Nov
2004

Upfront

Marc That Ecko
We haven’t quite put our fingers on what is EXACTLY so compelling about the new images for the “Fall Leaves” Marc Ecko eyewear ad campaign from Viva International but most likely it’s a combo effect of surreal/real background, the super- saturated photo-imaging and the pin-perfect stature of the eyewear. The visuals are totally in keeping with the cutting-edge graphic visuals of Ecko’s Complex magazine geared toward the young male consumer—currently one of the most sizzling segments in publishing.  
James J. Spina


Initial Response
The new Giorgio Armani “GA” logo is making its debut on the latest sunwear and ophthalmic styles. First introduced in the Spring 2004 within some of Armani’s other accessories categories, including handbags, shoes and small leather goods, the new logo is universally presented as a monogram medallion inspired by Japanese art. As a visible, decorative feature that identifies the Giorgio Armani collection, the retro round “GA” logo can be seen on the temples of its eyewear as an embellished Swarovski crystal emblem, a delicate engraved symbol or a uniquely crafted mother-of-pearl image. The glamorous Swarovski crystal “GA” logo is also uniquely displayed on the lens of our pictured GA201STS style.  
JJS

promo primer

Networking — Eyewear Designs is geared up for their sixth edition of the Designers Network—DN 2005. The gifts this time around are galore including an MP3 Player, an Omaha Steaks gift certificate, a Simon Mall gift card and a Hugoo Pillow.

The sell through generating program now gives the retailer additional chances to actually custom choose the gifts according to personal tastes. Top name brands include Perry Ellis, Elizabeth Arden, Pierre Cardin, Scooby-Doo, Jill Stuart and The Flintstones.

The whole program is layered with the support of national magazine ad campaigns devoted to these brands, network television exposure and engaging web sites for all of the named designers and brands. For more info on the whole program and additional gift opportunities call (800) 645-6596 or visit www.eyeweardesigns.com.

Vera’s Allure — Couteur Designs, a division of the Kenmark Group, has a new Fall Vera Wang Incentive Program featuring a variety of gifts. Each item is free with a minimum purchase requirement. Gifts include a bath soap (six frame requirement) and perfume spray (12 frame requirement). The promotion also features items from Vera Wang’s new Silver and Gifts collection. Those items include a Love Knots Frame (12 frame requirement), three Mini Vases (18 frame requirement) and a Serving Tray including a cloth bag for polishing and storing (24 frame requirement). Sufficiently allured? Call (800) 627-2898. 
JJS



Trigger happy. What happens when you mix the members of Guns & Roses (minus Axel Rose) with the lead singer of the Stone Temple Pilots? You get Velvet Revolver. And you get some flashy style. Lead singer Scott Weiland (far right) shows why he’s the front man in the Hi-Ball from Dita Eyewear… Shoe in. 2. Cameron Diaz appears in Giorgio Armani 35/s in color 08K6 from Sàfilo in the new film “In Her Shoes,” which opens next month. Diaz stars opposite Toni Collette and Shirley MacLaine… Golden boy. Out of the pool Olympic gold medal swimmer 3. Michael Phelps sports Arnette sunglasses style AN 4025 from Luxottica… In the zone. Superstar pop singer 4. Britney Spears out and about in sun style Supa-Dupa from Dita Eyewear… As seen on TV. 5. Heather Locklear in the Bottega Veneta 06/s 807 9A black blue frame from Sàfilo on a recent episode of the new NBC drama “LAX…” Lounge act. Ray-Ban was part of the On3 Productions Gift Lounge at Fashion Rocks, a star-studded concert to celebrate the relationship between fashion and music at Radio City Music Hall in New York. More than 70 celebrity performers, presenters and V.I.P. guests stopped by to be custom fit with the Luxottica brand including: 6. Usher who chose Ray-Ban Rimless Aviator style RB 3214 as did 7. Fergie from the Black Eyed Peas while actress 8. Denise Richards selected style RB 4037... V.I.P.s in OSA. Celebrities love Optical Shop of Aspen’s Chrome Hearts collection. Want proof? 9. Tom Cruise in Red Riot at the Venice Film Festival; 10. Will Smith also in Red Riot at the MTV Video Music Awards in Miami; 11. George Michael in Slade signing copies of his new CD “Patience” at the Virgin mega-store in Los Angeles; 12. Heidi Klum in—what else—Red Riot at Super Saturday 7 benefiting The Ovarian Research Fund Nova’s Ark Project in Water Mill, NY.; and 13. Eddie Murphy in Red at the Cannes Film Festival… She’s so outrageous. The new trimmed down 14. Anna Nicole Smith wears Revolution Eyewear style BBL003 in bronze… Lounge lizards. The folks at HBO not only cleaned up with their Emmy haul (16 in all) but the cable channel’s celebrities were treated to goodies, including sunwear from Sàfilo, during the awards show at the HBO Luxury Lounge. Showing off their new specs are: Edie Falco, who was nominated for best actress in a drama for “The Sopranos,” in Burberry 8419S; Alan Rickman, best known as Harry Potter’s nemesis Professor Snape, was nominated for best lead actor in “Something the Lord Made,” in Dior Homme 0032S; James Gandolofini, nominated for best actor in a drama for “The Sopranos” in Dior Homme 31S; and Debra Messing of NBC’s comedy “Will & Grace” in Giorgio Armani 1345S. 
Jackie Micucci

Found in Space
Long acknowledged as the favored eyewear of NASA astronauts, Silhouette’s Titan Minimal Art collection of both ophthalmic and sunglass products are now officially deemed Certified Space Technology. We got the news at a special press conference during New York’s Fashion Week festivities—perfect considering Titan Minimal Art eyewear is the finest blend of tech meeting style and form fitting function. The selection process was attained without any alterations or modifications to the original Minimal Art design (as iconically presented on the January 2000 issue of 20/20).

“Silhouette has earned the Certified Space Technology seal,” says Kevin Cook, Space Foundation director, “because TMA eyewear is so well conceived and executed. Of course, the same outstanding features that make this eyewear the choice of NASA are also popular here on earth.” Astronaut Marsha S. Evins, a veteran of five space flights, was also on hand to reinforce the particular attributes of the eyewear.

Interested in finding out more about what products and techs are Space Certified? Visit
www.spaceconnection.org where the lead page is actually devoted to Silhouette’s achievement. Here’s a powerful quote on the accomplishment right from the site: “The absence of screws and hinges improves safety by reducing the danger of free-floating items within space helmets, breathing apparatus and within the spacecraft itself. Beta titanium temples adapt smoothly to the wearer’s contours without leaving pressure marks on the skin. TMA provides comfort and dependability, which in turn helps to reduce mission stress. Especially impressive is the low weight of 1.8 grams, which makes the frames seem to ‘float’ before the wearer’s eyes.” That’s certainly a cheer from the pioneers of the final frontier.  
JJS

lens marketing
Change is Good — Conway S. Cox, OD, from Cox Family Eye Care P.C. in Princeton, Ind., and patient Clarence Dayvolt from Francisco, Ind., each won $25,000 in the second grand prize drawing of Transitions Optical’s “Healthy Change” sweepstakes, geared toward the importance of eye health. Dr. Cox and his family are in the process of adopting a child from China.
Pictured left to right: Mark Domyan, lens consultant, Transitions Optical; Clarence Dayvolt, patient grand prize winner; Carlos Perez, lab/ECP & managed care sales director, Transitions; Conway Cox, OD, grand prize winner; Donna Vernier, senior account manager, Transitions; and Wesley Anderson, sales representative, Gateway Optical.
Take Me Out to the Ballgame — More than 120 optometrists, ophthalmologists, opticians and their families gathered at the Atlanta Braves’ Turner Field on August 14 as part of a promotion co-sponsored by Robertson Optical Laboratories and SOLA. The doctors and opticians won the Braves tickets by purchasing at least three new pairs of SOLAOne progressive lenses from Robertson Optical between July 1 and August 10. The event included a chartered bus ride originating in Columbia, S.C., home of Robertson’s Columbia branch, stopping in Conyers, Ga. near Robertson’s Atlanta branch, then on to Turner Field for the Braves game. The bus trip included lunch, drinks and the Columbia branch gave away T-shirts with the Robertson Optical, SOLA and Braves logos printed on them. Not only did the Braves win the ballgame, 9 to 7 over the St. Louis Cardinals, but also many of the doctors, opticians and their family members won Braves memorabilia donated by SOLA.
In addition to winning tickets to the Braves game, each time Robertson Optical customers purchase SOLAOne lenses, they are able to fill out a ticket, which is included in a $250 cash drawing every Friday.

“Not only has this promotion doubled the purchase of SOLAOne lenses from Robertson Optical, it has given us a way to continue building positive relationships with our customers,” says Mike Fussell, sales and customer service manager of Robertson’s Atlanta branch.


Checker this Out
Hey Boss, can you grab me a taxi? That’s exactly what Charmant did recently to highlight their shades during New York’s Fashion Week. The sunwear in the cabbie-roof/billboards co-sponsored by Elle magazine is BOSS Hugo Boss HB11854.  
—JJS

Eyes on Ions
Three years ago James Park, president of the Mount Prospect, Ill.-based Ion-Ray, Inc., had a vision of developing ionized eyewear. His dream became a reality when he introduced ionized frames to the optical market this year. The eyewear uses a proprietary process that allows excess positive ions to leave the body, which Park describes as a modern form of acupuncture.

The entire frame is a one-piece, hingeless construction with no screws. The ionization process is in the metal temple tips and in the metal nosepads, which are soldered to the bridge. All of the styles are made of stainless steel, but plans are underway for titanium, beta titanium, bronze and aluminum designs.
“The optical market hungers for an authentic innovation. Ion-Ray is more than just a vision. It’s truly a revolutionary product that needs to be worn in order for people to believe in its function. The credibility of our products comes from testimonials from real people. This is the reason why Ion-Ray’s message is ‘to wear is to believe,’” Park says.

The eyewear line consists of the nine-piece Ion-Nyette ophthalmic collection targeted to upscale, cosmopolitan women between the ages of 25 and 45 and an aviator-style sunglass with mirror-coated polycarbonate lenses. For additional information, contact Ion-Ray at (866) 399-7729.  
––Gloria Nicola

See the ROM
Jobson Publishing’s 2004 U.S. Optical Retailer Directory is now available on CD-ROM. Retailing for $395, it contains comprehensive listings for more than 120 top optical retailers in the United States. Each listing details contact information for company headquarters, key executives, buyer names for all product categories and trade names.

Also included in the 2004 U.S. Optical Retailer Directory is Vision Monday’s annual ranking and analysis of the Top 50 U.S. Optical Retailers, containing 2003 domestic sales figures and business unit counts for each business, recent acquisitions and divestitures and international sales figures. Additionally, the directory details each of the country’s top 10 retailers, outlining company structures and the unique challenges each corporation faces in the coming year. There is a special Lenses by the Numbers report, which looks at this important product segments’ trends.

For more information, including a look at the directory’s table of contents visit
www.jobsonresearch.com or call (888) 768-0149.  
JJS

Eyes of a Child
Nearly 1,000 television and radio news stations throughout the United States recently reported that Transitions Lenses and an eye exam are a “must have” for the back-to-school season. The coverage was a result of Transitions’ ongoing consumer outreach and recent publicity of a clinical study that found nine out of 10 children prefer Transitions Lenses over regular, clear lenses.
Madeline L. Romeu, OD, who spearheaded the research and co-authored a new paper based on the findings, was featured in the news reports discussing the study results and benefits of regular eye exams for kids.

Local television coverage of the study appeared throughout the country, complemented by nationally televised stories. Multiple radio features were heard in all 50 states.

Brendan Moran from TechTV reported on more than 60 top local television stations that Transitions Lenses are as important for back-to-school as a Sony TV, Apple iPod and LL Bean book bag, reaching an additional one million consumers.

For a copy of the paper, A Focus on Children’s Quality of Vision, co-authored by Dr. Romeu, visit transitions.com or contact Transitions Optical Customer Service at (800) 848-1506. 
 —JJS

 

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