Luxottica adds photochromic lens technology to its popular Ray-Ban line of sunwear. Four styles, including the best-selling aviator shape, are equipped with the new lenses. The lenses change with the sunlight to ensure maximum visual clarity, brightness and UV protection, outstanding color enhancement and self-adjusting color intensity in all light conditions.


“Superior lens technology has always been an essential element of Ray-Ban,” says Vittorio Verdun, Luxottica vice president of marketing. “The introduction of photochromic lenses in selected models brings yet another dimension of functionality, comfort and value to the brand.”

MARKETING: Consumer brochures and a brochure holder are available.

PRICE POINT: $$$ to $$$$. For additional information, contact Luxottica Group, (800) 422-2020; web site:

Ray-Ban styles with photochromic lenses feature a Light Adaptive sticker differentiating them from other lenses.