Transitions is looking to encourage younger wearers to the variable tint brand with new product and new point of sale materials on show at Optrafair and offering big prizes from a video one armed bandit on its stand.

A range of new point of sale materials, videos and advertising has been designed to appeal to a younger demographic.

Consultant, Carly Rocyn-Jones, said she was particularly excited by the availability of flash to mirror fashion tints which combines a Transitions lens with a mirror coating. Colours include rose gold, green, silver and blue tying in with the latest frame colour trends.

She said while ECPs are great at dispensing Transitions to the older demographic they needed more help when it came to younger buyers.

Rocyn-Jones said the colours include the mid tints which younger people often cited as a reason for not buying Transitions lenses while the mirror effect was on trend. Activation of the tint enhances the mirror effect further.

Visitors to the stand (E15) can win upto £100 in shopping vouchers on the video lens spinner plus a host of other consolation prizes.