Page 14 - envision09-2020

Cover Story
OP T IC AL LENSE S
“ We find that consumers are increasingly interested
in matching their Transitions lenses to their frame to get a
12 / SEPTEMBER - OCTOBER 2020
personalized new style. “
Transitions Optical launched the first Transitions®
Signature® style colours in 2018, and this year brings
Transitions Signature GEN 8™ style colours to the
Canadian market. These four dynamic style colours—
Amber, Amethyst, Emerald and Sapphire—create an
important new offering for consumers, says Patience
Cook, director, North America Marketing. “We find
that consumers are increasingly interested in matching
their Transitions lenses to their frame to get a
personalized new style.”
All Transitions style colours have the best
performance ever, with faster activation and faster
fadeback than Transitions Signature VII. They are
fully clear indoors with consistent tint across all
activation states.
The colour hues of these lenses are comparable
to those of the previous technology— with the
exception of Amber, which is balanced between
darkness and colour intensity with more honey/
yellow coloured tones. Along with the existing iconic
colours of grey, brown and graphite green, the four
style colours also block 100 per cent UV and help
protect from harmful blue light indoors and out.
The coloured lenses are popular and represent an
excellent business opportunity for eyecare
professionals. Among those aware of Transitions
Signature style colours, 64 per cent are interested in
purchasing.
Which style colours are most popular with consumers in Canada? Sapphire and
Amethyst, according to Cook.
An amazing support for consumers, and, by extension, ECPs, is the Transitions virtual
try-on tool, which recently launched in Canada. It is a great option at any time, but even
more so during this time of pandemic. The tool is easy to use online, whether in the
comfort of home or in the dispensary. “We’re so glad to have it as an offering during this
time when people are at home and online more than ever,” says Cook.
Consumers can search for an ECP who prescribes Transitions lenses through the try-on
tool. While stats are not yet available for Canada, Cook states that U.S. experience shows
that, as of February 2020, 26 per cent of consumers using the U.S. virtual try-on tool also
searched for an ECP who sells Transitions lenses.
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