Get it Together Frames & Lenses For Boomers

A hands-on guide to the best fitting options for your boomer patients

By Lindsey Aspinall Getz, Karlen McLean, and Amy Spiezio

The boomer generation represents the largest sustained growth of the population in the history of the United States. And behind that boom is buying dollars. So just how can you reach this mega-market?

For starters, always pay attention to them. "Ignoring boomers is a tremendous mistake," says Ruth Domber, owner of 10/10 Optics in Manhattan. "Not only is the disposable income there, but they also truly understand value."

While many marketers have made a big fuss over the spending power of the younger generations, Domber maintains that boomers' ability to view purchases as a total package that stems beyond the product, and also encompasses good customer service, makes them an extremely valuable market.

"Boomers know that instant gratification and value are not the same thing, unlike younger age groups who think that instant gratification equals value," she explains. "They understand that service has a dollar value attached to it, and are willing to pay it—if they get the good service. You have to live up to your word. They are savvy consumers and expect to be treated well."

Hands On
Here's the challenge: EB's editors selected this season's toastiest frame styles in a variety of designs: plastic, metal, semirimless, and rimless. Then, we picked actual patient prescriptions, focusing on the baby boomer segment—early presbyopes—and everyday wear. Finally, we picked lens materials and PAL designs that we thought best for the frame and Rx, putting it all together for a complete frame and lens primer. Agree? Disagree? Write in your "putting it all together" picks by emailing us at editor@eyecarebusiness.com.

Hands On

Here's the challenge: EB's editors selected this season's toastiest frame styles in a variety of designs: plastic, metal, semirimless, and rimless.
Then, we picked actual patient prescriptions, focusing on the baby boomer segment—early presbyopes—and everyday wear.
Finally, we picked lens materials and PAL designs that we thought best for the frame and Rx, putting it all together for a complete frame and lens primer.
Agree? Disagree? Write in your "putting it all together" picks by emailing us at editor@eyecarebusiness.com.

1 Frame: XXL style Dodger from A&A Optical
Rx: OD -0.50 -0.75 × 075 OS Plano -0.75 × 095 ADD +2.00 Lens Recommendations: Polycarbonate; AR with or without a tint or photochromic; PALs; light edge polish. Poly lenses keep a slight Rx thin, lightweight, and comfortable in this large frame. AR with a gradient tint softens the glaring look of a large lens; even better, photochromics elevate the style and performance. PALs that perform well in a frame with a larger B measurement are a must. Add a light edge polish if the edge is evident. Frame HIghlights: Say what you will—the double bar is here to stay. The copper finish and racing-stripe temples provide an updated look to the frame, and the hearty size meets the comfort needs of larger men's heads.

1 Frame: XXL style Dodger from A&A Optical

Rx: OD -0.50 -0.75 × 075
OS Plano -0.75 × 095
ADD +2.00

Lens Recommendations: Polycarbonate; AR with or without a tint or photochromic; PALs; light edge polish. Poly lenses keep a slight Rx thin, lightweight, and comfortable in this large frame. AR with a gradient tint softens the glaring look of a large lens; even better, photochromics elevate the style and performance. PALs that perform well in a frame with a larger B measurement are a must. Add a light edge polish if the edge is evident.
Frame HIghlights: Say what you will—the double bar is here to stay. The copper finish and racing-stripe temples provide an updated look to the frame, and the hearty size meets the comfort needs of larger men's heads.

2 Frame: Titan style 6662 from Silhouette
Rx: OD -2.00 +0.50 × 170 OS -2.50 +0.50 × 005 ADD +1.50 Lens Recommendations: Trivex or 1.67 index; AR; short-corridor PAL; edge polish; photochromic optional. Trivex and 1.67 lens materials edge, drill, and perform well in rimless designs. Trivex is lightweight and thin, while 1.67 may be slightly heavier, yet slightly thinner. AR is suggested to enhance the barely there look that minimalist rimless designs are known for. The narrow B measurement requires a short-corridor PAL for the best visual performance. An edge polish will finish off the streamlined look; photochromics may be a good everyday option for added style, as well as UV and glare protection. Frame Highlights: Known for their simplicity, rimless frames provide minimal impact on the face. For those looking for lightweight with a splash of style, open work at the temple with acetate geometric accent provides a uniquely sculptured hinge. In addition, a bridge and temples in the hue of the season—purple—add a colorful touch that makes these frames distinctly feminine.

2 Frame: Titan style 6662 from Silhouette

Rx: OD -2.00 +0.50 × 170
OS -2.50 +0.50 × 005
ADD +1.50

Lens Recommendations: Trivex or 1.67 index; AR; short-corridor PAL; edge polish; photochromic optional. Trivex and 1.67 lens materials edge, drill, and perform well in rimless designs. Trivex is lightweight and thin, while 1.67 may be slightly heavier, yet slightly thinner. AR is suggested to enhance the barely there look that minimalist rimless designs are known for. The narrow B measurement requires a short-corridor PAL for the best visual performance. An edge polish will finish off the streamlined look; photochromics may be a good everyday option for added style, as well as UV and glare protection.
Frame Highlights: Known for their simplicity, rimless frames provide minimal impact on the face. For those looking for lightweight with a splash of style, open work at the temple with acetate geometric accent provides a uniquely sculptured hinge. In addition, a bridge and temples in the hue of the season—purple—add a colorful touch that makes these frames distinctly feminine.

What Makes 'Em Tick
Here are the components that make up the average boomer customer. Use them to understand your patient—and then truly reach out to them. MONEY. These consumers have money to spend, says Erin Vineyard, ABO, an optician with Primary Eyecare Associates in Alabama. "They're the ones with the boats and convertibles, so they need those extra pairs of sunwear, and they have the money to buy them," she adds. They don't feel as much guilt as their parents did on spending, either. Research performed by the AARP found that 75 percent of boomers admitted their generation was more self-indulgent than their parents' generation. STYLE. Bottom line? They want something that's not going to make them look old, says Vineyard. Today's boomer is hip and stylish and will most likely be interested in the same trends that your younger patients like. Boomers care about looking good, and that means looking contemporary, adds Ruth Domber, owner of 10/10 Optics in Manhattan. "They don't want to look like their daughter, they just want to look contemporary," she explains. "Today's boomer is conscious of the current styles. They have a contemporary haircut, wear fashionable clothing, and want a pair of frames that will match that modern style." LOYALTY. Boomers tend to be loyal patients. They want someone who knows them on a personal level, says Domber. To them, customer service also means relationships. "They are looking for a personal connection which Generation Y and X don't see," she adds. "The younger generations are impersonal shoppers—they're used to shopping on the Internet. But boomers want you to get to know them." Vineyard agrees. "Personalized service is important to this customer," she says. "It's like getting to know your hairstylist. She knows what you want, what looks good on you, and what you like. Selling eyewear isn't a self-service industry—if it was, we'd have a drive-through. Boomers want to get eyewear from someone who knows their name when they walk in the door." TECHNOLOGY. Boomers want the newest technology available, says Richard Rubin, optical manager of The Eye Center in Pembroke Pines, Fla. "The computer has made them a wiser consumer than they've ever been before," he says. "They know what's out there and they want it. They appreciate the latest and greatest technology." And they'll research you, too, says Domber. "Before even coming to your practice boomers will search the web for ratings about the practice and find out if you're a good doctor," she says. "They're an educated consumer." CUSTOMIZATION. The customization trend that's grown popular with all ages is especially popular with the boomer market. It has to do with the same reasons that they like individual service, explains Vineyard. Receiving special treatment is all part of the customer service experience for the boomer patient. "They want to feel like they are getting something made special, just for them," notes Vineyard. "It's like going for a spa treatment—they want that extra time spent on their needs." And, they want to take home a product that was personalized for them.

What Makes 'Em Tick

Here are the components that make up the average boomer customer. Use them to understand your patient—and then truly reach out to them.

MONEY. These consumers have money to spend, says Erin Vineyard, ABO, an optician with Primary Eyecare Associates in Alabama. "They're the ones with the boats and convertibles, so they need those extra pairs of sunwear, and they have the money to buy them," she adds.
They don't feel as much guilt as their parents did on spending, either. Research performed by the AARP found that 75 percent of boomers admitted their generation was more self-indulgent than their parents' generation.

STYLE. Bottom line? They want something that's not going to make them look old, says Vineyard. Today's boomer is hip and stylish and will most likely be interested in the same trends that your younger patients like.
Boomers care about looking good, and that means looking contemporary, adds Ruth Domber, owner of 10/10 Optics in Manhattan. "They don't want to look like their daughter, they just want to look contemporary," she explains. "Today's boomer is conscious of the current styles. They have a contemporary haircut, wear fashionable clothing, and want a pair of frames that will match that modern style."

LOYALTY. Boomers tend to be loyal patients. They want someone who knows them on a personal level, says Domber. To them, customer service also means relationships. "They are looking for a personal connection which Generation Y and X don't see," she adds. "The younger generations are impersonal shoppers—they're used to shopping on the Internet. But boomers want you to get to know them."
Vineyard agrees. "Personalized service is important to this customer," she says. "It's like getting to know your hairstylist. She knows what you want, what looks good on you, and what you like. Selling eyewear isn't a self-service industry—if it was, we'd have a drive-through. Boomers want to get eyewear from someone who knows their name when they walk in the door."

TECHNOLOGY. Boomers want the newest technology available, says Richard Rubin, optical manager of The Eye Center in Pembroke Pines, Fla. "The computer has made them a wiser consumer than they've ever been before," he says. "They know what's out there and they want it. They appreciate the latest and greatest technology."
And they'll research you, too, says Domber. "Before even coming to your practice boomers will search the web for ratings about the practice and find out if you're a good doctor," she says. "They're an educated consumer."

CUSTOMIZATION. The customization trend that's grown popular with all ages is especially popular with the boomer market. It has to do with the same reasons that they like individual service, explains Vineyard. Receiving special treatment is all part of the customer service experience for the boomer patient.
"They want to feel like they are getting something made special, just for them," notes Vineyard. "It's like going for a spa treatment—they want that extra time spent on their needs." And, they want to take home a product that was personalized for them.

Today's boomer is a smart shopper. There's no quicker way to lose a boomer patient than to write him or her off by handing over a pair of out-of-date frames while turning your attention to that 20- or 30- something customer who just walked in. Boomers expect good service and expect your attention. If they get it, they'll gladly shell out the dollars.

In fact, the boomers market is where the real money is, says Erin Vineyard, ABO, optician at Primary Eyecare Associates' Pratville, Ala., branch. "They are the ones who will come in and drop $900 on two pairs of frames," she says. "In the last two days, I had two boomer patients who spent big dollars. One woman spent $850 and another spent $790. Boomers are the patients who have the good income. They're often at the top of their game in their job, or retired, and they have money to spend."

3 Frame: Gant style from Viva International
Rx: OD -1.00 +0.50 × 005 OS -1.00 +0.25 × 160 ADD +1.50 Lenses: Trivex or 1.67 index; AR; PAL; edge polish; photochromic optional. Trivex or 1.67 index lenses feature easy edging for semi-rimless frames with wearing comfort and durability. AR and PALs keep the sleek theme of this metal design. An edge polish with brown photochromic lenses adds to the style. Frame Highlights: This updated traditional look gives a youthful spin to the boomer eyewear consumer. A textured temple with thoughtful, masculine detail work provides a depth and edge to a light-weight semi-rimless look.

3 Frame: Gant style from Viva International

Rx: OD -1.00 +0.50 × 005
OS -1.00 +0.25 × 160
ADD +1.50

Lenses: Trivex or 1.67 index; AR; PAL; edge polish; photochromic optional. Trivex or 1.67 index lenses feature easy edging for semi-rimless frames with wearing comfort and durability. AR and PALs keep the sleek theme of this metal design. An edge polish with brown photochromic lenses adds to the style.
Frame Highlights: This updated traditional look gives a youthful spin to the boomer eyewear consumer. A textured temple with thoughtful, masculine detail work provides a depth and edge to a light-weight semi-rimless look.

Style Guide
We asked our experts what style trends have proven most popular with their boomer-aged patients. Here's what they had to say. Erin Vineyard, optician: They want a unique, fun look, so many love the plastic styles. Drilled rimless is also very popular. Not only for the customization, but also for the lightweight feel. They don't want to be getting imprints on their nose from a heavy frame. Richard Rubin, optical manager: Many are opting for the retro styles that are suddenly very popular, but nothing carries weight like brand name, especially with women. Highend brand name frames are popular. And even those patients who are not name conscious often gravitate toward the brand name frames, simply because they tend to be more stylish. Ruth Domber, practice owner: Color! Boomers love color—especially female boomers. As we get older, one of the things that happens is our natural coloring fades away and we start to "melt." One of the most attractive things a boomer can do is add some color. It doesn't have to be a crazy, neon hue, but any color, other than a neutral, will brighten facial features. Boomer men tend to like more masculine, classic styles with a modern kick.

Style Guide

We asked our experts what style trends have proven most popular with their boomer-aged patients. Here's what they had to say.

Erin Vineyard, optician: They want a unique, fun look, so many love the plastic styles. Drilled rimless is also very popular. Not only for the customization, but also for the lightweight feel. They don't want to be getting imprints on their nose from a heavy frame.

Richard Rubin, optical manager: Many are opting for the retro styles that are suddenly very popular, but nothing carries weight like brand name, especially with women. Highend brand name frames are popular. And even those patients who are not name conscious often gravitate toward the brand name frames, simply because they tend to be more stylish.

Ruth Domber, practice owner: Color! Boomers love color—especially female boomers. As we get older, one of the things that happens is our natural coloring fades away and we start to "melt." One of the most attractive things a boomer can do is add some color. It doesn't have to be a crazy, neon hue, but any color, other than a neutral, will brighten facial features. Boomer men tend to like more masculine, classic styles with a modern kick.

4 Frame: Robert Marc style 195-25
Rx: OD +2.25 -1.25 × 095 OS +0.75 -1.25 × 095 ADD +2.25 Lens Recommendations: Polycarbonate; AR; PALs; light edge polish; photochromic optional. Poly lenses will perform well and offer thinness and lightweight. AR delivers additional performance. Definitely a PAL, with a light edge polish if needed. Photochromics would look smashing and offer UV and glare protection in any light. Frame Highlights: This sturdy plastic frame provides a charmingly brainy look with keyhole nose and preppy styling. The style provides wearers with a retro flashback—but is contemporary thanks to the tan crystal front and patterned temple interiors.

4 Frame: Robert Marc style 195-25

Rx: OD +2.25 -1.25 × 095
OS +0.75 -1.25 × 095
ADD +2.25

Lens Recommendations: Polycarbonate; AR; PALs; light edge polish; photochromic optional. Poly lenses will perform well and offer thinness and lightweight. AR delivers additional performance. Definitely a PAL, with a light edge polish if needed. Photochromics would look smashing and offer UV and glare protection in any light.

Frame Highlights: This sturdy plastic frame provides a charmingly brainy look with keyhole nose and preppy styling. The style provides wearers with a retro flashback—but is contemporary thanks to the tan crystal front and patterned temple interiors.

5 Frame: Polo Ralph Lauren style 2017 from Luxottica
	Rx: OD -3.00 sph. OS -3.75 +1.00 × 150 ADD +1.50 Lens Recommendations: Polycarbonate; Trivex or high-index; AR; free-form PALs; edge polish optional; photochromic. With poly, Trivex, or high index, this medium-power Rx would look good and be comfortable in any of these options. AR provides freedom from reflections, edge polished or not, with photochromics for indoor-outdoor performance. Free-form PALs give upmost all-around visual sharpness. Frame Highlights: A not-quite-chunky acetate with a smart retro look and a deep B is great for men or women looking for a classic look with a nice update. The thinner plastic makes the black frames less severe as does the finish and the thoughtful detail touch of the dots on the front and temple. This streamlined frame provides a comfortable, lightweight feel with the substantial look of a weightier style.

5 Frame: Polo Ralph Lauren style 2017 from Luxottica

Rx: OD -3.00 sph.
OS -3.75 +1.00 × 150
ADD +1.50

Lens Recommendations: Polycarbonate; Trivex or high-index; AR; free-form PALs; edge polish optional; photochromic. With poly, Trivex, or high index, this medium-power Rx would look good and be comfortable in any of these options. AR provides freedom from reflections, edge polished or not, with photochromics for indoor-outdoor performance. Free-form PALs give upmost all-around visual sharpness.

Frame Highlights: A not-quite-chunky acetate with a smart retro look and a deep B is great for men or women looking for a classic look with a nice update. The thinner plastic makes the black frames less severe as does the finish and the thoughtful detail touch of the dots on the front and temple. This streamlined frame provides a comfortable, lightweight feel with the substantial look of a weightier style.

6 Frame: Coach style Blossom (554) by Marchon

Rx: OD -3.50 +0.25 × 170 OS -3.50 +0.25 × 007 ADD +2.50 Lens Recommendations: High index or polycarbonate; AR and/or tint/photochromic; free-form short-corridor PALs; edge polish or edge tint. Rx range in the mid-3.00s would look best and be most comfortable in a high index option, but poly is a good choice for impact-resistance and overall performance. AR with a light gradient tint or photochromic lenses will compliment the heavier plastic style and soften the lens-to-eye appearance while offering the clearest vision possible. A free-form short-corridor PAL offers the best visual performance, and an edge polish or lens edge tint to match the frame seals the style. Frame Highlights: A hot brand name in a stylish logo plaque adds curb appeal to this chunky acetate. The hint of crystal on the interior of the frame is a makeup-free method for a brightening of the face, and it adds luster to the burgundy exterior hue. The face-flattering rounded shape has a saddle bridge for extra comfort.

6 Frame: Coach style Blossom (554) by Marchon

Rx: OD -3.50 +0.25 × 170
OS -3.50 +0.25 × 007
ADD +2.50

Lens Recommendations: High index or polycarbonate; AR and/or tint/photochromic; free-form short-corridor PALs; edge polish or edge tint. Rx range in the mid-3.00s would look best and be most comfortable in a high index option, but poly is a good choice for impact-resistance and overall performance. AR with a light gradient tint or photochromic lenses will compliment the heavier plastic style and soften the lens-to-eye appearance while offering the clearest vision possible. A free-form short-corridor PAL offers the best visual performance, and an edge polish or lens edge tint to match the frame seals the style.

Frame Highlights: A hot brand name in a stylish logo plaque adds curb appeal to this chunky acetate. The hint of crystal on the interior of the frame is a makeup-free method for a brightening of the face, and it adds luster to the burgundy exterior hue. The face-flattering rounded shape has a saddle bridge for extra comfort.

7 Frame: Sigrid Olsen style SO116 Satin Cosmo by Altair
Rx: OD + 0.50 sph. OS +0.50 sph ADD +2.50 Lens Recommendations: Polycarbonate, AR, short-corridor PAL, edge polish, photochromic optional. Trivex lenses with this semi-rimless style will fabricate well and wear safely in this light Rx. AR offers the best appearance and visual performance. The narrow B measurement calls for a short-corridor PAL. An edge polish enhances the sleek frame style. Photochromic lenses for an added fashion and function punch. Frame Highlights: This semi-rimless features a mix of metal and acetate construction. Etching work at the corner of the eyes distract from any smile lines that might be going on underneath, and kind hues of purple with a matte finish compliment complexions.

7 Frame: Sigrid Olsen style SO116 Satin Cosmo by Altair

Rx: OD + 0.50 sph.
OS +0.50 sph
ADD +2.50

Lens Recommendations: Polycarbonate, AR, short-corridor PAL, edge polish, photochromic optional. Trivex lenses with this semi-rimless style will fabricate well and wear safely in this light Rx. AR offers the best appearance and visual performance. The narrow B measurement calls for a short-corridor PAL. An edge polish enhances the sleek frame style. Photochromic lenses for an added fashion and function punch.

Frame Highlights: This semi-rimless features a mix of metal and acetate construction. Etching work at the corner of the eyes distract from any smile lines that might be going on underneath, and kind hues of purple with a matte finish compliment complexions.

Big Boom
The boomer market continues to explode. It's a huge segment, with an ever-growing buying power that commands attention. Consider these facts. ■ Every eight seconds, another boomer turns 60. ■ During the baby boomer years approximately 76 million Americans were born. ■ Boomers represent 38 percent of the population. ■ By the year 2020, boomers will represent 47 percent of the population. ■ A boomer heads four out of every 10 homes. ■ Boomers control more than half of the nation's wealth.

Big Boom

The boomer market continues to explode. It's a huge segment, with an ever-growing buying power that commands attention. Consider these facts.
■ Every eight seconds, another boomer turns 60.

■ During the baby boomer years approximately 76 million Americans were born.

■ Boomers represent 38 percent of the population.

■ By the year 2020, boomers will represent 47 percent of the population.

■ A boomer heads four out of every 10 homes.

■ Boomers control more than half of the nation's wealth.

Despite the focus on the younger crowd's spending habits, the truth is that Generation X and Y still don't have the same dollar power as their boomer parents.

"While the younger generations may be interested in that high-end brand-name frame, they are stifled by their budgets," says Richard Rubin, optical manager of The Eye Center in Pembroke Pines, Fla. "But boomers can afford it. So I'd even argue they are sometimes more stylish than even the younger crowd because they can afford to be."

Consequently, these stylish baby boomers are interested in brand name as much as their kids. "Boomer-aged women are wearing a lot of high-end brand names," says Rubin. "They are more name conscious than ever. Nine years ago, my board was 30 percent brand name, 70 percent core product. Today it's 70 to 80 percent brand name." EB

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Get it Together Frames & Lenses For Boomers

A hands-on guide to the best fitting options for your boomer patients

By Lindsey Aspinall Getz, Karlen McLean, and Amy Spiezio

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Boomer Fitting

Get it Together Frames & Lenses For Boomers

A hands-on guide to the best fitting options for your boomer patients

By Lindsey Aspinall Getz, Karlen McLean, and Amy Spiezio

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