Policeman Beckham

The Police Sunwear Collection now screams with attitude thanks to the striking ad graphics featuring international soccer star David Beckham. Anyone doubting the power of the Beckham name need only recall that a whole movie “Bend It Like Beckham” was built around the devotion of his followers. Eastern States Eyewear will be using the striking Beckham images marketing an array of new styles in a collection that includes dramatic wrap styles as well as more casual and sporty styles. The wraps feature toric lenses while the more street-oriented glasses feature polarized, gradient and mirror-coated lenses. More than half of the styles are easily Rx-able. Beckham is a man of many talents including the ability to connect with both words and actions. Playing off those assets, Eastern States is driving the Police message with a special video and an assortment of countercards, posters, displays, shopping bags and product catalogs. For additional Beckham-inspiration call Eastern States Eyewear at (800) 645-3710 or visit  —James J. Spina


Mini Message — In an attempt to “drive home” the message of the importance of regular eye exams, the Vision Council of America’s “Check Yearly. See Clearly.” campaign is offering a 2004 Mini Cooper as the grand prize for the Vision Dollars Sweepstakes at this month’s International Vision Expo East. The car will be emblazoned with the campaign’s logo.

Here’s what eyecare professionals need to do to be eligible:All Expo attendees will receive their first Vision Dollar Bill—which acts an entry form for the sweepstakes—along with their badge when they register for the show.

A Mini Cooper, much like the one seen here from the movie “The Italian Job,” will be the grand prize at Expo East’s Vision Dollars Sweepstakes. The car will be emblazoned with the “Check Yearly. See Clearly.” logo… we suggest the winner not try this trick at home.

Each time they make a purchase, the attendee can receive additional Vision Dollars, depending on the amount purchased, up to a maximum of five per purchase. Attendees are encouraged to bring their show invoices to the Vision Dollars Center, located in the Crystal Palace Lobby, to redeem them. Attendees may also receive additional Vision Dollars by visiting any of the sponsoring exhibitors.

Drawings will be held every hour beginning at 2 p.m. Friday, March 26. The names of daily winners will be posted at the Vision Dollars Center. Twenty second prizes will be awarded including watches, designer frames, bags and jackets. The grand prize drawing will take place at 4 p.m. on Sunday, March 28… ECPs, start your engines.

Expo Creates a Land Down Under — International Vision Expo East has gone down to a new level. This year’s show will feature the Underground Suites—a new line of showrooms for high-end eyewear designers and specialty lens producers that were previously holding meetings off-site from the Jacob K. Javits Convention Center. The suites will be located in the Special Events Hall and open one hour prior to the exhibit hall at 8:30 a.m., remaining open until 7:30 p.m. on Friday, March 26 and Saturday, March 27, and 5 p.m. on Sunday March 28.

An Underground Suites Concierge Center will be located outside the showrooms to welcome clients. Attendees who have not scheduled appointments prior to the show may do so during the show at the Concierge Center. 

Among those that were slated to exhibit at the suites as of press time are: Alain Mikli, Starck; Beausoleil; Blinde Design; Bugatti; EBX Optik, Edward Beiner Miami, Gold & Wood; Histoire de Voir; Tartine & Chocolat; Kyoto; Legacie, Kata, Judith Leiber; Robert Marc, FreudenHaus, Lunor, RobiHorn; Sama, Line 3; and The Lens Work — T2. —Jackie Micucci

Eye smiths. A couple of small screen stars in frames by Paul Smith. 1. James Spader, who has breathed new life into ABC’s “The Practice,” in PS-236. 2. Andy Dick of ABC’s “Less Than Perfect” in PS-224… Snow day. The stars made their annual trek to the Sundance Film Festival in Park City, Utah and Sàfilo was there to help adorn their faces—and shade their eyes—with sunwear at the HP Portrait Studio hosted by Wire Image. 3. Jane Fonda in Dior J’adore was among those doing monologues to support “Vagina Monologues” playwright Eve Ensler’s documentary film “V-Day: End the Violence” as was 4. Isabella Rossellini in Ralph Lauren 889. “Friends” star 5. Courtney Cox Arquette in Dior Night2s along with husband 6. David Arquette in Gucci 2517s were there to promote the actress’ new movie “November”… Of the people. Talk show pioneer/actress/entrepreneur/ philanthropist 7. Oprah Winfrey was honored with the People’s Choice Award for Favorite Talk Show Host. Oprah, who just recently turned 50 with an all-star celebration on her show, is seen here in Fendi Occhiali style FS280 from Marchon… Looking good. Teen idol 8. Hilary Duff has the right stuff in her Revolution Eyewear sunglasses, style RES 817… People are peoples. Wearing eyewear from Oliver Peoples are 9. Michael Caine in the Aero and 10. Diane Keaton in OP-593… Musical notes. Marchon was on the faces of Grammy Award winners and nominees last month. Matchbox Twenty lead singer 11. Rob Thomas wears cK style 2041. The group was nominated for two Grammys including Best Pop Performance by a Duo or Group for their hit “Unwell.” 12. Stacey “Fergie” Ferguson of the Black Eyed Peas wears Donna Karan style 9905S, color 215. The group was nominated for three Grammy Awards including Record of the Year for the single “Where is the Love.” Outkast’s 13. Andre 3000 also in cK style 2041. Outkast’s latest album “Speakerboxxx/ The Love Below” was nominated for six Grammy Awards, winning Album of the Year and Best Rap Album. 14. Beyonce Knowles in Coach style Audrey was also nominated for six Grammy Awards and took home five prizes for her album “Crazy in Love” including Record of the Year and Best Contemporary R&B Album. —JM

The Latest In Frameboards

There’s nothing bored about this bill. The Aspex Group has launched a huge outdoor advertising campaign for their EasyClip and EasyFlip frame collections. Both of these branded products are currently featured on over 1,200 billboards and bus shelters in the Montreal area alone. Extensive campaigns based on the same billboards can be seen in Toronto and throughout Canada. Gaby De Cristofano, sales representative for Viacom Affichage, comments, “This is a never-been-done program in the history of outdoor advertising in Canada.” —JJS

Silho sun dance

Actor Kyle MacLachlan shows off the goodies in the Sundance Channel gift bag, which included sunwear from Silhouette. Socialite and star of the Fox reality hit “The Simple Life” Paris Hilton (inset left) in her Silhouette shades. Lancome model Mena Suvari (right) sports Silhouette style.
Silhouette was the official selection for the Sundance Channel Awards and the featured sunglass at the exclusive celebrity gift lounge, Village at the Lift during the recent Sundance Film Festival in Park City, Utah.

Silhouettes were selected as the gift given to award winners and nominees. Between screenings of new independent films and skiing down the white slopes of Utah’s best mountains, this years “A” List Sundance attendees also received VIP treatment at the new Village at the Lift organized by the renowned Fred Segal boutique. Invited guests enjoyed concierge service, specialized luxury boutiques and a full-service spa. Guests were treated to a private fitting and presentation at Silhouette’s boutique, which featured the Titan Minimal Art, Minimal X and the newly released SPX Modern Art collections. Among those getting fitted for frames were Julia Ormond, Demi Moore, Christina Applegate, Matt Dillon, Minnie Driver, Mena Suvari, Paris Hilton, Macy Gray and Eve. —JM

Vision Quest Fulfilled

Above: Actor Sean Astin, Robin Bronk, executive director of The Creative Coalition; 2004 Ray-Ban Visionary Award winner Mark Ordesky; John Evens president/COO of Hollywood Life magazine; and Vittorio Verdun, director of marketing, Luxottica Group, parent company of Ray-Ban. Inset: Mark Ordesky, executive vice president/COO of New Line Productions and president of Fine Line Features, accepting the Visionary Award.
Ray-Ban went on a quest in Hollywood-land for people with a vision. The Luxottica brand along with The Creative Coalition and Hollywood Life magazine bestowed Mark Ordesky, executive vice president/COO of New Line Productions and president of Fine Line Features, with the 2004 Ray-Ban Visionary Award during the Sundance Film Festival in Park City, Utah. Actor Sean Astin of “The Lord of the Rings” presented the award to Ordesky, who produced the “Lord of the Rings” movie trilogy.

The award honors the work and dedication of an individual who possesses extraordinary passion, creativity and leadership, and whose work contains vision, imagination and originality. “Mark Ordesky exemplifies the values that we hold true at Ray-Ban,” says Vittorio Verdun, marketing director of Luxottica Group. “His innovative vision, creative spirit and groundbreaking body of work make him the ideal person to receive this award.”

Actor Joe Pantoliano, co-president of The Creative Coalition—a nonprofit, nonpartisan social and public advocacy organization of the arts and entertainment community—adds, “Mark’s extraordinary dedication and commitment to independent and original film uniquely positions New Line Productions and Fine Line Features as maverick voices in the art of filmmaking.”

From 1998 to early 2003 Ordesky was president of Fine Line Features and still assumes responsibility for this division of New Line Cinema. Ordesky combined his passions for creative invention and eye-filling entertainment as executive producer of Peter Jackson’s adaptation of J.R.R. Tolkein’s epic trilogy, “The Lord of the Rings.” The series’ first installment, “The Fellowship of the Ring” was released by New Line in December 2001 to record-breaking box office and also led the field of 2001 Academy Award contenders with 13 nominations, including Best Picture and Best Director. The second installment, “The Lord of the Rings: The Two Towers” opened in December 2002 to even more record-breaking box office and eight Academy Award nominations. The final installment, “The Lord of the Rings: Return of the King” opened this past December and has been nominated, once again, for an Oscar for Best Picture and Best Director.  —JM


It’s All ABBout The Right Contacts — Eyefinity and optical-products distributor ABB have connected in an e-commerce partnership through which ABB will offer its contact lenses directly to optical dispensers via Eyefinity’s eBuy online order center at Eyefinity has also announced the formation of partnerships with L’Amy and Rudy Project North America. L’Amy Group’s ophthalmic-frame and sunwear collections and Rudy Project’s sunglass lines will be offered online via the Eyefinity site.

On The Software Side — VisionWeb is working with Digital Vision, Inc. (DVI) to automate eyecare product orders through VisionWeb and the DVI lab management system. Initially, this software interface will allow labs running DVI’s lab management software the ability to electronically transmit orders for spectacle lenses to other labs outside the DVI system through VisionWeb.
A second phase will enable these labs to electronically receive orders directly from VisionWeb eyecare provider members. “VisionWeb and DVI share a common goal of offering our customers solutions to help increase the efficiency of their businesses,” says Gordon Keane, president of DVI.

Book Mark This Site — Optical dispensers can now log onto and order frames directly from Kenmark. User-friendly it also provides a clear guide for simple account set-up. The site features enhanced search capabilities allowing customers to quickly find and view products they would like to order. The web site also features up-to-date inventory status. After submitting an order, customers receive a quick email confirmation from Kenmark. Customers can also view their account profile and make any appropriate changes for contact information. The web site was designed and is hosted by CDI; a Jobson Publishing owned company. “E-commerce allows Kenmark the opportunity to grow its business through the Internet,” says Shayne Brill, director of marketing at the Kenmark Group. —JJS

Coach class
Coach Eyewear is scooting along… literally. Marchon Eyewear is celebrating the launch of this season’s optical collection with customized Vespa scooters designed by Coach designer Reed Krakoff. These one-of-a-kind creations complement the eyewear collection and include seven unique designs with matching helmets and driving accessories.

“We always like to add something unexpected to our collection every season,” says Krakoff. “With the introduction of our eyewear line we were looking for an activity where eyewear was essential—riding a Vespa you need a great pair of glasses to complete the look. The products and brands are complementary.”

The scooters will be auctioned off to benefit various charities after touring around the country at Coach stores. You can catch a glimpse of these cool rides at the Marchon and Coach booths during Vision Expo East.     —JM

promo primer

What Time Is It? — According to Seiko it’s “Time for You!” with their Travel Awards Program and additional purchase incentives available at Vision Expo. Donna VanGreen, vice president of Seiko Optical Products says, “ ‘Our Time for You!’ promotion is a special incentive to reward our valued customers for their continued support of Seiko Titanium eyewear. At the end of each day of the show, we will draw two winners for travel vouchers worth $2,500 each. On the last day of the show, we will also draw a grand prize winner for a travel voucher worth $5,000.” Customers purchasing Seiko eyewear will receive one or more entries to the drawings based on their purchase volume. Customers can sign up for an appointment on www.seikoeye and will receive an additional entry. In addition there will be awards of Seiko watches for qualifying purchases, with the value of the watch based on purchase level.

Maxi Mini — Marchon has launched a huge Flexon Test Drive promotion offering $250,000 in prizes. The excitement starts by encouraging consumers to drive to a Marchon optical retailer and “twist” a Flexon frame for the chance to win a hot, little Mini Cooper or $20,000. With each Flexon, Nike with Flexon, Flexon Select, auto Flex, Flexon Kids or X-Games frame purchase accounts will receive a scratch and win card. Prizes also include computers, DVD players, digital cameras or pizza parties for the entire office. Promo materials include posters, displays, countercards, static clings, shelf talkers, auto shades, postcards, entry forms, balloons and, most importantly, the absolute total allure of the incredible Mini Cooper. —JJS


If you happened to pick up this 20/20 at Vision Expo East (and even if you didn’t) it might be a good time to remind you that the 34th Mido optical trade event is set for May 7 through 9. It’s interesting to note that attendance at a recent menswear show at the fair site in Milan recorded a 16 percent increase over the previous year.

The newly created Mido Easy Service has designed some budget-friendly travel packages, based on fair-goers’ needs and point of origin. This totally new Mido service was created to benefit those professionals who participate in the fair every year.

This year’s newest show feature—Mido Sport—makes its debut alongside the Mido Trend and Mido Tech areas. This new gallery is intended as a special showcase where manufacturers can present collections of sport-specific eyewear and lenses.

For more details log on to www. —JJS

At the grand opening of Clarkson’s newest office in Brentwood, Mo., Lions Club members also kicked off a day-long eyeglass drive for "Season for Sight." At the event are Roger Evans, Lions District Governor; Allan Amann, Lions Club member; Bill Jehling, president of Clarkson Eyecare; and Sam Murabito, Lions Club member.

For Sight

Cheers to Clarkson Eyecare for collecting more than 4,000 eyeglasses for the Lions Club International’s “Recycle for Sight” program. The frames, which will be distributed to the underprivileged, were collected at the 17 Clarkson Eyecare locations in the St. Louis area as part of its second annual “Season for Sight” program.

The response was big with all the locations overflowing with donations. Clarkson sent the eyeglasses to the Lions Club to process and distribute to needy men, women and children throughout the world.

“Season for Sight has given us the opportunity to extend our mission beyond the area with the help of the St. Louis community,” says Bill Jehling, president of Clarkson Eyecare, which is celebrating its 25th anniversary. “We were pleased with the tremendous response during the second year of the program and look forward to another year serving such a generous and caring community.”

For more information about donating old eyeglasses, contact Lions Club International at (800) 74-SIGHT. —JM

Optically Inventive

Think you’ve got an idea for a new frame or optical product? If so, you might want to give Sam Shapiro a call. Sam’s got a new company called Eye Design Inventions that specializes in developing, patenting and marketing eyewear innovations. The intention is to have a one-stop shopping experience for optical pros looking to bring new eyewear designs to the market. On-staff artists make detailed drawings and build prototypes to the client’s specs (pun intended). Legal personnel then help in patent applications. There is even a marketing network set up to bring the product through the proper retail channels. Shapiro says, “Even with the 20 years of experience I have in the eyewear business, bringing a new product to market was initially a tough process. Other industries have, for years, had companies that provided these services to inventors, but, until now, anyone with an eyewear innovation had real difficulty in finding help to get that product to the marketplace.” For more on Shapiro’s Eye Design Inventions call (800) 223-0167 or visit —JJS

lens marketing

High Insight on Low Vision — Eschenbach’s seminar, “Low Vision Care—What’s It All About?” is an introductory, hands-on workshop and lecture designed for optical professionals interested in the field of low vision. Approved for three CE Credits by ABO, JCAHPO and ACVREP, the course covers the causes of low vision. It also includes “Seven Steps to Dispensing Low Vision Aids” and the marketing of low vision services as well as a learning session where attendees can try a variety of old and new vision aids on the market. A free, hour course entitled “Making Money at Low Vision” follows immediately afterward. This practice management course discusses reimbursement issues and shows how one can offer a more profitable low vision service. This hour course in not approved for any CEUs by any organization. To find out dates and locations as well as register call (800) 549-3656 or visit

Wholly Toledo — Transitions Optical, Inc. named Toledo Optical its Lab of the Year for 2003 at a recognition event January 27 at Islands of Adventures in Universal Studios, Fla., during Transitions Academy ‘04. “Toledo Optical epitomizes everything represented by this award from partnership to great creative marketing to education,” says P. J. Downes, sales director labs/ECPs, Transitions. “But more than that, what separated Toledo from the rest of the nominees was their unwavering commitment to win this recognition.”

The Transitions Lab of the Year award is presented to a Transitions Platinum Elite STAR Lab that has made a significant commitment to growing its business with Transitions Optical. Criteria includes implementing creative marketing strategies, achieving solid growth in volume and Transitions market share mix, dedication to educating its staff and customers, and showing an overall commitment to Transitions products and programs.

Transitions Touts Toledo Optical from left to right: Front row: Dave Cole, general manager of the Americas, Transitions; Doc, “Back to the Future;” Bob Lommerse, general manager, Toledo Optical; Irland L. Tashima, president, Toledo Optical; Jeff Szymanski, sales manager, Toledo Optical; Ken Green, vice president, Toledo Optical; Brian Green, sales consultant, Toledo Optical. Back row: P.J. Downes, sales director, labs/ECPs, Transitions; Chris Borton, lens consultant, Transitions; Bob Boye, sales consultant, Toledo Optical.

Eyefinity/J&J — Eyefinity and the Spectacle Lens Group of Johnson & Johnson Vision Care, Inc have announced a partnership to offer DEFINITY Lenses online at Both will work together creating a co-branded online catalog featuring DEFINITY Lenses, showcasing product availability and offering the exclusive GEMCOAT Multicoating System. “Our continued commitment to the private eyecare practice includes providing them with access to the highest-quality name brand products for their patients, and our alliance with The Spectacle Lens Group is a perfect example of that commitment,” says Eyefinity’s president/CEO Don Yee.

You’ve Got a Friend — Interstate Optical Co. Inc. of Mansfield was presented with the 2003 Ohio Optometric Association Friend of Optometry Award. The award was presented to Interstate president John Art and vice president of new business development Tom Risacher at the association’s annual congress held October 25 in Cleveland. The presentation was made by Joseph Studebaker, OD of the Ohio Optometric Association. The award is given each year to an organization whose benevolence and commitment to the visual welfare of its community goes beyond the normal call of duty. Interstate Optical has long been a supporter of Ohio Optometric Association initiatives and the advancement of the optometric profession.

Wild Weekend —The “ReCreating Perfect Vision” promotion from Shamir Insight, offers eyecare professionals an exciting opportunity
to win travel and earn cash rewards on Shamir’s full line of Piccolo, Genesis and Office lenses. Shamir’s 2003 Select Rewards promotion experienced such an overwhelming response they are offering an added bonus this year. Each quarter Shamir will award a Weekend Getaway trip for two, including airfare to a resort on the Las Vegas Strip. Winners will be selected from a random drawing of qualified “ReCreating Perfect Vision” participants. All qualified participants in the “ReCreating Perfect Vision” promotion will earn rewards on the complete line of Shamir Insight, Inc. premium, and progressive lenses. ECPs will receive a $12 reward for qualifying Piccolo and Genesis lenses and a $6 reward for each qualifying pair of Office lenses dispensed. Eyecare professionals need only sell a minimum of 15 qualifying pairs to earn their Rewards. For complete details visit or call (888) 707-7760.

Show and Tell —You can tell your patients that Pentax 1.67 lenses are thin and light. You can tell them that Surpass AR lens coating offers amazing night vision. You can tell your patients all about the benefits of Pentax products. Or, you can show them. Three new point-of-purchase displays are available to retailers from Pentax Vision.These include a lens comparison display, a Surpass anti-reflective coating display and brochure display that keeps Pentax product brochures ready for your patients, whether they’ve got a minute before their eyecare appointment or they want to take the information home. To order your new displays, contact Pentax Vision’s customer service department at (800) 401-9101.

Shirtiing the Issue

Picking the complementary “fashion” ingredient to this month’s 20/20 frame shoot was a snap. Bold, colorful men’s shirts are the big buzz. Cover star Tommy Hilfiger took a brash step when he decided to add some rainbow swagger to the male shirt scene and the ad campaign that heralded his burst of creativity was quickly used as energetic fuel for the entire fashion industry. Those solid shirt tie combos are ancient history. The solid blue Euro-shirt slap of just a few years ago is dead as a dournail. And although the white shirt is holding its own by virtue of some inventive collar choices the sizzling news is striping, piping, blocking (and a scattering of paisley power) with contrasting color details ranging from delicate dandy shades to drill and rep stripe appeal. As our feature demonstrates, nothing complements a woman more at this second than the smart attitude of a bold man-tailored shirt.
The trend is strong enough to actually make a dent in the increasingly tired stronghold of colored polo shirts that were such a mainstay of the rapidly dating Casual-Friday look. It would be ironic (AND iconic) if the dress shirt actually shouted loud enough to bring back men dressing properly for “suitable” occasions.

This shirting issue has distinct parallels with current eyewear trends. The whole stripping issue relates directly to color blocking of contrasting zyl colorations. One can also make easy connections between the paisley patterns and the swirls that are such an art-design factor in tortoise frames. Need we mention that this multi-varied color assault with shirting also makes for interesting combos when it comes to choosing suits, jackets, slacks, ties AND eyewear?  —JJS