bright sunny days but also on

tator who watches her grand-

use. If you are recommending a

als use this information to better

overcast days when UV radia-

children play soccer on Saturday

lens for use in overcast and low-

help their patients understand

tion is still present. Some doc-

mornings. The answers to these

light conditions you may wish to

the importance of sunwear and

tors choose to write a separate

types of questions will help eye-

choose something with a 40+%

how to choose the best frame

prescription specifically for sun-

care professionals select proper

VLT and a lens with 80-90+%

and lens designs? Perhaps the

glasses as a way to reinforce the

frame materials and designs,

VLT, which typically indicates a

first step we can take is making

importance of the purchase, and

lens materials and designs, and

virtually clear lens for very dim

sure we discuss why sunwear is

some practices choose to offer

lens color.

and night conditions.

important with every patient

a discount when sunglasses are

during as many touch points as

purchased in addition to a pri-

VISIBLE LIGHT

great deal of glare during their

we can when they are in our of-

mary ophthalmic pair of glasses

TRANSMISSION

daily activities. Light waves are

fice. It can be as simple as asking

during a specified time period.

When working with sun lenses

emitted and travel in a wide va-

COURTESY OF WILEY X EYEWEAR

Some patients experience a

VCPN VisionCareProducts.com

SportSunSafety CE_Oct17.indd 47

October 2017 47

10/4/17 12:39 PM

FREE CE SPORT+VISION

riety of directions. When those

while wearing polarized lenses.

light intensities and conditions

tive (AR) treatment. When a

light waves are reflected off sur-

Caution should also be exercised

with the lenses getting darker

lens is darkened it can act like

faces, such as water, backs of cars,

when working with those who

in full sunlight and lighter in

a mirror catching the reflection

or highly angled and polished

drive motorcycles or use helmets

conditions when not as much

of the wearer’s eye or moving

dashboards, they become more

with polycarbonate face shields

light is present. These types of

objects behind the wearer such

concentrated and create what

because the material’s chromatic

lenses are excellent for patients

as cars or people. Sometimes

is often referred to as blinding

aberrations can be accentuated

who may spend time outside in

these backside reflections can

glare. Polarized lenses contain a

and cause blind spots or exag-

the earlier morning hours as the

be more than just an annoyance

filter that aligns dichroic crystals

gerated checkerboard patterns.

sun rises and intensifies as the

but a safety hazard. If the patient

(think of a metal chain) in such

You will also want to remind

day progresses. Another practi-

becomes too aware of the reflec-

a way that it will not allow light

patients that some of their LCD

cal use would be for those who

tions going on in the back of the

traveling in a certain direction to

readouts and digital devices may

hike or mountain bike and may

lens, they could miss activities

penetrate through the lens and

be not only difficult to read but

find themselves moving from

going on in front of them. A

create glare.

disappear altogether when hori-

areas that have heavy foliage or

backside AR treatment should

zontal light is eliminated by the

rock overhangs into other ar-

always be offered when making

LENS TREATMENTS

polarized filter. Not only will po-

eas where nothing obscures the

prescription sunwear to enhance

Polarized lenses are an excellent

larized lenses reduce glare, but

sun. This dark to darker lens is

the function and features of the

choice for patients who spend

they will also improve contrast

an excellent choice for the busy

prescription and lens.

time on the water or snow and

and enhance color, making it a

and active patient who wants the

Mirrors or flash mirrors can

also for those who drive. It is

desirable and comfortable lens

ability to change the VLT with-

also be an option for patients

always wise to discuss with the

to wear.

out having to change glasses.

who struggle with glare and

patient the possibility that they

Another lens treatment op-

Another lens treatment that

light sensitivity that can be more

may see a checkerboard pattern

tion in sunwear is a photochro-

can enhance not only the per-

pronounced due to medical con-

on their back windshields or

mic lens. Photochromic lenses

formance of the lens but also

ditions or medications. These

on windshields that have a tint

automatically adjust to changing

vision is a backside anti-reflec-

treatments reduce glare by reflecting much of the light that hits the lens surface. Mirrored treatments can make objects appear darker than they are, so lighter tints are often used to compensate for this.

CHOOSING A LENS COLOR Because lens color is a very personal choice and preference, it is always recommended to have tint samples in your office for the patient to look through and even walk outside with the tint sample for a test drive. A few COURTESY OF INSPECS

48 October 2017 SportSunSafety CE_Oct17.indd 48

things to consider when making lens color recommendations are what activities and conditions the wearer will be using them in.

Dark tints and hues are ideal for VisionCareProducts.com VCPN

10/4/17 12:40 PM

everyday use and most outdoor activities, and they are intended primarily to reduce eyestrain in moderate to bright conditions.

The dark colors typically include brown, gray and green. Gray and green lenses are less likely to distort colors, while brown lenses may cause minor color distortion such as intensifying green tones and making changing autumn leaves look more vibrant.

Lighter tints and hues are better choices for sun lenses being used in moderate to low level light COURTESY OF SPY

conditions. Colors such as amber, rose and vermillion are often preferred colors for those who participate in snow sports such as skiing or snowmobiling because

portant component in sunwear

bris, consider recommending a

steel is also lightweight with

they can enhance the contrast in

selection.

resistance

frame with a slight wrap that sits

hypoallergenic qualities. Keep

tricky, flat-light conditions. Yel-

should always be a priority when

closer to the face. There are also

in mind that a metal frame can

low lenses are an excellent choice

recommending and creating sun

sunglass frames that feature soft

be less obtrusive to the wearer’s

for hunters or shooters looking to

lenses. Materials such as poly-

foam padding that hug snuggly

field of vision due to its thinner

have their surroundings appear

carbonate, Trivex and NXT meet

yet comfortably around the or-

profile, however, it can also bend

brighter and who want sharp-

standards of impact resistance

bital area to block any wind or

more easily and may not be a

ened contrast and improved vis-

that will protect the patient’s vi-

debris from entering the wearer’s

suitable choice for high-impact

ibility of objects.

sion in case of an unfortunate ac-

eye. Frames without nosepads

activities.

Impact

There are many sports and ac-

cident. Even if patients say they

will sit more closely to the brow

Nylon is another common

tivities that can be enhanced based

will only be using their sunwear

line, allowing less light and UV

sunglass frame material and

on the lens color of the wearer.

for driving, the potential damage

radiation from entering the top

features characteristics of being

Again, wearer’s will vary in their

that could occur should an acci-

of the frame, while a frame with

very lightweight as well as more

color preferences based on their

dent happen and an airbag de-

nosepads will tend to sit further

impact resistant than other ma-

personal opinions, but all eyecare

ploys toward the face should be

out, allowing more light and UV

terials. Unless a nylon frame

professionals should be able to ac-

considered. The aforementioned

radiation to penetrate the eye

has an internal, adjustable wire

quire from their labs or sun lens

lens materials also include UV

and surrounding tissue.

core, they can be very difficult

manufacturers some specific sport

protection as part of their fea-

There are several frame mate-

to adjust and typically require

and lifestyle color recommenda-

tures, which should be presented

rials available, and some of the

very high heat to make the ma-

tions to use as a starting point to

as an important benefit during

most common include metal,

terial pliable. Acetate is one of

aid in the tint color conversation

the sunwear sale.

nylon and acetate. Metal frames

the most commonly used frame

Frame design and materials

can come in stainless steel and

materials in the industry. While

should also be considered in the

titanium to name a few. Titani-

there are numerous color possi-

LENS AND FRAME

sunwear selection process. For

um is the lightest of the metals,

bilities in acetate, they are less

MATERIALS

patients who may be exposed

is hypoallergenic and holds up

flexible and are not intended for

Lens materials are a very im-

to elements such as wind or de-

well to perspiration.

high activity lifestyles.

with their patients.

VCPN VisionCareProducts.com

SportSunSafety CE_Oct17.indd 49

Stainless

October 2017 49

10/4/17 12:40 PM

FREE CE SPORT+VISION

EYE INJURIES ARE

injuries can range from corne-

als help patients who participate

purchase it in a few months or

COMMON

al abrasions and bruising of the

in sports have a better under-

when their sports season comes

According to the Tri-Service

lids to internal eye injuries such

standing of the importance of

around. Write up the order, take

Vision Conservation and Read-

as internal bleeding or retinal

sports protective eyewear? The

all measurements and then tell

iness Program, there are more

detachments. Of the 1.6 to 2.4

first step might just be getting

the patient you will contact them

than 600,000 eye injuries relat-

million Americans who sus-

them to think about their life-

in a pre-determined amount of

ed to sports each year, with ap-

tain eye injuries each year, an

styles and to raise awareness

time to verify placing the order.

proximately one-third of these

estimated 40,000 will be legally

for the need of protecting their

You may also want to implement

injuries occurring in children.

blinded in the injured eye.

vision during activities. Do you

some type of multiple pair dis-

Only 15% of children reported

It is interesting to note that

have literature or signage in the

count or offer payment options

wearing eye protection “always”

many state and sports organiza-

waiting room that promotes

to make the total amount more

or “most of the time” when par-

tions will have requirements for

sports eyewear safety? During

manageable.

ticipating in sports, hobbies or

shin guards or mouth guards in

the pre-exam, ask questions

There is also a need to educate

other activities that could cause

place but not for sports protec-

about what sports and activities

the patient about the difference

eye injuries, yet the majority of

tive eyewear. Parents will make

the patient participates in, and

between everyday fashion eye-

eye injuries that occur in school-

sure to equip their children with

then follow up the answers with

wear and sport-specific protec-

aged children are sports related.

elbow and knee pads or spend

a very simple question such as

tive eyewear. Help them under-

According to the U.S. Con-

large sums of money outfitting

“Do you wear eye protection?”

stand that the lens in regular

sumer Products Safety Com-

their kids with the most popular

or “How are you protecting your

eyeglasses could easily pop out

mission, an emergency room in

shoes and arm sleeves to mimic

eyes while you play?”

and cut or puncture the eye, that

the U.S. treats a sports-related

their favorite all-stars but give

As part of the examination,

fashion eyewear frames are not

eye injury every 13 minutes, and

little to no thought about pro-

doctors should ask patients

designed to withstand the rig-

it’s also estimated that sports-re-

tecting their children’s vision.

about their physical activity and

ors of sports activities, and that

explain what injuries could pos-

a broken piece of eyewear could

lated eye injuries in the U.S. PREVENTING EYE

sibly occur from a lack of wear-

also injure the eye and ocular

physician visits per year at a cost

INJURIES

ing sports eyewear. Explain that

area of the face.

of more than $175 million. Eye

So how can eyecare profession-

any activity that uses a ball or

All sports protective eyewear

racket, involves rough

should meet the impact stan-

contact with other

dards of the American Standards

players or requires

for Testing Materials (ASTM)

moving at high speed

that test the strength of the frame

should be using some

and the strength and clarity of

form of eye protec-

the lenses. There are very specif-

tion. The inventory in

ic tests used for specific sports to

the dispensary should

ensure that the frame and lenses

also feature sport eye-

will withstand the rigors of spe-

wear so patients know

cific sports-related activities and

they have the option

keep wearers safe and their vi-

of buying them from

sion uncompromised. One such

you.

test is the High Velocity Impact

COURTESY OF HILCO VISION

account for more than 100,000

50 October 2017 SportSunSafety CE_Oct17.indd 50

They may not see

Resistance Test in which the eye-

it as a necessary pur-

wear must withstand projectiles

chase

sized from 40mm to 65.1mm

during

their

first visit, so plant the seed that they can

fired at a rate of 90 mph.

Making sure the frame fits well VisionCareProducts.com VCPN

10/4/17 12:40 PM

is another aspect that should be

and other hazardous chemicals,

considered

cooking foods that can splatter hot oil and grease, mowing the

frames come with a soft foam

lawn, using a power trimmer or

padding on the inside of the

edger, clipping hedges and bush-

frame to help not only comfort

es, using power or hand tools,

but to also keep stray fingers or

tasks that produce fragments,

debris from entering the orbital

dust particles or other eye irri-

area. This padding also helps ab-

tants, changing automotive flu-

sorb the impact of stray racquets

ids, and securing equipment or

when

COURTESY OF CLEARVISION OPTICAL, CO.

dispensing

sports safety eyewear. Many

or balls. Many sports eyewear will also have a strap to help secure the eyewear and make sure it doesn’t move or come off during activities. You will also want to ask your patient if they are planning to wear a helmet

loads with bungee cords.

It has been estimated that wearing

protective

eyewear

when participating in these types of activities in and around the home can reduce a person’s risk for eye injury by 90%. That

during their activities and have

a treatment to the lenses, such as

for their job make sure to veri-

is why the American Academy

them bring the helmet into the

photochromics, to enhance per-

fy if they are in need of dress or

of Ophthalmology recommends

dispensary and try on the eye-

formance. A soccer goalie who is

industrial safety eyewear. If un-

that consumers keep at least one

wear with their equipment. For

defending the goal while facing a

sure, have the patient verify with

pair of protective eyewear on

example, if your patient is a

setting sun will find added bene-

the company’s human resources

hand in the home and that they

catcher on the baseball team you

fit in the ability to see well with-

department or the person who

are worn during projects and ac-

may want to encourage them to

out the distractions of a blinding

is responsible for overseeing

tivities that may present risk of

not only try the sports eyewear

sun and added glare.

OSHA compliance.

injury.

on with their mask but also

Just as education is the key for

Eyecare professionals always

mimic their reactions to taking

sports eyewear, education is also

HOME-BASED

want what is best for their pa-

their mask off while trying to

the key to helping patients un-

PROTECTION

tients, including protecting their

spot a pop fly ball at home plate

derstand the importance of pro-

To help your patients determine

vision. Many irreversible eye

to ensure the eyewear is securely

tecting their vision around the

if their activities within the

conditions can be avoided by

fitted and won’t go flying off with

house or on the job. According

home merit eye protection, ask

simply wearing the appropriate

the mask.

to Prevent Blindness, each year

them to consider if it will involve

sun, sport and safety eyewear. It’s

Many of today’s sports eyewear

more than 700,000 Americans

the use of hazardous chemicals

understandable that it takes time

frames are made from a high-im-

injure their eyes at work and an-

or other substances that could

to educate and discuss with pa-

pact nylon material that not

other 125,000 injure their eyes at

damage the eye upon contact;

tients their risks and how to avoid

only provides durability but also

home. Most protective eyewear

flying debris or other small par-

them, but spending an extra few

lightweight comfort. Nylon also

for use in the home falls under

ticles that could affect both the

seconds asking simple and direct

comes in several color options so

American National Standards

participant and bystanders; and

questions can mean avoiding

wearers can match their eyewear

Institute (ANSI) Z87.1 safety

projectiles or objects that could

some vision loss consequences.

to their uniform or the colors of

standards.

fly into the eyes unexpectedly.

When the professional is mo-

their favorite team.

Lenses should be made from

Eye protection needed at

Some of the most common ac-

tivated to do what is in the best

work is determined by the Oc-

tivities in and around the house

interest of the patient everyone

polycarbonate materials because

cupational Safety and Health

pose a risk to eye safety, including

benefits. How many patients will

it provides the highest level of im-

Administration (OSHA). When

cleaning with common house-

you talk with about sun, sport

pact protection. You can also add

patients ask for safety glasses

hold cleaners that include bleach

and safety eyewear this week?

VCPN VisionCareProducts.com

SportSunSafety CE_Oct17.indd 51

October 2017 51

10/4/17 12:40 PM

FREE CE SPORT+VISION

CE SELF-ASSESSMENT TEST Please fill out the answer sheet. Respondents with a passing score will receive one (1) hour of CE credit.

Those seeking ABO credit need a passing score of 80 and must answer all 20 questions. The test is valid through March 3, 2022.

1) Which wavelengths of light are the longest? a. green b. blue c. yellow d. red 2) How many different types of UV radiation are there? a. one b. two c. three d. four 3) Which UV rays are the shortest and have the most energy? a. UVD b. UVC c. UVB d. UVA 4) What are growths of pink, fleshy tissue on the conjunctiva that spread and grow toward the pupil? a. cataracts b. pterygiums c. pingueculae d. chalazions 5)

What percent of UV does snow reflect? a. up to 35% b. up to 63% c. up to 85% d. up to 100%

6) Which condition can leave a patient without central vision? a. cataracts b. pterygiums c. diabetic retinopathy d. macular degeneration 7) Bronze, copper or reddish-brown lenses are best at blocking what? a. HEV radiation b. UV radiation c. long wavelengths of light d. blinding glare

8) A VisionWatch survey found that this is most important to Americans when buying sunglasses: a. affordability b. UV protection c. comfort d. brand 9) What percentage of Americans wear sunglasses every time they go outside? a. 20% b. 31% c. 43% d. 75% 10) What percentage of visible light transmission is recommended for bright sunny conditions? a. 0-19% b. 20-40% c. 40-65% d. 80+%

14) Of the more than 600,000 eye injuries related to sports each year, how many occur in children? a. one-eighth b. one-quarter c. one-third d. one-half 15) All sports protective eyewear should meet the impact standards of what? a. American Standards for Testing Materials b. Colts Laboratories c. Sports Safety Commission d. American Society for Total Manufacturing 16) The High Velocity Impact Resistance Test must withstand a projectile fired at what rate? a. 50 mph b. 70 mph c. 90 mph d. 110 mph

11) What is aligned in a polarized filter to block specific light waves? a. dichroic crystals b. tint c. HEV d. pupillary distance

17) What feature on a frame will help with comfort and keeping debris from entering the orbital area? a. nosepads b. strap c. a 6 base curve d. soft foam padding

12) Because mirrored treatments can make objects appear darker than they are, what can be done to compensate for it? a. use polarized lenses b. use photochromic lenses c. use a lighter tint d. induce prism

18) Which is the best frame material for sports eyewear frames? a. titanium b. stainless steel c. acetate d. high-impact nylon

13) What frame design will allow less light and UV radiation from entering the top of the frame? a. frames with large lenses b. frames without nosepads c. extreme wrap d. long temples

Answer Sheet STFVM001-1 Sun, Sport and Safety Eyewear, Technical, Level 1

19) According to Prevent Blindness how many Americans injure their eyes at home? a. 125,000 b. 300,000 c. 561,000 d. 700,000 20) Which organization determines the need of eye protection at work? a. ANSI b. ASTM c. OSHA d. DOWS

Fill out and mail this portion to: SPORT + VISION CE c/o First Vision Media Group Inc., 25 East Spring Valley Avenue, Suite 290, Maywood, NJ 07607, or fax to: 201-587-9464. Be sure to fill out form completely. This CE article is also available online with immediate grading at VisionCareProducts.com/Education.

1. a b c d

11. a b c d

2. a b c d

12. a b c d

3. a b c d

13. a b c d

4. a b c d

14. a b c d

5. a b c d

15. a b c d

6. a b c d

16. a b c d

7. a b c d

17. a b c d

8. a b c d

18. a b c d

Phone Fax

9. a b c d

19. a b c d

Email

10. a b c d

20. a b c d

I would like to receive optical updates via email:

SportSunSafety CE_Oct17.indd 52

Name Practice/Business Name Profession: Optician

Other

Address City

State

Zip

Yes

No

10/4/17 12:40 PM

Vision Care Technology

The growth of PPG’s Trivex and Tribrid materials is reinforced by X-Cel Optical’s recent announcement about introducing Tribrid lenses.

THE VIEW ON LENS TRENDS Specialists from the leading lens companies share their insights into what’s hot, what’s not and where the market is headed.

By Ed De Gennaro, Med, ABOM

1.67 is a growing category, David

manager for Carl Zeiss Vision,

many advantages of polycarbon-

Innovations in lenses have accel-

Rips, president of Younger Optics,

Inc., sees premium as the major

ate over 1.50, and the fact that

erated and turned a formerly ho

indicated, “1.60, 1.67 and 1.74 are

trend in all aspects of the lens

many managed vision care plans

hum market segment into a fea-

growing faster than any other lens

category. He said, “While small,

are offering full coverage for poly-

ture-rich and profit-laden one.

material. This trend is being fueled

1.74 is definitely increasing; so

carbonate to more patients, the

by the increase in free-form lens-

is 1.67. In the migration to pre-

next decade will hopefully see fur-

A MATERIALS WORLD

es. Since premier digital progres-

mium materials, some polycar-

ther erosion of the 1.50 market.”

At the foundation of any lens is its

sives can now be made with single

bonate customers are making the

material. It’s no surprise that poly-

vision lens blanks, laboratories and

switch too.”

carbonate continues to dominate

ECPs feel very comfortable ‘sell-

the U.S. lens market. In fact, about

ing-up’ the lens material on their

MATERIALS IN DECLINE

is due in part to Trivex’s success

50% of all lenses shipped are poly-

top progressives.”

Cross echoed the sentiment of

and has probably taken a bit from polycarbonate too.

Citing data from the industry and his company, Woelbern suggests that a decline in CR-39

carbonate. And after more than

Mike Rybacki from Seiko

all those interviewed when he

60 years, CR-39 and generic forms

Optical Products of America,

shared, “Glass continues its

of it still have a respectable 30%

Inc., reports that 1.74 clear and

decline in the U.S. prescription

EMERGING MATERIALS

market share. “There are some

PhotoGray and 1.67 polarized

market, but a number of sunglass

A number of those interviewed

retail chains and many indepen-

are growing well. He feels that

brands continue to incorporate

suggested that PPG’s Trivex and

dent ECPs looking for unique lens

the growth of these materials is

and promote glass lenses in their

Tribrid were emerging mate-

materials to differentiate against

due to a market “that is always

new collections, primarily due to

rials. X-Cel Optical Co.’s recent

these commodity lens materials,”

looking to raise the average sale

their inherent scratch resistance.”

announcement about introducing

said Keith Cross, director of sales

price, so this means more focus

and Rx technology director for

on premium products.”

PPG Industries, Inc. “Because of

Matthew Woelbern, product

Pete Hanlin, director of tech-

Tribrid lenses surely reinforces this

nical marketing at Essilor of

trend. Its 1.60 index and capable

America, Inc., said, “Given the

impact resistance, along with other

this, the popularity and availability

Trivex-like features, should help it

of Trivex lenses continue to grow,

compete with 1.60, 1.67 and poly-

especially in the U.S.”

carbonate lenses. Trivex lenses have

While all the industry pro-

steadily increased in market share

fessionals interviewed cited that

since the material was introduced about 10 years ago.

About an expansion in the field of photochromics, Rybacki said, With about 50% market share, polycarbonate continues to dominate the U.S. lens market.

Photo courtesy of Essilor.

VCPN VisionCareProducts.com

De Gennaro_Lens Trends.indd 53

“There’s a growing category of non-Transitions

photochromic

lenses that are gaining market October 2017 53

10/5/17 2:10 PM

VisionCareTechnology

Among the fastest growing lens materials is 1.67, according to David Rips, president of Younger Optics.

share, especially with the vast market expansion of non-branded/private label free-form lenses.”

Rips takes a different approach

Rips advised that selective fil-

toward what materials are on the

tration such as blue light blocking

upswing: “Rather than a particu-

films continue expanding. Rybacki

realized the opportunity in pro-

lens to be based on the patient’s

lar material emerging, combina-

agreed, adding, “Blue protect prod-

viding Rx lenses that match the

lifestyle use for near, far and bal-

tions of materials such as com-

ucts are continuing to grow, espe-

performance and features in their

anced? Those are the kind of things

posites are growing. A perfect

cially now that chains and insur-

plano collections,” Cross added.

the future holds for ophthalmic

example is Younger’s Composite

ance options are getting involved

“To that end, many have opened

lens design.”

Polycarbonate Transitions in bifo-

to promote such products.”

have the option for a single vision

their own prescription laborato-

Hanlin sees lens design as a

cals and trifocals. Using a com-

Cross had a more visionary

ries. In addition, sun lenses are

mixed bag. “The proliferation of

posite, there can be a thin, cus-

view: “I think people will start to

more advanced, both from a light

digital surfacing has actually creat-

tomized special layer of one mate-

see more ‘functional’ coatings or

management perspective and a

ed both better and worse progres-

rial with certain characteristics on

those based on ‘lifestyle.’ There will

lens material performance per-

sive designs, because it has lowered

the front, and the back substrate

be more targeted offerings with

spective.”

the cost of entry to the market.

can be another material with dif-

specific performance features and

Hanlin advises that one of the

On the other side of the coin, dig-

ferent properties. This gives the

benefits, such as blue cut/blue

few categories in which the U.S. has

ital processing has also opened the

lens designer/manufacturer a lot

blocking coatings as well as other

a greater penetration than other

door to better and more special-

more flexibility on final lens char-

specific wavelength filters. I believe

markets is prescription polarized

ized progressive designs.”

acteristics. You can use the best

we will also see improvements in

sun lenses, although we still have

Years ago, the big story in pro-

attributes of several materials in

lens scratch resistance through

a long way to go. “Prescription

gressive lens design was how

unique and special ways.”

harder, more durable coatings.

polarized lenses are currently one

wide and clear the zones were,”

Scratch resistance is often the

of the fastest growing categories in

Woelbern recounted. “While com-

COATINGS & FILMS

number one consumer complaint

lenses, because they deliver the sin-

panies still make general use pro-

On the subject of coatings,

about eyeglasses, and companies

gle biggest ‘wow’ to new wearers,”

gressives, they have portfolios that

Woelbern said, “Most managed

such as PPG will continue invest-

he said. “Currently, patients with

contain lenses for designated pur-

care companies group coatings

ing in developing the next-genera-

prescriptions between +/-1.00D or

poses such as computer use, office

into four tiers based on proper-

tion of optical coatings.”

less tend to wear plano sun lenses,

work, digital media, etc., which

but when given an opportunity to

is much easier for a consumer to

ties, which correlates to price. I see the second tier definitely growing

SUN LENSES

try prescription polarized lenses,

understand than the highly techni-

at the expense of the lowest tier,

Rips observes that there is a lot of

they repurchase at a 95%+ rate.”

cal information we used to present

and the fourth tier (the highest) is

effort to make Rx sunwear match

growing at the expense of the third

the style and fashion characteristics

DIGITAL DESIGN DOMINATES

tier, which indicates that customers

of plano sunglasses, including mir-

Rybacki sees continual expansion

cesses emerge, in the ever-chang-

are migrating toward more pre-

rors, gradients and fashion colors.

of specialized products because

ing lens market, we’ll continue

mium products. Mirrors are also

He also sees adding technologies

of free-form technology, “such

to see advances in this category.

growing well right now, and you’re

together such as polarization, pho-

as

Stay tuned.

seeing them on plano and Rx lens-

tochromics and special absorbing

Technology (from HOYA). Who

es, and they’re better than ever, like

filters like blue light absorbers.

would have thought with Seiko

Ed De Gennaro is editor emeri-

Superior SV FF design you would

tus of First Vision Media Group.

our Zeiss DuraVision Mirrors.”

“Many sunglass companies have

years ago.”

Binocular

Harmonization

As new innovations and pro-

WHERE TO FIND IT: Carl Zeiss Vision, Inc. 866-596-5467 • ZEISS.com/Lenses • Customer.Service@Zeiss.com // Essilor of America, Inc. 800.542.5668 • EssilorUSA.com // Hoya Vision Care 800.423.2361 • HoyaVision.com // PPG Industries, Inc. 800.323.2487 • PPGTrivex.com • PPGTribrid.com • OpticalTech@PPG.com // Seiko Optical Products of America, Inc. 800.235.5367 • SeikoEyewear.com • Info@SeikoEyewear.com // Younger Optics 800.366.5367 • YoungerOptics.com • Marketing@YoungerOptics.com 54 October 2017

De Gennaro_Lens Trends.indd 54

VisionCareProducts.com VCPN

10/5/17 2:11 PM

VisionCareTechnology

DRIVERS’ EDUCATION

BY CARA AIDONE HUZINEC

With several driving lenses on the market, ECPs can add another task-specific lens to their product portfolios.

Driving requires focus, attention

Trivex material. Vario Drive Thin

and yes, lenses specifically devel-

lenses are available in both single

they are getting optimal lenses.”

people over age 45 to 50, one of their chief complaints is nighttime

oped to enhance driving while

vision and progressive in powers

ZEISS DRIVESAFE

ensuring safety.

from +6.00D to -8.00D.

Carl Zeiss Vision’s DriveSafe lens

night. The complaints are there, so

“Serengeti lenses have always

was developed as an “everyday lens

there is a big market.”

SERENGETI VARIO DRIVE THIN

been closely connected to driving,”

solution” to make driving more

Mizrachi recommends Drive-

Sherry Cassano, optician and opti-

said Gernot Trebsche, global senior

comfortable and safer, according to

Safe to patients who spend a lot of

cal manager at Rochester Eye and

director of Bollé/Cébé/Serengeti.

the company. Luminance Design

time on the road. Plus, she said the

Laser in Rochester, NY, is com-

“The unique combination of relief

Technology calculates the lens with

lenses push back blue light instead

mitted to giving patients the best

from harsh light, finely tuned con-

the optimal pupil size in low-light

of absorbing it, making it a great

vision, which she says is done best

trast and clear view of the road

conditions, and lenses incorporate

“universal lens, and there’s no need

with a driving lens. Cassano said

ahead makes Serengeti the most

DuraVision DriveSafe Coating.

for a separate pair just for driving.”

blindness or dread of driving at

ZEISS

SERENGETI

TRANSITIONS DRIVEWEAR

Serengeti offers eyecare, not only

Available as a single vision or

advanced eyewear for driving.”

TRANSITIONS DRIVEWEAR

at

progressive, the DriveSafe lens

Optician Pablo Mercado was work-

lens is optimal because it enhances

Rochester Eye and Laser are

design has an up to 43% larger

ing at a practice in Alpharetta, GA,

vision and acuity while protect-

required to have sun protective

mid-distance zone than other

more than 10 years ago when a

ing the eyes,” she said. Serengeti’s

eyewear post surgery (common-

ZEISS general purpose progressives

Younger Optics sales representa-

Vario Drive Thin is an amber-hued

ly LASIK and cataract), Cassano

to more easily switch focus between

tive introduced him to Transitions

lens engineered to transmit reds,

said patient ages vary, which makes

mirrors and dashboards, plus an

Drivewear. He’s been hooked ever

greens and yellows so these col-

Serengeti a great brand to carry.

up to 14% larger far-distance zone

since. “I’ve been dealing with pho-

for a broader view of the road.

tochromic technology for almost 20

eyewear and fashion. “The driver’s

While

many

patients

ors stay sharp in all environments.

Vario Drive Thin lenses, she

The lenses are also photochromic

said, are “very accommodative

“No question: the reduction in

years,” he said. “They’re good lenses,

to provide optimal light transmis-

to the weather here. And while

glare is pretty dramatic,” said Anita

and they do what they’re supposed

sion and come in polarized and

many of our patients leave here

Mizrachi, an optician at Eyeland

to do. Patients either love photo-

non-polarized ultra-light mineral

without a prescription, they are

in Voorhees, NJ, an independent

chromics or hate them, but I never

and Polar PhD 2.0 (NXT) and

Rxable, but even off the shelf

Vision Source practice. “For most

had anyone not like Drivewear.”

VCPN VisionCareProducts.com

Cara_Driving Lenses.indd 55

October 2017 55

10/5/17 2:09 PM

VisionCareTechnology

Transitions Drivewear lenses

“They are absolutely awesome to

tried Drive HD for the first time.

“Here in the Northeast the sun

are available in polycarbonate sin-

wear in overcast light, too, and

“This lens is so much easier to

is strong from overhead or reflec-

gle vision, Image progressive and

when it’s raining, you still get the

wear, and I would recommend

tion from snow or the ocean,” said

Camber digital progressive; hard

full benefit of the lens.”

them as either a second pair or to

Cheryl Aparo, optician and owner

any first-time progressive wearer.”

of Ocean Optical in Gloucester,

resin single vision, Image progressive and Flat Top 28; Trilogy

US OPTICAL DRIVE HD

single vision and finished plano.

US Optical’s Drive HD free-form

CLEARVISION OPTICAL RĒVO

Boston, the glare from the sun can

Drivewear lenses utilize NuPolar

progressive lens is designed to

Revo has several lens options that

be disabling, so we recommend

polarized Rx technology, block

adapt to specific optical tasks while

sharpen vision while driving. The

Revo sunglasses with the Open

100% of UVA and UVB rays and

driving. Lenses place car mirrors

brand’s Open Road lens incorpo-

Road lens. The Champagne lens

progress through three distinct

in astigmatism-free zones (elim-

rates “image intensifier filters” to

relaxes eyes and Solar Orange lens-

color states designed to enhance

inating unnecessary head move-

improve light adaptation in both

es enhance the road in front of you.

vision while driving.

ments), and a wide, clear area for

bright and low-light conditions.

Revo has a lens for everyone.”

MA. “For those commuting to

“Transitions Drivewear is the

distance vision adjusts power dis-

Revo’s Terra lens filters the light

only photochromic driving lens

tribution. Personalized measure-

spectrum to provide “clear vision

VUARNET NIGHTLYNX

that blocks blinding glare because

ment parameters can be added

from trailhead to viewpoint,” while

Being

released

this

month,

CLEARVISION OPTICAL RĒVO

VUARNET VL03

Nightlynx lenses are best used at night, according to Vuarnet. A bi-degraded silver mirror treat-

US OPTICAL

it is fully polarized in every activa-

ment reduces glare caused by the

tion state,” said David Rips, presi-

reflection of light on the road, and a multilayer AR coating on

dent and CEO of Younger Optics.

“Lenses are perfect from dawn to

and night glare is reduced by using

Solar Orange features a high-in-

the backside of the lens elimi-

dusk; in sun, rain and snow.”

Crizal AR (Prevencia), Digital AR

tensity, iridescent multilayer mir-

nates stray reflections. Nightlynx

Mercado effectively sells Drive-

or Zeiss DuraVision. Drive HD is

ror coating that highlights the

lenses also block 100% of UV

wear by demonstrating them,

offered in plastic, polycarbonate,

upper end of mid-range light,

rays and blue light by stopping

actually taking patients to the

Trivex and high index 1.60, 1.67

enhancing surroundings. Other

the Xenon and LED portion of

parking lot and having them sit

and 1.74 materials.

lenses that work well for driving

the visible light spectrum. The

in a car. Drivewear lenses change

Patricia Giron, an optician at

are Champagne and Green Water,

lenses are currently available in five

to the driver’s benefit, even when

Professional Vision Care Associates

which cuts through surface glare in

popular styles: VL02, VL03, Edge

surrounded by tempered glass.

in Sherman Oaks, CA, recently

medium and low light.

Round, District and Tom.

WHERE TO FIND IT: Carl Zeiss Vision Inc. 866.596.5467, ZEISS.com/Lenses // Rēvo, ClearVision Optical 800.645.3733, CVOptical.com; CService@CVOptical.com // Serengeti 888.838.1449, Serengeti-Eyewear.com // Transitions Drivewear DriveWearLens.com // US Optical 800.445.2773, USOptical.com; Info@USOptical.com // Vuarnet 914.495.3701, Vuarnet.com; CustomerService@Vuarnet.US 56 October 2017

Cara_Driving Lenses.indd 56

VisionCareProducts.com VCPN

10/5/17 2:09 PM

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Transitions Blue Light_Oct17.indd 73

10/4/17 11:27 AM

VisionCareTechnology

PHOTOCHROMICS

POLARIZATION DIGITAL SURFACING

Dispensing Discussions: Lens Options

ANTI-REFLECTIVE COATINGS

PROGRESSIVES

PROMOTE AR, DIGITAL SURFACING, POLARIZATION, PHOTOCHROMICS AND PROGRESSIVES TO YOUR PATIENTS USING THE FOLLOWING TECHNIQUES SUGGESTED BY THE ECPS WHO USE THEM.

BY FRANK GIMBEL, ABOC-AC

improve the quality of vision your

real time. The end result is a patient

the patient is very familiar with.

Whether you’re new or a sea-

patients experience. While many

who now understands what the

Chances are the patient has seen

soned optical veteran, selling

of your clients routinely order AR,

coating will do for their next pair

these changes improve their expe-

glasses with lens options is one

your next patient may be new to

of glasses, and the order is placed.

rience with these products and will

key way to better serve your pa-

glasses. In our optical locations,

These quick tips keep our AR per-

be able to relate how digital lenses

tients and their vision. Regardless

we employ several AR demonstra-

centages high in the mid 90s.

can improve their eyeglasses. I try

of patient age, prescription, lens

tors around the room, including

material or even insurance, there

the countertop AR-branded Crizal

DIGITAL SURFACING

ity, color and contrast, and I allow

are always lens options to discuss

50/50 lens display from Essilor and

There is a wide mix of offices that

the patient to link these improve-

at the dispensing table.

ZEISS AR dispensing mats, which

are considering or have partially

ments to their own vision experi-

illustrate the benefits of different

and fully embraced digital lenses

ence without overloading them

AR coatings in different tiers.

into their sales lingo. The biggest

with technical information.”

It can be challenging to describe something sight unseen, and when

to focus on key words such as clar-

we start talking about lens op-

While these tools benefit the un-

confusion can often be linked to

tions, the features and benefits can

derstanding of what AR is, where

what digital surfacing is and how

POLARIZATION

quickly become lost on your pa-

we really excel is with real life

to explain it to your patients.

When it comes to sunglasses, po-

tient. Finding new ways to present

demonstrations. Our opticians all

Optical manager for the Univer-

larized lenses will help patients

updated lens options will help keep

wear glasses and always have a pair

sity of Pennsylvania in Philadel-

experience that wow factor when

your sales skills fresh and boost

with AR. After we explain AR using

phia, Michael Bright, ABOC, said:

out in the sun. Instead of just a lens

conversion rates. Here are some

the countertop demonstrators, we

“Describing digital lenses and sur-

tint, a polarized lens incorporates a

tips and tricks from other opti-

present a physical example of what

facing to patients often sounds far

series of grid-like filters, providing

cians to help you concisely convey

AR does on a pair of lenses.

too technical. A good idea is to try

advanced glare protection from the

lens option information. The end

First, the optician shows the pa-

to explain the technology of digi-

sun, especially from flat surfaces

result should help you gain more

tient what a non-AR pair of glasses

tal lenses by comparing them to

such as water and roadways. There

satisfied patients, revenue and lens

looks like as they try them on and

advances in products patients use

are several tabletop demos that can

option sales.

look around the room. The pa-

every day. Cameras, cell phones,

be ordered from your surfacing or

tient can quickly notice the large

televisions and tablets are all good

finishing labs, and many of them

ANTI-REFLECTIVE COATINGS

amount of reflection on the lenses.

examples. Try to focus on import-

are fully covered or offer coupons

By enhancing clarity and durabili-

Next, the optician tries on a pair

ant key words to describe how

to offset the purchase.

ty and increasing comfort, anti-re-

with AR-coated lenses, showing the

advancements in technology have

A personal trick is to have a first

flective (AR) coatings significantly

patient the dramatic difference in

improved these products, which

timer try on a polar pair of shades

58 October 2017

Gimble_Discussing Len Options.indd 58

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10/5/17 2:05 PM

and have them look at a frame dis-

ucts, don’t forget to mention that

play with other polarized lenses.

the patient’s prescription order can

Then ask them to turn their head

also be integrated.

Polarization is demonstrated with Costa Del Mar’s Beyond Polarized plaque.

support selling their products.

90 degrees to the side; they will

“My tip for selling polarized

think you’re a magician when all of

sunglasses with bi-gradient mir-

solid way to connect patients

the lenses become opaque.

rors is to tell the patient that the

with the latest lens designs on

Many of the premium polarized

sunglass not only cuts the glare,

the market and help convey a

sunglass companies such as Maui

but thanks to those front side mir-

level of trust between you, the

Jim and Costa Del Mar offer add-

rors, the lens is technically doing

manufacturer and the

ons such as a backside AR coating

the squinting for you in the bright

patient. If you operate a

and gradient, bi-gradient and solid

sun conditions. This one tip, plus

front side mirrors. Costa for ex-

taking them outside to test a polar-

of them offering demonstration

chures in your waiting areas and

ample, offers patients the option

ized lens in the sun, makes selling

versions to use with your patients.

exam rooms too. This will allow

to choose a colored mirror lens in

polarized products easy and fun,”

These samples allow you to activate

idle patients to complete some re-

their sunglasses (color recommen-

said optician Hamid Pourghas-

them with your patient by taking

search on their own and the doc-

dation will depend on light condi-

semi, ABOC, of New Image Opti-

them outside in the sun or using

tors to sell the latest progressive

tions and where they like to spend

cal Shop in Media, PA.

a UV activation box or handy UV

lens options from the chair too.

their time). Additionally, Costa

Branded countercards are a

busier practice, include bro-

flashlight to trigger the lenses right

Paoli Opticians’ Martin Lang-

automatically includes a backside

PHOTOCHROMICS

UV-AR treatment on all plano

The simple explanation to remem-

Office manager Giselle Palma-

is a current wearer, be sure to

glass mirror sunglasses, and the

ber is that these are UV reactive

sano of Denville Family Eyecare in

learn as much as you can about

UV-AR treatment can be added to

lenses that darken when out in the

Denville, NJ, said, “In many ways,

their current lenses. (Do they like

all polycarbonate or Trivex Rx sun-

sun. There are several companies

we present them and think of pho-

the reading segment, how are the

glasses. When showing these prod-

with a wide range of photochromic

tochromics as an all-in-one pair of

zones positioned, is there distor-

brands including Transi-

glasses for our patients. They auto-

tion, etc.) With this knowledge,

tions Signature, Transitions

matically activate and change back

you can customize their new

Vantage

Transitions

without any effort, making them

lenses based on their progressive

XTRActive from Transitions

an easy sell. The added bonus for

likes and dislikes from the past.”

Optical, Transitions Drive-

us is that the patient was already

By educating your patients on the

wear from Younger Optics,

purchasing glasses. By adding pho-

specifics of the progressives, you

Carl Zeiss Vision’s Photo-

tochromics, we collect additional

establish confidence in the prod-

Fusion, HOYA Sensity, Sig-

revenue while making our patient’s

uct, even before they begin to use

net Armorlite PhotoViews,

lives easier.”

it. Also, a value is created beyond

there at the dispensing table.

and

VISION EASE LifeRx and

don, ABOC, said, “If the patient

what the price tag dictates.

ChangeRx, and VSP Sun-

PROGRESSIVES

Sync to consider, with many

Think beyond drawing hourglass

Frank Gimbel, ABOC-AC, is an

The Crizal 50/50 countertop lens display from Essilor helps ECPs illustrate the benefits of anti-reflective coatings.

progressive lens pictures at the

advanced certified ABO optician

dispensing table, and reach out to

and owner of Gimbel Opticians

your labs and lens designers for

in Plymouth Meeting, PA.

WHERE TO FIND IT: Carl Zeiss Vision, Inc. 800.358.8258 • ZEISS.com/Lenses • Customer.Service@Zeiss.com // Costa 800.447.3700 • CostaDelMar.com • Sales@CostaDelMar.com // Essilor of America, Inc. 800.542.5668 • CrizalUSA.com // HOYA Vision Care, North America 877.528.1939 • HOYAVision.com • SalesSupport@HOYAVision.com // Maui Jim, Inc. 888.666.5905 • MauiJim.com // Signet Armorlite, Inc. 800.759.0075 • SignetArmorlite.com • MarketingLiterature@ SignetArmorlite.com // Transitions Optical, Inc. 800.848.1506 • Transitions.com • CustomerService@Transitions.com• TransitionsPro.com // VISION EASE 800.328.3449 • VISIONEASE.com • Info@VisionEase.com // VSP Optics Group SunSyncLenses.com • SunSync@VSP.com // Younger Optics 800.366.5367 • DriveWearLens.com • Marketing@YoungerOptics.com VCPN VisionCareProducts.com

Gimble_Discussing Len Options.indd 59

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10/5/17 2:05 PM

VisionCareTechnology

ADVANCES IN POLARIZATION KEEP COMING FROM EYEWEAR MANUFACTURERS; HERE’S WHAT’S AVAILABLE. Richard W. McCoy, LDO,

for filtration, resulting in greater

ABOC, NCLEC

definition, vibrant natural color

Sun worshipers and others who

and clarity.

Smith’s ChromaPop lenses specifically target color distinction between blue and green and red and green wavelengths for greater definition.

ing glare while allowing for the recognition of red and green colors. NuPolar polarization further complements the lens design by

embrace an active outdoor life-

In addition, glass lens mate-

style expect and demand the best

rials continue to be a viable op-

Transitions Drivewear sunlens-

visual protection from their eye-

tion with Smith’s TechLite Glass.

es offer a much safer driving ex-

care professional (ECP). Whether

Refinements include scratch re-

perience by taking into account

plano or Rx, lens designs must be

sistance 12 times more effective

three important technologies and

VISIBLE GPS AND LCD SCREENS

able to block blinding glare and/

than standard lenses and a weight

combining them into one lens.

Photochromic

or function as a safety lens for su-

savings of 20% over traditional

These three technologies include

lens technology come together

perior vision in the case of ath-

glass lenses.

polarization, color optimization

in Rudy Project’s photopolarized

and changeable photochromic

Impact X lens designs. A unique

letic endeavors or in the task of

eliminating harsh glare from road surfaces and the car hood.

and

polarized

driving, among other activities.

VARIABLE POLARIZATION

capability. A major advantage of

feature of the Impact X lens is a

Polarized lenses continue to be

Another major breakthrough is

Transitions Drivewear is the fact

tailored polarization technology

the best choice of ECPs to filter

the variable polarized technol-

the lenses will activate behind the

that allows the wearer to read GPS

glare in a variety of harsh visual

ogy found in Transitions Van-

windshield of a car, change color

and LCD screens, an important

environments.

tage lenses, which are almost

and tint as light/driving condi-

advantage for anglers and sailors

completely clear indoors yet will

tions change. Furthermore, Tran-

who depend on reading critical

DISTINGUISHING COLORS

darken and polarize when out-

sitions Drivewear lenses utilize

electronics. This lens material is

One polarized lens breakthrough

doors. This occurs through a pat-

a high efficiency polarizing filter

available in Rx and plano.

is the Smith Fishing Sunglass

ented Trans-Polarizing process

that allows the wearer to experi-

Long known for precision op-

Collection featuring ChromaPop

that results in crisp sharp vision

ence the advantage of polariza-

tics, ZEISS polarized lenses ef-

technology. The philosophy be-

even in the strongest glare. Fur-

tion without the lens being in full

fectively reduce glare by utilizing

hind the lens is based on the fact

ther filtration benefits include

darkness mode.

micro mesh structures that elim-

that the eye has difficulty with

reduced exposure to harmful

In addition to the three technol-

inate horizontally oscillating light

color distinction between blue

blue light, blocking 34% indoors

ogies mentioned, color perception

waves, which are responsible for

and green and red and green

and over 85% outdoors. In addi-

and glare reduction are critical

a considerable amount of glare.

wavelengths. Through proprietary

tion, patients enjoy a UV protec-

factors in safe driving. Behind the

The result is more sharply focused

technology, ChromaPop lenses

tion factor of 100% for blocking

windshield, Transitions Drivewear

vision with contours being more

target these specific wavelengths

harmful UVA and UVB rays.

lenses turn a cooper color, reduc-

distinct and less fatiguing in harsh

60 October 2017

McCoy_Polarized Lenses.indd 60

VisionCar VisionCareProducts.com VCPN

10/6/17 10:40 AM

sunlight. Furthermore, ZEISS po-

Costa continues the technol-

is applied to both sides of the lens,

amber tint, the eyewear provides

larized lenses block 100% of UVA

ogy with Costa 580G Lightwave

and a primer coating is applied in-

superior color contrast and high

and UVB rays. Finally, the lenses

Glass material. Glass provides su-

ternally beneath the front side and

definition. Tough visual tasks,

are available in a variety of lens

perior clarity and high scratch re-

treatment and AR coatings. Digital

such as spotting gamefish, shal-

materials including polycarbon-

sistance. Also, the lenses are avail-

processing and prism compensa-

low drop-offs and structure, are

ate, Trivex and high index.

able with a mirror coating that is

tion assure crisp optics whether in

much easier with this lens design.

Oakley’s HDPolarized Tech-

encapsulated between the layers

plano or Rx. With digital process-

Tough

nology eliminates the need for

of glass to ensure the longevity

ing, lenses effectively compensate

lenses provide 100% UVA/UVB

glues and films that can distort

of the mirror finish during ex-

for base curve and popular wrap

protection, while the T-Shell

vision. A single-layered compre-

tensive use. Finally, the lenses are

styles. Maui Jim lenses eliminate

coating provides superior scratch

hensive lens is produced using a

engineered 20% thinner and 22%

99.9% glare and 100% UV. All

protection during rugged use.

precise infusion molding process.

lighter than conventional polar-

Maui Jim sunwear has earned the

In addition to plano, the WX

Both lenses are manufactured si-

ized glass lenses for good looks

Skin Cancer Foundation Seal of

Omega is Rx available, utilizing

multaneously to align and center

and patient comfort whether in

Recommendation for effective fil-

Wiley’s DIGIFORCE fabrication

the axis of polarization.

plano or Rx configurations (sin-

tration around the eyes and face.

technology to ensure lens accura-

gle vision or Waypoint C-SCAPE BLUE LIGHT PROTECTION

PAL only for Rx glass lenses).

For hard core outdoor enthu-

Selente

polycarbonate

cy with the widest field of view.

siasts, Wiley X offers polarized

The ECP has many polarized

lenses up to the challenge. The

options to offer patients, from

polarized lenses were designed

DIGITAL PROCESSING

new WX Omega by Wiley X fea-

different colors to changeable

in-house to enhance colors and

No stranger to the sun, Maui Jim

tures polarized Emerald Green

photochromics to lenses with

protect against harmful blue light.

sunwear features state-of-the-art

Mirror lenses in a Kryptek Nep-

high performance clarity. In ad-

Furthermore, Costa 580 tech-

polarized lenses. Whether plano

tune camouflage frame. With

dition, with the advent of digital

nology filters out harsh yellow

or Rx, Maui lenses include Polar-

eight layers of polarization, Em-

surfacing, polarized materials are

and high energy blue light with a

ized Plus 2, which feature polar-

erald Green Mirror coating and

a welcome complement to popu-

99.9% polarizing efficiency. Mate-

ization, anti-reflective coatings and

The multi-patented Costa 580

rial availability includes polycar-

color-enhancing technology. An

bonate (and Trivex for Rx use).

oleophobic/hydrophobic coating

lar wrapped sunwear frames. To Costa 580 technology filters out harsh yellow and high energy blue light with a 99.9% polarizing efficiency.

fully educate the patient on the value of polarized lenses, the dispensary should be equipped with up-to-date samples, color selections and polarized photochromics to try. In addition, many manufacturers provide free or low cost downloadable computer simulations to provide the ultimate wow effect for prospective buyers of polarized lenses.

Richard W. McCoy, LDO, ABOC, NCLEC, is program director, opticianry, at Reynolds Community College in Richmond, VA.

WHERE TO FIND IT: Carl Zeiss Vision, Inc. 800.358.8258 • ZEISS.com/Lenses • Customer.Service@Zeiss.com // Costa 800.447.3700 • CostaDelMar.com • Sales@CostaDelMar.com // Maui Jim, Inc. 888.666.5905 • MauiJim.com // Oakley, Inc. 800.733.6255 • Oakley.com // Rudy Project North America 888.860.7597 • RudyProjectDealer.com • SRiding@GoRace.com // SMITH 888.206.2995 • SmithOptics.com // Transitions Optical, Inc. 800.848.1506 • Transitions.com • CustomerService@Transitions.com• TransitionsPro.com // Wiley X, Inc. 800.776.7842 • WileyX.com • Info@WileyX.com VCPN VisionCareProducts.com

McCoy_Polarized Lenses.indd 61

October 2017 61

10/5/17 2:04 PM

V I S I O N

E X P O

R E V I E W LUXEXCEL

COBURN COBURN EXCELON HPE-410

LUXOTTICA

NEUROLENS

NEW LENSES, TECHNOLOGIES AT VEW

By John Sailer Lens manufacturers and equipment suppliers launched new products while calling attention to existing ones. show its blue light lens and to test

In the Vision Care Technology arena,

new products (Varilux X Series, Crizal

At the Luxottica booth, where

innovative introductions took center

Sapphire 360° UV and Eyezen+ 0 lens-

orders are no longer written during

stage at Vision Expo West.

es) with Transitions Signature VII.

the show, the company focused on

At a press conference, Mark

In addition, Essilor subsidiary, X-Cel

lens technologies from two of its

Becker, VP marketing of Shamir,

LENSES

Optical Co. announced the launch of

iconic brands, Ray Ban and Oakley.

announced the company’s transition

Continuing its move toward launch-

Tribrid lenses, developed by PPG’s

Ray Ban now offers its lenses Rxed.

to 100% free-form and the availabil-

ing 3D-printed specialty lenses for

optical products business and com-

Also on display was its Prizm light

ity of its Blue Zero blue light filtering

functional usage by end users,

bining the proven elements of Trivex

management technology, featuring

lens in Trivex and polycarbonate.

Luxexcel of Belgium announced that

lens material’s chemistry with tradi-

a wide selection of lens options

A lens designed to alleviate symp-

it is partnering with IFB of Winston-

tional high-index technology.

visitors’ own glasses.

ranging from standard colors to per-

toms associated with prolonged dig-

Salem, NC, as the first optical lab in

To show its appreciation while

formance tints and changeable pho-

ital device use, neurolens, made its

the world to employ the technology

also calling attention to its DriveSafe

tochromics, each created for specif-

debut with live demonstrations at

that creates a lens using a billion

lens (see page 55), Carl Zeiss Vision,

ic sports and activities.

the company’s booth and a launch

droplets of precisely placed polymer.

Inc. held a special event at Dream

Wavelength-filtering high perfor-

event at Top Golf. Other lenses on

Announcing its UItimate Lens

Racing at Las Vegas Motor Speedway,

mance Oakley sunwear were also

display were the VSP Unity Via, first

Package (ULP), which combines a

where customers were invited to the

demonstrated at the Luxottica booth

introduced at Vision Expo East, and

number of new lens technologies,

“ZEISS winner’s circle” to drive

using technology that illustrated

the Neochromes Dynamic photo-

Essilor of America debuted a new

around a racetrack (or be driven) in

which specific portions of the spec-

chromic lenses from IOT.

television commercial with a launch

some high-powered performance

trum various lenses could filter.

party and toast at the company

vehicles such as Lamborghinis,

booth. Essilor’s ULP combines three

Porsches and Maseratis.

62 October 2017

VCT Expo Review_Oct17.indd 62

Signet Armorlite had a Kodak Total Blue demonstrator onsite to

TECH ADVANCES The PogoCam from PogoTec was VisionCareProducts.com VCPN

10/5/17 1:56 PM

V I S I O N

E X P O

R E V I E W

VSP

ZEISS

SHAMIR BLUE ZERO

KODAK

POGOTEC POGOCAM

ESSILOR VARILUX

MEI SCHNEIDER

X-CEL TRIBRID PSI

officially launched for distribution

barcode reader all in one device.

A new ISO standard has been pub-

with Apple-esque packaging. The

New at the Coburn Technologies

lished, and, following a campaign

mini-camera that attaches to eye-

booth was the Excelon HPE-410,

by The Vision Council, lenses, which

wear temples is capable of taking

which has a stronger wheel for

are considered a Class 1 medical

100 pictures and six 30-second vid-

longer durability and eliminates

device, have been exempted from

eos with one charge and features a

slippage due to a new adaptive

UDI compliance.

smartcase with an internal battery

lens chuck, position sensor and

PPG’s Keith Cross was named

release new lenses.” EPIC is expect-

and chip that enables the device to

hydrophobic mode. Also on display

chair of the Lens Division (suc-

ed to be released in electronic for-

be recharged three times and take

was Duality, Coburn’s new all-in-

ceeding Carl Zeiss Vision’s Karen

mat by the end of October.

16,000 pictures and 90 minutes of

one lens de-taper and cleaner.

Roberts), and candidates are being

The Lab Division also updated its

considered for the vice chair posi-

“Clear Choices” brochure which is

tion being vacated

meant for distribution to patients in

video. ECPs who sign up to sell the device receive their own camera.

MEI

introduced

two

VISION COUNCIL DIVISIONS

logs as fast as lens manufacturers

new

Meetings sponsored by The Vision

During The Vision Council’s Lab

ECP offices. The consumer-focused

machines, the EZFit TBA with

Council during Vision Expo West

Division meeting, Lab Division liai-

brochure features a lifestyle ques-

stacker and the Shaper Finder EVO.

included the Lens Division and Lab

son Steve Sutherlin announced that

tionnaire and presents information

Now, with an attached stacker and

Division meetings, which included a

the Electronic Progressive Identifier

about lens design, materials and

destacker, the EZFit TBA edger (for

number of announcements pertain-

Catalog (EPIC) will be available

treatment options in easy-to-under-

which the TBA stands for “throw

ing to the Vision Care Technology

shortly, only in electronic format,

stand terminology. Sutherlin said,

the block away”) is fully automat-

segment of the optical industry.

replacing the current print version

“We have to get patients to ask the

ed. The Shape Finder EVO scanner

Announcements made during

that is two years old and “pretty

ECP because it’s really hard to get the

combines a camera, computer and

the Lens Division meeting included:

stale,” he said. “We can’t print cata-

ECP to tell the patient.”

VCPN VisionCareProducts.com

VCT Expo Review_Oct17.indd 63

October 2017 63

10/5/17 1:56 PM

VisionCareTechnologyNEW

NOVAR FREEFORM DESIGNER FROM COBURN TECHNOLOGIES

GSRX LAUNCHES E-COMMERCE SITE

Coburn’s new free-form lens design

Independent ECPs with an online

software is now being offered on

presence who seek additional

an exclusive basis in the U.S. and

optical sales can benefit from

SYNC III LENSES FROM HOYA

Canada through an agreement

VISION EASE PHOTOCHROMICS

ProperOptics.com, which provides

Sync III single vision lenses

with Opulens S.A. Novar Freeform

AVAILABLE IN BROWN

another opportunity to sell eye-

from Hoya Vision Care alleviate

Designer can be used to produce a

VISION EASE expanded its photo-

wear to patients who do not make

symptoms of digital eye strain

variety of digital free-form progres-

chromic lens line by adding brown

an in-store purchase. The website

by providing distance power for

sive designs including general pur-

to its color lineup. Previously only

is an extension of GSRx’s Proper

everyday use while incorporating

pose, specialty and occupational

available in gray, the company’s

Optics in-store dispensing brand of

a “boost zone” at the bottom of

lenses as well as blended bifocals

photochromic lens in brown is

complete eyewear packages that

the lens that reduces strain by

and single vision aspheric and

currently available in SFSV and

include frames, lenses, treatments

allowing eye muscles to relax and

Geo, a single vision aspheric toric.

D28 bifocals in polycarbonate. D35

and coatings. 800.833.4779,

focus more easily after prolonged

Coburn is offering a 30-day, risk-

bifocals and 7x28 trifocals will be

GS-Rx.com.

digital device use or screen time.

free trial of Novar. 800.262.8761,

available in the future. VISION EASE

Sync III lenses are designed for

CoburnTechnologies.com.

photochromics block 43% of indoor

patients who spend more than

blue light and 94% of outdoor blue

two hours a day on digital devices.

light, according to the company.

800.423.2361, HoyaVision.com

800.328.3449, VISIONEASE.com.

64 October 2017

VCT NEW_Oct.indd 64

VisionCareProducts.com VCPN

10/5/17 2:03 PM

LUXEXCEL RECEIVES ADDITIONAL FINANCING FOR AR/VR EYEWEAR Belgium-based Luxexcel received $4.7 million from Innovation Industries, a venture capital fund based in The Netherlands, to invest in its 3D printing prescription lens technology for use in Augmented Reality and Virtual Reality applications. “We believe that with the technology of Luxexcel it will be possible to combine AR/VR applications with Rx eye correction, which is an essential component in bringing smart eyewear to the mainstream market,” said Nard Sintenie, founding partner of Innovation Industries +32.14.49.02.96, Luxexcel.com.

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October 2017 65

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Our NEW Easy-to-Read Product Closeups...

Vision Care Technology Closeup

SMART GRINDING PRESSURE CONTROL The LEX-1200 lens edging process is performed with optimal grinding pressure that minimizes lens torque yet expedites cycle time, and the soft grinding gentler processing mode keeps hydrophobic lenses on axis.

Multiple-frame tracer accurately reads any shape at every curve.

N IFICATIO FRAME MODpe of the frame hing, sha Modify the R/L shape-switc ly with and free more easi pe-mirroring ern R/L sha by the digital pattratio, ns, tion directio modifica ormed by ial edition. perf e mod and part rotation

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SIMPLE “ONE-TOUCH” DEMO LENS TRACING Easy-load, magnetic pattern setting assembly provides single-step tracing operation.

CTLY FILES DIRE STORE DCSimport DCS job Directly g frame shape, l, udin eria files, incl style, lens mat le hing FPD, finis dinates, etc., whi e drill coor maintaining thes storing and folder format, files in cerns of g all con . removin tion file duplica

CHUCK E SWIVEL ADAPTIV lens slippage Prevents ased clamping or-b rol to with sens h pressure cont -tec ting in and high e axis twis es. inat elim obic lens hydroph

TARY PROPRIE GHING AXIAL ROU slippage es lens tings by Eliminat ium coa ting with prem lens from rota ng the thickest preventi el until the on the whe lens is removed part of thetion with the one junc mode. con in rophobic touch hyd

DGING XPERT’ E MORE ‘EX

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ping while expediting cycle time,

newly designed software enable

wheels

special processing modes can

the LEX-1200 patternless edger

handle various lens materials,

from Santinelli International, Inc.

and four wheel configurations

to keep up with the newest trends

are available to meet varied pro-

in frames and lenses. Pressure

cessing applications. The edger

control prevents lenses from slip-

includes a built-in USB port.

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PATTERNLESS EDGER HANDLES THE CURVES

FINISHES 11 EDGE l, rimless, beve Includes i bevel, variable i-u , min grooving bevel, variable sem l, ric beve asymmet bevel, partial ving bevel, step ving, dual groo partial groo rid grooving. and hyb

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MULTIPLE LENS EDGING PROFILES Unique and specialized lens edge profiles favorable with all current types of frames, such as high-wrap and shallow groove rims, deliver high-quality “first-cut” fit. Special wheel design, in conjunction with patented software, provides a wide variety of lens edging to fit various frame shapes and styles.

POSITIONS SIX EDGING ing position Various edg provide more options helpn matching lens . whe choices eyewire geometry e and fram s include auto, e), tion Posi e (absolut base curv manual, ent, front offset perc offset. and rear

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BACK-UP SUPPORT e RETOUCH to the last thre Saves up , allowing user jobs recent jobs retouch k and edit ons to go bac ry. Retouch opti if necessa size, polishing, include ty bevel. and safe grooving

N EL FUNCTIO STEP BEV the lens will that Assures into high-wrap ial fit preciselyeven with spec ses sunglas cuttings such as s. shape hole ion ventilat

MINI STEP BEVELING FUNCTION Highly specialized step bevel function can grind an asymmetrical shelf-style rear bevel with excellent lens-to-frame fit for “non-Rxable” eyewear.

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VCPN IS RANKED #1 FOR PRODUCT INFORMATION

Our NEW Celebrity Interviews...

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Eyewe ar &Fash ion In te r v i ew

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ABOUTFACE Bobbi Brown’s latest makeup-inspired eyewear with Safilo uses three components of a woman’s visage for a beautifully simple spring ‘17 collection.

vie w

BY MICHELE SILVER

to teach women how to lighten up

Face, Eyes and Lips. “I think that

parent neutral tones in crystal,

I meet Bobbi Brown in a raw

what they do and still be stylish. I

glasses are an accessory, and if

blush pink and brown. The Eyes

studio space, a section of which

like a very simple—but not boring

you’re lucky enough to have more

comprise wearable thin silhou-

is serving as her new tempo-

[look],” she said, adding, “but it’s

than one pair, it’s nice to change,”

ettes that highlight the use of lines

rary offices, in her hometown

not just about your makeup. It’s

she said. The Face product fam-

and other details to create an eye-

of Montclair, NJ. The stark gray

how you take care of yourself.”

ily, inspired by her iconic skin

liner effect; rich, distinct Havanas

tone correcting foundation, offers

and metal colorations are meant

walls and slate floors can be

g? w a D s Up, ’ t a Wh Si g h ts

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and P

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r, Amy Rose Chris Shye .

From left: r and Drew Auer Jamie Shye

s.com eProduct VisionCar

y Jackson,

Oz, Rand

spring/summer

‘17

eyewear collection with Safilo

lightweight, thin styles that blend

to mimic eye shadow and eye

is divided into three categories:

in. Colors include light and trans-

contouring. The Lips family is de-

sion; it reminds me of a clean face

fined by statement pieces, just like

that serves as a blank slate before

a bold lip color defines a makeup

this makeup industry veteran

look. Sunwear incorporates mono

works her beauty magic. Brown

colors with full-mirrored or gradi-

emerges from her prior business

ent-color lenses.

meeting comfortably dressed, in

Brown and I settle into a pair

a cozy black sweater, black skin-

of black leather couches to check

ny jeans, black Vans and a pair

out her Face, Eyes and Lips col-

of preppy brown tortoise glasses

preview lection and talk about herAmakeup musts for eyeglass-wearing

down from her namesake cosmet-

MICHELE SILVER: How has your

ics line after 25 years in the business, she has a new book coming

personal style affected the design

out next month—her ninth one—

of the eyewear?

Bobbi Brown’s Beauty From the Inside Out. It focuses on wellness

BOBBI BROWN: When I launched

and confidence, drawing on ad-

the brand, it was based on a com-

vice from experts in various health

bination of style and face shape.

fields, in addition to cosmetic advice, including several pages on application with eyewear. “I want

IN TE RV

are you wearing?’ And I would

Jackson

DEL B Y TA L BO

T RU NH

2

2213

OF

6104

Tura, In c. 800 .242.8 872 Tu ra.com Orders @Tura .com 2214

with produ ct fro pects m the , it is usual refres there sushing are sti to kn 2213 TALBO ow tha ll enou want T & RU t gh pe to set NHOF a pair ople thems : Eyew the res who of sho elves ear, lik t of the es or apart make e a hand crowd from or bre TALBO . bag, can ak an derfu T & outfit SILVER l to be RUNO . It is fond : Descr FF: We involv woncess of of log ibe the ed in and are no os; creati Ta inspir the yo lbot Ru ng the u’d ne new t from proation styles nhof ver see summe outfit head for the garme logo to toe literal r 2017 a on on nts. Th . spring ly collecti e of ou is is a / attrib on. r rathe SILVER ute for r unusu TALBO : Wha an eye but it T & t have al wear lenges RUNH someh col be eyewe OF en lec ow introd : It’s highli tion, the ch ar in sets us ion-fo statem ucing ghts the alnew, apart excitin rward ent thi unusu sig ne an s g color wn n brand d and the al sha ican ma ess of a into the fash[it] toy combin pes; our de qualit rket? s with Amery of the ation textur s and dr are] a produ es. [Th SILVER game ct.

TALBO : Wha e frame of tra pas lucen T & t advic nspare s for he t, op RUNH e do marke nt, tra aque. lping OF: Th ophy time, you ha t is, nseyecar Yet at e eye sell thi the co of cou ve e pro compe the sam s brand llection custo rse, ext wear fessio unde titive, e m to rstan na is rem the an ls comple ine, the dable d as yo ir patie ely tely and we u can re are nts?

TALBO imagarable lenges very T & SILVER .

SILVER specifi that fac very im RUNHOF: We :W : Wha c ch e a sm porta t did have” think most aller bra alnt to custo you en fas it is abou be abl nd.

SILVER mer a t produ joy the e to tel spring story. : Wha VCPN cing eye cu l /su the We sha stome t has both Vision wear? rs all re with surpri the CarePr kinds about sed yo our oducts can eye most abou of inf fabric .com u TALBO ormati t the s, we wear manu T & RU aving on Ameri marke factur techn oxfor t? ing an iques, People d me d em n’s want broide cuffs to fee and go buyin ries. l like g som ld our “it’ they ething s are a jungle specia pieces l, lea and a rn pa Talbo t Runh of gl

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VCPN

On the heels of the wildly successful L.A.M.B. and gx by Gwen Stefani collections from Tura, gx junior’s rocks out for SS’17.

VCPN 11:14 AM 5/31/17

Singer/songwriter, designer, The

helped inspire the six emoji models

in the day when I didn’t have chil-

into the third collection and it

Voice judge and mom of three

that have magnets for the temples

dren. Then over the years I had

has gotten to a whole other level.

Gwen Stefani cried when her

so kids can have even more fun

the opportunity to do this line of

And I said to them, ‘Why can’t I

then-kindergartener Zuma need-

with their eyewear. Three girl and

Harajuku Lovers children’s cloth-

do a children’s line? Why can’t I

ed to wear glasses. After all, it’s

three boy frames each come with

ing and it was incredible. I never

do junior’s?’

not easy when your child needs

a set of six interchangeable emojis.

had the right partner to do the

I wanted to do a collection that

any type of medical device. They

VCPN secured an exclusive in-

[eyewear] design, and I was al-

had fun, electric colors that kids

were always on the hunt for cool

terview with the eyeglass-loving

ways frustrated about it. So when

would gravitate towards, but I also

eyewear and often had to settle.

performer—to talk about her love

it came about that I teamed up

wanted to do some that were like

The self-made fashion icon, who

of designing for children and pas-

with Tura, the timing was weirdly

grownup glasses, just shrunken

sion for creating hits, this time, in

right, because I had started wear-

down. I love designing for chil-

optical.

ing optical myself.

dren—it’s just so cute and fun and

MICHELE SILVER: How would

I started designing with them,

rewarding. The junior’s eyewear

collection down to mini-me sizes.

thinking this was just another

works for children and they work

This month marks the launch of

you describe the evolution of

plate spinning in the air. I was

for smaller, adult faces. If you

was already working with Tura, 38 June

Randy

M OF BREN

honey, she shrunk the eyewear

Every time I was on TV, people would always ask, ‘What glasses

VisionCareProducts.com VCPN

52 March 2017

CHAR

SPRING INTO 2017

of sizzling sunwear

women.

Although Brown has stepped

2212

T IB L E

Eyewe ar& Fashion

that bear her first name.

Photo by Ben Ritter

you like What do SILVER: ng/sumMICHELE the spri the colt about the new so a lot of the mos on and PDs, and a normal 7 collecti average around mer 201 ices? designed l wearing d fit cho lection is added. to be coo extende th,” Shyer an guys w toge eric look c Am e out intervie aestheti g is alwe cam son all ered an : My thin ke ses, and the time dy Jack N garn SON spo glas just Ran on VCP at JACK we ses m y stop much RANDY you the glas ping men Passersb son, who The him how er with ut kee l glasses with Jack City at sswork They tell e on only coo ways abo the gue ve.” the time.

New York ses he wor come taking where the ly expensi with in the glas e affordhad just much trend and were real they love the sam ressive d how hotel. He d Day could get an imp it, with MayEdition Idol—an ear out of nce on Goo zing fit. eara partr reaching le eyew American ama app the Afte ong rdab the de-l from an e, the affo reviewing larger and ability and e of a deca they dig and was s his nam slightly ware have ware mileston need it that bear New York and Zylo e—you the Zylo wear. be you Jackson er fram 2017 collection ection with ware Eye nership, he was d a bigg brand for new coll

by Zylo g to fit rwards, ‘outyou nee rated the it’s goin in the produced ut e really team. Afte reinvigo choices w that ent abo design often wor eyecan kno a segm n new cool “Randy malized ’re sensito film with seve headed s and nor gory. “We ptDr. Oz. who d fit cate there’ style y as acce with ple nde lth edg peo exte eye hea ’s a little that even ” said wear that to the fact may have erican guy, tive ally Am actu the presier heads able for EO and have larg er, co-C able for Chris Shy comfort made it dent. “He

Rand

Brown’s

transformed into anything with the proper imagination and vi-

T H E IR R E S IS

When electr ical en Talbo gineer t me t busin Johnn guru y ess/te Adria and thr xtile/ n Ru ion ma style nhof, ee sun gic. Th it wa the de mode s fashe duo Runh ls ins signe create of, a pired rs’ mo too far d Talbo by brand tto, “N playfu ; just t MICHE that lness ever always with ba LE SIL with go lances an em ity an enou VER: Ex extrem of the gh!” d discre phasi e fem plain terns, and s on int Brende et ini the DN desig rich The nricate l by Ta brand n detai transl ready A a sig pat. lbot Ru ucent ls.

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NY TAL sto transin the n ele ready bowfashio ing Ita BOT & tie sha ments -to-w A ba n is wo res globally. lian cry AD dra lan ear lin RIA pe of the matic rn by cing Their N RUNH as Pa stal ace e into act of celebr sus fas ula Pa OF: tate. A eyewe for sun and bold ities suc functi tton, hion. ar?

TAL Edels cat Kriste on ver BOT & style -eye h tein n Bell, shape 906102 line me RUNH and lectio dashi Lisa some OF: Ou off tal ers SIL n an wo brow of the VER: W was fill r last a soft a sha men. that of ov to eye hat are Karcoled wi dow When appears erl ba th we thr yo ap ckg transl ar, the ur pro a var ough ping it com and ophthlamics from a host of major vendors that will del round and ucent of tex iety fessio the cu as s and es logo-f

by Ta varyin ities yo tures, nal plasti the un stom ree Br contin lbot Silver g de u bring c ma color paren ique qu heat up your frame boards and excite your patients. fro Bym Michele Runh ues thr engrees s terial to yo cy, wh Tura, of co alou of tra swoo ur de and Inc., llection ich pro perfe strain ped tem gh into signs? nsdemo ct set ved to TALBO ed cu a gen nstrat ple. Th ished of too T & RU rves tly be the es reour eye segue off wi e loo and pa ls for NHOF unusu into a k is fin th a fla wear. devel : We tterns al cu VCPN sh len oping have that rricu For 20 ladylike co s coati mana very had la lor sch 17, the to int vit ng. gemen the ae, bu SILVER collec eme. erview oppo carefu t and siness specti tion off : Who rtunit the de lly cu engin their vel ers thr is y y, of rat eering signe foray the co that ha the eye ed 34 Feb ee op refres rs ab into eye re cu reve giv their ruary wear hthalm out hing stome wear 2017 brand en collecti ics appro r Every and wh is so un on? ach to us our fashio thing y TALBO ique in n lan fashio we’ve the pa T & RU dscap today’ n. learn NHOF st 30 e. s bot Ru ed ov : As wi years, throu nhof er th the we’ve gh ou ma eyewe Tallearn r close tionsh ar colle in collecti ed perso on ips wi cti , wh on is nal rel the o isn th ou for a ’t kee ar custo woma n on everyo mers. n weari ne els ng wh e is ket is at so com wearing. Th e marpletel y overs Vision aturat CarePr ed

Inc., decided the timing couldn’t

2017

be better for shrinking her adult dd 38

Interview.in

gx by Gwen Stefani junior’s, a play-

your eyewear design experience

passionate about it because I fi-

look at the designs, they’re funky

ful, urban and colorful line of eight

with Tura?

nally got to do glasses, and it just

enough so they could be for both.

ophthalmics with four addition-

was such an incredible success

And I love having a hit. We’ve

al ones rolling out in June. And,

GWEN STEFANI:

I wanted to

right off the bat. Right away we

won all these awards and I’ve re-

Zuma, who is now in second grade,

do eyewear [and sunglasses] back

had chemistry and now we’re

ally hit it off big with the [Tura] deApril 2017 33

VCPN VisionCareProducts.com

Our Focus on Product Trends...

Eyewe ar & Fa s hio n

I T ’ S E A S Y B E I N G…

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DeRigo REM • SPL343 800.423.3023 • DeRigo.US CustomerService@REMEyewear.com

VER-THE-TOP OR DLY O SUB

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THE 2017 PANTONE COLOR OF THE YEAR SPROUTS UP FOR FRESH INSPIRATION ON SPRING CHOICES.

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R/ ALTE e adaptio rary or nu po AN GU LA ngular shapes ar em nt ore co “A d to be m person, Ogi ting spokes tly modifie tt, marke are sligh –Wynn Pra but they

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Moncler, the compan y that built an iconic down jacket for freezing climates and serious expediti ons, has a hot eyewear collectio n with Marcolin .

By Michele Silver From the highest mountains in highest-quality France to the production in Italy, the Moncle sunglass models 60 years of authent r brand has more in the Moncle icity behind it. r Lunettes collecti than “The collection An abbreviation on. tain village Monest elevates the of the mounier-de-Clermont brand values, the down jacket , Moncler was synonymous

by René Ramillo for excellence,” started in 1952 with n and Andrè said Diorio, adding merges top quality Vincent, whose quilted sleeping that the line first product was materials and bag. French mounta innovation with a technological ineer Lionel Terray functionality and the potential research. “The for outerwear, saw duvet effect from and he worked down jacket was the iconic Moncle company to develop with the uniquely translat r high-quality jackets ed into the cut of the and sleeping , gloves tate in various acebags. Moncle styles,” she explain r down jackets ed. Strong, primary were chosen colors and contrasting in 1954 to equip tint combinations, the Italian expedition to K2, are the same ones used the world’s highest both inside and summit.

Moncler has outside the jackets (black since evolved and red, black into a luxury lifestyle brand— and white or brown and yellow). with a major social media presenc Among the six e—as the “perfec sunglass styles, t combination betwee Diorio’s favorite is the n performance sporty chic ML000 and style,” according to 4, which has a remova Cara Diorio, fashion ble leather strap brand director for Marcoli that makes it very versatile n USA Eyewea . “The quintes r Corp. Spike Lee directed sentially feminine round shape a video, “Brave, of style ML000 ” for the launch a special jacket 5 and the of squared silhouet collection designe te of the unisex d

by Thom Browne showcasing the ML0006 bask in refined design, American flag; ” she said, adding proceeds went volume of the the largest NYC-b that the soft to Robin Hood, two acetate styles ased charity that effect of a duvet, recall the light fights poverty er Pharrell William and airy while the flat . Singer/produc s collaborated lens emphasizes of the temple on a limited edition the sunken effect and shows them logo. Regarding sunglass line off in a funky the ophthalmic an “easy-to-wear music video. styles, the ML500 vibe that still shape, but the This experimental 1 is embraces a rich duvet effect of a subtle differen heritage translat the acetate gives tiation from the es to the six it other collectio new clean design of ns,” Diorio said. the logo is also The a strong elemen t.

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1 8 - K A R AT M A G I C

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MASTERFUL JEWELERS AND GOLDSMITHS HAVE CRAFTED AN EXQUISITELY LUXURIOUS COLLECTION WITH SILHOUETTE ATELIER.

13 MJ 20 4

MJ 211

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MJ 211

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By Michele Silver

gem setter to its production

The fashion show in late 2016

team in Linz. “Thanks to the

to introduce Silhouette Atelier,

wealth of design options, gold

the company’s latest and high-

color options, hand-set gem

est-end ophthalmic collection

stones and customizable lens

fashioned from 18-karat yel-

shapes to suit the wearers face,

low, white and rose gold and

each pair is a made-to-order

set with gleaming diamonds,

piece—one that becomes an

rubies and sapphires, wowed

integral part of the personality

onlookers. Displayed on mod-

and look of a unique individu-

els and in glass cases, Atelier’s

al,” said Silvia McGinley, man-

“jewelry for the face” reflected

ager of Atelier sales and prod-

a new level of elegance for the

uct distribution for the U.S. Women’s models in the Haute

Austria-based company.

im aui J M , o l Maha

ction. s— ed colle ckag exceed gs.” ts—andith-lenses pa coatin best ” mee awash all the pany frame-w ey are using m Th are s. co on the me d we ass ith its sight the fra a, ing, an ular a reg there’s “sungl lmics w en, aqu brand Then glass— erald gre ch deglobal of sea laimed for ophtha in em oc m. Ea colors ent of ng sun ui— foa pr in sid bri ll Ka delilfto e pre s in and sea captures d us ck, vic beache The se the ECP ca amber wante .” tion ion of y blue, Jay Bla g. “They collec almics tradit cobalt tin compan iian Kapa ophth y.

alt Hawa marke d the nce to in the speed of roy that . An sign on llar excelle robes ns in ction ivered s far glass g a ste patter produ on the in its Jim del cate ack thu ic has craftin even in own ced terns Silver Maui , feedb lf on tist of its s, chele produ ng pat hobic e sta sales creati

By Mi some des itse cut corner nd d on ients ses are hydrop hell ms of g bra broke n’t Jim pri e len ck sai of pat with In ter ars -vibin it wo Maui s. Th nd n, Bla ical mber ria d Cle waiian lectio record ct—and n-trop satare bra n the nu ve an in Peo e Ha st no the col produ out: who up lab n and eflecti tha nd mo es. Th n gro ar tio i-r sta her tim we ow all tec a , ant sm hig com of the pro been tough the eye hobic one tions ong a n 20% busithrive as UV s am oleop asing ial op d in well ed to has bee e of doing (polypurch locate Mater , IL, wa gs as 1.58 manag ui Jim result a pre ents. an eas Peoria coatin that oa ivex), to Ma make direct ere is is als new towns, e treatm 1.53 (Tr “We panies , as a . re “Th d has . edg ed. ing ion an the com of in ted . s nn ht stress recess 1.67; s. t projec of U.S indexe ics, and pla htweig and 2008 us,” he ng len the bes prise aking 1.60 g the t is lig our hthalm with ting blocki ness durin ct tha for op nate), the o get ision-m Ps use HEV ence.” e produ carbo arose uary, t EC 1.67 are als art dec experi e tha the eas mium of sm in Jan etary d you me ole demand uir an pri see ed fra wh en d req pro nch the an ga the at fit, So wh don’t a gre king lly lau try it elopin mitwill see “We y bac they officia rs dev ere we its com amore,” t once compan which nt yea t’s wh and pir reflect y spe clab. Bu sing—tha e ins more would te pri compan e. “Th pen r lab was car that enc ou dis la O] n of ng ea tio experi er, CE collec nts usi e don’t hav lens tent[Hest accou to the “W consis Walter ment said. when rld and s wanted Black came the wo sional tion und said profes ses,” ing aro care travel and len t eye mes rd tha al fra ly hea optic make us to

59 05 8.666.

Inc. 88 Jim, Maui

28 July

Described by Silhouette as a

8

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7 29

July 201

on the theme of “Art de Fleur” and pay tribute to connoisseurs

were treasured, Atelier offers

of the extraordinary with pre-

10 styles for both women and

cious rubies, blue or pink cabo-

men and can be customized

chon-cut sapphires bordered by

with any existing Silhouette

hand-selected diamonds.

lens shape. Options for varying

Eyecare professionals have

temple lengths and nosebridg-

been taken with the noble ma-

es are also available. There are

terials manufactured with max-

four subcategories: Titanium

imum precision and perfection,

Meets Gold (four models for

McGinley noted, adding that

men); Solid Gold, Basic (two

fashion-forward rose gold has

for women, two for men); Solid

been embraced by both wom-

Gold and Precious Decoration

en and men. For the manufac-

(two for men, two for women)

turer that has always viewed

and Haute Joaillerie (one for

eyewear as an accessory, Sil-

women), which includes most

houette Atelier takes this no-

of the bejeweled styles.

tion one sparkling step further,

Proving its passion for arSilhouette

added

a professional goldsmith and

10

Joaillerie family this season focus

mix of Jugendstil, an Austrian era in which refined objects

tisanship,

MJ 27

G700

SILHOUETTE INTERNATIONAL

•

800.223.0180

•

SILHOUETTE.COM

•

INFO@SILHOUETTE.COM

according to Roland Keplinger, chief designer: “We treat glasses like the gems they are.”

G003

58 April 2017

G008

April 2017 59

om iJim.c • Mau

2017

vision care

product news

COVERING PRODUCT BEST VCPN IS RANKED #1 FOR PRODUCT INFORMATION Covering Products Best.indd 69

9/22/17 12:19 PM

Busi ness So l u t i ons

Busi ness S o l u t i o n s

THE FIRST 50

MILLISECONDS

By Mark Clark, ABOC

izing in the optical industry, has

That’s how much time your prac-

a team of 26 members who are

tice’s website has to attract an

experts in their specific trade,

average web surfer and convert

and they, in turn, stay on top of

them into a patient, according

the ever-changing SEO algo-

to a study by Taylor and Francis

rithms, according to Samantha

Online. The first 50 milliseconds

Toth (a certified optician and

(or 1/20th of a second) isn’t much

“resident marketing rockstar”).

time, is it?

Toth requires that each of her

The first goal is the scientific

employees receive optical train-

part of the equation in terms

ing and believes this is one key

of SEO (search engine opti-

to their success. She suggests that

mization). Your website, like a

eyecare-specific firms will do the

billboard, must first be placed

best job. “Don’t pick a company

higher and more strategically

that builds cookie cutter websites

than the competition’s. The sec-

your website’s visibility. Ultimate-

not need to purchase further on-

or doesn’t understand our indus-

ond goal is to present your prac-

ly, SEO is the process of aligning

line advertising in a low compe-

try,” she said.

tice’s information with as much

your website with these rules.

tition market to rise in the search

engagement as possible. These

Nancy Rausman is managing

engine rankings.” This means that

GOING MOBILE

complexities certainly warrant

editor of EyeCarePro, a leader in

money which is spent on the front

When selecting site functions,

the assistance of a professional

new patient acquisition through

end to hire an experienced SEO

it is becoming increasingly im-

website design firm.

marketing, web design and SEO.

firm may save money in the long

portant to remember mobile

“Your website is a beautiful busi-

run by creating “free exposure” in

website design and ensuring

RULE THE SEO

ness card, but no one sees it if you

a search engine. “Ultimately,” she

that your site is optimized for

The criteria by which the search

are not handing it out,” Rausman

said, “the measure of a good web-

all platforms. In October 2016,

engines rank your listing and

said. She went on to explain the

site is how many appointments it

mobile internet use surpassed

website are called algorithms.

best way to spend online advertis-

generates.”

desktop use for the first time in

These algorithms are constant-

ing dollars. “If you have a compre-

Innereactive Media, a full ser-

history. Websites created before

ly changing the rules that affect

hensive presence online, you may

vice marketing company special-

2007 are likely to not be mobile

70 October 2017

Clark_BizSolutions_Oct17.indd 70

VCPN VisionCareProducts.com

10/5/17 1:48 PM

“THERE IS A REASON WHY YOU BECAME A PRACTITIONER IN YOUR TOWN, AND TELLING THAT STORY WITH PASSION IS A NECESSARY PART OF A QUALITY WEBSITE.”

mation needs to be ordered into “clickable chunks with one topic per line.” Users must be able to quickly locate the information that they are trying to access.

friendly, as Dan Feldman of

to be viewed on a smartphone.”

number, hours of operation and a

When it comes to building

DBA Designs and Communica-

Rausman added that the most

link to the doctor’s bio. The mo-

more into the site, Feldman asks

tions, which specializes in eye-

important information that needs

bile page is designed to be viewed

his customers to give him the

care, can attest to: “We used to

to be included on the landing

on a smaller screen and compre-

“why.” By that he means what

design websites on PCs for PCs,

page of a mobile site are a click

hended quickly by the user.

drives them in their everyday

but now we have to design them

to call, a map, address, phone

life. “Why do you get up in the

PASSION PROJECT

morning?” is one question that

Feldman explained that the aes-

can elicit a passionate response.

thetics of a website should com-

“There is a reason why you be-

plement the business location, and

came a practitioner in your town,

the first step his team takes is col-

and telling that story with pas-

lecting lots of photos. “The website

sion is a necessary part of a qual-

should have a real representation

ity website,” he said. Feldman

of the practice and a color scheme

advises his clients to spread per-

to match,” Feldman said.

sonal touches from the first point

Rausman concurred and add-

of contact to the last, a handwrit-

ed that the visual vibe should also

ten thank-you card goes a long

match the demographics. She

way in an age that’s increasingly

explained that a family-focused

lacking human contact.

practice should feature multigenerational photos, while a fashion-

Mark Clark, ABOC, is founder

focused office should have trendy

of iProfit Group, a healthcare

model images. Then, the infor-

investment consulting firm.

WHERE TO FIND IT: DBA Designs and Communications 303.370.7083 • dbadesigns.com • Info@DBADesigns.com // EyeCare Pro 866.886.4442 • EyeCarePro.net // Innereactive Media, LLC 888.963.8894 • Innerreactive.com VisionCareProducts.com VCPN

Clark_BizSolutions_Oct17.indd 71

Octobe 2017 71

10/5/17 1:49 PM

BusinessSolutions

THREE EASY PIECES

Simple design work can shift your practice into a legit retail environment.

By Travis Reed

of in any business; most would as-

ment: installing vitrines, jazzing up

you push this drawer back in and

Visual merchandising and product

sume advertising/marketing might

shelves and maximizing windows;

then lock it if the fixture has that

displays are a major focus for retail-

have a powerful number like that,

a combination of all three is ideal.

option. Lockable fixtures mean you

ers all over the world. However, in

but not visual merchandising. Up

the optical industry this often isn’t

to 60-65% of revenue for most op-

INSTALL VITRINES

matching fashion accessories with-

the case. Many doctors and prac-

tical practice owners comes from

A vitrine is basically a glass box

out worrying about theft. Think

tice owners invest in new technol-

the retail side of the business. You

on a wood or metal stand that can

about borrowing or buying a pair

ogy, but the interior of their retail

need to think about treating your

range from one to three square feet.

of shoes and/or a handbag in the

space doesn’t reflect the same level

patients more like customers, first

In most cases, the base of the cube

same brand as the frames to really

of sophistication or appeal.

can position high-end frames with

off by enticing them in new ways.

pulls out like a drawer and you

push the lifestyle and brand image.

The displays you create are far

Draw attention in store to new

create the display on the base. The

Vitrines look best when they are

more powerful than you realize.

brands, trends, current promotions

great thing about this installation

created with a theme such as a brand,

Judy Bell, author of visual mer-

and upcoming events.

process is that you can use simple

season, holiday, trend, promotion

chandising textbook Silent Selling,

There are three relatively simple

supplies such as double-sided tape,

or event. Don’t forget that glass is a

found that up to 50% of women buy

ways that range in both time and

hot glue and pins to keep every-

great surface on which to install vinyl

something because they see it on

dollars spent, to create impactful

thing in place.

decals. You can purchase precut or

display. This percentage is unheard

displays in an optical environ-

When the display is finished,

The more retail-inspired your displays are, the more your patient will think of corrective eyewear as a fashion accessory, which in turn boosts capture rates.

custom decals from a craft store such as A.C. Moore, JoAnn’s or Michael’s.

JAZZ UP SHELVES If you have some fixtures with shelves, take advantage of this sur-

INSTALL VITRINES

72 October 2017

Reed_Displays.indd 72

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JAZZ UP SHELVES

face and break up the monotony of

MAXIMIZE WINDOWS

your windows monthly (ideal) or

endless rows of frames with décor

Windows can be a retail practice’s

quarterly (at the very least). If you

and props (try places such as Pier

best visual asset. Deep windows

are intimidated on where to start,

One, Christmas Tree Stores and Tar-

can have props, décor and even

use Pinterest and the trade publica-

get) that tie into your brand image,

fashion elements such as manne-

tion VMSD (Visual Merchandising

interior color scheme or the current

quins, while narrow windows are

Store Design) or hire an intern from

season. These displays should have

perfect for graphics and vinyl de-

a local design college.

a little negative space between them

cals. The more retail-inspired your

and the frames so they “breathe.” Vi-

displays are, the more your patient

Travis J. Reed is owner of

sual merchandisers create displays

will think of corrective eyewear as

Creative Visionary Inc., a

in a triangle/pyramid shape to make

a fashion accessory, which in turn

company that provides visual

them more appealing to the eye.

boosts capture rates. A great win-

merchandising, interior design

A great prop attracts attention

dow display should be all about one

and special event production

to what you are selling. If you find

brand or trend. Consider changing

services for the optical industry.

EXTRA CREDIT Create a visual merchandising budget for props, supplies and the cost of extra staff hours or professional help.

A great graphic designer can help you create and source custom vinyl decals. Get your staff visual merchandising training via CE courses at your favorite conferences or publications.

Buy two of each frame that you want to put in a future display, one for the display and one to stay on your wall or shelf. Most patients won’t “shop” from a display by taking it apart.

yourself looking only at the décor and not the frames, then simplify the display until the frames start to

MAXIMIZE WINDOWS

once again pull focus. Ask your staff members for their opinions! Keep in mind that frames look best on risers, acrylic or metal, and in varied heights. Use props to help hide your frame risers and try hanging frames on some of the props. Great items to look for are vases, picture frames (insert brand logos or marketing images) or shadow boxes, holiday/ seasonal décor and big 3D letters.

CVInc • 312.399.9091 • TravisJReed.com • Mail@CreativeVisionaryInc.com VCPN VisionCareProducts.com

Reed_Displays.indd 73

October 2017 73

10/5/17 1:52 PM

S o c i a l Me d i a A d vis or

Devise a Strategic Social Media Calendar Samantha Toth

of what you post should add per-

no social media resources

For most people, it takes more than

sonality and value to your brand

are available, visit company

just a few minutes to plan and post

and help patients get to know you

pages on Facebook or Twitter

a social media message, especially

and your team better, and 20% of

and share or repost their content

one that can boost your practice

your content can be shared from

on your page. Remember, a post

to the top of the local ranks. Take

other sources such as partner

on a frame vendor’s page may not

time to evaluate your current post-

brands, industry leaders or com-

resonate with your target audience

ing habits and engagement. The

munity organizations. This con-

in the same way as theirs. Think

following tips will get you past the

tent could be patient education,

through each post to determine

challenge of writing a new post

industry news or brand spotlights.

whether the content presented will

every day as well as planning for

Finally, only about 10% of the con-

connect with your patients.

the future.

tent you create should be promotional in nature.

You also have the opportunity to educate your patients on common eye health topics. Use eye health

CREATE RESONATING CONTENT Before creating new content for

PRACTICE POSTS

information featured on your

Once you have a weekly post

your social media pages, do some

When you start writing content,

own website to share with your

schedule in place, start writing!

research to understand your

start with practice-focused posts.

patients, which will also help drive

If you get stuck, ask around the

target audience and what reso-

They are usually easier to write and

even more visitors. Think about

office; there may be a member of

nates with them. Writing posts

immediately begin to add person-

the most frequently asked patient

your team willing to help content.

that do not engage or relate to

ality to your presence. Pick one day

questions and then create posts

Once you have a month of content

your patients is like sending an

of the week to consistently share a

based on those answers.

created, schedule it. Free online

appointment reminder to some-

staff or practice update. This may

one who is not your patient. Find

include a staff spotlight to intro-

CREATE A CALENDAR

Hootsuite.com and Buffer.com are

out what they’re interested in and

duce a member of your team and

AND SCHEDULE AHEAD

great resources to keep your post-

what motivates them.

incorporate their favorite frame

Get started by selecting a day for

ing consistent.

offered in your optical. Sharing

each content type. For example,

If you don’t have time, or

staff stories and exciting practice

Monday you’ll schedule a post

need help creating content for

Next, look at your current posts

milestones are important for craft-

about your in-office promo-

your social media pages, com-

as well as those on the pages of

ing a personality your patients can

tions, on Tuesday post fashion

panies such Innexus can help.

other leading practices. Evaluate

relate to both in person and online.

or brand-focused content, on

They even allow you to custom-

Wednesday post a patient educa-

ize which topics you want posts

ANALYZE YOUR CONTENT

what types of posts the users are

post scheduling programs such as

engaging with. Is the content about

BRAND AND INDUSTRY CONTENT

tion article and so on. Giving your-

about and choose the month you

celebrities sighted wearing eye-

Use content provided by the frame

self a schedule of topics will pro-

want them posted. Learn more at

wear you carry or about staff and

or contact lens vendors about

vide an easy template to stick to.

GetInnexus.com.

practice updates? Use this research

brands you carry for supplemen-

to create a basic plan for your social

tal content. Many companies

media content, and stick to the

have resources available for use to

70/20/10 rule. Approximately 70%

help you promote their brands. If

74 October 2017

Social Media Advisor_Oct17.indd 74

Samantha Toth is the resident marketing rockstar for Innexus by Innereactive, specializing in websites, social media and marketing for the eyecare industry. Learn more at GetInnexus.com.

VisionCareProducts.com VCPN

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A knowledgeable eyecare professional who

s

WHO IS THE VCPN READER?

In a recent survey of ECPs, 59% consider themselves “loyal” VCPN readers (reading three out of every four issues) and 53% consider themselves “thorough” readers (reading more than half of each issue).*

depends on his information resources for consistency and dependability and remains thoroughly loyal to those resources.

Someone who recognizes that being information-driven is a key to success.

DELIVERING PRODUCT INFORMATION FOR OPTICAL PEOPLE SINCE THE TURN OF THE CENTURY *based on results of a reader survey conducted by GfK Market Research, September 2015

Readership_October_VCPN.indd 63

10/4/17 11:22 AM

V I S I O N

E X P O

R E V I E W

E-COMMERCE AND NON-PROFITS FOR THE INDEPENDENT

By John Sailer ECPs can benefit from Vision Expo West’s online retailing launches and announcements by vision care non-profits.

Even in the face of consolidation and

taking the hype out of blue light pro-

also promoted its MyLux Academy

site’s doctor locator. (For more on

corporatization, the independent

tection. Promoting itself as “an

(MyLuxAcademy.Luxottica.com),

TAYE, see page 18.)

eyecare professional (ECP) remains

online destination delivering educa-

where ECPs can go for training.

the base of the optical profession.

tion and personalized protection for

Business solutions supporting the

young professionals and their chil-

PROFIT FROM NON-PROFITS

had launched a pilot program for its

independent ECP at Vision Expo West

dren from harmful blue light with

Think About Your Eyes (TAYE), the

“Essilor Experts” that will become

came in the form of launches in the

comprehensive solutions for all visu-

nationwide public awareness initia-

available for all independent ECPs

e-commerce sector and non-profits

al lifestyles,” the PupilBox website

tive, shared news of its continued

starting in 2018. The turnkey aware-

driving traffic to their practices

features tips to combat digital eye

success promoting the importance

ness campaign includes a no-cost

while ultimately supporting the

strain, lenses designed to block the

of an annual eye exam and overall

kit designed to encourage patients/

patients they serve.

majority of blue light at 450 nanome-

health and announced several new

customers to start the conversation

ters and “The PupilBox,” complete

industry partners, including Johnson

about vision. Supported by a new

GOING DIGITAL

with blue light filtering lenses, a low

& Johnson Vision, plus increased

website launching by the end of this

ProperOptics.com, a new optical

blue light PupilBulb for bedtime, a

contributions from its current part-

year, campaign participants will

e-commerce site created to provide

choice of 11 frames, artificial tears,

ners. To further drive awareness of

receive a new marketing kit every

independent practices with an

lens wipes and a microfiber cloth all

its campaign, the organization sig-

quarter. At showtime, the Essilor

online presence to capture more

in a magnetic collapsible case.

nificantly grew its television adver-

Vision Foundation also announced

During the show, the Essilor Vision Foundation announced that it

optical sales, was launched by lens

RFID (radio-frequency identifi-

tising to reach a larger portion of

that it had already raised more than

and coating technology provider

cation) technology was in use in at

the American public. For the first

$500,000 from its upcoming golf

GSRx. ProperOptics.com is an exten-

least two of the major eyewear

time, TAYE is being featured on

tournament to support the organi-

sion of GSRx’s Proper Optics in-store

companies’ booths. Both Luxottica

broadcast and high impact pro-

zation’s commitment to “eliminate

dispensing brand, featuring 280

and Marchon allowed visitors to

gramming such as The Voice, This Is

poor vision and its lifelong conse-

frame styles and a full range of lens-

pick up a frame on display and hold

Us and NBA and MLB. In addition to

quences.” Supporting donations

es, coatings and treatments.

its attached tag to a screen that

corporate sponsors, independent

help millions of children in the U.S.

Another website at PupilBox.com

would then display the details of

practitioners who partner with the

receive an eye exam and a pair of

was launched with the intent of

that frame for review. Luxottica

organization are listed on its web-

glasses.

76 October 2017

BizSol Expo Review_Oct17.indd 76

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Busi ness S olut ions N EW

INDEX TO ADVERTISERS

LENSFERRY OFFERS EHR INTEGRATION LensFerry now integrates with electronic health records to give patients the ability to order contact lenses from any major manufacturer directly via text message or from their eyecare practitioner’s website. EHR integration

ADVERTISER

PAGE

PHONE

WEBSITE

All About Vision

14

858.454.2145

AllAboutVision.com

Bushnell Outdoor Products

43

913.752.6137

Bushnell.com

Coburn Technologies

16

800.COBURN1

CoburnTechnologies.com

Eastern States Eyewear

33

800.645.3710

ESEyewear.com

Inspecs

35 800.852.7857 Inspecs.co.uk

Lab-Tech Inc.

65

800.822.4343

Lab-Tech.net

Marchon Eyewear

25

800.966.2020

Marchon.com

Marcolin

CV2 Spread 800.537.9265

Marcolin.com

Maui Jim

CV4

888.666.5905

MauiJim.com

The McGee Group

26

800.966.2020

McGeeGroup.com

OAA

CV3

901.388.2423

OAA.org

Optometry Giving Sight

18

888.OGS.GIVE

GivingSight.org

Safilo

13, 29

800.631.1188

Safilo.com

Transitions Optical Inc.

57

800.533.2081

Transitions.com

Tura, Inc.

31

800.242.TURA

Tura.com

Tuscany Eyewear

8, 23

800.293.9588

TuscanyEyewear.com

WestGroupe

2-7, 10-11

800.361.6220

WestGroupe.com

Wiley X Eyewear

15, 17, 19

800.776.7842

WileyX.com

Younger Optics

CV1

800.366.5367

YoungerOptics.com

Zyloware Eyewear

37

800.765.3700

Zyloware.com

enables contact lens prescription and ordering information to automatically sync between systems. Patients can also enroll in a monthly subscription plan and receive automatic deliveries. 866.575.3937, LensFerry.com.

EYEFINITY LAUNCHES ‘DASHBOARDS’ ECPs can now track their practices’ performance and identify growth opportunities with built-in KPI (key performance indicator) dashboards available for beta with Eyefinity Practice Management. At-a-glance metrics provide insight with simple, easy-to-understand tables and graphs, allowing ECPs to monitor sales, capture rate and other operational data. 800.269.3666, Eyefinity.com.

VCPN VisionCareProducts.com

Biz Solutions NEW_Oct.indd 77

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

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

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

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

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LOOKING BACK Hilco

Dynamic Labs

OptiSource

ClearVision McGee Group

COOPERATING FOR A CURE It used to be that October primarily celebrated the arrival of fall and Halloween, but now it’s also the month of pink, Breast Cancer Awareness Month. There are several eyewear companies that have been long-time research and awareness advocates of a disease that the American Cancer Society estimates 40,610 people will die from this year.

• After the passing of company founder Wayne McGee’s wife, Jenny Lynn, in 2008, The McGee Group began offering the Vera Bradley Foundation Collection to support the Vera Bradley Foundation for Breast Cancer. For each frame sold, The McGee Group donates $10.

• Since 2007, Hauppauge, NY-based ClearVision Optical, Co. has donated more than $450,000 to various breast cancer organizations through sales of limited edition collections: 22% of the suggested retail price of Ellen Tracy readers is donated to the Breast Cancer Research Foundation.

• Hilco Vision’s “Think Pink” line of products, launched in 2008, has enabled the company to give more than $35,000 to the Breast Cancer Foundation. Throughout October, Hilco donates a portion of sales of Breast Cancer Awareness Products, which include lens cleaners and cloths.

• Both Dynamic Labs and OptiSource International offer customers pink-based product lines designed to raise awareness. OptiSource’s dedicated “Ladies’ Line” of pliers launched in 2012 and has since expanded to include cleaners and cloths. The company donates 5% of sales of these items at the end of every year to the Breast Cancer Research Foundation.

All year long, Dynamic Labs offers its pink Purity lens cleaners, cloths and accessories. Items can be personalized and imprinted with the pink ribbon breast cancer symbol.

WHERE TO FIND IT: ClearVision Optical 800.645.3733, CVOptical.com • Dynamic Labs 888.339.6264 DynamicLabs.net • Hilco Vision 800.955.6544, HilcoVision.com • McGee Group, 800.966.2020, McGeeGroup.com • OptiSource International 800.678.4768, 1-800-OptiSource.com

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Untitled-1 1

10/4/17 12:00 PM

A BRILLIANT NEW LENS AVA I L A B L E I N YO U R P R E S C R I P T I O N

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ABBE VALUE MATERIAL COMPARISON

HUMAN EYE ABBE 50

POLYCARBONATE ABBE 30

©2017 Maui Jim, Inc.

Untitled-1 1

MAUIBRILLIANT ABBE 56

SUPERTHIN GLASS ABBE 58

ABBE values shown out of a maximum of 59 (Crown glass)

5/30/17 10:59 AM