By Andrew Karp: Group Editor, Lenses + Technology

 
 Xperio UV lenses cut reflective glare and provide maximum UV protection on both the front and back sides.
DALLAS—Essilor of America is launching Xperio UV lenses, which it describes as “the first, complete outdoor sun lens solution that eliminates blinding reflective glare while providing the maximum UV protection on both the front and backside of the lens.” Xperio UV are the only lenses to offer an Eye-Sun Protection Factor (E-SPF) of 50+, which provides at least 50 times more protection from dangerous UV radiation compared to wearing no lenses at all, Essilor said.

“Xperio UV lenses are the best visual solution under the sun; they offer the highest level of UV and glare protection while remaining the most durable and cleanable sun lenses you can buy,” said Theresa Agnew, senior vice president of marketing, Essilor of America.

The launch will kick off this month with a multimillion dollar national consumer advertising campaign. In addition, Essilor will have professional merchandisers assisting thousands of practices across the U.S. to facilitate discussions between ECPs and their patients. These merchandisers will work with practices and review patient traffic to strategically place Xperio UV merchandise and educational materials throughout each practice. ■

akarp@jobson.com