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What, specifically, are the challenges and opportunities for Rx Sunwear business given our current economic climate and what is predicted for the economy going forward?

It’s no secret we’re facing a challenging economic climate all around. Particularly challenging is the fact that prescription sunwear is a purchase often viewed by the consumer as something that can be put off. A tough economy, combined with the implied seasonality of the purchase makes things challenging heading into ’09.
As a manufacturer, we’re viewing it as an opportunity to work more closely with our customers and ECPs to ensure that everything we’re doing is adding value and helping them advance their initiatives. Economy aside, we have some exciting product releases planned for 2009 to share with our customers.

What should ECPs keep in mind about your company’s involvement in/dedication to Rx sunwear?

First and foremost is the full launch of our Coppertone Polarized Lens brand which took place in March of 2008. In addition to patented technology, our partners now have a household brand name at their disposal that consumers already identify with and recognize as the leader in sun protection.

To assist our partners throughout the winter months, we’ve recently launched an educational ‘Winter Sun Awareness Campaign’ that stresses the importance of premium eye protection all year around. The first of its kind, the campaign has both trade and consumer tools available for free via our Web site.  The feedback thus far has been tremendous and we’re anticipating building on the program in 2009.

In addition to the new winter sun materials available, both our Coppertone and SunRx polarized brands are supported by a host of marketing collateral, point of purchase materials, national promotions and sponsored ABO courses to assist our partners.

And as the first major ophthalmic lens company to introduce prescription polycarbonate lenses, we also offer a broad offering of plastic polarized lenses making us a premium partner in the Rx sunwear market.

Which specific categories of Rx Sun lens products – polarized, high-base wraps, PALs, single-vision, mirror coatings – or others you’d like to mention – do you feel offer the biggest ‘upside’ business opportunity for optical retailers and ECPs this year? Why?

The mere fact that there are so many choices available from manufacturers is what makes the entire sun category as a whole a great opportunity for retailers. We look for growth from the category with the ability to serve individual patient needs better and better regardless of their specialization.

In which of your company’s specific product lines are you putting the most sales and marketing support during 2009? Which products and programs are ongoing from 2008 and which will be new?

We’ll invest marketing and sales support in all our premium brands in 2009. Most notably, our photochromic brand – LifeRx light-responsive lenses. In addition to technical enhancements, we’ve rebranded the product with a new mascot and a new look. The lenses are now also manufactured with 100% renewable energy which gives consumers yet another important reason to consider LifeRx as their photochromic brand of choice. When you completely rebrand a product line, it comes with a sizable investment, similar to a new product launch which we’re committed to. Through February of 2009, the brand also has a national promotion (Tiko’s Travels Promotion) underway since November of 2008 which offers prizes and cash rewards.

Another notable program for Vision-Ease Lens in 2009 will be a new partnership with the Skin Cancer Foundation where we’ll gain additional visibility to the protection benefits our Coppertone Polarized Lenses offer. The partnership will provide specific healthy eyes education via the Skin Cancer Foundation Web site and consumer brochures that our customers can take advantage of. With their reputation of offering guidance to millions of consumers with relation to detecting and prevention of skin cancer, we’re excited to promote the importance of protecting one's eyes as well.