MILAN, Italy--PPG Industries (NYSE:PPG) and Intercast Europe S.r.l jointly announced their plans to support the growth of the Trivex lens material and the debut of a larger range of NXT Rx Sunlenses during the Mido show.

Intercast’s Francesco Pellegrini, PPG’s Christine Camsuzou and Nathan Troxell.

In addition to the testimony of two European business partners, who discussed their reasons for choosing Trivex and NXT for their product offerings, executives at PPG introduced the new “Trivex. True to Life” marketing materials, now available to European eyecare professionals to present the lens materials’ benefits to their consumers.

Rudy Project’s Simone Barbazza, marketing manager, explains his company’s philsophy and use of NXT Rx Lense materials.

Jenkiz Saillet, business manager, Novacel Ophthalmique talked about his company’s involvement with the Trivex material.

Intercast Europe is now a wholly-owned subsidiary of PPG Industries, part of the Optical Products strategic business unit since April 2006. ■