FEBRUARY An Advertising and Editorial Partnership Presented by and Monday

FEBRUARY 2008 An Advertising and Editorial Partnership Presented by and Monday

BREAKING THE RULES There are a lot of rules in fashion. How to wear certain clothes, when to wear certain clothes, what colors should never be worn together. For example, how many of us were advised to always match our shoes with our handbag? Or that once we are fully dressed for an evening out, we should remove one accessory item so as not to over do it. But many of these pearls of wisdom are as antiquated as June Cleaver s, well, pearls. People now can freely indulge in such former fashion faux pas as matching black and brown together, mixing prints or wearing white after Labor Day. That s what this issue of SunVision is all about: breaking the rules, specifically as some retailers apply them to sunwear. Repeatedly many dispensers will talk about the sunglass season, which of course, correlates with the spring and summer months. I never quite understood why sunglasses are considered a seasonal item. Does the sun never shine in the winter? How about all that glare from snow and ice especially when you re driving? The sun can still be pretty powerful in the winter months. As a contact lens wearer (yes, I do also love and wear eyeglasses but I have primarily worn contacts for the past 25 years) sunglasses are a part of my eyewear wardrobe year round, protecting my eyes from harmful UV rays on sunny days, glare on overcast days and dust particles on windy days. Not only do I love being able to complete a look with a cool pair of sunglasses but, being a New Yorker, I also spend a lot more time walking around outside no matter what the season. And that sun can be pretty bright on the streets of Manhattan on an early winter afternoon. But whether your patients spend a lot of time on city streets, in their cars or on the slopes, sunglasses should be something you offer them all year. Keep that season-less message out there with wintertime displays. Tell them year round about photochromics, lens tints, clips and sunglasses that can be worn over prescription eyeglasses. Don t let your contact lens patients leave without a pair of plano sunglasses. Find out about their lifestyle: do they do a lot of driving, are they avid skiers, snowboarders or snow mobilers, are they die-hard golfers or do they love a certain designer who just so happens to have a great sunglass line. In the spirit of this issue of SunVision, take out the white clothes and pair them with some amazing sunglasses. Break the rules about your perceptions of sunwear. I promise you won t regret it. CONTENTS 4 Upfront SUNVISION FEATURES 7 LENSES: Selling Fashionable, Functional Sunwear 12 SUN SPOTS: The Sunwear Consumer By The Numbers 14 WINTER WHITE COVER PHOTOGRAPHED BY Ned Matura EXECUTIVE EDITOR Jackie Micucci ART DIRECTOR Iris Johnson Supplement created by 20/20 magazine. EDITOR-IN-CHIEF James J. Spina GROUP EDITOR, LENSES & TECHNOLOGY Andrew Karp ASSISTANT EDITOR Melissa Arkin SENIOR RESEARCH ANALYST Jennifer Zupnick RESEARCH ANALYST Beth Briggs PRODUCTION MANAGER Maria Marcoff Jackie Micucci, 20/20 Executive Editor, jmicucci@jobson.com SunVision February 2008 3

SUNVISION READ THE MANUAL Patients who purchase Drivewear lenses will now automatically receive an informative owner s manual with their eyewear. The manual is designed to both thank the patient for their purchase and to help them better understand the benefits and features of the product. The manual further explains the main benefits of Drivewear lenses in consumer-friendly language and directs wearers to the Drivewear web site (drivewearlens.com) for more detailed information. Included with the owner s manual is a registration card that patients can send in to receive a free gift from Younger Optics and to be entered into drawings to win a 52 LCD TV or an Apple 30GB ipod. The owner s manual and registration card are neatly put together in one convenient packet that is designed to easily fit into virtually any eyeglass case. Dispensers will receive the new owner s manual packet automatically when they receive the finished Drivewear glasses from their preferred laboratory. Kind of a Drag Jim Yates Pro Stock Pontiac will be decked out in fetching Wiley X colors for the 2008 NHRA POWERade season.the full 24-event sponsorship package is a successful repeat of the outstanding racemarketing partnership between this high-profile eyewear brand and Jim Yates Racing. This is an exciting time for Wiley X Eyewear as we re not only celebrating 20 years as a family owned business, but also coming off our biggest 4 February 2008 SunVision

UPFRONTEDITED BY JACKIE MICUCCI hallof frames DOUBLE YOUR FUN Academy Award winning actress Charlize Theron (1) wore not one but two different Versace sunglasses while attending the Venice Film Festival to promote her new movie In the Valley of Elah. She wears, respectively, style VE4092 and VE4114, from Luxottica IT S A DEAL Howie Mandel (2), host of the hit game show Deal or No Deal, sports Ed Hardy Vintage Tattoo Eyewear style EHS012 from Revolution GO BABY GO Veteran actor Ed Harris (3) plays Detective Remy Bressant in the Ben Affleck directed movie Gone Baby Gone, in which he wears the Viper sunglasses from Wolverine by the Kenmark Group throughout the film. Critics believe Harris may be considered for an Academy Award nomination for his role TOP OF THE PYRAMID Hayden Panettiere (4), who stars as cheerleader Claire Bennet on the Emmy-nominated sci-fi drama Heroes, wears Fendi FS413 from Marchon. 4 1 2 3 growth year in the commercial market, says Myles Freeman, vice president of sales and co-owner of Wiley X Eyewear. Jim Yates has the Wiley X Sunglass Machine Team moving in a positive direction, so this commitment should only further help develop Wiley X branding for the thousands of Wiley X customers around the country. Wiley X is celebrating 20 years of innovation in providing advanced eyewear solutions to the military including Army Rangers, Navy SEALS and U.S. Special Forces, as well as many other commercial and sport-specific markets including motorcycle riders, hunters, fishermen and extreme sports enthusiasts. Yates has equally impressive credentials as a two-time POWERade Pro Stock Champion, winning back-to-back titles in 1996-97.Yates was also part of an NHRA contingent of drivers that visited American troops in Germany in 2005 and 06. Countless drag racing fans will be keeping their eyes peeled for the Wiley X car this year and certainly making note that cool shade protection is equally highprofile these days. James J. Spina SunVision February 2008 5

UPFRONT A Good Disruption Vision-Ease Lens was recently honored by the Chief Executive Network (CEN) with the Best Disruptive Product Innovation award for the development and successful deployment of its LifeRx photochromic lenses. At the CEN Innovation Conference held recently in New Orleans, CEN recognized Vision-Ease Lens with the Innovation award for LifeRx s multi-patented technological achievement and revenue growth in the marketplace. Chief Executive Network is an industry sector organization for CEOs and senior executives. The network supports its membership with current information on best practices, recent trends and technological advances. Shown at the event are Derek Harris, vice president of research and development, CEN; Doug Hepper, president and CEO, Vision-Ease Lens; and Bob Grabill, president and CEO, CEN. Andrew Karp

SELLING FASHIONABLE, FUNCTIONAL SUNWEAR By Andrew Karp Sunglasses that combine high style with high-performance features are hot this winter. Although lens features such as polarization, mirrors and backside anti-reflective coating are commonly associated with sports sunwear, many fashionoriented sunglass makers are incorporating them as well. The popularity of brands that emphasize performance features as much as fashion is evidence that many consumers want sunglasses both plano and prescription that convey coolness and enhance vision. Polarization is the feature customers look for, according to many dispensers. For example, if a customer is buying off-the-board planos to go over their contacts, it s likely they ll consider sunglasses with polarized lenses. A lesson about ultraviolet (UV) light can help segue into a conversation about polarized lenses. Explain about the dangers of UV light (its relationship to cataracts and other serious eye problems). Then discuss how dark lenses without UV protection actually cause the pupils to dilate, thereby allowing greater amounts of UV light to enter the eye. During this discussion of UV light, mention that polarization not only provides UV protection but also enhances visual comfort and reduces the debilitating glare effects of reflected light. Polarized lenses eliminate glare, enhance colors and accentuate contrast, depth perception and acuity, providing key selling points. Because polarization is now available in most lens materials and designs, nearly all customers can gain the performance benefits of polarized lenses for their prescriptive needs in spectacle lenses or clip-ons. Mirror coatings are on the rise, precisely because they are both stylish and functional. Many mirrors have been softened to a light flash coating a hint of mirror without the fighter pilot look. A gradient flash mirror acts like a visor, reflecting light from above but allowing more transmittance at the bottom of the lens. Backside AR coating is another enhancement that makes fashionable eyewear Continued on page 8 Photographed by ANNIE GALLAGHER/ BLACK BOX STUDIO SunVision February 2008 7

Continued from page 8 more functional. Applying a backside AR coating to a sun lens minimizes bounce-back glare, a particular problem for drivers. Many quality plano sunglass brands now incorporate this feature. NICHE MARKETING Each premium trait of a pair of eyeglasses or contacts addresses a particular niche or need. Sunwear is the premium that crosses all boundaries. Fashion the way a person looks in their sunwear is every bit as important as performance. Regardless what their needs might be for their white lenses, every customer, with or without an Rx, benefits from sun lenses and fashion is the way to draw them in. There is a virtually untapped market out there. The dispenser s task is to direct the patient to the understanding that their sunwear is just as important to their vision and their style as is indoor eyewear. GET TO KNOW YOUR PRODUCT The first step for the dispenser is to be comfortable in their knowledge of what is available. The opportunities to be creative with sunglasses are endless. Lens and frame styles have exploded with choices and go beyond the role of simply being protective. Sunwear is now facial jewelry. The manufacturers have put the fun back in functional. Although performance is important to many customers, style is often first on their minds. It s common for a customer to ask if a store or dispensary carries a certain brand or model worn by a celebrity. Customers are more knowledgeable than ever when buying sunglasses, partly because they do research on the Internet before coming to the dispensary. Though some purchase sunglasses online, most still need a dispenser s expert advice before making a purchase decision. Although it s tempting for a dispenser to go into detail about the performance features and benefits of a sun lens, customers can easily get overwhelmed with information. Of course, some will want to know all the technical points about the frame and lens they are considering buying. Most people, however, simply want to know how the lens is going to help them see better, feel more comfortable and look good. 8 February 2008 SunVision EFFECTIVE MERCHANDISING Merchandising is critical in the presentation of sunwear. A dozen plano suns on a corner frame board will not sell sunglasses. A large variety, in different price ranges and styles, should be prominently displayed. If there is space in the dispensary, a sunglass area should be developed. Consider a sun and fun theme. Entice the patient into interacting with the display. Make it brightly lit, so their view of themselves is not dimmed when they start trying styles in front of a mirror. If the space isn t there, intersperse the suns with the ophthalmic frames. Be sure to keep them at eye level, not the bottom row of the board. Make use of manufacturers point-of-purchase displays. For instance, the polarization demonstrators are terrific sales aids. Also, many of the major sunglass makers offer striking display cases. Show tint samples, not fingerprinted lenses tossed in a drawer, rather, perhaps mounted on some sort of an artist s palette or lit wall display. Keep many samples. Don t ask the patient to imagine a particular color. Give them the chance to see it and see through it. Point-of-purchase displays that show the before and after effects of polarized lenses are particularly useful. When approaching the sunglass sale with an Rx patient, position the glasses as another portion of the primary sale. Show them frames that would best serve as sunglasses. Set these frames aside for when it's time to consider the sunglass frame, even if that means making record of the selections on the patient's file so they may return and place the order. Of course, the gaining popularity of sun clips presents another choice. Patients can get a clip with a functional polarized lens for general use and another custom clip with a cosmetic tint or a fashion colored photochromic, just to be funky. With all the spectacular frames and colors being produced, there's surely a purely fashionable pair that will please them. Once particular frame designs or lenses are deemed appropriate, go beyond just discussing them. Show the patient how their look changes when a great style or color works on them, or how their world changes by using specific lenses with specific light absorption properties. Remember, dispensers can maximize their sunglass unit sales by offering fashion along with function. It s an approach that works year-round with every type of patient. Photographed by ANNIE GALLAGHER/BLACK BOX STUDIO

INTRODUCING PROTECT YOUR EYES WITH AMERICA S MOST TRUSTED SUNCARE BRAND. LifeRx, Tegra, Continua, Outlook, Illumina and SunRx are trademarks or registered trademarks of Vision-Ease Lens. The Coppertone logo and the Coppertone Girl and Dog Device are trademarks of Schering- Plough HealthCare Products, Inc. used by Vision-Ease Lens under license. 2007 Schering-Plough HealthCare Products, Inc. All Rights Reserved. 2007 Vision-Ease Lens. All Rights Reserved. VISION-EASE LENS PRODUCT FAMILY

INDEPENDENT. IT S WHY WE CARE. DESIGNED TO CHANGE YOUR ENTIRE VIEW. INNOVATION AND PROTECTION A leading American polycarbonate lens manufacturer unites with America s #1 suncare brand to deliver a lens that satisfies increasing demand for greater sun protection. Coppertone polarized lenses protect beyond UVA and UVB light guarding against harmful high energy visible (HEV) light. Coppertone polarized lenses help protect the delicate skin around the eyes against the UV rays. Exposure to UV rays may contribute to premature skin aging caused by sunlight. Coppertone polarized lenses provide added protection against UV and HEV light which may contribute to the development of common sunlight related maladies such as cataracts and macular degeneration. PROTECT YOUR PATIENTS H ARMFUL UV & HEV LIGHT Provide protection from harmful HEV and UV with Coppertone polarized lenses BEFORE COPPERTONE POLARIZED SUN LENSES U V & HEV LIGHT FILTERED OUT HARMFUL LIGHT RAYS ULTRAVIOLET HEV A FTER COPPERTONE POLARIZED SUN LENSES 400 450 500 550 600 650 700 VISIBLE LIGHT QUALITY AND LEADERSHIP Vision-Ease Lens follows the highest optical standards in the lens industry. All lenses are manufactured under strict ISO 9000 guidelines and inspected to an industry-leading 2.0 AOQL quality standard for greater processing efficiencies for our customers. With 47 lens technology patents and over 75 years of proprietary technology, Vision-Ease Lens is a leading American manufacturer of premium quality polycarbonate and polarized lenses. Make sure your patients are getting the best lenses on the market and you are getting the best support for your business. Choose Vision-Ease Lens the innovation leader. www.vision-ease.com 1.800.328.3449

FACTS AND FIGURES ABOUT SUN SPOTS ( ) CONSUMER SUNWEAR TRENDS As this is being written, it is January. The days are short, but feel long. Here in New York, it seems to get dark just after lunch time. But even in our winter wonderland where the sunlight fades out fast, the sun s rays are strong as ever... especially if there s snow reflecting the light. Year round, sunglasses are a must. Check out the findings by Jobson Optical Research to shed some light on consumers attitudes regarding sunwear. Melissa Arkin METHODOLOGY This sunwear survey was run in November 2007 as a custom study appended to the large scale continuous consumer-based VisionWatch study. The sample was 2,106 respondents. All respondents are over 18 and live in the United States. For more information about how to run your own survey please contact Jobson Research at (212) 274-7164. How many pairs of non-prescription sunglasses do you have that you, yourself, regularly wear? 1% 2% 4% 9% 22% 25% None 1 Pair 2 Pairs 3 Pairs 37% Sunglass clips are 4 Pairs 5 Pairs More than 5 pairs not winning the popularity vote lately. The majority of respondents (86 percent) said that they go clipless when it comes to sun protection. Do you currently use sunglass clips? 1% 86% Yes No 13% Don t Know The word is out on UV rays. Almost all respondents (91 percent) were aware that ultra-violet radiation is damaging to the eyes, even though over half of those who had an eye exam in the last six months (54 percent) said their eye doctors had never spoken to them about the dangers of UV. But despite the prevailing awareness of the detrimental effects of ultra-violet rays, only 53 percent said it was very important for their sunglasses to have UV protection and another 34 percent deemed it somewhat important. And over one-tenth (13 percent) did not consider the protection very important at all. 12 February 2008 SunVision

How important is it to you that your sunglasses have UV (ultra-violet radiation) protection? Has your eye doctor every spoken to you about the dangers of UV rays?* Are you aware that UV rays (ultra-violet radiation) can damage your eyes? 13% 8% 9% 38% 34% 53% 54% 91% Very important Somewhat important Not very important Yes No Don t Know *Only asked of those who had an eye exam in the last six months Yes No For over half of respondents (61 percent), their last eye exam was for both vision correction and an overall optical checkup. For almost one-fourth (23 percent), the exam was solely for vision correction. The remaining 16 percent received an examination only to see if their eyes were physically fit. When asked how many pairs of non-prescription sunglasses they wore, 37 percent claimed to be one-pair wonders, while 25 percent had a second pair they also wore regularly. However, while the majority reported to wearing shades on a regular basis, 22 percent replied that they had no pair of non-prescription sunglasses that they wore regularly. Hopefully that just means these folks are wearing prescription sunglasses and not just going sun-commando. Most of the respondents interviewed were diligent about getting their eyes checked. A quarter (25 percent) reported having gotten an eye exam within the past six months. A comparable amount of respondents (25 percent) received their last eye exam somewhere between six months and a year ago and almost the same amount (24 percent) were last examined from one to two years ago. SunVision February 2008 13

PHOTOGRAPHED BY NED MATURA TRENDS BY JAMES J. SPINA Inspired sunwear for any hazy shade of winter and a little help for making even the coldest months the right time for seeing everyone in sunglasses. Jackie Micucci A Perfect Relationship Much like the best accessories, sunwear is often rooted in the implication and relationship of texture to color. The proper balance is often difficult to achieve unless you possess the inherent genius of Madame Lafont. VAHINE 52 110 from Lafont 14 February 2008 SunVision

Chris Brown for Rocawear Optical Sun featuring the Real Estate frame

In-Kleined Tempering pure white with a rich ivory feel plays on any face and facial tone. And that softness works wonders with the more daring lens shades. ANNE KLEIN AKNY3144 from Luxottica Group 18 February 2008 SunVision

2008 Kenmark Group/B. Robinson Optical, Inc. Cynthia Rowley Eyewear is Manufactured Under Trademark License by B. Robinson Optical, Inc. collections that connect Adorned with stones, jewels and intricate beadwork, Cynthia Rowley Eyewear makes for no plain frames or plain Janes. Each pair captures the colors and patterns of the designer s runway collection and are as sophisticated as they are pretty. STYLE SHOWN: CR0257 800.627.2898 KENMARKOPTICAL.COM

Black Sunday Meticulous detailing and texturing on a dark zyl frame is the key to renewing and rejoining deep colors beyond strict function and toward luxurious accessory. SIGRID OLSEN SO217SA from Altair Eyewear 20 February 2008 SunVision

PRODUCED AND DISTRIBUTED BY LUXOTTICA GROUP - MOD. AK 3144

Integrated Selling Key fresh features of Rx frames are equally powerful on any given Sunday. Here, the double temple design, the inner/outer zyl face color AND the royal rectangular shape all make for a potent sunwear statement. SUN TRENDS ST130 from i-dealoptics 22 February 2008 SunVision

Circle Game Realize that round is a key element in the rich design of belts, bags, bangles, bracelets and foremost on our mind EYEWEAR. Integrating circular shapes preciously is key to the art of creating perfect face jewelry. CYNTHIA ROWLEY CR0256 from Couteur Designs/ A Division of Kenmark Group 24 February 2008 SunVision

All Seasons Polarized Sunwear www.i-dealoptics.com 1-800-758-6249

Easy Rider Have you noticed that this brand is literally tattooed on the consciousness of America, coast-to-coast with a powerful profile that shows signs of growing even bigger, better and as enduring as a colorful tattoo. ED HARDY SUN EHS022 from Revolution Eyewear 26 February 2008 SunVision

2008 Quantum Optics, Inc. All Rights Reserved. www.angeleyewear.com

Shield Meet Again The continual flow of a shieldlike front is dramatic and refreshing combined with the stark white and brushed metal of the temple treatment. White is always a powerful way of saying WILD in sunglasses. ANGEL Lovely from Quantum Optics 28 February 2008 SunVision

Speed Thrills Never underestimate the power and appeal of aerodynamic wrap designs as a mainstay of sport eyewear influencing fashion trendsetters. Lacey from Wiley X Eyewear SunVision February 2008 29

Logo Motion Logo designs and popularity branding go hand-in-hand and sun-in-eye as a sure bet when reaching celebrity conscious consumers. JESSICA SIMPSON J630 from Colors in Optics

Tortoise and the Dare There is no getting around the universal power of tortoise when it comes to selling sunglasses to EVERYONE. Plazma from Wiley X Eyewear SunVision February 2008 31