Hands On - Kids Corner
Targeting Tweens
by Erinn Morgan

Tweens are picky. These kids ages eight to 12 years old want to make their own decisions--or at least be heard by parents during the decision-making process. This is an important point to remember, as tweens are about 20 million strong in the U.S.

Bordering on their teen years, tweens are independent, crave fun, and are motivated by acceptance. They may still be children, but most do not want to be associated with young kids' products.

Thus, certain eyewear products will appeal to them--things like sunglasses and eyeglasses that mimic the trendy styles worn by teens. This group also displays an acceptance of photochromics. In a recent study conducted by Transitions Optical, a group of kids ages 10 to 17 wore photochromic and clear lenses for 30 days each.

Almost 90 percent of the children surveyed at the end of the trial chose the Transitions lenses. Reasons included less problems with bright sunlight and peer acceptance. In fact, 61 percent of those wearing photochromic lenses noted that their friends liked their glasses (versus 46 percent of the group wearing clear lenses).

Photochromics at play PHOTOS COURTESY: TRANSITIONS OPTICAL

Additionally, 98 percent of the parents said they will definitely or possibly select photochromic lenses in the future. Less than half of the parents were aware of the danger of sun exposure to skin (41 percent) or eyes (24 percent).

This study shows there is plenty of room for growth in kids' photochromic sales--a product that could help save young eyes from UV damage. The key is education to the parents and child, and proper presentation of the product.

"Our kids' photochromics business has really increased," says Lisa Cain, manager/optician at Ellicott City Eyewear, a private optometry practice in Ellicott City, Md. "We are selling more photochromics than ever before. The more you educate the patients, the more receptive they are."

TARGETED PRESENTATION

The best photochromics presentation is two-pronged, targeting both parents and tweens.

While the kids are impressed more by this lens' cool factor, parents will be won over by its protection and safety features.

	Tweens want to be treated with respect

Cool. "Kids think it's pretty cool that the lenses change colors when they go outside, so we show them how it works," says Cain.

Ellicott City Eyewear is also involved in the local kids' community to help promote themselves to young consumers and their parents. "We sponsor a little league softball team," Cain notes.

Tween talk. Additionally, tweens do not want to be treated like children. "Don't talk to them like they are tweens," says Rhonda Foks, an optical tech at Homosassa Eye Clinic based in Homosassa, Fla.

"Talk to them like it's their own money they are spending. You are talking to kids who pay $75 for a computer game. They know how far they can push their parents."

The presentation to parents is a bit more involved, and it is prim-arily focused on the safety and cost-savings photo-chromics can provide.

UV. "Parents use sunscreen on kids, but forget about the eyes," says Foks. "I explain that I've seen bad things happen to children's eyes, so why not protect the eyes before the damage occurs?"

Others also point out the safety of better vision outdoors with photo-chromics. "If they are playing outside in the sun, get them a photochromic lens so they can see properly and don't get hit with a ball while playing," says Cain. "It's all about safety."

Cost. An issue near and dear to any parent's heart is cost-savings in the long run. "Photochromics on a poly lens is about $40 to $50 extra," says Cain. "If parents, buy a polarized clip for $50, the kids can lose it. For kids, photochromics are a great idea because there's no clip to lose."

Convenience. Photochromics can provide everyday lifestyle convenience for kids and their parents. "With photochromics, parents are not chasing kids' sunglasses," says Foks.

"Plus, I have a three-year-old, and it's great because I don't have to worry about finding a pair of sunglasses if we want to go somewhere. It is very convenient for parents to not have to worry about it."

Doctor. Another factor is the doctor's recommendation. "When it comes to lenses, children and their parents pretty much follow the doctor's recommendation," says Jack Heath, co-owner of Eyecare for Kids, in Coral Gables, Fla.

"Photochromics don't seem to be a problem, especially if parents understand the concept. And the kids think its pretty cool."

As dispensers work with tweens and their parents to educate them on the features and benefits of photochromics, it is certain this end of business will grow.

"We are increasing that business with kids," says Foks. "They get hooked on them. They know what they want, and it becomes a standard thing."