eL&T

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


L&T Marketing
Shamir Wins Top Advertising Award

Shamir Coffee Stain Ad

Shamir Insight was named a winner at the 13th annual Creative Excellence in Business Advertising (CEBA) Awards ceremony held here last month. The San Diego-based lens company took home the CEBA Award for Best Advertisement, Single Page or Spread, Budget of up to $100,000 for its "coffee stain" ad, "In the Office-Auto Reply," which ran from January to April, 2008.

Shamir Insight was one of 34 finalists to be nominated for a Grand CEBA award, and one of only 12 winners. The award, presented by American Business Media, recognizes the top business-to-business advertising campaigns.

"In our category, we were up against two other finalists: DDB, the advertising agency powerhouse and their ad for their client, Epson as well as Eastman Kodak," said Matt Lytle, vice president of marketing for Shamir Insight, who said he was "extremely pleased and excited" about winning the award.

Shamir utilized multiple media outlets for the ad campaign including print and Web advertising, which directed interested individuals to log on to specific teaser Web site where they could register to receive more information about the new products and technologies that Shamir would ultimately announce at Vision Expo East.

The CEBA Awards ceremony were held in the Allen Room at Frederick P. Rose Hall Home of Jazz at Lincoln Center in New York City on October 1st, 2008.

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Intercast Group Opens U.S. Sales Office to Serve Americas

Brian PutosIntercast Group, the Parma, Italy-based sunlens supplier, is establishing a U.S. sales office. A step which marks an evolution from the company's presence in Europe serving frame manufacturers there, the new office is geared for Intercast to "intensify its approach and increase service levels for American clients," the company said.

Brian Putos, who was named Americas sunlens manager for Intercast in August added, "The office will support all Intercast products, including plano, Rx and industrial products. Expansion of our product line, growing popularity of our NXT Performance Sunlenses and entry to Rx Sun market in the beginning of the year necessitates for our business to be closer to the end customer. Local presence and covering Americas region is strategically important to satisfy increasing needs of users of our performance sunlens."

Intercast Group's Americas office follows a strategic plan that has led to the implementation of a sales office in Italy covering European and Middle Eastern markets and serving the Far East through its sales and distribution center in Hong Kong.

The U.S. Sales office of Intercast Group will be located in Monroeville, Pennsylvania—in the PPG's Chemical Center—situated to serve efficiently the Midwest, East and West Coast U.S. markets as well as having faster access to the Latin American region.

Intercast Europe is now a wholly owned subsidiary of PPG Industries, Inc., part of the Optical Products strategic business unit since April 2006.

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Vision-Ease Chameleon Adorns Enhanced, Rebranded LifeRx Lenses

Vision-Ease CameleonVision-Ease Lens (VEL) recently improved its LifeRx photochromic lenses. In addition to an enhanced lamination process for maximum durability and an expanded product offering, the company has rebranded the product with a new mascot and new look. With a new logo, tagline and brand icon, support materials feature a new look and feel, allowing customers to make a better connection between VEL and its LifeRx brand.

"We are excited about the new brand and the ability of the chameleon to convey the light-responsive properties of our LifeRx lenses," said Barry Resnik, director of marketing, VEL. "The consistent feel of the new packaging and materials will allow eyecare professionals to make a stronger connection between our product and its advanced technology. The latest enhancements to the product line provide customers with a better photochromic alternative without sacrificing the quality and performance they have come to expect from Vision-Ease Lens."

To support the rebrand, VEL has developed all new marketing and point-of-purchase materials available for free. Eyecare professionals should visit www.vision-ease.com and register to get started. Once registered, they will have access to the recently released VELcomm (Vision-Ease Lens Communication) Center within the ‘professionals’ section where ordering is easy and free.

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Marco Polarized Launches ‘Marco Island’ Promotion

Marco Island

As part of its recently launched Rx sales incentive for eyecare professionals, Marco, the polarized division of Merchamp, Ltd., is giving away a vacation for two to Marco Island, Florida. Each time an optical store employee sells five Marco frames including Rx, they are eligible for one entry into the drawing for a dream vacation, according to Marco. ECPs that sell multiple Marco Rx jobs will get multiple entries, improving their chances of winning. Entries can faxed to their lab.

At the end of each month, Marco will draw from that month’s submitted entries and award the first twenty names drawn with a Marco polarized frame of their choice. This program will run until December 31st 2008.

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Dispensing Tips

#1When fitting wrap lenses remember that they are recommended for a narrower Rx range than conventional frames (+2.00d to -6.00D), depending on the manufacturer. A high-minus Rx can be very thick and wrap prism and magnification errors are more pronounced in stronger Rxs. Higher- minus Rxs can result in steep back curves that are difficult to surface.
    For more information, and to take this CE course online, visit www.2020mag.com

#2Physiologically fitting progressives requires that the functionality of the lens be addressed. When functionality is enhanced, so is the patient’s vision. Remove all glare, protect the eyes, improve durability, use photochromics, and use products whose brand identity meets your professional identity.
   For more information, and to take this CE course online, visit www.2020mag.com

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New Products
HoyaLux iD in Phoenix and Phoenix Suntech Photochromic

HOYALUX iDManufacturer: Hoya Vision Care
Description: Lightweight, durable PAL with integrated double surface design
Features:
Available in Phoenix and Phoenix Suntech Photochromic, the lightest lens materials for patients with moderate prescriptions. Made with Hoya Free-Form Technology, which isolates individual performance of the front and back surfaces. Vertical power changes are positioned on the front surface, and horizontal power changes are on the back surface, increasing patient adaptability and eliminating distortion and swimming effects.
(972) 221-4141
www.hoyavision.com

Optical Transmittance Spectrophotometer (OTS)

Optical Transmittance SpectrophotometerManufacturer: Ocean Optics
Description: Simple, elegant system measures ophthalmic lenses, glass and optical filters
Features: Provides accurate, repeatable real-time transmittance measurement of optical lenses and other optical components. Compact system measures tint color, photopic transmittance and UV cutoff of ophthalmic lenses, optical coatings, windows and filters, as well as characterizing photochromic, electrochromic and sun lens materials. Built on high-resolution miniature linear CCD-array spectrometer configured for the 380-780 nm wavelength range. System accepts samples from 10 to 150mm diameter and 10mm thickness for use in lab applications where transmittance accuracy (to +/- 1.0%) and precision (+/- 0.1%) are critical.

High-power, 20-watt tungsten halogen light source provides stable, continuous output. High resolution optics provide beam collimation. The sample fixture (z-stage) holds the sample in place and excludes ambient light.

Windows-based software calculates %T, color, and other critical optical measurements to meet CE, UL, RoHS, WEEE requirements. Ocean Optics applications engineers are available to customize the software with the modules required for application needs.
(727) 545-0741
www.oceanoptics.com

Optivision Lab Management System

OptivisionLabManagement

Supplier: Optivision
Description: New Windows-based version of Optivision Laboratory Management System
Features: Taking advantage of the user-friendliness, speed and other feature-rich functionality of the Windows operating system, Optivision’s powerful lab software properties promote accurate job entry and automated lens processing for wholesale or retail surfacing, finishing and AR labs of any size. From precise surfacing calculations, machine interfacing and lens manufacturing through complete job flow tracking, inventory control and lab business information management, the system can be tailored to suit the way each lab conducts business.
(800) 795-9927
www.optivision.com

Polycore SFSV in 1.71 Index

Polycore OpticalManufacturer: Polycore Optical
Description: Versatile, ultra high-index lens
Features: Allows labs with the appropriate tooling to process the lenses in-house, avoiding high processing fees. Excellent value for labs with direct surfacing capability. High tensile strength results in superior drill-mounting. High abbe value. Eleven base curves available.
(888) 645-7788
www.polycore.com

Vision-Ease LifeRx, Coppertone and SunRx gray and brown SFSV 75mm in 1, 3, 5 bases

Vision-EaseManufacturer: Vision-Ease Lens
Description: Expanded base curve range
Features: Provides higher quality for direct-surface progressive lens processing. In addition to the base curves previously offered, the base curve availability now ranges from 0.50 to 7.50 in one-diopter steps, making the lenses highly compatible with leading direct-surface progressive lens technologies and covering wide prescription ranges from +5.00 to -11.75.
(800) 328-3449
www.vision-ease.com

Drivewear Image in Polycarbonate

Drivewear Image in PolycarbonateManufacturer: Younger Optics
Description: Photochromic polarized progressive driving lens in polycarbonate
Features: Lens has one of the widest distortion free distance zones in the industry, a key advantage for the driving task. Clear viewing at near, far and intermediate distances. Can accommodate Rx ranges of -9.00D to +7.00D, with 1.00 – 3.00 add powers. Lightweight and highly impact resistant. Combines Transitions photochromic technology and NuPolar polarization.

Darkens behind car windshield. Changes color based on current driving conditions in order to enhance the
driver's vision.
(800) 877-5367
www.youngeroptics.com

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