WHAT'S NEW - Buyer's Forum 
Lens Appeal

This issue and this Buyer's Forum are dedicated to ophthalmic lenses. Today's consumers are more dedicated then ever to getting just what they want when it comes to lenses for their lifestyle. Frames are just that—frames for lenses. On the other hand, lenses are a medical correction and medical device with today's fashion and function spin. And they are the whole reason people need eyewear in the first place. That's why ECPs should discuss and demonstrate lenses first, then "frame" them second.

According to the Vision Council of America's ongoing consumer survey of 100,000 respondents, consumers primarily follow their ECPs' recommendations when it comes to lens selection, especially when they say a particular lens is the best quality available, regardless of price.

Thinness is a desired lens attribute for both men and women, but more so for women: 63.8 percent of female survey respondents dub thin lenses most important, while 36.2 percent of men do. Think high index.

Light weight is also in demand: 56.6 percent of women and 43.4 percent of men want lightweight lenses. Tap rimless mountings with polycarbonate or Trivex lens materials.

When it comes to lens durability, 50.9 percent of women and 49.1 percent of men seek scratch resistance, and 40.3 percent of women and 59.7 percent of men think impact resistance is important. Today's superior scratch-resistant coatings and impact-resistant poly and Trivex lenses will fill the bill.

That said, 12.4 percent of women and 12.3 percent of men aren't sure about what lens qualities are important to them. The opportunity to educate consumers on the latest lens technology has never been greater, and this 12 percent is just waiting to hear from you about the best lenses for them.

Karlen McLean, ABOC, NCLC
Senior Editor