Product: EMInent
Top Line: Leybold new, premium AR coating process, EMInent, was developed as an “integrated process solution.” The AR layer stack was designed in conjunction with lens hard coatings to provide a optically superior and long lasting AR product.
Close Up: Markus Fuhr, manager of ophthalmic products for Leybold
Optics, said Leybold’s goal for developing the EMInent process was to combine high scratch resistance (Bayer-test) with no loss in environmental performance such as crazing and deformations during the lifetime of the product. He also noted that “EMInent is the only integrated AR process that can be paired with different lens hard coats to provide a seamless and superior lens treatment.”
Vital Stats: EMInent combines an anti-static layer along with a super hydrophobic top coat resulting in advanced scratch resistance and unsurpassed cleanability.
www.leyboldoptics.com

Product: Zeiss Customized Wraps
Top Line: Carl Zeiss Vision announces the introduction of a full line of customized Zeiss lens designs created specifically for highly wrapped lenses. This line includes three wrap-specific customized lenses designs (Zeiss Individual PAL Wrap, Zeiss GT2 3D Wrap, and Zeiss GT2 3D Short Wrap), as well as Zeiss Individual SV Wrap for single vision wearers.
Close Up: The combination of advanced customized design and Carl Zeiss Vision’s proprietary Rx and prism compensation widens the area of clear vision in Zeiss Wraps by as much as 50 percent over standard lens designs in wrap frames. In addition, Zeiss wrap lenses feature the same customization approaches as their standard-frame equivalents. Depending on the specific design chosen, this may include prescription customization, an adjustable corridor and compensation for the way the lenses fit the wearer’s face. All Zeiss customized wrap lenses are fully compatible with i.Scription, the Zeiss process that compensate the lens design based on the patient’s higher-order wavefront aberrations to deliver superior night vision.
Vital Stats: Like Zeiss customized progressives for standard frames, Zeiss wraps are available in price tiers with increasing degrees of customization: Good (GT2 3D Wrap), Better (GT2 3DV Wrap), and Best (Zeiss Individual Wrap). All Zeiss wrap designs are available in clear, Transitions gray and brown and NuPolar polarized gray and brown, in 1.50 hard resin and 1.59 polycarbonate materials.
www.vision.zeiss.com

More Images

Product: Liberty Sport’s Illusion Technology is an optically friendly, patented (Patent #7,543,930) Rx adaptor system that allows eyecare professionals to insert 6-base lenses into the brand’s sunglasses sporting an 8-base semi-rimless mounting.
Top Line: The Illusion is perfect for the customer who has a more demanding prescription, but still enjoys the look of swept-back sunglasses. The two newest styles that offer this technology are the IT20A, a fast back lens shape, and the IT20B, a classic rectangle shape.
Close-Up: “The Illusion Series delivers a wide range of Rx’ability thanks to Liberty Sport’s unique semi-rimless lens mounting system,” according to Linda Laube, Liberty’s vice president of marketing. “Best of all, the lightweight design affords active wearers great peripheral vision with the value of a 6-base lens. These two new styles are another example of Liberty Sport’s passion to engineer Rx’able sport sunwear for active people of all ages, looking for unique solutions for their recreational lifestyles.”
Vital Stats: These nylon rimless frames offer an aggressive sport design with premium sun lenses perfect for golfing and other recreational activities. The lightweight chassis is designed with head hugging comfort-grip soft temple tips. Available colors are: shiny black, tortoise, matte silver, translucent purple and shiny gunmetal. The packaging includes a Liberty Sport semi rigid case, cord for added stability and a cleaning cloth.
www.libertysport.com

Product: Innexus, an optical website and marketing solution from Inneractive Media
Top Line: Innexus, by Innereactive Media, will now offer four complimentary side modules included in the base level Innexus subscription for no additional cost.
Close Up: Side modules are customizable sidebar content that can appear on all pages of your Innexus website. Completely editable by the website administrator, these side modules are HTML code friendly for animated flash or video files, as well as providing hyperlinks to other related pages. Current Innexus subscribers are leveraging this new feature to promote for their business social networking sites, such as Facebook and Twitter. An eye care professional is not required to customize all modules, but has up to four different options for advertising or promotions. To view an example of the new side module feature in action, visit http://demo.getinnexus.com.
Vital Stats: In addition to its powerful online marketing tools, Innexus offers eye care professionals maintain complete control of editing and adding unlimited content to their Web site.
www.innereactive.com

More Images

Product: A&A 2011 Catalog Features Quick-Response codes
Top Line: Marking its 40th anniversary this year, A&A Optical is using Quick-Response codes in its just-released catalog and point-of-purchase materials to link customers to brand videos, collection images, product info and special promotions.
Close Up: The use of QR codes is a new digital trend sweeping many new retail, brand and media platforms. These black-and-white patterned box codes allow a website, video, coupon/special to be revealed in an instant, via users' smartphones.
Vital Stats: The QR codes are on the 2011 catalog’s inside cover which will connect the reader to A&A’s bimonthly reorder promotion. A QR code is also located on each collections introduction spread, directing the customer to the collection page on A&A’s website where they can view all colors available for each style offered. For A&A's Roxy and Quiksilver introductory pages, when the viewer/reader scans the QR code with their smartphone, it will pull up those brands' new 2011 videos, including world class surfer Kelly Slater's new video for Quiksilver. Counter cards are available for order this month. A&A’s upcoming ads for Vision Expo will also contain a QR code link to a special landing page, for Vision Expo, which is a special mini site containing info about A&A Optical’s show specials, new releases, company news, photos and free show registration links.
www.aaopticalco.com