Essilor debuted a new trade show stand at Optrafair, which was designed to resemble an optical practice in terms of layout with different areas for the various elements of the business.
‘We have an area that could be a testing room area with all our optometry equipment, another for our edging machines, a dispensing area with our measuring devices and finally a lens section with all our products,’ comments Jonathan Cohen, marketing manager at Essilor.
Additional attractions on the stand included the opportunity for attendees to be filmed presenting a weather forecast (a tie-in with the Crizal UV sponsorship of ITV Weather) and a car is being offered in a prize draw for consumers who ask independent practices about Transitions adaptive lenses.
[CaptionComponent="1387"]On the lens front, the main development for Essilor was the extension of its Transitions XTRActive range. ‘Previously XTRActive was available in Varilux Comfort, but from May it will also be presented in Varilux S Series, E Series and single vision stock as well. We are also introducing new colours with the lens now available in brown, grey and graphite green,’ says Cohen
The photochromic XTRActive lenses are said to be ideal for active outdoor lifestyles and those who drive frequently, as the lens activates extra dark in bright sunlight and responds to visual light in order to allow moderate activation inside a car.
‘The fact that this lens can activate behind a windscreen is why we are offering a Abarth 500 car as our competition prize,’ says Cohen.
Cohen details an extensive media campaign to build brand awareness of the product.
‘Transitions has always been consumer driven and is very strong in the UK due to the high level of investment. The consumer knows Transitions on some level and many associate it as the photochromic lens – like a Hoover. We are looking to leverage this consumer awareness onto XTRActive so it can become a stronger product for independent practices.’
The success of independent practices is of paramount concern to Essilor according to Cohen.
‘Much of our activity this year has centred around our Crizal UV product. We want to take Crizal UV on the same journey that we’ve been on with Transitions for eight years. We are going to have independent practices partnering on this and they will ultimately benefit from the leverage a well-known brand can give them. Ninety per cent of our sales are with independents and therefore we are doing everything we can to help them.’
Blue focus
Niels Jensen, managing director, Rodenstock UK, was prominent on the Rodenstock stand, putting his background as an optometrist and knowledge of lenses to good use.
‘We have updated our portfolio of coatings,’ says Jensen. ‘Scratch resistance has been upgraded and substantially increased and reflection of UV light from the inside curve has been eliminated. We’ve added a new coating called Solitaire Protect Balance 2. This blocks the peak of the so-called blue light that you encounter when you look at digital devices. It does not eliminate blue light but is does reduce it to a level that you would encounter outside. It reduces the effect of such devices on your circadian rhythms so you can fall asleep after looking at them.’
Rodenstock was also promoting the DNEye Scanner, which is still relatively new to the UK. ‘This is a aberrometer which allows optometrists to do an exceedingly accurate measurement of the eye. This data is then combined with regular refraction information allowing consideration of both distance and near circumstances in different light conditions. Those high aberrations have an effect on your sphere and cylinder which can be mitigated through optimisation on the lenses. You end up with a product, for example, during low light when people might have a touch of myopia that makes a real difference to people’s vision.’
[CaptionComponent="1388"]Jensen reported that he was very happy with the way that 2015 has gone for Rodenstock, adding that the big focus for the company at the moment is the Impression FreeSign 3 lenses which he considers the most flexible progressive lens on the market.
Pinhole sharp
Jai Kudo Lenses was largely concentrating a couple of products at Optrafair. The company’s Honeycomb lenses utilise the pin-hole effect to sharpen vision and reduce eye strain and glare.
‘Pinholes work by letting into the eye only light rays entering at the centre of the pupil, focusing the image on the retina at the back of the eye,’ explains Guy Wheeler, sales manager at Jai Kudo Lenses. ‘The Honeycomb works on this principle and offers reduced glare and reduced eye strain while driving, using a computer or reading and writing. There is anecdotal evidence that the lenses may benefit those that suffer from visual dyslexia and photosensitive epilepsy.’
Jai Kudo’s Blueshield lens protects the wearer from the blue light associated with some electronic devices.
‘It is the perfect lens if you’ve just tested someone and they don’t need a prescription – where do you go from there? You can ask them is they use a computer or an iPad given they may well have visited a practice because they are feeling something is not quite right. So you can offer them an anti-fatigue lens like this.’
Attendees’ verdict of Optrafair 2015
Emma Krestin from Enfield was at the show in a number of roles including practice and as a distributor. For the practice she said: ‘I have come to meet with suppliers that I already buy from and also to look for something a bit different. With her distribution hat on, for Peter Allen Eyewear, she wanted to look to see who was exhibiting and to see some new product lines such as sports goggles and swimming goggles, She said these were products with great potential but ones which too few practices took seriously.
Laura Vipond of AP Sparrow in Leeds said: ‘I’ve come for the CET and a weekend away.’ She said she was looking at frames and equipment. Optrafair was a great place to research what was available, she said.
David Bonellie of David Bonellie Opticians in Kilmarnock spoke for most of those Optician quizzed: ‘I’m here to keep up to date with what is going on.’ He also had instrumentation at the top of his shopping list: ‘I want to buy some equipment. I don’t buy frames I let my girls do that because they are the ones that sell them.’
A veteran Optrafair show-goer he said it was his 30th year at an Optrafair. ‘I wouldn’t miss this because of the networking. If you are buying equipment you are daft not to come to Optrafair. A 15 per cent discount is not unusual. If that is on an expensive bit of equipment that’s worth having.’
He said he thought there was less razzamatazz than in previous Optrafairs as the show became more business-like. ‘That [razzamatazz] might be entertaining but that’s not what drags people here, it’s what is on show.’
Alisdair Buchanan, of the award-winning Buchanan Optometrists in Snodland, Kent said: I’ve come here to look at the Heidelberg equipment,’ but that wasn’t all he was on the look-out for. New lenses and frames were also of interest he said: ‘to keep our practice at the leading edge.’
Three women Optician spoke to from the North West were on a much more daring mission. ‘We are on a secret mission,’ said one who went on to explain that they had joined forces to set up a domiciliary business.
Gerald Norden of Norden Riley in Cheshire said there were various items of practice equipment he needed to replace. ‘I also want to look around at new things that might be of interest.’ He also picked up on another popular theme when he said he wanted to make a few re-acquaintances. ‘I have been greeted by people walking over from stands and meeting good friends. Optics is a family.’
Optrafair was an opportunity to communicate. ‘We are all on the same wicket playing for the same team.’
Heather Shorrock of The Orchard in Stamford has been to Optrafair a few times said: ‘We are just browsing really, I’m also here for education. She was particularly interested in OCT topics.
Rushing to the Eyespace stand was Abbass Jaffer of Family Eyecare in South Harrow. ‘I’ve come to see instruments really, OCT,’ he said.
Garry Kousoulou of Good Looking Optics in Enfield was very bullish. ‘What a great show, this is phenomenal,’ he added. Despite a great, and late night, at the Optician Awards he had made it to the show with his team.’ We haven’t had enough time to get around and see everything. There’s just such a great atmosphere, it’s brilliant.’
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