The New Photochromics
A look at the myriad subcategories that have emerged within this popular lens option, and how they can benefit your patients
Susan Tarrant
Photochromics, a category that started as a glass lens decades ago, has enjoyed a technological evolution resulting in a plethora of options for patients and ECPs.
There are many benefits of photochromic eyewear. They are adaptable, so patients can have comfortable vision in varying light conditions. They provide the convenience of having one pair for both indoor and outdoor wear. They provide UV protection. They also perform like never before.
The more than 12 million pairs of photochromic lenses sold in 2012 represent 16 percent of all lens sales in the U.S. (according to data from The Vision Council). The category has enjoyed a five percent growth rate since last year, and a revenue boost of more than 10 percent.
Why? It’s likely because of increased consumer awareness and that the category offers more than before: light adaptability, adjustable polarization, sunglass dark tints, and windshield activation.
PhotoView lenses (top) from Signet Armorlite; LifeRx (above) by Vision-Ease Lens
WX Gravity with LA (Light Adjusting) lenses from Wiley X
Serengeti model Udine from the Touring Collection
Here, we break down the category and look at the subcategories that have emerged.
EVERYDAY WEAR
Photochromic lenses provide excellent, comfortable vision in all lighting conditions, indoors and out. They are for everyday wear, and though not considered a replacement for sunwear, can provide patients comfortable vision outdoors.
Though the Transitions brand leads the marketplace, there are plenty of other photochromic brands to offer as well. SunSensors (Corning), PhotoFusion (Carl Zeiss Vision), LifeRx (Vision-Ease Lens), and PhotoViews (Signet Armorlite) are some of the other major options. Each will have its own claim to darkening and fade time, temperature performance, and darkening level—and some present a good, price-friendly alternative to the more expensive brands.
WHO? Every patient is a candidate. Wearers who want outdoor comfort with a darkened lens and a clear lens while indoors.
POLARIZATION
Transitions Optical, Inc., broke open an entirely new category last year with the launch of Vantage lenses. The lenses are clear and nonpolarized indoors and, upon exposure to UV, will darken and adjust their level of polarization to match the amount of outdoor glare.
Transitions Drivewear from Younger Optics and Transitions Optical, Inc.
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HOW I… Kirk Smick, OD, of Clayton Eye Center in Morrow, GA, attributes his success in dispensing photochromic lenses directly to the options that are now available to his patients. That, and the fact that he and the other eight ODs in his practice are proactive about recommending a type of photochromic to every patient. “There are so many good options to choose from. It is absolutely helpful in growing my photochromics sales,” he says. He told EB how he uses the availability of options as a means to putting photochromics on nearly 40 percent of his patients—well above the national average. HERE’S HOW HE DOES IT:“It doesn’t take much to spend three minutes to ask each patient about how they spend their day,” Smick says. Talk. He asks about lifestyle and hobbies. If they spend time outdoors during their day, he may recommend a photochromic with adaptable polarization. If they’re concerned about the level of darkness, he has several options. If they want something that activates behind the windshield, he’s got something there, too. Doctor-driven dispensing. He discusses the lens options, as well as his recommendations, right in the exam room. Optician reinforcement.He reinforces his recommendations during the hand-off to the optician. When patients are reluctant because of a poor experience a decade or so ago, he fills them in on how the technology works today. “We are extremely proactive when it comes to photochromics,” he said. “It’s just a matter of choosing which one is the best fit for the patient,” says Smick. |
Carl Zeiss Vision’s PhotoFusion lenses
Transitions Vantage lenses from Transitions Optical, Inc.
WHO? Anyone who wants crisper, sharper vision while outdoors. In particular, patients for whom adaptability in changing light conditions is as important as glare elimination for outdoor activities such as fishing, biking, hiking, etc.
GLASS
For patients who desire the optics of glass, Thin & Dark lenses from Corning can deliver both Abbe value and photochromic performance. The glass has been made so impact resistant it can surfaced to a 1.5 center thickness in minus prescriptions.
WHO? Patients who like the optical benefits of glass lenses but want lenses that are thinner and lighter than conventional glass lenses.
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CHOOSE YOUR WORDS We all know the importance of doctor-driven lens recommendations. We know the importance of optical staff following up on that message once the patient leaves the exam room. But what you may not know is the importance of the language you use when discussing lens options, particularly options like photochromics. A Transitions Optical, Inc., study finds that using positive, neutral, or, of course, negative language has an impact on the patient’s overall experience. 75% 58% How a product is recommended is just as important as actually making the recommendation. The study finds that, even when it comes to discussing product benefits, a patient may perceive disclaimers as “negative,” even if the ECP believes he is making a helpful, neutral observation. Some examples, from the study, of the “positive” language used: ■ Can be worn indoors and outdoors Some examples of “negative” language used: ■ Don’t work while driving in a car Furthermore, many of the “negative” comments are simply not true anymore. Take a moment to talk to your lens or lab representative to learn how the technology has advanced and what you can offer your patients. |
ACTIVE WEAR
The level of darkness a photochromic lens achieves is one of the top two concerns of patients. Some patients want—or need—their lenses to be sunglass dark.
The XTRActive lens from Transitions is thus far the only (nearly) clear-to-dark lens that has some type of activation behind the windshield of a car. These lenses are not crystal clear indoors, retaining a hint of tint.
WHO? Those concerned about the level of darkness the lens will achieve. Also, because at least one of these lenses retains a bit of tint when indoors, they can be a good choice for light sensitive patients for whom even indoor lighting can be uncomfortable. Patients seeking a clear indoor-dark outdoor and a bit-of-activation-while-driving lens.
| THE OPTIONS | ||
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Here’s a rundown of some of today’s photochromic lenses for everyday and sun/driving. EVERYDAY LENSES |
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| Transitions Optical, Inc. | Transitions VI Transitions XTRActive Transitions Vantage |
transitions.com |
| Corning | SunSensors PhotoGray Extra PhotoBrown Extra PhotoGray Thin&Dark |
corning.com/ophthalmic |
| Vision-Ease Lens | LifeRx ChangeRx |
vision-ease.com |
| Carl Zeiss Vision | PhotoFusion | zeiss.com/lenses |
| Signet Armorlite | PhotoViews | signetarmorlite.com |
SUN/DRIVING LENSES |
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| NXT | NXT lenses | nxt-vision.com |
| Rudy Project | ImpactX | rudyprojectusa.com |
| Serengeti | Drivers | Serengeti-eyewear.com |
| Transitions Adaptive Sunwear | Full range of sport options through partners like Oakley, Nike, Callaway | transitions.com |
| Younger Optics/Transitions | Transitions Drivewear | drivewearlens.com |
| Wiley X | LA Light Adjusting | wileyx.com |
Corning offers SunSensors in plastic, and Thin&Dark lenses in glass
SPEED/PERFORMANCE
The other top concern among photochromic lens consumers is the speed and performance of the activation. How fast does it darken/deactivate? Carl Zeiss Vision launched its PhotoFusion lens two years ago as a high-performance lens, quickly darkening and fading. Vision-Ease’s lens is marketed as having fast deactivation in all temperatures, especially in moderate/cold temps.
WHO? Patients who are concerned about the speed of change.
PRICEPOINT
The final price tag of lenses that include a photochromics option can put off some patients, especially if they have no insurance. Having a lens that delivers the photochromic experience at a more budget-friendly price is a great way to steer initially reluctant patients into the category.
For example, Signet Armorlite specifically touts its PhotoViews as being an option for patients who want fast fade time and full direct UV protection at a “smart price.”
Corning SunSensors bills itself as a having a “sensible” price. And LifeRx from Vision-Ease offers a lower pricepoint to ECPs.
WHO? First-time wearers, or those who bristle at a price tag.
DRIVING
These lenses pull double duty, providing adaptability to light conditions and protection against glare. In addition to driving, they can also be used as a quality sunlens for outdoor activities. They are not a clear-to-dark lens—rather, they start off with a tint and sense and react to varying light conditions both outside and behind the car’s windshield.
WHO? Absolutely every patient who drives or spends time outdoors.
SPORTS
Being able to see comfortably in all light conditions is imperative for patients involved in outdoor sports. In addition to the everyday, clear-to-dark lens that can offer sports benefits (such as adaptable polarization), some performance sunlenses offer photochromic technology. These lenses allow athletes the best possible vision in what is often changing light conditions.
WHO? All sports-minded patients who seek a performance sports lens: Cyclists, runners, golfers, climbers… you name it. EB
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