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Hot List: May 2011

Alicia Isenberg

1 Green with ENVY

In its “Signs of Greenwashing Home and Family Edition 2010,” TerraChoice revealed the following.

4.5 percent of products examined were found to be “sin-free” of greenwashing

> 32 percent of “greener” home and family consumer products carried a fake label

73 percent the increase in the number of “greener” product offerings in 2010 versus 2009

2 By the book

green●wash●ing (n.): expressions of environmentalist concerns especially as a cover for products, policies, or activities

Source: Merriam-Webster Online Dictionary

3 Seeing Green

According to the ecomarkets' 2009 summary report, 88% of purchasers use or recognize at least one eco-label. In the United States, the top three most recognizable eco-labels include

• Energy Star (88 percent)
• Green Seal (61 percent)
• EcoLogo (59 percent).

4 Do-gooders

A recent study conducted by Mintel revealed that more than one-third (35 percent) of survey respondents said they would pay more for “green” products.

PixelOptics Officially Launches emPower!

After a preview at the Consumer Electronics Show in Las Vegas, PixelOptics formally launched its emPower! electronic eyewear at International Vision Expo East in New York. In partnership with Aspex Eyewear and Panasonic Healthcare Co., Ltd., emPower! will be available this month in the Southeastern U.S., with plans to launch across the country region by region by the end of the year.

Independent wholesale labs committed to support the regional launches include Cherry Optical, Empire Optical, Luzerne Optical, Milroy Optical, Pech Optical, Perfect Optical, Robertson Optical, Southern Optical, U.S. Optical, and Midland Laboratories. Panasonic will manufacture the electric lens blanks, with Aspex Eyewear producing electronic frames in a collection of 12 styles in a variety of colors, offering consumers 36 different options.

Senior executive at Aspex Eyewear, Bernard Pedoussaut, discusses the launch of emPower! Eyewear's first 12-piece collection

Seiko Optical and Minima Ink U.S. Distribution Deal

Seiko Optical Products of America, a division of Seiko Optical Products, Inc., and Minima have signed a licensing agreement giving Seiko the exclusive U.S. distributorship of Minima eyewear. The agreement offers substantial potential for growth of the brand in the U.S., company representatives say.

Based in Linas, France, Minima specializes in beta titanium rimless eyewear designs available in a wide variety of styles and colors. Rollout has begun with six adult styles and one junior style.

Chain Link: LensCrafters Goes Digital

LensCrafters is set to introduce digital measurements at its locations in the U.S. and Canada, offering an all-digital experience. Its Digital Measurement System's measurements are five times more accurate than traditional methods, company representatives say.

The system measures the precise location of the pupils, the spacing between eyes, and with the help of The FitSensor, the shape of glasses to detect the optical center of the lenses to ensure proper placement of the prescription. The LensSimulator showcases the benefits of each lens choice, while the VirtualMirror tool enables patients to virtually try on multiple frame styles.

LensCrafters will be launching the system in the U.S. and Canada in September of this year. Opticians will be required to undergo an intensive four-week training, practice, and adoption process to ensure proper technique and system mastery.

On The Town

Maui Jim, Inc., recently participated in the San Francisco 49ers Celebrity Winter Fest, showcasing its patented PolarizedPlus2 technology for sunglasses. The three-day event included a variety of winter activities for the whole family in an effort to raise money for the 49ers Foundation.

Prevent Blindness America held its sixth annual “Eyes on Capitol Hill” event in Washington, D.C. The event brought together vision health advocates with Congressional policy-makers to discuss the importance of eye and vision services and funding.

1: (From l to r) Andrea Densham, Paul Howes, and Jeff Todd, of PBA with Sen. John Boozman (R-AR); 2: Rep. Nan Hayworth (R-NY), Andrea Densham, Catherine Cohen, AAO, and Jeanne Burmeister, executive director of Prevent Blindness Iowa at the “Eyes on Capital Hill” event; 3-5: (from l to r) Retired 49er Eric Wright, 49ers CEO Jed York, and 49ers head coach Jim Harbaugh in Maui Jim at the San Francisco 49ers Celebrity Winter Fest

At the Movies

Safilo's Solstice and Carrera joined a long list of brands to be official marketing partners of “POM Wonderful Presents: The Greatest Movie Ever Sold,” Morgan Spurlock's documentary on product placement. In the film, Spurlock explores the ins and outs of product placement in the movies by documenting his quest to sign sponsors for the film. He also addresses the growing interest in school districts selling ad space on school property to offset government budget cuts.

“The Greatest Movie Ever Sold,” opened in selected theaters in late April.

David Evans, OD, owner of Total Eye Care in Memphis, Tenn., has set his sights on the big screen. “The Grace Card,” a film he directed, produced, and co-wrote with veteran screenwriter Howie Klausne, is an inspirational story centered around two police officers who learn the only way they'll make a difference is by overcoming their differences.

Web Watch

Revo is offering a limited-edition Alexandra Cousteau Signature Sunglass Collection consisting of five style and frame combinations, available exclusively on Amazon.com. Twenty dollars from each sunglass sale will benefit Blue Legacy International, a nonprofit water advocacy organization founded by Cousteau in 2008.

Revo's Alexandra Cousteau Signature Sunglass Collection

Vision-Ease Lens recently launched a Spanish language website (http://esp.vision-ease.com) for customers in Latin America, offering content for Spanish-speaking consumers as well as the same marketing material ordering capabilities provided by the English corporate site.

Vision-Ease Lens' new Spanish website for Latin American customers

CooperVision has unveiled a new, redesigned U.S. website featuring enhanced usability and a variety of new resources for both ECPs and contact lens wearers.

Through May 16, Transitions Optical is inviting golf enthusiasts to play nine holes of online miniature golf at minigolfchampionship.com. Visitors to the site can enter to win weekly prizes as well as a grand prize golf trip for four to Orlando.

The official website of X-Ide (x-ide.it), an Italian eyewear manufacturer has undergone a creative and innovative makeover and is back online. The restyled site features a new look with original graphics inspired by fashion and design magazines.

First Director of National Eye Institute Passes

Dr. Carl Kupfer, the first director of the National Eye Institute, died last month at the age of 83. Dr. Kupfer was NEI director in 1970 after it was established by Congress. He stepped down from the position in 2000 after 30 years of service, but remained active in vision research.

During his career, Dr. Kupfer was the coordinator for the U.S.-Japan Collaborative Agreement in Vision Research as well as the director of the World Health Organization Collaborating Center for the Prevention of Blindness at NEI, among many others.

Dr. Kupfer is survived by his children, Charles and Sarah, and grandchildren.

License Lineup

React LLC has signed its first technology license with Eyeking LLC, licensee of Under Armour Performance Eyewear, under which Eyeking will market and sell sunglasses made with patented Switch magnetic interchange lens technology in the U.S. and Canada.

ClearVision Optical has added the digit.Eyewear for kids collection to its children's eyewear offerings. The line of fashion-forward frames will feature six on-trend styles designed for ages six to 12.

ClearVision Optical recently introduced digit. Eyewear, the latest installment in the company's offerings for children.

STAR Gazers

1. Geri Halliwell hit the town in Emporio Armani style EA9638/s shades by Safilo. The “Look At Me” singer was recently featured in the May issue of Glamour magazine. 2. San Francisco Giants closer Brian Wilson posed for a quick photo wearing Alexandar Daas model Eye Do II. Wilson and his fellow teammates go head to head with longtime rival, the Los Angeles Dodgers, later this month. 3. Actress Emily Deschanel was spotted wearing Converse style Front Man sunglasses by REM Eyewear. Catch Deschanel as Dr. Brennan on FOX's hit TV show “Bones.” 4. Black Eyed Peas front woman Fergie was out and about in Los Angeles looking “fergalicious” in Swarovski style Amazing sunglasses by Marcolin. The songstress will release her new fragrance, Outspoken Intense, for Avon this summer.

Marchon
Making a Difference

Marchon's Eye Make a Difference campaign launched at Vision Expo East, and in-office materials for ECPs will be available this month.

The program is looking for ordinary people who are doing extraordinary deeds, says Marchon's Jeff Stern, vice president/brand executive Marchon/Flexon Brands. “There are a lot of people in that category out there. We are looking a little bit more for those who are under the radar,” he says.

The program will identify several individuals doing good works each quarter and tell their story. Moving forward, the optical community will play a large role in naming those recognized. “Our initial selections were people we researched, but going forward we are really turning to the optical community. We are turning on that light and inspiring people to ask: ‘How can I contribute or how can I do something similar myself?'”

Program funding is tied to Marchon's house brands, Stern says. “These core brands are really tied to the DNA of the company and we wanted to use them as a foundation.”

INFO: marchon.com

STAT BOX

VSP Vision Care released the findings of a new study showing a $4.5 billion in employer healthcare savings as a result of early detection of chronic diseases through eye exams—a 127 percent return on investments in vision care benefits. Below, cost per person associated with medical, lost work time, and turnover during a two-year time period. Individuals incurred lower costs when their chronic condition was detected through a VSP eye exam vs. the traditional healthcare model.

Frames of Your Life

1. Guests gather at Optica for the Los Angeles exhibit; 2. Mike Rosenthal, Wanda McDaniels, and George Katsiopoulos; 3. Savanah Jade and Kelli Gross; 4. Guests pose with JustJared.com's Jared Eng; 5. Jared Eng with Glenn Reisch, president of Luxury Optical Holdings; 6. Selima Salaun, Bernard Aidan, and Catherine Malandrino in NYC

Safilo's Giorgio Armani “Frames of Your Life” exhibit has made its way to the U.S. after successful showings in cultural hotspots Milan, Paris, London, and Berlin. The travelling street exhibit showcases the famed designer's eyewear collection through a series of digital photographs snapped by various international bloggers and photographers.

For the New York and Los Angeles exhibits, the collection's stylish aesthetic was captured by fashion blogger Tommy Ton and Jared Eng of JustJared.com, who brought the line to life through photos of hipsters and celebrities sporting the vintage-inspired frames. Held at Selima Optique, the New York exhibit features Ton's work, while the Eng's photos were featured at Optica in Beverly Hills.

The Frames of Your Life exhibit will next travel overseas to Hong Kong, Bejing, Shanghai, an on to other major cities. Once the tour ends, a selection of the best shots of each stop will be curated and featured in a finale event.