By Andrew Karp
Group Editor, Lenses & Technology

RAMSEY, Minn.--Vision-Ease Lens, based here, is launching a full-scale roll-out of its new proprietary photochromic product line, LifeRx. Beginning Jan. 1, the company added its Illumina progressive lens to the LifeRx line, which is distributed in the U.S. by over 100 Vision-Ease Select labs. The initial rollout of LifeRx in Fall, 2005 included the first ever polycarbonate D-28, as well as an aspheric semi-finished single vision.

LifeRx lenses utilize a new technology consisting of a proprietary laminate film that is molded to the lens, placing the photochromic layer 0.4mm below the front surface. The laminate film includes a front and back layer of polycarbonate encapsulating a film containing optimized resin and rapid acting photochromic dye. The technology allows for the photochromic dye to be optimized for performance, for a faster, clearer and more durable lens.

According to Vision-Ease, the LifeRx photochromic lens offers excellent clarity, darkens very quickly and deactivates 50 percent faster than other photochromic lenses. The patented molded film technology allows for greater durability and ease of processing.

“We are very excited about the launch of LifeRx lenses, because we are bringing more opportunities to the eyecare professional,” said Michael Ness, vice president of sales and marketing for Vision-Ease. “LifeRx lenses are positioned as the ÔUltimate Everywear Lens.’ For dress eyewear, LifeRx lenses give the consumer a beautiful package of benefits. Cosmetically they are thin, light, superb for drill mounts and extremely clear in the unactivated state and extremely rapid in both activation and de-activation. From the point of view of eye health, LifeRx lenses provide 100 percent UV protection and the impact resistance of polycarbonate lenses. Functionally the lenses are extremely durable, highly scratch resistant and easy to process.

“The LifeRx brand is positioned to complement our SunRx brand lenses, which we position as the ÔUltimate Polarized Lens,’ said Ness. “We will work through our sales force and our promotional and continuing education programs to build the ultimate two pair sale--a pair of LifeRx for dress eyewear and a pair of SunRx sunglasses. When eye care professionals are successful with multiple pair sales, everyone benefits--the consumer, the professional, the lab and the manufacturer.”

LifeRx lenses are coated with Tegra hard coat that is fully compatible with any AR treatment, including Zeiss AR. The photochromic film is molded inside the lens and therefore does not affect in any way the properties of the lens coating.

LifeRx lenses are available in aspheric, semi-finished single-vision in 75mm blanks. The power range is +6.75 to -8.00D, with bases 0.50, 1.50, 2.50, 3.50, 4.25, 5.50, 6.00, 6.50. Spherical semi-finished single-vision lenses are available in 75mm; powers range from +4.00 to -10.00D in bases 0.50, 2.00, 4.00, 6.25, 7.50. Illumina progressives are available in 80mm; +6.50 to -10.00D; +0.75 to +3.50D adds; bases 1.50, 3.00, 4.50, 6.00, 7.25. D28 bifocals are available in 75mm; +2.50 to -10.00D; +1.00 to +3.00 adds; bases 2.00, 4.00, 6.25. All LifeRx lenses are currently offered in gray, with brown to be introduced this summer.

For a complete list of Vision-Ease Select labs, visit www.vision-ease.com/ SelectLabs.

Vision-Ease is offering a trial lens program for LifeRx. Eye care professionals can call the company’s customer service department or contact their local sales representative to request a voucher.