NEW YORK—21st Century Optics, the New York-based wholesale lab that is part of the Essilor group, is releasing a value-priced, private label anti-reflective lens called Xtreme AR. As its name implies, Xtreme is a high-performance product.

According to 21st Century, the lenses earn high marks for anti-scratch, AR efficiency, anti-smudge and cleanability. The lenses boast a 110-degree contact angle, exceeding that of several leading AR brands. (The steeper the contact angle, the less surface area is exposed to water or other liquids.)

According to 21st Century Optics sales and marketing director Anthony Fulco, Xtreme AR is produced with the same AR technology used in Essilor’s Crizal AR lenses.

“Recognizing the need for value alternatives in today’s economic climate we chose to create a proprietary AR instead of a more brand recognized AR,” Fulco said. “By keeping the product private label, as opposed to a branded product, we were able bring this AR to market at a price that is very attractive to ECPs looking to sell their patients a value alternative AR while not sacrificing quality,” he said. ■