Photochromic Phenomenon
Looking at photochromics in a whole new light
By Joanne F. Schell

Golfers like brown photochromic lenses that improve depth perception on the course. Shown here: Serengeti style Paseo for Bushnell Performance Optics

A few years ago, it would have been hard to convince Vicki Mazinko, an optician at Optical Illusion in Toledo, Ohio, to offer photochromic lenses to every patient.

"The color of the lenses distorted the complexion, especially in women," she says. "I never wanted my patients to have that look."

But with new advances in technology and new applications, photochromics are now not only an improved option, but they are in high demand as well.

"They are much easier to sell now," says Mazinko. "Opticians should give them another look."

NEW AND IMPROVED

One of the reasons photochromics are more popular is because they simply work better.

The indoor tint has virtually vanished. Lenses also change more quickly, indoors and out.

ECPs are better educated on how to position photo-chromic sales today, notes Joyce DeCosta, national sales manager for AccuRx Inc., a wholesale lab in Jobson, R.I.

"Some practices don't promote the lenses because they themselves do not like it," she says. But, if you don't present the option to your patients, there may be fallout.

"You do the patient a disservice if you don't offer them the product," says Mazinko. "You never want them to see the lens elsewhere and think, 'My optician didn't offer that to me.'"

Colored photochromic sunwear paired with rimless designs provides a cutting-edge look. Shown here: Italee style Swissflex in color 65

TRIPLE PLAY

Multiplying the ways that ECPs are offering photochromics has also been key in spurring category growth. In DeCosta's dispensary, "Positioning them as sunglasses is not the way to go."

She says a better idea is to offer them as a primary or third pair. "If you can promote it that way, you will have a satisfied customer," she says.

"Most optical frames are not meant to cover the entire eye like sunglasses do," adds Erica Shank, co-owner of Artistic Eyewear, a Doylestown, Pa.-based dispensary. "Plus, it's more profitable to sell the second pair of sunglasses."

Mazinko offers photochromic lenses to her patients with a sunclip add-on. "For people who like to wear sunglasses even on overcast days, the photochromic is great," she says. "For driving and sunny days, the sunclip offers additional protection."

Just as there are a wide variety of looks to photochromics, so there are many ways to present and position them. Photo courtesy of Transitions	Even high-fashion frames are adding photo-chromic lenses to provide an additional level of fun and comfort for wearers. Shown here: Persol style PO 2757S for Luxottica

PHOTOCHROMICS IN FASHION

There has also been an influx of photochromic lenses offered in sunwear. Brad Pitt was recently seen in Vanity Fair donning a pair, and the Wall Street Journal wrote them up as an up-and-coming hot eyewear trend.

Photochromics are now available in a host of colors and have even been paired with gradient tints.

"Before you could only get photo-chromics in gray and brown," says Paul Battiste, optician at Myoptics, a N.Y.-based dispensary. "At Silmo and Mido I saw them in more than 25 colors. It's a great pairing for gradient lenses. When you are inside you have a nice tint, but outside the lenses get dark."

Photochromic or not, the lens itself has to offer quality light-filtering and great optics to appeal to the client. "The photochromic aspect is lower on the list of priorities," says John Ort, an optician at Aristocraft, a Hauppauge, N.Y., dispensary. "It's the distinctive optical properties of the lens that attract people."

Photochromic lenses paired with polarization can be a great advantage for sportsmen who are outside from dawn to dusk. Shown here: Spotters Eyewear style Hooch

SOMETHING FOR EVERYONE

Regardless of whether a customer needs prescription or plano lenses, there is a photochromic lens out there that will benefit them. "I think they can be recommended to everyone," says Mazinko. "I don't think there are any limits at all."

Tailor your photochromic presentation to match the lifestyle of the wearer. Using a question and answer period with a patient to determine their needs can help target potential users in every demographic from kids to seniors.

"Generally, men like the lenses more than women because they don't carry handbags and changing glasses can be a pain," says Ort. "The elderly who do outdoor activities, golfers, and construction workers who are inside and outside all day love it, too."

Most often, the best match for a photochromic lens is a patient who has had them before. And now, with new colors, tints, and technology, eyecare professionals can bring something new to the table--even for the longtime wearer.

"People who have photochromics love them," adds Shank. "They say they are better than ever and they'll never go without them."

As a first, second, or even third pair, photo-chromics have a place in eyewear wardrobes. Photo courtesy of Corning	These frames from SoftLight change with the lenses when exposed to the sun. Shown here: AuroraLites in lavender mist	Colored photochromic lenses make a unique fashion statement and can also improve vision for different sports. Shown here: Blue and purple lenses from Beloptix

Gradient photochromic sunwear allows a wearer to have protection from the sun without having to remove the frames indoors. Shown here: Oliver Peoples style Aero with OPX chrome graphite lenses