SPECTACLE LENSES
Taking The Glare out of Active Lifestyles
The proliferation of new, improved polarized lenses has given dispensers the ability to equip patients with the best in sunwear
By Joseph L. Bruneni

A major polarized lens manufacturer recently received a phone call from an optometrist who asked why no polarized manufacturers made high index polarized lenses. When informed that the company did make a high index polarized lens, as did several other manufacturers, the caller indignantly asked, "Why did my lab tell me they weren't available?" The doctor was understandably upset with her lab for providing erroneous information which she had passed on to her patient. The company she called reports routinely hearing from eyecare professionals who are surprised to learn how many types of polarized lenses are available.

This example illustrates an issue that plagues the field of prescription polarized sunwear. The people responsible for presenting lens options to eyewear consumers often have little knowledge about one of the most useful--and profitable--prescription sunlenses. Adding urgency to the situation is the fact that demand for prescription polarized lenses has grown dramatically during the past several years. All of which makes this a good time to review the entire field of polarized sunwear.

DELAMINATION DELETED

The original polarized technology, invented by Edwin Land and introduced in sunglass form by American Optical in 1936, consisted of two sheets of glass (all lenses were glass) laminated with adhesive to either side of the polarized film. All laminated polarized lenses, prior to World War II, were flat because the polarizing film could only be produced in flat form. Later, manufacturers found ways to form small sections of polarized film into curves and six base plano polarized lenses became reality.

Polarized sunglasses were an overnight success, probably because the original drug store plano glasses retailed for just $1.95. A short while later, American Optical and Bausch & Lomb introduced professional versions for the optical trade that sold at considerably higher prices.

Polarized lenses all had one distressing fault, however. Sooner or later, the lenses would delaminate or separate from the film. As delamination crept in from the edge of the lens, the sunglasses eventually became unwearable.

Delamination remained a problem as polarized production began shifting from glass to plastic. In the early 1990s, however, lens manufacturers devised a way to suspend the polarized film within the lens mold. This permitted casting the monomer with the film in place. With this "in-mold" process, the polarizing film became an integral part of plastic lenses, eliminating need for adhesives and substantially decreasing delamination.

Later, improved production methods called "molecular bonding" were developed in which lens molecules became even more tightly bonded to the film. Many modern polarized prescription lenses are made with this type of bonding process, virtually eliminating delamination as a problem. Every quality polarized lens today is guaranteed by the manufacturer against separating. Glass polarized lenses are still laminated but even here, substantial improvements in adhesives make glass delamination also a thing of the past.

Major technological advances have also improved the quality of the polarized filter film itself. All polarized film used in sunglasses is imported. Film producers have improved the filter's optical properties and this contributes to the improved quality of polarized sunglasses.

Still, misconceptions persist. During a recent meeting of educators, someone made a comment that she would never dispense polarized sunglasses. When asked why, her comment was "everyone knows how easily they delaminate." She went on to explain that any laboratory could testify to this because they usually had to grind four or five lenses in order to produce one pair that didn't delaminate. Every lab owner contacted in preparation of this story confirmed that delaminations are simply not an issue. This illustrates how past experiences can sometimes be tough to overcome. Needless to say, delamination specifically is not a problem with today's technology.

A peripheral but equally important product improvement involved controlling positioning of the polarizing film. Color in polarized sun lenses normally comes from the film, so if the laboratory grinds into the suspended film, the lens is ruined. Until recent years, labs surfaced polarized lenses slightly thicker than normal to ensure they didn't grind into the film. In today's modern polarized lens, however, manufacturers have precise control over placement of the film. Ideally, the film is just under the surface, usually less than .75mm behind the front surface. In progressive lenses, the polarized film contour even follows the front add curves of a progressive lens. Labs processing these modern lenses can confidently grind polarized lenses to normal thickness, greatly improving cosmetics of finished lenses.

Color in a polarized lens is usually governed by the color of the polarizing. Modern polarizing filters are closely controlled so color and density of every lens matches, another recent improvement benefiting the finished product. The filter's optical properties have also been improved. Polarizing action comes from the filter, so improved filters mean better sun lenses.

GREATER AVAILABILITY

The days when polarized lenses could only be ordered in single vision and FT-25 are long gone. The Polarized Availability Chart on page 48 illustrates the variety of lens forms that can be ordered in polarized form.

Polarized colors are varied, and this extends the patient's options. The best way to take full advantage of polarized lens technology is to make sure everyone in the office knows exactly what is available in polarized form. Clip out the chart and keep it as a reference guide for the dispensing staff. Knowing exactly what can be ordered enables you to design sport and leisure sunwear exactly right for each person's individual lifestyle.

INCREASED CONSUMER AWARENESS

Ten years ago, presenting polarized lenses to the patient required an involved explanation of polarized lenses and how they worked. Consumers knew very little about polarized sunglasses. Today, however, most consumers understand the advantage offered by polarized sunwear.

Fifteen years ago, mall merchandisers discovered sunglasses and, today, most malls have a number of shops selling primarily sunglasses. Sunglass merchants discovered something we should have learned years ago -- sunglasses are a good "impulse" item for shoppers. If they see them, they'll buy them.

Visit a sunglass shop and notice how many plano sunglasses retail for more than $100, some selling for as much as $300. In particular, take note of how many top-of-the-line sunglasses feature polarized lenses. Ask the shop manager what's hot in sunwear and the answer inevitably comes back, "Polarized sunglasses." Many highly recognized brand-name sun lines built their reputations and status with polarized lenses. This proliferation of brand-name polarized sunglasses has brought about two major changes in consumer attitudes.

First, savvy sunglass shoppers know and understand the value of polarized lenses. If they learn, while in your office, that polarized sun lenses can be ordered in their personal prescription, they are inevitably interested. Secondly, price is no longer a major issue. Consumers willingly pay hundreds of dollars for polarized plano sunglasses in malls or sporting goods stores. In many cases, the fee for prescription polarized sunglasses is no more than what consumers pay for brand-name planos in a mall.

For years, labs got a common response when eyecare professionals were asked if they dispensed polarized sun lenses. "Polarized sunglasses are too expensive for my patients." Wrong! A few years ago polarized prescription lenses were one of the most expensive lenses dispensed in a professional office. Today, with the proliferation and popularity of high tech premium products, such as photochromic plastic, high index and progressive lenses, fees for polarized prescription lenses don't seem nearly as high as in the past.

INCREASING POLARIZED LENS VERSATILITY

As stated earlier, color of the lens is normally determined by the color of the polarizing filter. Some polarized lenses are produced in light colors. One seldom-used but effective polarized lens, for example, is made in yellow. The yellow tint enhances contrast and is useful when heightened contrast is needed (skiing, shooting, etc.). Polarized lenses are also made in a light Gray A or Brown A shade.

When these lighter color polarized lenses are crossed over one another, they don't appear to block as much light as darker polarized lenses do. An inherent property of polarized film is responsible for this phenomenon. Nevertheless, lighter colors still do the job, as shown in the chart above.

Many dispensers have discovered the value of ordering polarized lenses in light Brown or Gray A shades. In this way, they can dye the lenses in a rainbow of colors and densities, to suit every patient. This versatility enables dispensers to personalize sunwear for every need. The chart shows that even though Gray A or Brown A lenses don't darken as much when crossed over one another, they are highly effective at blocking reflected glare.

Dispensers sometimes use Gray A or Brown A lenses as an indoor lens for people who work at computers or in other situations where indoor reflected glare is experienced. Light transmission of these relatively light lenses is only 35 percent, making them rather dark for an indoor lens. One manufacturer makes what it calls Neutral Gray and Neutral Brown. These transmit more light and make a suitable indoor lens.

A MAJOR DIFFERENCE

All polarized sunglasses enjoy a distinction setting them apart from other sun lenses. An earlier Eyecare Business story on polarized lenses used the term "performance" lens in describing polarized lenses. Unlike conventional sun lenses, polarized lenses do more than merely reduce light transmission--they perform a demonstrable action as they block reflected glare. Even the most sophisticated consumer is impressed when he or she sees a demonstration of the way polarized lenses block reflected glare. There are a variety of ways to demonstrate this unique action. Direct the patient's attention to a shiny floor or a glossy magazine on a table and show how looking at the same object with polarized sunglasses removes the glare. Even placing one plano polarized sunglass over another and rotating one of them provides a dramatic demonstration of their action.

The most effective way is to invest in a point-of-purchase demo unit. These devices graphically demonstrate the performance action of polarized lenses. Placing one of these units in a prominent position in the dispensing area serves as a constant reminder to discuss sunwear with every patient. The revenue from the first polarized sale usually offsets any cost for the demo unit. These demo units are available through laboratories and can be a very efficient dispensing tool.

DELIVERY TIME

The Polarized Availability Chart reveals the wide variety in which polarized lenses can be ordered. The profusion of lens design and color makes it difficult for laboratories to inventory every combination of polarized lens.

Polarized lens manufacturers have established overnight delivery systems enabling labs to process polarized prescription orders with no more than one or two days added turn-around time. When the unique properties of these performance sunglasses are explained to the patient, the time required to process these high tech lenses is seldom an issue.

• Once you decide to take advantage of this increasingly important sunglass category, prepare the office by taking the following steps:
• Order polarized lens demonstration units.
• Order an adequate variety of plano polarized sunglasses for the sunglass display.
• Urge the dispensing staff to discuss prescription sunglasses before dress glasses are ordered.
• Develop a routine of recommending prescription sunwear during the refraction when the patient's lifestyle indicates a need.

Keep in mind that important lesson discovered by sunglass merchants in malls. When consumers see a display of sunglasses, they'll buy them. And remember, there's nothing unprofessional in taking advantage of that basic human impulse.

Furthermore, making quality sunwear readily available to patients is an extension of your professional services. Over the years, the eyecare professions let the sunglass market slip away. Polarized sunglasses offer one of the best ways to recapture a market that badly needs the professional skills available from eyecare providers.EB