Polarized sunglasses have been around since 1935, the year that Edwin Land licensed American Optical to begin making Polaroid Day Glasses. AO's original lenses were made from thin sheets of flat glass, laminated with the polarized film positioned in the middle.

Today's modern version of polarized sunglasses is worlds apart from those early lenses sold in the 1930s. One fact has remained constant during the last 65 years -- these seemingly magic lenses fascinate consumers. Today's modern version truly offers the best (and only) way to control glare. This tech report will review the current state of polarized sunwear and how it fits into an ophthalmic practice.

First, let's look at the current state of the sunglass market. The Vision Council of America reports that in the first 11 months of 1998, sunwear manufacturers spent more than $26 million dollars on consumer advertising, an increase of $10 million over the previous year. An interesting aspect of the plano sunwear market is that 49 percent of all over-the-counter sunwear sales in 1998 represented sunglasses retailing at $100 or more, demonstrating that sunwear has become big business, indeed. It is also a sign that consumers recognize the value of quality sunglasses.

During a recent meeting of the Sunglass Association, it was reported that sunwear represents a $4 billion business. Of that total volume, less than 30 percent of sunwear is sold in optical outlets. This seems ironic in light of the fact that there are only 2,000 specialty sunglass outlets while optical outlets have 40,000 to 45,000 locations.

Top of the Line

Two years ago, polarized sun lenses represented less than 0.5 percent of the lens market. Currently, polarized prescription lens sales have risen to 1.86 percent, better than a three-fold increase, remarkable for such an expensive lens.

Several things are responsible for this substantial increase in sales. The growth was made possible by the advances in polarized technology that have been introduced in recent years. Prior to World War II, all laminated polarized lenses were made in flat form because the polarizing film could only be produced in flat sheets. Manufacturers later found ways to cut the polarized sheets in small sections and to shape the film in curved form. This made plano six-base polarized lenses possible.

Those primitive polarized sunglasses were successful, mostly because they sold in drug stores for $1.95 (a considerable price in those depression years). Several years later, American Optical and Bausch & Lomb brought out professional versions for the optical trade and sold them at higher prices. These early polarized lenses shared one unfortunate fault, however. Sooner or later, the lenses tended to separate from the film. This delamination allowed discoloration to creep in from the edges and quickly interfered with vision.

Delamination continued as a problem even when polarized lenses began appearing in hard resin form. Early in the 1990s, manufacturers found ways to actually suspend the polarized film within the lens mold and pour the liquid monomer around the film, in effect, casting the lens with film in place. This process was called "in-mold" and made the polarizing film an integral part of the lens.

This eliminated laminating for plastic lenses (glass lenses are still laminated). Later, ways to "molecular bond" the film were developed for bonding lens molecules to film molecules. All quality polarized lenses are now guaranteed against separation. Even in glass, substantial improvements in adhesives have eliminated delamination failures.

There have been major improvements in the polarizing film quality, as well. Film producers have substantially improved the optical properties, and this had a beneficial effect on the overall quality of polarized sunwear.

Some producers have found ways to precisely position the film within the lens. Ideally, the film should be just beneath the front surface, usually less than .75mm behind it. At least one manufacturer even shapes the polarized film so it follows the gradually changing front curves of a progressive lens.

As a result, labs now confidently process polarized lenses to the same thicknesses as other lenses, leading to considerably more attractive sunwear.

Since color in a polarized lens comes from the polarizing filter, it is critical to closely control color and density of the film. Otherwise, replacement lenses will look different from other lenses. This was a problem in the past, but all quality polarized lenses today are uniform in color and density. Optical properties of the film have improved, as well.

One major American producer of polarized lenses (Younger Optical) invested the total resources of the company into developing an improved polarized technology. Its Nupolar� technology is now used by a number of other lens producers. This has spurred competition and, as a result, the quality level of the entire polarized field has improved during the last few years.

Increased Variations

Another factor contributing to greater use of polarized lenses has been the wide variety of lens designs now available in polarized form. Not too long ago, the choices were single vision or FT 25. Take time to review the accompanying Polarized Availability List and note all the lens forms that can be ordered in polarized form. There is a wide variety of colors available, and this makes it possible to custom-design lenses for each patient's exact needs.

The variations are many and are constantly changing, so the best advice is to verify with the lab regarding what is wanted before the patient leaves the office.

Consumers Get It

It used to require an in-depth discussion to explain polarized lenses to patients. Visit any sporting goods store or mall sunglass shop and notice how many top-of-the-line sunwear styles have polarized lenses. Consumers now know a little about polarized sunglasses. In particular, they understand that polarized sunglasses represent the best in sunwear, and this helps in presenting and explaining polarized sunwear.

Ask any sunglass shop manager what's hot in sunwear and the answer inevitably comes back, "Polarized sunglasses." Many highly recognized brand-name sun lines built their reputations and status with polarized lenses. This proliferation of brand-name polarized sunglasses brought about two major changes in consumer attitudes.

First, savvy sunglass shoppers today (most young people fall into that category) know and understand the value of polarized lenses. When they learn, while in your office, that polarized sun lenses can be ordered in their personal prescription, they are usually interested.

Secondly, price is no longer a major issue. Consumers willingly pay hundreds of dollars for polarized plano sunglasses in malls or sporting goods stores. In many cases, the fee for prescription polarized sunglasses is no more than what consumers pay for brand-name planos in a mall. Today, with the many high-tech premium products, such as photochromic plastic, high index, and progressive lenses, fees for polarized sun lenses don't seem nearly as high.

Polarized Colors

It was stated earlier that the lens color is in the polarizing filter. Some polarized lenses can be ordered in light colors. One useful but seldom-used polarized lens is made in yellow. The yellow color enhances contrast sensitivity and is especially useful when heightened contrast is desired, such as skiing on overcast days, skeet or target shooting, and even for golfers who want a detailed view of the rolling terrain.

Polarized lenses can be ordered in light Gray A (sometimes called "Neutral") or Brown A shades. When testing these lighter colors by crossing one over the other, they don't appear to darken as much as darker lenses do. This is an inherent property of polarized film and is why a completely clear polarized lens can never be produced. Even so, those lighter colors still effectively block reflected glare as seen in the "Polarized Color and Efficiency" chart above.

Greater Versatility

If you haven't yet tried ordering polarized lenses in light Brown or Gray A shades, keep them in mind. These lighter colors permit tinting the lenses in a wide array of colors and densities, producing something to suit every patient's desire. As pointed out above, even though light Gray A or Brown A lenses don't show as much darkening when crossed over one another, they are still highly effective for blocking reflected glare.

These lightest colors sometimes function as an indoor lens for patients who work at computers or in other office situations where indoor reflected glare can be highly annoying. The chart reveals that light transmission of these relatively light lenses is only 35 percent, leaving them somewhat dark for indoor use. One manufacturer produces a Neutral Gray and Neutral Brown, colors that transmit slightly more light for indoor use. Caution patients against wearing these for night driving.

Let Them Perform

All polarized lenses share a common trait distinguishing them from other sun lenses. They are often called "performance" lenses because they do more than merely reduce light transmission -- they perform an action that can be demonstrated to the patient. They block reflected glare. Even the most sophisticated patient is impressed when seeing a demo of how polarized lenses block reflected glare.

There are several ways to do this. Ask the patient to look toward a shiny floor or perhaps a glossy magazine lying on a table. Show how looking at the same object with polarized sunglasses blocks the glare. The familiar method of placing one plano polarized sunglass in front of another and rotating one frame is another dramatic example of how they work.

The most effective way is to use a point-of-purchase demonstration unit. Several polarized lens producers have created clever devices that graphically demonstrate the way polarized lenses work. Have one of these units prominently positioned in the dispensary so it constantly reminds patients to inquire about sunwear. The revenue from the first order for polarized sunglasses will more than offset the cost of the demo unit. Polarized demo units can also be ordered from most laboratories.

The Time Factor

The Polarized Availability Chart illustrates the many varieties available in polarized lenses. There are simply too many variations for laboratories to stock every combination. Ordering polarized lenses only adds a day or so to normal turnaround time. Manufacturers all have priority overnight delivery systems so that labs can process polarized prescription orders with no more than one or two days added time. If you properly explained the unique properties provided by these sunglasses, the additional time for processing such high tech lenses is seldom an issue.

Presenting Polarized to Patients

The rapidly increasing popularity of polarized lenses along with their premier pricing places them solidly in the category of premium lenses. In terms of "good, better, best," polarized lenses nearly always represent the "best" and should logically be the first sun lens offered to the patient.

The benefits of polarized lenses are easy to demonstrate, making for a very effective way to open a discussion of prescription sunwear with the patient.

When a patient resists polarized sun lenses because of their cost, offer him or her non-polarized lenses at a somewhat lower fee. Good, better, best is a proven technique for increasing the sales of premium lens products. This method works as well for sunwear as it does for dress wear.

A Final Technical Tip

Best-selling brand name plano polarized sunwear shares one common feature. Manufacturers have learned the value of applying an anti-reflective coating to the back surface of the lenses.

This simple addition makes a remarkable difference in wearing comfort. Dark lenses act much like mirrors when placed in front of the eyes. When the back surface has an AR coating applied, all those highly annoying reflections are eliminated and produces an amazing increase in wearing comfort.

People don't even understand what they are responding to. All they know is they like the view through the lenses. This simple enhancement has much to do with the rapidly increasing popularity of expensive brand name sunglasses.

Determine what a back surface AR coating adds to the cost and build it into the fee you quote for prescription polarized sunwear. Never present it as an option. Make it part of the total fee in a sunwear package.

Over the years, for a variety of reasons, the eyecare professions turned their back on the sunglass market. With major players in plano sunwear now aggressively pursuing the prescription sunwear market, it behooves private practitioners to take steps to protect their turf. Polarized sunglasses present one of the best ways to recapture a growing market that badly needs the professional skills that can only be provided by eyecare professionals. EB