‘Prescription Sunglasses’

SHAMIR WINS FOURTH HERMES AWARD The Association of Marketing and Communication Professionals has selected Shamir Insight’s 2011 trade advertising campaign, “Obviously, Those Aren’t Shamir Lenses,” as a winner of its Platinum Hermes Award. This is the first Platinum Hermes Award Shamir has received, having won Gold Hermes Awards for the past three years. (Article reprinted with permission from Jobson Publishing at 20/20 Lenses & Technology. By Andrew Karp.) The ad campaign, which started September 2011, is titled “Obviously, Those Aren’t Shamir Lenses,” depicts funny situations and mishaps which can occur when wearing other brands of lenses. It is illustrated by CF Payne, a world renowned illustrator whose works have appeared in Time Magazine, Rolling Stone, The New York Times and other publications. “The ‘Obviously, Those Aren’t Shamir Lenses’ campaign has allowed us to explore dozens of funny and embarrassing vision-related mishaps,” says Matt Lytle, VP sales and marketing. “Like our past campaigns, this one has allowed us to continue to use ‘out of the box’ imagery and get readers to stop and examine the ads. We’ve had some exciting scenarios so far and we have received a lot of positive feedback regarding this new campaign.” Hermes Creative Awards is an international competition for creative professionals involved in the concept, writing and design of traditional and emerging media. Hermes Creative Awards recognize outstanding work in the industry while promoting the philanthropic nature of marketing and communication professionals. There were approximately 4,400 entries submitted throughout the U.S. and several other countries in this year’s competition. TRANSITIONS OPTICAL SURVEY REVEALS ETHNIC MINORITIES NEGLECT EYE HEALTH According to new research supported by Transitions Optical, two out of three minorities don’t know that their ethnicity could be putting them at higher risk, despite the fact that ethnic minorities are more likely than the general population to develop serious eye—and overall—health issues that can take a toll on their vision. The survey specifies its results for African-American, Hispanic and Asian populations, as well as the “general population.” “These results validate an urgent need to educate all Americans—and particularly at-risk ethnic minority groups—about the importance of UV protection and regular eye exams,” says Manuel Solis, multicultural marketing manager for Transitions Optical. Survey results suggest that ethnic minority groups may not be taking adequate steps to protect their vision. Less than four out of 10 Americans reported visiting their eye doctor within the past 12 months, with consistent responses across all demographic groups, Transitions said. Additionally, the survey confirmed low understanding of the dangers of ultraviolet (UV) radiation—with one in four Americans believing that it is only important to protect their eyes from UV rays during the spring and summer months. “Ethnic minorities, particularly Asians, were more likely than the general population to believe year-round UV protection isn’t necessary,” Transitions adds. Transitions Optical will be releasing results from the survey throughout the year in its education courses and through its multicultural initiative.

Transitions Optical hosted its annual Transitions Championship in Innisbrook, Fla. last month. The week-long PGA Tour golf event, held at the Innisbrook resort, focused on the importance of healthy vision and the critical role vision plays in sports performance and a healthy lifestyle. (Article reprinted with permission from Jobson Publishing at 20/20 Lenses & Technology. By Andrew Karp.) The event kicked off with the “Think About Your Eyes Family Walk” benefiting Prevent Blindness Florida on Sunday, March 13, during which participants walked the course the pros play and enjoyed a family barbecue and entertainment for families with children by Radio Disney. New to tournament week this year was the renaming of the former “Live Your Vision Pavilion” to the “Think About Your Eyes Pavilion,” based on Transitions’ affiliation with the Foundation for Eye Health Awareness and its “Think About Your Eyes” campaign. The pavilion, which offered information, education and hands-on experiences including sports-vision demonstrations, meet and greets with the pros, health and wellness screenings and more, was located behind the 18th green in an area called the “Healthy Sight Village.” Other activities within the Healthy Sight Village included the “LensCrafters Kids’ Zone,” featuring complimentary vision screenings and entertainment for children, free books and read-alouds with mobile literacy unit “Bess the Book Bus”; tours of a mobile eye exam clinic called “Eyenstein,” created by Transitions and VSP Vision Care; and the “Competitive Advantage” area developed by Nike, Transitions and VSP, where attendees learned about the impact on vision and putting and received putting makeovers and tips, and participated in putting drills. Oakley again hosted its “Rolling O” golf experience as well as an Oakley Pro-Am for local club professionals. Callaway had a presence within the Healthy Sight Village, offering demos and sales opportunities for Neox Transitions SolFx in Callaway eyewear and showcasing the new Callaway Razr driver. Transitions Optical says the tournament benefited over 100 local Tampa Bay area charities. The tournament has made a charitable contribution of more than $25 million in the last 34 years. In addition to the charitable impact, the tournament has contributed more than $19 million to the local economy. INTERCAST LAUNCHES NEW AD CAMPAIGN FOR NXT LENSES Intercast Europe, a subsidiary of PPG Industries, has recently launched its new advertising campaign for NXT lenses, “The Language of Light.” Professional and consumer brochures, print advertising and a new website, , are all part of the launch effort. Plans call for the new campaign, which began in September, to run in both Europe and North America and will highlight “Pure Performance and Pure Experience” for all people and all passions while also supporting the full-range of the NXT lens portfolio, including plano and prescription lenses as well as visors for snow goggles. LYTLE ADDS SALES DUTIES AT SHAMIR Shamir Insight has promoted Matt Lytle, vice president of marketing, to vice president sales and marketing. He takes over as head of Shamir’s sales force from Lance Bergeron, who has retired from the company after a 40-year optical industry career. Lytle joined Shamir in 2006 as the vice president of marketing. He has refocused Shamir’s brand identity by updating the company’s marketing message, ad campaigns and website. He has launched several key promotions and programs, including Shamir’s Autograph II Authenticity program and their Freeform Certification Program. Under Lytle’s direction, Shamir’s in-house marketing team has received several awards for their unique advertising campaigns, including two Hermes Awards, two CEBA Awards and a Davey Award. He has also overseen Shamir’s sales and client services department for the past two years. In his new role, Lytle will oversee Shamir’s North American sales force, which includes four regional managers, 35 account executives and the educational team.

(Article reprinted with permission from Jobson Publishing at 20/20 Lenses & Technology. By Jaclyn Stewart) Photographs by DEBBIE MEISENZAHL

Customer service is a lost art,” says Mark Zeitlin, owner of Zeitlin Optik, a high-end optical boutique in the heart of Midtown Manhattan. In a world where often times customers feel more like nuisances or dollar signs to sales representatives than people, one must admit that Zeitlin’s observation is right on the money. “That’s why I don’t allow cell phones on the sales floor. And no one here ever turns their back on a customer for any reason. It’s just rude and I don’t think a lot of people realize it.” Within minutes of speaking with Zeitlin, it’s clear his old school approach to customer service is what led his business to become not only a successful retail endeavor, but also a staple in the Midtown East neighborhood of New York all of which is exactly what Zeitlin set out to do when he opened over 23 years ago.

DYNAMIC DISPENSING

WHO Zeitlin Optik
ESTABLISHED 1989
LOCATION 40 East 52nd St.
New York, NY
Number of locations 1
Number of employees 4
20/20 take Superlative service and precision prescriptions

Zeitlin’s client base is a true mosaic—from lawyers and business people to celebrities and heads of state, including the King of Morocco. They come from all over the world or from across the street. And if his clients can’t come to him, Zeitlin will go to them. He has been known to make house calls for his elderly patients who are no longer as mobile as they used to be or for celebrities or politicians who may be unable to be seen openly in public. But, however extensive and varied his client base may be, there are two very important qualities that define a Zeitlin Optik customer: 1. An appreciation for a finely crafted, handmade pair of glasses with an impeccable fit and 2. a sense of humor. “If you’re going to be a client here, you have to put up with my bad jokes,” Zeitlin says with a smile.

These days, Zeitlin has a lot to smile about. Recently, he was struck with a severe illness, but says his relationship with his clients, their care and compassion brought him back to good health. While he was ill, Zeitlin continued to work and he firmly believes that if he had stayed away from his store and his beloved clients, he may not have been with us today. While he was ill, his clients visited constantly to see how he was holding up. There were candles lit for him in the Catholic churches and prayers being said in synagogues and mosques. People dropped off care packages regularly or would quickly peek in to see if he needed anything. In fact, while we chatted, a regular client stopped by to drop off a card. “You know I’m so happy to see you,” she said lovingly as she slipped out the door.

His close relationships with his clients, many of whom become dear friends, sometimes transcend beyond the workplace. While battling his illness, in and out of the hospital, Zeitlin’s loyal friend and client, famed crime writer Dominick Dunne, would call Zeitlin with the inside scoop on Hollywood crime stories. These calls helped take Zeitlin’s mind off his illness and the two grew ever closer through the experience. In a sad turn of events, as Zeitlin steadily improved, Dunne fell ill with a similar condition, and unfortunately, lost his battle only a few days prior to our meeting. He spoke of Dunne with great respect and affection and it was apparent that Dunne’s friendship had a deep impact on Zeitlin’s recovery.

It is this mutual care and concern that has enabled his business to prosper. He has never set out to make a one time sale. His goal has and always will be to establish long term relationships simply by treating people the way he would want to be treated. For this reason, every detail of a client’s experience at Zeitlin Optik is crucial to Zeitlin. Each and every pair of lenses are precisely measured and produced on site. Each staff member uses the same measuring process in order to ensure consistency. Zeitlin insists that all his staff members take the extra time to do each and every measurement correctly. As a result, his success rate on progressive lenses is, he says, basically 100 percent and has never had a non-adapt for as long as he can remember. Zeitlin Optik offers a luxurious, modern and well-edited collection of frames featuring styles from Gold & Wood, S.A.L.T. and Sama. Zeitlin and his staff also create custom frames for some of his clients.

Zeitlin’s devotion to his craft and his customers has now been handed down to the next generation. His daughter recently made the decision to join her father’s side in business and carry on the Zeitlin Optik tradition of excellence. Zeitlin is excited that his daughter will share the same joys he’s experienced throughout his time at Zeitlin Optik.

With a grin stretching nearly from ear to ear, Zeitlin reflected on his time at his shop: “I’ve been very blessed. Life has led me to this and I couldn’t think of a better life. This is paradise.” 

Back in eighth grade, my English teacher introduced us to foreign words and phrases that are part of our lexicon. In one of our first lessons, we learned the Latin expression, caveat emptor—let the buyer beware. This ancient admonition comes to mind as I think about the growing number of consumers who are purchasing prescription eyewear online. These eyeglass wearers are seeking out “e-tailers” offering convenience, a vast product selection and, often, low prices. (Article reprinted with permission from Jobson Publishing at 20/20 Lenses & Technology. By Andrew Karp) There’s nothing wrong with selling prescription eyewear online, as long as the seller informs the buyer that there is a difference between buying from a virtual dispensary and buying from a real one. The difference, of course, is that the real dispensary offers the services of a dispenser. Online consumers are sacrificing the skill and knowledge involved in expertly selecting and properly fitting eyeglasses that only an experienced dispenser can offer. It’s a paradox that the state-of-the-art in e-tailing eliminates the dispenser at a time when the state-of-the-art in ophthalmic lens technology calls for dispensers to be more involved in selecting lenses and fitting eyewear. That’s why ECPs who operate virtual dispensaries should encourage online customers to visit their dispenser to be properly measured and fit for their new eyewear. Ultimately, consumers want choices. Some will be happy buying Rx eyewear online. But others, in their quest for convenience, will end up with badly fitting, uncomfortable, under-performing eyewear. Before Rx eyewear shoppers click the “purchase” button on the screen of their computer or mobile device, we need to advise them, “caveat emptor.”

Photograph by BLACK BOX STUDIO  Tools: HILCO; Frame: CK Calvin Klein 5154 from Marchon

(Article reprinted with permission from Jobson Publishing at 20/20 Lenses & Technology. By Andrew Bruce) 

In their effort to provide patients with the best frame and lens technology, opticians sometimes lose sight of the fact that the eyewear they dispense is onlwy as good as the way it fits the patient. The patient’s satisfaction with their new eyewear depends upon the optician’s ability to pre-fit it prior to taking measurements and then adjust the eyewear to maximize the patient’s vision, comfort and appearance.

Pre-fit Techniques
Pre-fitting a frame prior to taking measurements has a major bearing on how well the finished product performs for the patient. The pre-fit also provides the patient with their first impression of the optician’s skill level.

There are several steps involved in the pre-fit:

• Adjust the nose pads, if present.
• If a zyl frame without nose pads is selected, make sure the frame sits well on the bridge.
• Make sure the size of frame selected is actually going to work for the lens style prescribed.
• Apply the appropriate pantoscopic tilt (usually 5 to 15 degrees).

Note that for every two degrees of pantoscopic tilt added to the frame front, the optical center (O.C.) of the lens is effectively lowered 1mm. To make sure the visual axis of the eye coincides with the visual axis of the lens it is imperative that the necessary pantoscopic tilt be applied prior to measurements being taken. If the frame is not pre-fit, it opens the door for patients’ complaints of visual discomfort with their new lenses (Figure 1).

Final Dispense and Nose Pad Adjustment
When performing the final fit, place the glasses on the patient in case substantial adjustments are needed. If that’s the case, you can remove the eyewear quickly to avoid a negative impression for the patient.



If the frame has nose pads, fine-tune them so the frontal/spread angle, the splay angle and the vertical angle are all correct for the patient. Slim pad arm adjusting pliers (Figure 2) work well for this. The frontal/spread angle is how far apart the pads are. The splay angle is their angle to the nose, which should complement the angle of the nose at the point at which the nose pad is sitting. The vertical angle is controlled by the size of the loop of the pad arm. The standard position requires the bottom edges of the pads be closer to the eye wires than the top edges of the pads. The objective is to make all three angles sit flush with the skin to achieve superior comfort (Figure 3).

The loop of the pad arm should be small in order to keep the vertex distance to a minimum. When fitting patients with very flat bridges, such as those of Asian ethnicity, frames with nose pads are usually the best option. In these cases, the splay angle has to be changed so the pads are sitting almost parallel to the face. Also, the loop of the pad arm may need to be made larger than standard to keep the frame off the patient’s lower cheeks by changing the vertical angle. Bent snipe pliers are good tools for this purpose (Figure 4).

Adjusting the Frame Tilt
In order to achieve premium vision, the optical centers of the lenses should be horizontally level with the pupils. However, if the eyes are vertically uneven, the patient is not going to be happy with a crooked frame. In a situation like this, try to achieve a compromise. If the frame front is tilted, always correct it in the direction of the error. Use a pair of wide jaw angling pliers for this task to secure the temple and end piece together so as not to put excessive strain on the hinge (Figure 5A and 5B). Example: If the right side of the frame front is tilted down, either increase the pantoscopic tilt of the right side down, or reduce it on the left.

After leveling, verify the amount of pantoscopic tilt is between five and 15 degrees. Have the patient rotate 90 degrees so the angle of tilt can be evaluated from the side. The need to precisely measure the pantoscopic angle is becoming increasingly necessary due to the increased use of freeform lenses. There are PD rulers that display protractor markings, making this possible when necessary.

The correct frame tilt is especially important with multifocals, making sure the segment is in the correct position when looking down to read. If there is an insufficient amount, the patient may be looking under the frame, or at least, the field-of-view for near work will be narrowed due to the increased vertex distance between the eye and the segment. As the eyeball rotates around the horizontal axis to look down to read, having the pantoscopic tilt of the frame set at the recommended angle maintains equi-distance between the lens and eye maximizing field-of-view and visual comfort.

Check for Equidistance
When checking if the lenses are equidistant to each eye, with the patient seated and tilting their chin down, observe the frame front from above by standing and looking down on it. If one lens appears closer to the eye than the other, the patient’s eyes may simply be more inset on one side than the other. Another reason may be due to the temples being at unequal angles to the frame front when extending backwards. Whichever lens is closer to the eye, the same side temple needs to be brought closer to the head by reducing the horizontal angle between the frame front and the temple—using a pair of flat/round metal pliers at the end piece (Figure 6). Conversely, increasing the angle between the frame front and the temple of the opposite side is also an option, effectively moving the temple away from the head.

The same way pantoscopic tilt affects the vertical placement of the lens optical center, face form—positive or negative—will also affect the horizontal placement of the lens optical center. However, it is not recommended to compensate for this since lateral prism would be induced. Applying positive face form so the frame follows the natural horizontal curve of the face is a good rule of thumb.

The Fitting Triangle and Temple Adjustment
The frame should be touching the head at only three points which form “The Fitting Triangle”—the nose and the top of each ear. When adjusting behind the ears, the temple should curve just above the ears and follow the line of the back of the ear. Temple bending pliers can be used to aid in this process (Figure 7). It should be at an angle of approximately 45 degrees from the temple and it should not put excessive pressure on the back, or top, of the ear (Figure 8). If the bend begins too soon before the top of the ear, it will rub and irritate the top of the ear. If the bend begins after the top of the ear, the temple will either not conform to the curve of the ear, or it will need to be bent at a greater angle than 45 degrees and the tip will rub and irritate the back of the ear.

Regardless of the optician’s skill level, a visual inspection of the temples behind the ears should always be done to ensure optimum comfort for the patient. The temple bend should follow the line of the side of the head. In order to do this the tip will need some angling in towards the head. In addition, the temple tip should not just be touching the head at the top of the ear leaving a space between the head and temple tip at the bottom. Conversely, it should not just be touching the head with the lower tip of the temple creating a space between the head and the temple at the top of the ear. In the first scenario, if the temple is in contact with the head only at the top of the ear, adjust the temple tip so that it angles in towards the head just enough to gently touch. In the second scenario, if there is a space between the temple and head at the bend, adjust the temple tip so that it is not bending in quite so much. Occasionally, in this case, the temple itself may need angling in a little at the end piece, again using flat/round metal pliers to reduce the horizontal angle between the temple and frame-front, in order to provide a snug fit.

Regardless of the technology available to opticians, all is lost if the optician does not possess the necessary fitting knowledge and skills to put the final piece of the puzzle in place. Eyewear fitting is the optician’s specialty and area of expertise and such a crucial part of the entire process.

The steps outlined here may appear time consuming, but with practice and perseverance, they will become second nature and help raise the bar for the standard of care provided.

The statistics are daunting: one in every 91 children in the United States is diagnosed with an autism spectrum disorder. Talk About Curing Autism (TACA), an organization dedicated to supporting, empowering and educating families dealing with autism, believes that appropriate medical interventions, traditional therapies and support services can help many children improve and even recover from the disease. TACA helps strengthen the autism community by connecting families with professional assistance.

Oakley wants in on the fight against autism. The renowned sports brand has partnered with TACA and has embellished two of their most popular eyewear styles with a puzzle motif, symbolizing the message that the puzzle of autism can be solved. Oakley will donate $20 to TACA with each sale of the special-edition frames, TACA Oakley Fuel Cell and TACA Oakley Ravishing.
Oakley’s established presence in the global market will help bring TACA’s mission to the public’s awareness. “Corporations like Oakley are a wonderful gift to TACA and the families we serve,” says TACA executive director Lisa Ackerman. “Oakley brings powerful influence to foster awareness and visibility of autism. We are grateful for this support and for friends like Oakley.”
And Oakley is no stranger to pairing up for a good cause, having met with great success after designing limited-edition breast cancer awareness frames. “We are honored to team with TACA and play a part in spreading the message of hope,” notes Oakley’s vice president of global sports marketing, Pat McIlvain. “The art on our new TACA special editions will fuel awareness and we are proud to assist in supporting TACA’s ongoing mission to help children with autism reach their true potential.”    

 —-Article reprinted from 20/20 Magazine with permission from Jobson Pubishing.  Written by Melissa Arkin

Street Seen

Photographed by Christie Walker

Cancun Can: Thanks to Christie Walker, our world class sun-tracker, for proving that nowhere can sun trends tan and stand stronger than in Cancun. Yucatán too by following these simple sunwear trends: Aviators (with brown or reddish lenses), Shields with lens-surface logo dimples, severe rimless rectangles and Wayfarers, easily sunwear’s ultimate style statement. Next month? Cancun Too!   

—James J. Spina.  Article reprinted from 20/20 Magazine with permission from Jobson Pubishing.

Celebrity Sunglasses, Celebrity Eyeglasses

Coming Soon to a Theater Near You » Julia Roberts (1) wears Luxottica frames during the filming of her new movie “Eat, Pray, Love,” which is set to be released in July. She wears Persol PO2873S (Link: Persol PO2873S Sunglasses) and Ray-Ban RB3136… (Link: Ray-Ban RB3136 Sunglasses)

Spice Girl » Marcia Cross (2) of “Desperate Housewives” was spotted wearing Jee Vice’s Spicy shades while spending a weekend afternoon out with her family in Los Angeles…

Musically Inclined »  Sàfilo USA and the Solstice sunglass boutique made the recent American Music Awards a shady place. Showing off their new sunwear are: singer Paula Abdul (3) (late of “American Idol”) in Marc Jacobs MJ311S (Link: Marc Jacobs Eyewear); actor Seth Green (4), who hosted the awards, in Alexander McQueen 4108S; nominees for country breakthrough artist, Gloriana members Mike Gossin (5) in Carrera Master2/S and Tom Gossin (6) in Marc Jacobs 279S; and musician Zac Brown (7) of the Zac Brown Band, which was nominated for numerous awards including favorite country band and breakthrough artist, in Armani Exchange AX155S…

All My Eyewear » Soap star Susan Lucci (8) in Revlon RV558 (Link: Revlon RV558 Glasses) from Altair…

True Champion » Lady Gaga (9) wears the Carrera Champion from Sàfilo in her new music video “Bad Romance,” which is the first single off her new album “The Fame Monster”…

Coupling » Luxottica went on retreat thanks to some product placement in the movie “Couples Retreat.” Kristin Davis (10) wears the Ray-Ban Wayfarer style RB2140 color 966 (Link: Ray-Ban Wayfarer RB2140 Sunglasses).

Shady Lady » Katie Holmes (11) in Vogue style 3676 (Link: Vogue 3676 Sunglasses) from Luxottica…

Teen Wolf » Taylor Lautner (12), who plays Jacob Black in the latest Twilight saga movie: “New Moon,” sports Carrera Jocker sunglasses from Sàfilo…

Up Keep » Reality star Kim Kardashian (13) of MTV’s “Keeping Up With the Kardashians” in Sean John SJ515S from Marchon.

—Jackie Micucci.  Article reprinted from 20/20 Magazine with permission from Jobson Pubishing.

 

Police Sunglasses: David Beckham Still in Love

Police sunglasses continue to be David Beckham's favorite, according to this photo recently snapped.  It has been five years since his endorsement of the brand first in 2004, but he is shown here wearing the S1561 "Wayfarer" (link: Ray-Ban Wayfarer Sunglasses) style sunglasses (no longer in production).  This retro style of sunglasses has been all the rage in recent years, and continues to dominate the glitterati...

Essilor Launches Definity Fairway Transitions SOLFX DALLAS—Essilor of America and Transitions Optical have launched Definity Fairway Transitions SOLFX, a new progressive sunwear product designed to meet the visual demands of golfers needing multifocal prescriptions. The new product combines the patented Dual Add 2.0 technology and Ground View Advantage of Definity lenses with the photochromic technology of Transitions SOLFX sunlenses to provide golfers with the right color and darkness for optimal performance in varying light conditions, according to the two manufacturers. “Golf is a visually demanding sport. From tracking the ball to reading the greens, golf requires the use of near, peripheral, intermediate and distance vision—and changing light conditions can often create an added visual burden for golfers,” said Grady Lenski, director, Transitions sunwear. “Whether in the sun or in the shade, this new product will accommodate these needs, helping golfers play better and enjoy their game more.” Definity progressive lenses use Dual Add 2.0 technology to create a fourth zone of vision, called the Ground View Advantage, giving wearers clearer vision when looking down. In a golf study cited by Essilor, players preferred Definity lenses 7:1 during course play – reporting less peripheral distortion, a 30 percent wider intermediate zone and smoother transitions between distance, intermediate and near vision. Like all Transitions SOLFX sunwear products, the new golf product helps to enhance visual performance by automatically adjusting its degree of darkness to changing outdoor light conditions. The lenses will change from amber to a darker brown outdoors, improving contrast and depth perception to help golfers see the contour of the greens, and better see the ball. The lenses also help to protect against the harmful effects of UV rays and come systematically with Crizal Sun Mirrors which reduce back side reflections, and improve scratch resistance and cleanability. “Players have already shown a strong preference for Definity lenses on the course,” said Carl Bracy, vice president of marketing, Essilor of America. “We’re confident that wearers will appreciate the added benefits and versatility provided with the Transitions SOLFX sunwear technology and the additional glare protection provided by Crizal Sun Mirrors.” ? --Article from 2020 Magazine, reprinted with permission of Jobson Publishing.