Where better than a sun-soaked Milan to announce a tie-up on variable tint sunglass lenses? Rory Brogan reports
Oakley and Transitions used the Mido exhibition to announce a partnership programme offering variable tint sunglass lenses in prescription and plano versions.
This is the first time that variable tint optics technology has been integrated with Oakley prescription eyewear and speaking at the show, Oakley's Richard Powell and Roland Allen, marketing director of Transitions Optical Europe, described the potential as huge, with a UK trade launch of June 1.
There are two Rx lens options in 'Oakley Transitions' and 'Oakley Iridium Activated by Transitions', combining Transitions V, the Oakley Iridium lens coating and the Oakley Plutonite material. The plano sunglass lenses combine Transitions, Oakley's High Definition Optics and the Plutonite lens material, with the enhanced visual contrast Oakley's lens colours.
The Rx lenses differ in that 'Oakley Transitions' are virtually clear indoors and darken when exposed to direct sunlight to achieve 84 per cent light absorption, while 'Oakley Iridium Activated by Transitions' give a slightly tinted appearance in their inactivated state, achieving a minimum of 88 per cent light absorption when exposed to sunlight.
The intelligent lens
Powell added that the partnership brought 'two great brands together in a core everyday
product', modulating light to optimise vision and giving more choice. The combination of Transitions V on top of an already tinted lens was an industry first, he said.
Allen described the combined technology as an intelligent lens that would adapt to all light conditions. 'It is a perfect option - variable tint lenses for variable tint weather,' he said. 'Most of the time people with a fixed Rx tint sunglass don't use them every day as constant sunshine is never guaranteed.'
He added that the tie-up would also shift the mindset that Transitions was a product for an older market. 'From a Transitions' perspective, all our studies show that the benefits are trans-generational, but our core market is older. The challenge is to present Transitions to people of all ages who can utilise the benefits. We're all exposed to glare. Partnering with Oakley gives the right image.'
There is untapped potential, and the offering gave practitioners more value-added options with the benefits of Transitions, he said. 'Opticians are successful in selling to the 40-plus age group. If we can replicate that, selling to the younger user through Oakley, then there is a significant revenue opportunity as well as giving consumers a fabulous product.'
Targeting sporting users
Powell backed the idea that it was possible to sell variable tints to a younger audience. 'Why shouldn't the cool have a variable tint? The lens is suited to everybody.'
The 'Oakley Transitions' lenses will be available in grey and brown in base curves 2-8, while the high-wrap 8-base 'Oakley Iridium Activated by Transitions' comes in black, emerald and gold. Superheated metal oxides are fused to the lens surface at the molecular level, for an optically uniform layer of filtering to reduce glare and tune light transmission.
The new technology is aimed at the outdoor sports market, for example a tennis player moving from sunshine to shade on a court, mountain bikers or runners, but they are also fashionable.
'The core is people who want to optimise their vision. Obviously, there is a premium for the technology, but for this target market price isn't a barrier. It is so appealing to the consumer, this is like 20 pairs of sunglasses in one,' said Allen.
As well as the Rx product, the 'Oakley Activated by Transitions' plano sunglass lenses will come ready to buy in 12 frame and lens colour combinations, supported in practice by point of sale material, a lens tower and a UV demonstrator.
Powell added: 'We've had lens tint options over the years - there are 18 now - this is another addition to the colour options the consumer can have. It is pioneering and different.'
He said that the Rx move was influenced by dealer demand. 'They said Oakley had made strides with frames and eyewear, lens colours and cutting edge stuff such as wearable electronics, but wanted something new for Rx wearers.'
The product launch was described by the companies as a true partnership, with both sets of R&D teams working together, interlocking the technologies in the lens and collaborating at a fundamental level. The result was 'high definition optics' meeting 'variable tint optics'.
Powell added that the Rx and plano product would sell through Oakley's core dealership of 600 outlets, with the plano sunglass lenses alone through 2,000 UK stores. 'It gives us more credibility as a stand-alone lens company outside our standard distribution. We can go to opticians with a great range of frames and top performance premium lenses that can increase their business,' he added.
The lenses can also be glazed into suitable non-Oakley eyewear. 'We do Oakley lenses in other eyewear so it is logical that if you have someone who wants a different frame, it's okay as long as it is glazeable. It doesn't have to be an Oakley sunglass,' added Powell.
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