LEWISVILLE, Texas—Hoya Vision Care is launching Sensity, which the company is positioning as a “brand differentiating photochromic lens technology.”

“The only way for independent practices to overcome commoditization and price erosion is for Hoya to provide them with new technology that is not available anyplace else,” said Barney Dougher, president of Hoya Vision Care, North America.

“Sensity is not a ‘me too’ product. It has distinctive technological advances in its processing and performance that will provide points of differentiation for independents that will make their patients happy,” he said.

Sensity features Stablight Technology which ensures the lenses perform consistently in varying climates and temperatures. The lens is available in gray and brown, the latter of which offers improved color contrast, according to Hoya.

A full line of free-form progressive and single vision lens designs, materials and anti-reflective treatments are available. Although Hoya is positioning Sensity as a premium product, the company said it is offering introductory pricing to Hoya accounts that will be on par with other photochromic brands, the company said.

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