In a world first, Transitions Optical has developed a clear to polarised photochromic lens it claims will be “game-changing” for the optical industry in Australia and New Zealand.
The Vantage Lens, which will be launched locally on Monday 15 October, has been described as a “technological breakthrough”.
“We’re very excited about this latest development in our product family, which we believe could revolutionise the category. We will be making available the world’s first clear to polarised photochromic lens – an everyday lens that sits alongside our other lenses allowing greater discussion on photochromic technology to occur,” Transitions Optical Australia and New Zealand Business Director, Eric Breda, told mivision.
Brian Dover from Burn Optometrists in Hamilton said its positive to hear Transitions is adding to its existing product range because, “there are now more choices to offer patients when considering their lifestyles and needs.”
Vantage signals the beginning of a whole new era for adaptive lenses…
Polarisation
The Transitions Vantage lens is virtually clear indoors and goes dark outdoors as it adjusts to filtered light. But what makes this lens unique is that as it darkens outdoors it also increasingly polarises according to the amount of UV rays present. According to Transitions even in the sunniest conditions, everything looks “clearer, crisper and sharper”.
Polarisation in the past has only existed as static film embedded in a lens. It was tinted and fixed, and therefore unable to adapt to changing light and become clear. The technology behind Vantage results in a lens that simultaneously activates and orients to the angle at which light reaches the eyes. In doing so, it helps control glare and light scatter by both darkening and increasing their polarisation in UV light.
Under consumer testing, Transitions Optical said its Vantage lenses were perceived to be “darker than Transitions VI, due to the added benefit of variable polarisation in reducing more glare.”
Ross Bakker from Eyes @ Narangba in Narangba agrees with patient perceptions and said that can only be good for business. “Overall vision was amazing – radically different – with the perceived value around polarisation, this will attract a premium selling price,” he said.
A Broader Market
Transitions said potential customers are likely to be those people who want the latest feature rich technology, who enjoy wearing photochromic lenses, spend a lot of time outdoors, don’t mind a slight tint indoors and want lenses as dark as sunglasses.
“This ground-breaking product takes Transitions adaptability from clear to dark to the next level in a world-first. This new technology shifts the paradigm of what is possible with photochromic lenses, allowing our wearers to really enjoy a life that is more vivid, more vibrant and more true,” said Mr. Breda.
“Transitions Vantage lenses offer patients additional benefits they have never been able to have in a clear lens. We are bringing adaptability and responsiveness to an area of the optical market that formerly was fixed, further helping enhance the vision and lives of patients. This will provide significant opportunity to increase business for the eye care professional and all of our trade partners.”
With summer just around the corner, optometrists we spoke to were excited about the launch of Vantage. “As dark as sunglasses, these lenses will definitely appeal to those passionate for the beach and outdoors,” said Leith O’Connor from Capital Eyes Optometrists in Wellington.
Already Well Received
Mr. Breda said Transitions Vantage received an overwhelming response from optometrists in North America, when it launched in May after successful pre-market tests.
“The industry in North America is clearly excited about the availability of Transitions Vantage for patient satisfaction. The technology breakthrough has been discussed extensively in industry magazines and on social media platforms which has built anticipation and curiosity among our partners and eye care professionals in Australia and New Zealand.”
He said Transitions Optical has undertaken market testing with a number of independent practices and one large retail group in Australia and New Zealand to understand how patients would react to the new lens.
“By working within the controlled environment of the retail group we were able to test factors such as consumer acceptance, purchase rates, and product positioning.”
While key learnings from North America and retail group product trials have provided some obvious benefits, Mr. Breda said the feedback gained from independent practices has significantly helped shape advice and insights to be shared with the industry at large.
He said information about how and when to recommend will now be passed on to all practices in Australia and New Zealand through written materials, an extensive website, TransitionsVantage.com.au, and Transitions Optical’s team of on-the-ground Territory Managers. Eye care professionals can also learn about the entire product portfolio – including Transitions Vantage – in its new Online Education program at www.transitions-education.com
Next Generation
Transitions Optical believes Vantage signals the beginning of a whole new era for adaptive lenses and a step forward with the industry to elevate the importance of eye care and better vision.
“We want to reinforce the idea that eye care is not just about being fashionable. New technology is making it possible for more people to see better, in more situations. We will be working hard and in collaboration with eye care professionals to create new language and a new way to communicate this unique offering to patients,” said Mr. Breda.
Transitions Vantage communications kits will be received by practices in early October, but eye care professionals can access further information by talking to their Transitions Optical Territory Manager or visiting TransitionsVantage.com.au (coming soon).
For more information, eye care professionals can take part in Transitions’ Online Education modules. The first 600 who complete level one and two of the Online Education program by 31 October, 2012 will be rewarded with an AUD$25 Pre-Paid Visa Debit Card. Visit transitions-education.com
