|Frames utilizing photochromic technology|
SoftLight presents its photochromic frame line. Featured here are AuroraLites and AuroraMetallica. AuroraLites is a collection of hingeless, ultra-flexible frames suitable for both men and women. Clear indoors, the frames quickly adapt to a soft color outdoors. Colors include aqua, caramel, charcoal, coral, green, lavender and clear. The second collection, AuroraMetallica, also hingeless, is made of photochromic titanium. The frame activates from a platinum shimmer indoors to a metallic shade of amber, amethyst, aquamarine, citrine, emerald, pink ruby or platinum outdoors. Available in a number of lens shapes, this collection is offered in two versions: MX 3000, titanium frames with a choice of photo-chromic tints; and MX7000, titanium frames with tinted photochromic sleeves that run the length of the temples. Additionally, SoftLight has the EmeraldLites collection, which combines AuroraLites frames with customized lens shapes and treatments, such as sculpting, tinting and jeweled accents; and Harlequin, a reinterpretation of the classic cat eye.
PHILOSOPHY: “Photochromic frames have a wow effect, like fireworks. As a result, they are an excellent vehicle for selling premium lenses and lens treatments,” says SoftLight CEO Dr. Saida Benhajla. “Paired with clear, tinted or photochromic lenses, these frames are the perfect solution for people on the go.”
MARKETING: A starter kit includes five AuroraLites and five AuroraMetallica styles and two hard cases. Extra cases, screws, spare parts and silicone nosepads and a UV activation card are also included. The tagline “SoftLight bringing photochromic colors to life” is used to promote the frames.
PRICE POINT: (AuroraLites ($$$); (AuroraMetallica) $$$$$. For additional information, contact SoftLight, 800-994-7414; web site: www.softlightinc.com