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Hot List: July 2010

1 America the Mystery

Demographics expert Peter Francese noted in a white paper for Advertising Age, “2010 America,” that the U.S. is impossible to label as one unit, adding:

“No single demographic, or even handful of demographics, neatly defines the nation. There is no such thing as ‘the American consumer.’ ”

2 Mom Clicks

BabyCenter's “21 Century Mom” study, performed in 2009, revealed the following about the general online shopping habits of U.S. Hispanic moms who use the site's Spanish version.

33% learn about a product from its advertising
49% click on online ads that interest them
67% say it's important to find information online in Spanish

3 Spending Into the Future

According to the Nielsenwire.com article, “U.S. Demographics are Changing… Are Your Marketing Plans Ready?”, the projected spending power of African-Americans, Asian Americans, and Hispanics in the U.S. will grow into the future.

Today: $299 billion
2020: $373 billion
2050: $520 billion

4 Millennials on the Move

The study, “Winning With Millennial Women Shoppers,” by the consumer research firm IRI, gives a clue to the whereabouts and shopping habits of this $54.3 billion demographic:

“Contrary to popular belief, it is millennials, not baby boomers, who will dominate U.S. domestic migration in the decade ahead.”

The study goes on to note that households led by this group are eight times more likely to move to another region of the country than boomers in their 60s.

The major moves are expected to happen before the next decade. “Millennials (Americans born between 1979 and 1989) are expected to migrate to hot spots in the Southeast, Southwest, and the Rockies.” The big draws: moderate city size; strong entry-level job opportunities; and affordable housing. Another plus valued by millennials: favorable weather.

46.8 million
millennials in the United States

70 percent
of millennials surveyed agree that store brands offer quality

CZV Revises U.S. Distribution Policy

Carl Zeiss Vision recently announced changes to the company's U.S. distribution policy. While Zeiss lenses will continue to be available from all 17 Carl Zeiss Vision labs and more than 100 independent wholesale labs, distribution agreements with competitor-owned labs—most notably Essilor and Hoya—will not be renewed.

A CZV statement cites this action was taken “in response to changes in the wholesale lab ownership landscape, emerging channels of distribution, and the rapid progression of lens technology.”

Further, “the policy change is expected to allow CZV to focus on readying the Zeiss distributor network for emerging technologies while maintaining Zeiss standards of quality and service.”

Essilor of America declined to comment on the decision at press time. Barney Dougher, president of Hoya Vision Care North America's lab division, says: “We are very surprised and disappointed by the Carl Zeiss decision and hope our customers understand we had nothing to do with this decision. We regret and respect Zeiss' decision and thank them for the relationship and wish them the best.”

Carl Zeiss Vision will honor all warranties on Zeiss products, and SOLA and AO distribution agreements remain unchanged.

License Lineup

Safilo Group has announced the extension of its licensing agreement with Marc Jacobs International, LLC, through Dec. 31, 2015, and the renewal of its licensing agreement with Juicy Couture for a multi-year agreement and additional five-year renewal option.

Bulgari and Luxottica have announced the 10-year extension of the license agreement for the design, production, and worldwide distribution of prescription frames and sunglasses under the Bulgari brand. The new agreement will run from January 1, 2011, to December 31, 2020.

Eyewear by R.O.I. and designer Alexander Julian have announced the three-year extension of their optical licensing agreement.

Mary-Kate and Ashley Olsen's Dualstar Entertainment Group has entered an exclusive license agreement with, Absolute Black for the design, manufacture, and global distribution of sunglasses and optical frames for their contemporary fashion brand Elizabeth and James.

Safilo has renewed its license with Juicy Couture. Shown: Juicy Couture's style Gossip Girl

Varilux Holds Symposium

More than 120 ECPs and educators from around the country recently attended the 2010 Varilux Symposium held at the new Cowboys Stadium in Arlington, Texas. With a Varilux banner overhead on the world's largest HD video screen, attendees enjoyed events ranging from focus groups and a presentation on the power of brands to small-group tours of the facility and sessions on the research and development of New Varilux Comfort.

Guests were invited to kick off the event with a tour of the Essilor Avisia Lab. Besides details of the new lens, presenters also discussed the new, simplified Varilux Portfolio, and, after lunch overlooking the field, attendees participated in peer-to-peer discussions and a Varilux virtual reality interactive demonstration.

Steiner says, “Smile”

In the recently released book, “Patients Love To See You Smile,” 26-year optical veteran Tom Steiner underscores the importance of staff in creating the optimal patient experience. In the new book, Steiner marries best-practice business principles (including the Disney and Ritz-Carlton experiences) with a how-to approach to help eyecare staff members win patients for life. The book was edited by another industry veteran, Paul Gerber of Patient Communications Advisors LLC, publisher of the book.

Web Watch

Allison has launched a new website

Luxottica's newly enhanced www.luxandme.com boasts comprehensive data, easier navigation, line ordering, updated inventory, complete product information, and a wide variety of practice-building features.

Safilo has revamped www.carrera.com to include applications to share photo galleries and more via the social networking sites. It can be viewed in Italian, English, Spanish, French, German, and Slovenian.

L'Amy America re-launched its website with new business-to-business online ordering capability. The site, www.lamyamerica.com, also features secure online bill pay, statement review capability, and online order status updates.

Augen Optics has announced the launch of the Trivex material e-training guide for ECPs on its website, www.augenoptics.com.

Transitions Optical, Inc., has launched a revamped consumer website, www.Transitions.com, to focus exclusively on Transitions as a consumer brand.

Allison has launched www.allison.it, a new website featuring video, visuals, brand news, interactive applications, and product information for ECPs. The site is viewable in English, Spanish, and Italian.

To help educate Americans on eye health and debunk common myths, VSP Vision Care has created a series of webisodes called VSP EyeFiles, featuring the iconic Bill Nye the Science Guy, a scientist, engineer, comedian, author, and inventor. As part of this initiative, VSP Vision Care sent an online survey to VSP doctors across the country, asking them for the most common vision-related myths they hear from their patients on a regular basis. To view Bill Nye's VSP EyeFiles, visit the Facebook page: www.facebook.com/vspvisioncare, or check out videos on YouTube: www.youtube.com/vspvisioncare.

STAR Gazers

1. Swedish-born actress Malin Akerman glams it up in Prada's PR 19 from Prada's Postcards collection by Luxottica. Akerman, who burst onto the acting scene in HBO's “The Comeback” and starred in a slew of films, including “27 Dresses,” is also the lead singer of the band, the Petalstones. 2. “Extra” host Mario Lopez is wearing Rudy Project's Sunbays. The “Saved By the Bell” alum recently announced he is expecting his first child with his girlfriend, actress Courtney Mazza. 3. Known for her futuristic outfits that usually include equally progressive eyewear, singer Lady Gaga is wearing Yuri, limited edition, by Mykita/Romain Kremer. The singer has extended her Monster Ball World tour through 2011. 4. “Inglourious Basterds” star Diane Kruger rocks Jason Wu's Seberg style sunglass by Modo. Before rising to fame in films like “Troy” and “National Treasure,” Kruger was an aspiring ballerina. 5. The eccentric Mickey Rourke tops off his look in Christian Roth style 14302, a.k.a. NEO-GEO, at the “Ironman II” premiere in Hollywood. Rourke's starring role in 2008's “The Wrestler” earned him the Best Actor win from British Academy Film and Television Arts.

Gallery, Competition Highlight Hong Kong Optical Fair

The 18th Hong Kong Optical Fair takes place November 3 to 5 in the Hong Kong Convention and Exhibition Centre. Event highlights are set to include the Brand Name Gallery, showcasing more than 60 international eyewear names; the 12th Hong Kong Eyewear Design Competition, promoting young local designers; The Trend Seminar, featuring specialist forecasters; and the eighth annual Hong Kong Optometric Conference, featuring international speakers.

Major exhibit categories include contact lenses, frames and mountings, lenses, parts and accessories, safety eye-wear, sportswear, sunglasses, optometric instruments, cases and holders, equipment and technology, chemicals and materials, packaging materials, services and publications, and retail and shop design.

The event, which drew 535 exhibitors last year, is co-organized by the Hong Kong Trade Development Council and the Hong Kong Optical Manufacturers Association.

INFO: www.hktdc.com/fair/hkopticalfair

On The Town

More than 400 guests celebrated the opening of Esprit's largest U.S. flagship store on West 34th Street in Manhattan. Celebrity guests included singer Macy Gray and actresses Jennifer Love Hewitt and Emmy Rossum.

The Eye Institute of the Pennsylvania College of Optometry at Salus University broke ground this spring for the renovation of its Elkins Park facility. The $10 million project is expected to conclude in 2011.

George Westinghouse High School in Brooklyn recently hosted its Optical Advisory Council Awards. Winners included: Analvi Tavarez, Tri-Supreme/Lens Connection Award; Amber Primus, Cohen's Fashion Optical award; Kawaun Parker, 21st Century Optics Award; Anthony Rocke, Essilor Award of Excellence; Matthew Wellington, Rebaldo Memorial Award; Kaiser Charles, Carl Zeiss Award for Excellence in Vision Tech; Elisa Hernandez, Santinelli International Award; and Kawaun Parker, Long Island Opticians “Thinking Out of the Box” Award.

Nexus Vision Group celebrated its expansion into digital lens processing with an open house. Over 65 attendees examined the lab's new Satisloh Orbit surfacing equipment, digital polishers, and other finishing equipment.

Orgreen frames graced the runway during Copenhagen Fashion Week 2010. Models wore the uni sex Ace and Shadow styles.

Spex, a Chicago-based optical chain, hosted a spring “Art+Vision” event featuring ceramics by Jill Hurwitz and a Prada trunk show.

Luxottica celebrated the birth of Ray-Bans and the re-launch of the Aviator in late spring with two live concerts, the first in the Music Hall of Williamsburg in Brooklyn, and the second at London's Scala. Six new styles were also unveiled.

Flash Mob

In NYC Raises Eye Health Awareness

All eyes were on Times Square on May 25 for Think About Your Eyes activities, which included a surprise dance performance—complete with 10 giant, dancing eyeballs—with 90 more dancers and an eye-catching Think About Your Eyes-branded double-decker sightseeing bus. The “flash mob” broke into a choreographed dance routine set to a song about eye health. The Coalition also unveiled a six-story eye chart, located on 42nd Street, to help reinforce this important vision health message. “This effort has been a great success for the Think About Your Eyes Coalition in bringing much-needed attention to the important need for vision health and annual comprehensive eye exams,” said Wally Lovejoy, chairman of the Think About Your Eyes Coalition. “We are thankful to have support from the City of New York.” Check out the video: youtube.com/watch?v=0ftzjgPKTJk

1. Actress Jennifer Love Hewitt at Espirit's open house in Manhattan; 2. A groundbreaking marked the Eye Institute of the Pennsylvania College of Optometry at Salus University; 3. Amber Prius of George Westinghouse High School wins on Optical Advisory Council Award; 4. Models don Orgreen frames during Copenhagen Fashion Week 2010; 5. Nexus Vision Group open house attendees include (l to r) Pete Mayrand of Western Carolina Optical, Bruce Brady of Optical Synergies, and Juan Pesante of Nexus; 6. Spex hosts an Art+Vision event; 7. The Virgins rock at Luxottica's Ray-Ban concert in Brooklyn