Upfront: L&T Marketing

Jun
2009

Lens Marketing

Edited by Andrew Karp

Essilor Launches High-Performance Polarized Line

Essilor of America is launching Xperio, a new brand of advanced polarized lenses featuring designs, materials and coatings that deliver superior visual performance and optimal comfort, according to Essilor.

The new line consists of 37 unique polarized lens design and material combinations. It combines the best designs and materials from Essilor and its KBco and SLC business units.

“Of the 150 million eyeglass wearers in the U.S., only 15 percent [23 million] have a primary outdoor pair and less than 7 percent
[10 million] use polarized lenses,” says Carl Bracy, vice president of marketing for Essilor of America. “Essilor’s new Xperio lenses provide eyecare professionals with an opportunity to grow their practices by encouraging every clear prescription patient to also own a primary outdoor pair.”

All Xperio-branded lenses meet or exceed Essilor’s performance standards. The lenses are superior to ordinary tints with benefits including glare reduction, natural-color enhancement, 100 percent UVA/UVB protection, unmatched clarity of vision and superior scratch resistance, according to Essilor. The company cited a recent clinical study measuring driver reaction times for Xperio polarized lenses versus ordinary tinted lenses that concluded driver reaction times were reduced by 1/3 of a second with Xperio lenses. For a car traveling 50 mph, 1/3 of a second allows a driver to stop a vehicle 23 feet sooner, according to Essilor.
The clinical studies also showed that Xperio polarized lenses improve contrast sensitivity and visual acuity by 75 percent, allowing wearers to experience the outdoors with exceptional clarity of vision versus ordinary tints. In addition, Xperio gray lenses allow for natural color enhancement, or the ability to see true color outdoors.

Essilor will soon release information about Xperio product availability as well as ECP and consumer materials, and a new demonstration unit.


Briot USA Announces Price Guarantee on New Edging Equipment
Briot USA announces a price guarantee for customers purchasing new edging equipment. Through the remainder of 2009, if Briot advertises a more beneficial offer within 60 days (excluding trade show specials), the company will refund the difference or credit the customer’s account.

“In uncertain economic times, customers want assurance they are getting the best deal,” says John Hemphill, VP of sales, Briot USA. “The price guarantee is one of many programs we are implementing to give our customers confidence in purchasing Briot equipment.”

SA Names First Kodak Lens Puzzle Challenge Winner
Signet Armorlite awarded 20/20 Vision Associates of Riverside, Calif. the first grand prize in its Kodak Lens Puzzle Challenge. The practice, which was the first to turn in a completed puzzle, won an all-expense-paid trip for two to New York during Vision Expo East 2010. It participated in the sales promotion through Empire Optical lab in North Hollywood, Calif.

There will be four winners in all for grand prize New York trips. The remaining three winners will be drawn in August, after the end of the promotion. Additional prize drawings will be held for pocket-size Kodak digital video recorders. Participants received a $50 gift card for every puzzle solved.


 

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