The New Photochromics
By Joseph L. Bruneni

The latest photochromics, such as ColorMatic Extra from Rodenstock (above), are improved from earlier models

Do you remember some years back when Oldsmobile began advertising an exciting new line of car models with the phrase "It's not your father's Oldsmobile"? Oldsmobile's marketers were facing the difficult task of convincing potential buyers that the company had changed focus away from the sedate conservative Oldsmobile models of the past to sporty new cars that would attract a younger generation.

As it turns out, this approach might be a good way to promote the current crop of photochromic lenses: "They're not your father's photochromics." The process used to produce changeable lenses has improved in some major ways recently, and the technique General Motors used to convey the concept of a totally re-designed Oldsmobile could equally serve for re-educating consumers about the newest photochromic lenses. While it's true that many eyewear consumers are aware of photochromic lenses from trying them in the past, a surprising number did not choose to reorder photochromics on their next exam. Much like the conservative Oldsmobile, early versions of photochromic lenses did what they were supposed to do, but did not always live up to expectations.

Current photochromic technology has made marvelous advancements, but what is most needed now is to change the way consumers view these magical lenses, not always an easy task to accomplish. The following information reviews current photochromic technology and presents suggestions on how doctors and dispensers can best inform patients on how these advanced lenses have improved.

CONSUMER PERCEPTIONS

Eyewear consumers form their opinion of lenses that darken in the sun in one of two ways: Some opinions come from personal experience of having purchased photochromic lenses in the past. Others form their opinion based on what they hear from friends or neighbors who wore photo-chromic lenses in the past. Those opinions, good or bad, usually involve one or more of the following characteristics of these modern lenses.

Not dark enough outdoors. Until recently, photochromics failed to achieve the darkness many people want outdoors. The overall consumer opinion has been that this is a basic shortcoming of photo-chromic lenses.

Slow reaction time. Earlier photo-chromic lens wearers soon found that it took time for lenses to darken or lighten. Current consumer opinion, based on past experiences, is that photochromic lenses are always slow to darken or lighten.

Another misconception common to consumers and some optical dispensers is to think of photochromics as basically a "two-for-one" pair of glasses, eliminating any need for prescription sunglasses.

Consumers in particular tend to view photochromic lenses as an inexpensive way to gain the equivalent of two pairs of glasses. Unfortunately, natural science makes this an unrealistic expectation. The reason is that automobile window glass blocks UV light and keeps lenses from darkening in a car. Insufficient sun protection for driving is the primary reason photochromic lenses do not replace prescription sunglasses (more on this later).

It's unfortunate that doctors and dispensers sometimes neglect to discuss prescription sunwear when dispensing photochromic lenses. The economic benefits ought to be enough to prompt dispensers to suggest prescription sunwear to everyone, including anyone ordering photochromic lenses. In addition, the visual benefits of prescription sunwear make a second pair of sunglasses a valid professional recommendation. This dispenser oversight is changing as more effective photochromics lenses come into the marketplace.

NEW TECHNOLOGY

The following is a brief synopsis of some recent developments in photo-chromic lens technology that make these lenses different from earlier versions. Following this data is a review of ways to market this improved technology to eyewear consumers.

Glass. The concept of photosensitive lenses became reality with the development of photochromic glass in 1966. When new, photochromic glass lightens to almost clear (88 percent), but as lenses age, they lose some lightening ability and, within a year, indoor light transmission percentage is in the low 70s.

Photochromic chemicals are throughout the glass so thicker portions may darken more than thinner parts, and can produce the familiar raccoon look with minus or bull's eye appearance with plus lenses. Glass photo-chromics are still popular in rural areas, but now represent a small part of the overall market.

KBco's Transhades (above) and Corning's SunSenors (below) utilize in-mass technology, which uses a special monomer for casting lenses that has photochromic chemicals mixed throughout the mass of the lens

Plastic. Most photo-chromic lenses today are plastic. Plastic lenses utilize two types of technology: Surface technology and in-mass technology.

Surface vs. In-Mass Technology. The first commercially successful plastic photochromic lenses were launched in 1991 by Transitions Optical and in sheer numbers, their technology leads the field for "surface" photochromics.

Transitions utilizes an imbibition process that falls under the "surface" category. This process went through three evolutions during the first 10 years, eventually culminating in a much- improved fourth version called Next Generation. Transitions does not manufacture lenses, but its exclusive process is used by a number of the world's leading lens manufacturers.

Corning, originator of photochromic glass, is the major U.S. producer of in-mass photochromic monomer, used for casting lenses called SunSensors. Other manufacturers have also developed in-mass photochromic processes. The in-mass process uses a special monomer for casting lenses that has photochromic chemicals mixed throughout the mass of the lens. Plastic in-mass lenses darken uniformly without the raccoon or bull's eye effect sometimes seen in glass.

Rodenstock uses in-mass technology for ColorMatic® Extra lenses. Hoya's SunGray IV lenses use an in-mass photochromic process, and KBco utilizes in-mass technology for its Transhades photochromic polarized lenses.

NEW DEVELOPMENTS IN PHOTOCHROMICS

Casting photochromics. A recent development for in-mass photochromics is the availability of this technology for in-house lens casting. Optical Dynamics developed a photochromic resin for its casting units that produces photochromic lenses using the name Comfortones™.

Recently, Corning announced its monomer can now be used by labs to cast photochromic lenses with casting equipment produced by NextGen Optics. The ability to cast photochromic lenses greatly broadens the economic advantages gained from in-house lens casting. Most retail offices that cast photochromic lenses report sales of these profitable lenses have increased dramatically. Over time, these developments are expected to help increase market share for changeable lenses.

Broader index selection. Both in-mass and surface technologies require dedicated lens materials, and this has kept the range of high-index photo-chromic lenses somewhat limited. Until recently, the highest photochromic index was 1.56. Seiko now offers a photochromic 1.67, and Hoya plans to introduce a 1.70 index this spring.

In addition to SunGray IV in-mass lenses, Hoya has developed a new surface photochromic process called HighTech with some unusual properties. For the first time, photochromic properties can be applied in the laboratory to any Hoya high-index lens, greatly reducing inventory requirements. This new process makes it possible for Hoya to offer 1.70, the highest index in photochromics. HighTech photochromic lenses will be available from Hoya labs in spring 2003.

	(Above) Hoya's Trivex line now includes Transitions options. (Below) Transitions' Next Generation surface technology is used by some of the leading lens manufacturers

Alternative materials. Several manufacturers currently produce a
variety of polycarbonate lenses in Transitions. In addition, Younger and Hoya have added Transitions lenses to their Trivex lines.

Another recent advancement for photochromic lenses is the development of photochromic polarized lenses, produced for the first time by Beloptix using a surface technology developed for its fashion photochromics. This expands the photochromic field by adding a useful sports utility lens. The lenses are fully polarized when light or dark, and in the dark state are a true sunglass shade.

Coated photo-chromics. A completely new photochromic process was recently developed that uses an automated dipping treatment covering both lens surfaces with photochromic dyes. The dye crystals are bonded to the surface of the lens. The process was developed by Invicta. Currently available in CR 39, the process will soon be expanded to polycarbonate as well.

Invicta's current technology produces six fashion photochromic colors that lighten to a 20 percent fashion tint indoors and darken to 65 percent outdoors. The technology is being expanded to gray and brown and claims another distinction for photochromics. The process is activated by sunlight as well as ultraviolet, enabling the lenses to darken 20 percent more in an automobile.

TELLING THE STORY

Once the extent of how the photo-chromic field has advanced in the last two years is understood, it's easy to see why it's important to explain these improvements when presenting photo-chromic lenses to patients. Eyewear consumers have only a hazy concept of how these lenses work, and most base their opinion of photochromics on experiences with previous lenses that utilized more primitive technology.

TECHNOLOGY POINTERS

The following points should be emphasized when presenting photo-chromic lenses to the patient.

Keep in mind that performance standards vary between brands. Determine which lenses best serve your needs, and then base your explanation on that company's technology.

• Virtually clear indoors
• True sunglass tint outdoors
• Darken and lighten faster
• Available in higher indices
• Available in alternative materials (polycarbonate and Trivex)
• Available in fashion tints as well as gray and brown
• Available in polarized lenses

Show-and-tell samples always help in telling the photochromic story, particularly for demonstrating clarity indoors. Special ultraviolet units are available for demonstrating fast activation. When time permits, take the lens outdoors with a Post-It note over one half of the lens for positive proof. Remember that all photochromic lenses are less effective in elevated temperatures. If you're in Phoenix demonstrating the lens at high noon outdoors in 110 degree temperature, expect a slower reaction. For patients who have worn photochromics before, explain the new lenses activate six times faster and fade back three-and-a-half times faster than previous photochromic lenses.

Don't overlook the appeal of the new fashion tint photochromics. Available in a wide range of colorful shades, these lenses, when properly presented to patients, may become the industry's next fashion fad. They have strong appeal to young people and may, in time, become more popular (and safer) than cosmetic contact lenses.

One of the lens industry's major concerns with photochromics in the past was that they appealed more to the age 30-and-above population. Attracting younger consumers to photochromics has been a long-time industry goal. The new fashion photochromics may prove to be the best vehicle for attracting younger people to the category.

Also expanding the photochromic field is the fact that most popular lens designs, including major brand name progressive lenses, can be ordered in photochromic form.

There has been an understandable perception on the part of eyewear consumers that purchasing photo-chromic lenses eliminates any need for prescription sunwear. Fortunately, eyecare professionals have begun explaining that the best visual benefits result when patients are able to enjoy the convenience of photo-chromic lenses for everyday wear and also have a pair of prescription sunglasses to wear for prolonged periods in the sun or when driving.

This was verified by a recent independent study that found 42 percent of patients wearing photochromic lenses also owned prescription sunglasses. People who purchase photochromic lenses are more likely to take an active interest in their visual comfort and be more willing to invest in task-specific eyewear like sunglasses.

The point to keep firmly in mind is that patients are best served when they can enjoy the benefits of lenses that darken in the sun for everyday wear and also benefit from prescription sunglasses to wear when they drive or engage in outdoor activities. Eyewear consumers are beginning to realize the value of having task-specific eyewear for maximum comfort and convenience. As this concept spreads, multiple eyewear is becoming the rule, not the exception.

	Invicta's Solera photochromics bring fashion colors to the market with a process that is activated by sunlight and UV light

CONSUMER ADVERTISING

During the late 1990s, Transitions conducted a multi-million dollar consumer awareness advertising campaign over a three-year period. That extensive exposure helped stimulate the rapid growth of photochromic lenses during the '90s. The same company is about to launch its most intensive consumer advertising campaign to date, running TV spots more than 700 times on network and cable stations beginning in March 2003. Print ads will run in Newsweek, U.S. News & World Report, Parade, USA Weekend, and TV Guide. This advertising campaign is expected to reach 113 million people.

Past industry experience shows that consumer advertising can be effective for educating and informing consumers about new technology. One major benefit of this is it brings informed consumers back to their eyecare providers sooner than they normally would, to the benefit of the professions and the industry.

You can expect more people to come in this year asking about one of the most profitable lenses eyecare providers offer. Eyecare professionals must be prepared when this happens and be able to discuss and explain why photochromic lenses have become such an important part of eyewear.