eL&T

Welcome to eL&T, an exclusive eblast containing unique Web content and articles similar to the information found in 20/20’s L&T. Once a month, readers will receive the latest news, best new product information, helpful dispensing tips and information for lenses and technology.

We hope you enjoy eL&T. Please contact me with your questions, comments and suggestions.

Andrew Karp
Group Editor, lenses and technology
akarp@jobson.com

SportSUNL&T Marketing
Transitions Wraps Up 'Experience' Tour

Transitions Optical wrapped up its Experience Transitions VI tour last month in Detroit. The eleven-city event was part of the launch of the new Transitions VI photochromic lenses.

The tour visited Minneapolis, Atlanta, Tampa, Miami/Ft. Lauderdale, Houston, Dallas, Seattle, Los Angeles, San Francisco and Detroit throughout the months of February, March and April. Tour attendees had the opportunity to “experience” Transitions VI lenses by earning a free professional fit. They also learned about the tools and support available for the new product, as well as 2008 initiatives to educate consumers about the need for healthy sight. Attendees were guided through tour stops by an “Experience Card” which highlighted the four major messages of the tour: partnership, support, excitement and the new product launch. A high-energy, sensory presentation helped attendees learn about Transitions VI lenses in an engaging and experiential way. After viewing the presentation, attendees had the chance to win American Express gift cards.

At each tour stop, laboratory and lens manufacturer partners were on hand to answer questions about specifications and availability of their individual product lines and to provide additional prizes and giveaways. Lens manufacturers offered free professional fit vouchers, enabling eyecare professionals who attended to experience the product for themselves. An area dedicated to Transitions’ support of its customers provided education on the newest advertising and marketing initiatives available; while food, drinks and entertainment rounded out the festivities.

Attendees were given the opportunity to try their hand at Nintendo Wii sports games and load up on Transitions-themed giveaways, and could experience what it is like to be a singing sensation with Dance Heads, a green screen system which superimposes the participants’ heads on a dancer’s body. Finally, all of the guests parted with an Experience Transitions tour photochromic T-shirt and a voucher for free online continuing education.

“The successful launch of Transitions VI technology was solidified by the Experience tour,” said Mary O’Hara, communications specialist, Transitions Optical. “With the support of our partners, we were able to provide eyecare professionals with the knowledge and tools needed to properly educate patients on the benefits of Transitions lenses.”

Among those who “Experienced Transitions” at the New York City event were, from top to bottom: Transitions Optical sales rep and guest speaker Liz Quinn; Kevin Kuriawa and Bonnie Farber of Nassau Vision Group; Anthony Fulco of 21st Century Optics and Jeffrey Wiener of Unique Eyewear; Mary O’Hara of Transitions Optical, Colin O’Hara and Courtney Myers, Euro RSCG.

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Hoya Launches Splendor of Spain Promotion

Hoya Vision Care, North America, has launched a new sales promotion, “Splendor of Spain.” From April 1 to Dec. 31, 2008, participating eyecare professionals who purchase Hoyalux iD and Hoyalux iD LifeStyle will be eligible to win prizes and trips for two to Spain.

“Hoya is committed to the growth of the independent eye care professional. It is because of our commitment that we are tying the elements of this promotion to growth,” said Clay Musslewhite, director of marketing. “While some of the trips awarded will be determined by random drawing, most will be based on sales performance.”

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Vision-Ease Lens Launches New Corporate Web Site

Vision-Ease Lens (VEL) recently launched a new corporate Web site, www.vision-ease.com. With easy-to-use navigation, the site offers customized content for eyecare professionals (ECPs), retailers, labs, media and consumers.

“In the lens manufacturing industry, companies need to communicate with a variety of audiences. From labs to consumers, each market is vital to Vision-Ease Lens,” said Jay Lusignan, marketing communications manager, VEL. “The new Web site has been redesigned as an all-encompassing source that’s easy to navigate and delivers customized content for our users.”

Having to previously order via phone or through their VEL sales representative, the site now offers ECPs the opportunity to download, customize and order printed VEL marketing materials and point-of-purchase materials. This feature, called the VELcomm Center, serves as an efficient tool to provide professionals with the most current marketing and promotional information and, more importantly, save time in the ordering process.

A complete bar code lookup has lens model numbers and PDFs of the codes which helps with both ordering and inventory. By logging in under an ECP or lab user name, professionals can easily manage their account information and simplify the once tedious process of ordering marketing collateral.

And the process of selecting the right lenses is now simplified for consumers, too. With a VEL brand breakdown, consumers are able to learn about each type of lens and what the features and benefits are of each.

“When explaining photochromic lenses, terminology can be confusing to an everyday consumer,” said Lusignan. “With easy navigation, lifestyle photography and an education center, the updated VEL site is designed to appeal and engage consumers.”

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Zeiss Chooses Compact Ultra Mini Cooper Winner at Vision Expo East


Joni Eby (l) of Total Eye Health Center in Animosa, Iowa,
was the lucky winner of the Zeiss drawing for a three
year lease on a Mini Cooper S convertible. She was
congratulated by Zeiss’s Jeff Hopkins.
In the dramatic culmination of Carl Zeiss Vision’s “Compact Ultra 13” promotion, held at International Vision Expo in New York, Joni Eby of Total Eye Health Center in Anamosa, Iowa won a three-year lease for a Mini Cooper S Convertible.

The “Ultra 13” promotion rewarded eye care professionals for dispensing SOLA Compact Ultra, Carl Zeiss Vision’s new progressive lens for small frames. To celebrate the “small, stylish, high-performance” nature of the lens, eyecare professionals had the opportunity to win “small, powerful, stylish” prizes. In addition to the Mini Cooper S convertible grand prize, 15 iPod Nanos have been awarded to monthly drawing winners.

Three finalists were chosen by random drawing and flown to New York City for an expenses-paid weekend. In addition to Joni Eby, JoAnne Ovall of Total Eyewear in Brookings, S.D.; and Delores Baxter of VCI in Bixby, Okla. participated in the final drawing, held in the Crystal Pavilion at the Javits Center, site of International Vision Expo East.

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Triathelete Samantha McGlone Partners With Sable WaterOptics


See Worthy Inc. distributor of Sable WaterOptics, has signed an endorsement deal with Samantha McGlone (pictured at left) to an exclusive deal endorsing Sable WaterOptics. McGlone, the 2006 Ironman 70.3 World Triathlon Champion and a user of Sable water optics, said the partnership with Sable will give her a platform to tell others about what she considers to be the best goggle available in the marketplace.

“I’ve had an opportunity to use just about every swim goggle that is available in the marketplace and Sable stands above the field. I’m delighted to be partnering with them,” said McGlone.

McGlone was named the 2007 Triathlete-of-the-Year on the strength of 5 major race wins and Silver Medals at both the Ironman Triathlon World Championship in Hawaii and the Ironman 70.3 World Championships. Her second place finish in Hawaii stunned the triathlon world as it was McGlone’s first-time racing the formidable Kona course.

In addition to wearing Sable, McGlone will also make appearances on behalf of Sable.

In recognition of her 2007 season McGlone scored the “hat trick” of post-season awards: Triathlete of the Year (Triathlon Magazine) and Triathlon of the Year (Triathlon Canada Magazine), Female Triathlete of the year (Competitor Endurance Sports).

Sable WaterOptics are available in both a recreational model, ideal for general use, and a sport model that delivers low drag and a split strap for secure positioning while racing. The goggles are available with regular or prescription lenses in an array of fashionable colors.

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LenStock.com Offers Real-time Availability Reporting

LenStock.com, a B2B Web site, now offers real-time lens availability reporting. ECPs can obtain the exact number of lenses that are on hand and ready for drop shipment from the Global Optics warehouse. The facility houses over 34,000 sq. ft. of stock lenses, including all major brands. As orders are placed ongoing throughout the day, LenStock.com updates the availability numbers real-time reflecting the most up-to-date quantities available. When lenses are in-stock, most LenStock.com orders ship out of the Global warehouse the same day. This is a benefit to ECPs, as it helps them avoid receiving partially filled orders. Instead, many of them are able to substitute for a comparable product avoiding a delay for their patient.

LenStock account access is exclusively available from Global Optics member laboratories including: Cherry Optical, CVO, Dietz Laboratories, Emagine Optical, Encore Optics, Expert Optics, Harbor Optical, Hirsch Optical Corporation, iCare Labs, Katz & Klein, Lenco, LensTech, Pech Optical, Professional Ophthalmic Labs, QC Optical, Rite Style Optical, Rooney Optical, Soderberg Optical, Toledo Optical and Walman Optical.

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2020 Continuting EducationDispensing Tips

#1When dispensing polycarbonate, Trivex or high-index plastic lenses, “thinner” and “lighter” are the magic words, especially with style-conscious customers. If they’re buying an elegant frame, tell them a lightweight lens will enhance the fashion statement.

#2Keep the lenses close to the customers: use counter-top displays rather than wall-mounted displays.

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TracingPointsNew Products
Briot Silver Plus

Manufacturer/Distributor: Briot USA
Description: Affordable, all-in-one edger
Target Customer: In-office lab operators
Features/Functions: Clear film pads contain proprietary adhesive that sticks to hydrophobic/oleophobic AR lenses. Top side of the pad substrate is designed to accept blocking pads and form a strong bond between the two surfaces, creating optimal adhesion to hydrophobic surfaces and blocking pads.
(972) 800-292-7468
www.briot-usa.com

Nulux EP Bi Aspheric Single-Vision

Manufacturer: Hoya Vision Care, North America
Description: Bi-aspheric, single-vision lens
Target Customer: Discriminating single-vision lens wearers
Features/Functions:
Clear vision from edge to edge, especially in oblique directions. Hoya’s patented Calculated Visual Acuity Power Correction Technology takes into account design customization across the entire surface of the lens through a point-by-point calculation, giving the Nulux EP Bi Aspheric Single Vision lens an enhanced level of performance. Wearers will experience superior visual performance in all directions of sight and crystal-clear vision, Hoya reports.
Availability: 1.67 Eynoa and 1.70 Eyry materials with Hoya Super HiVision systematically included.
(972) 221-4141
www.hoyaopticallabs.com

CleARZone

Product Name: CleARzone
Manufacturer/Distributor: Landon Lens Manufacturing Corp.
Description: Proprietary semi-finished, plastic anti-reflective lens
Features: 1.499 index of refraction. 70mm diameter. Front side AR coating; tintable back side. Guaranteed for 18-months.
Availability: Single-vision (2, 4, 6 and 8 base); flat-top bifocal and Channel 14 short-corridor progressive designs (4, 6 base, +1.00 to +3.00 adds)
(800) 793-6687
www.landonlens.com

Transitions VI

Manufacturer: Transitions Optical
Description: Sixth-generation high-performance plastic photochromic lens
Features: Transitions VI lenses are darker outdoors than Transitions V lenses and Transitions Next Generation lenses in any temperature, reducing discomforting and disabling glare; are clearer indoors than Transitions V lenses; and are faster to fade back than Transitions Next Generation lenses, according to Transitions. Transitions VI lenses also block 100 percent of UVA and UVB radiation—and now provide UV 400 protection. Additionally, Transitions VI lenses are compatible with anti-reflective (AR) coatings from all major manufacturers. Combining Transitions VI lenses with an AR coating, improves the indoor clarity of the lens, reduces distracting glare and enhances nighttime driving.
Availability: All major lens materials and designs.
(800) 533-2081
www.transitions.com

Image Wrap Decentered Design

Manufacturer/Distributor: Younger Optics
Description: Decentered, polarized progressive designed for steeply wrapped frames
Features: Decentered 7mm to allow for maximum cut-out opportunity. 83mm effective blank size. No secondary calculations necessary for use. Recommended for narrow PDs. No need to compromise technology and performance on Rx sunglasses due to cut-out issues. Exceptionally wide distance zone is optimal for sunwear.
Availability: +8 base curve; NuPolar Poly Gray
(800) 366-5367
www.youngeroptics.com

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