Eyewear and Trends: New Frame Products


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Elite Eyewear: SmartFlip Convertibles

Just for kids
Elite Eyewear adds two kids’ styles to its SmartFlip Convertibles collection. The SmartFlip 450 is a sleek cat eye with a 42mm eye size and is offered in matte silver, pink chrome and satin cocoa. Style 451 is a pillowed rectangle available in a 41mm eye size in dark blue, matte black and satin cocoa. Both styles feature flat metal fronts and come with a coordinated magnetic sun clip that easily flips up and down and is equipped with Polaroid polarized gray lenses. 
PHILOSOPHY:  Elite, we are committed to quality and innovation in the kids’ segment,” says Elite co-president Phil Langley. “We feel our kids’ selections provide the cool styling kids want, the technology they are receptive to and the highly protective Polaroid brand lenses they deserve.” MARKETING: All frames come with a hard case available in blue, green, red and yellow. PRICE POINT: $$$. For additional information, contact Elite Eyewear, (800) 935-4833; web site: www.eliteeyewear.com

Sàfilo: Boucheron Ophthalmic Collection 

Designed to reflect French elegance
Sàfilo USA launches its first Boucheron ophthalmic collection. Targeted to affluent men and women between the ages of 28 and 40, who seek fashion luxury in exclusive specialty items, the collection consists of five feminine and two unisex styles, all accented with Swarovski crystals. Frames are offered in a variety of rectangular and oval shapes, ranging from three bold Optyl designs in shades of black combined with large emerald, crystal-colored and gray crystals to more minimal, sleek gold-plated metals in palladium, gold and chocolate detailed with miniature crystal-colored or topaz stones. One style is rimless and two are semi-rimless. A sunglass collection was introduced earlier this year. 
PHILOSOPHY: “The Boucheron eyewear collection is an extension of Boucheron’s high-end jewelry line, blending precious materials with precious stone accents,” says Dick Russo, Sàfilo senior vice president of sales. “It will be distributed exclusively throughout the world, with approximately 50 high-end optical establishments, earmarked for the U.S. market.” MARKETING: Merchandising materials include countercards, logo plaques and recall cards. All frames come with a brown hard case lined in soft velvet. PRICE POINT: $$$$$. For additional information, contact Sàfilo USA, (800) 631-1188; web site: www.safilousa.com

SoftLight: MagicLites  

Photochromic frames for kids
SoftLight presents MagicLites, a kids’ photochromic frame collection. Included are a three-piece mount style introduced during the summer and the more recently released fully rimmed, hinged, plastic frame made of flexible TR-90. Frames provide UV protection and are available with coordinating photochromic lenses, combining colorful fun with lightweight comfort, safety and durability. Styles come in aqua mist, coral mist, lavender mist and misty green.  
PHILOSOPHY: “SoftLight now offers its photochromic frames and lenses to kids,” says Dr. Saida Benhajla, SoftLight CEO. “With this powerful, fun and easy-to-dispense collection of coordinating frame and lens colors, eyecare professionals can present stylish, fashionable photochromic lenses and frames in one package and add value to the bottom line.” MARKETING:  With the purchase of MagicLites (total of four frames, one in each color), dispensers receive a merchandising tray and photochromic color card. A UV light is available. Each frame is packaged with a translucent, color-coordinated case. All frames come with a two-year, two-times replacement warranty. PRICE POINT: $$. For additional information, contact SoftLight, (877) 362-1200; web site: www.softlightinc.com

Rodenstock: Ti-Lite Frame Expansion

Barely there eyewear
Rodenstock North America adds two models to its Ti-Lite rimless frame collection. Made of beta titanium, Ti-Lite frames feature an innovative one-piece frame construction with no drilling or screw connections. Like all Ti-Lite frames, the additions weigh only 2.5 grams (without lenses) and use Nylor to provide a secure lens mounting. In addition, the nose piece can be ergonomically adapted to the requirements of the wearer. Model 4437, the new men’s style, offers a classic rectangular look and is available in blue, black, brown and titanium-gold in eye sizes of 51mm and 53mm with an 18mm bridge and 140mm and 145mm temple lengths. The women’s style, Model 4438, a modified oval, comes in blue, Bordeaux, brown and green in a 49mm eye size with a 20mm bridge and 135mm temple lengths. Ti-Lite styles are available for both single-vision and progressive lens wearers.
PHILOSOPHY: “Beta titanium is the material that enabled Rodenstock designers to create the flexible, yet highly durable Ti-Lite frame,”
says Rodenstock vice president marketing Karen Jacobs. “Ti-Lite frames also offer premium corrosion resistance and are hypo-allergenic.” PRICE POINT: $$$$. For additional information, contact Rodenstock North America, (888) 407-3937; web site: www.rodenstockusa.com

Nouveau: SpongeBob Movie Tie-In

Starring SpongeBob
Nouveau Eyewear celebrates the November 19th release of “The SpongeBob SquarePants Movie” from Nickelodeon/Paramount with the addition of two unisex, metal styles, Patrick and Seaworthy, to its SpongeBob Nickelodeon line. The Patrick frame immortalizes SpongeBob’s starfish buddy on a temple motif (Patrick’s head pops up for a 3D effect). It comes in an eye size of 47mm with a 17mm bridge and temple lengths of 125mm and 130mm and is available in two-tone shiny brown and shiny purple. The Seaworthy, a semi-rimless design, features an embossed anchor motif on the temples and comes in eye sizes of 45mm and 47mm with an 18mm bridge and 130mm temple lengths. Colors are two-tone brown and two-tone blue. Both styles feature spring hinges, silicone nosepads and SpongeBob temple tip plaques.
PHILOSOPHY: “SpongeBob is the most watched animated show in the history of kids’ TV,” says Pat Aptaker, Nouveau co-president. “The movie will make him more visible than ever before and that’s good news for optical retailers who carry SpongeBob eyewear.” MARKETING: A SpongeBob movie madness treasure tin and a media kit are offered with the purchase of both new SpongeBob styles. PRICE POINT: $$. For additional information, contact Nouveau Eyewear, (800) 292-4342; web site: www.nouveaueyewear.com