Eyewear and Trends: New Frame Products


What's New

Photographed by Nedjeljko Matura
FosterGrant Optical:
FosterGrant Premium Eyewear

FosterGrant enters ophthalmic market
Long known in the sunglass arena, FosterGrant makes its debut in the ophthalmic sector with the launch of FosterGrant Premium Eyewear. Targeted to men and women of all ages, the new line consists of more than 40 styles made of plastic and stainless steel. Shapes are variations on ovals, rectangles and upsweeps in full rim, semi-rimless and three-piece mount designs. Colors range from copper, gold, gunmetal and silver to blue, champagne, lavender, plum, red, rose, tortoise, black, brown and gray. Features include spring hinges, adjustable nosepads and subtle logo applications.
PHILOSOPHY: “FosterGrant is a great American brand readily recognizable to consumers. As patients continue to challenge eyecare professionals for lower-price, high-quality frames, it becomes harder to offer brands that appeal at affordable prices. FosterGrant has both significant consumer appeal and value. Our goal is to design products that look, feel and endure like expensive products, but are positioned where consumers want to spend and where the eyecare professional can make a good margin,” says Tim Swartz, AAi.FosterGrant vice president, optical sales.
MARKETING: Merchandising materials include a six-place display tray with backdrop, an 8" by 10" mirror and countercards.
PRICE POINT: $$. For additional information, contact FosterGrant Optical, (800) 480-4846; web site:

SoftLight: AuroraLites & AuroraMetallica

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: