Special feature
marketing, and Luc Nouvelot, global match frames with the lenses. It’s also
research & development director, a way to talk about who you are inside
at Transitions about the new Gen 8 and outside. You can reveal different
style colours and XTRActive Polar- aspects of your personality with the
ized lenses. style colours.
OPTICAL PRISM: One of the features Transitions can also provide tools in-
of Transitions Gen 8 style colours store, such as the collection style book
is they have a consistent tint across and tools to showcase the colours, so
all activation states. Why was this people can start to figure out how they
important to achieve? will look with their Transitions lenses.
LUC NOUVELOT: On a product which OP: A recent Transitions study
is designed for style and fashion, found that 89 per cent of people pre-
being exactly on the colour we chose fer the Gen 8 lenses over clear when
is absolutely paramount. they try them both. However, only
ELISE BIOCHE: As a consumer, when
you choose a blue lens, for example,
you want a blue all through the state
of activation. And we know that when
10 per cent of people wear Transi-
tions lenses. How do you hope the
new Gen 8 lenses and style colours
will help to close that gap?
Luc Nouvelot, global research &
development director at Transitions,
and Elise Bioche, vice-president of
global marketing at Transitions, at
Transitions Academy.
And we know that when people go for
Transitions, they stick to it for life.
people try on the lenses, it’s very EB: Honestly, the only question now important that the colour looks really is, why not Transitions? The level of nice whatever the activation state is. the technology is so advanced that So, if it’s blue, you want it to be clear we’ve reached a level where you have and then a light blue and then you no issues or questions. It’s really for want your blue to become the darker everyone. They work super fast with a LN: It’s clearly the polarization. I
blue outdoors. But you don’t want super high level of quality. think what is key in this product is
them to switch over to another colour.
And that’s a challenge because it’s not
only matching the colours, but also the
speed of activation so that whatever
the activation state is, you are in the
range of blue that you have chosen.
OP: How can ECPs promote the new
style colours to their patients?
It’s a bit like with mobile phones. A
couple of years ago, you still had super
big batteries for your phones, but at
some point, the technology made the
leap and suddenly everybody had
mobile phones.
I think it will be the same with Gen
8. We’ve reached a level with the ad-
OP: Regarding Transitions
XTRActive Polarized, what sets
these lenses apart?
that it’s a real XTRActive lens, with
the XTRActive dye technology, which
means activating using partially
visible light so that you can get activa-
tion in the car and you can get extra
darkness when you are outdoors.
And, on top of that, you have ul-
tra-fast dichroic dyes plus this smart
matrix which allows them to create a
EB: ECPs can totally rely on the tech- vancement of the technology where nology. They know they are selling the you have all the advantages that a best photochromic performance with clear lens can provide when they are Gen 8, providing a far better light pro- at the clear state and all the benefits of tection index than clear lenses. So they sunglasses when you’re outside and, The other important thing is
can rely on the product performance. on top of that, in changing intermit- XTRActive Polarized lenses become
tent lights, you see better, with your extra dark at high temperatures;
eyes better protected and with the when it is 30-plus degrees celsius
style you want. outside. OP
And then all the conversation with
their clients is just about how to
pattern of dyes that generates polar-
ization that is equivalent to polarized
sunglasses when you are outdoors.
Optical Prism | April 2020 27