Ophthalmic Lenses
Take a Second Look at Polarized Lenses

They have a broader appeal thanks to advances in processes and materials.

Judith Lee, Senior Contributing Editor

In the past five years polarized lens sales increased from a tiny percentage of the total ophthalmic lens market to, well, a tiny percentage of the total lens market. Yet the increase—from 0.5 percent to 1.25 percent—may signal an important trend for optometric dispensers.

"We believe that, in the future, every pair of sunglasses sold will have polarized lenses," says David Rips, president of Younger Optics, the leading polarized lens maker. "As more consumers experience the benefits, this will become the standard for sunwear. Polarized lenses offer much more than plain tinted lenses, and more importantly, they offer what consumers want."

Mr. Rips cites a 1997 study by the Sunglass Association that shows the number one feature consumers want in sunglasses is for the lenses to block glare. This is why manufacturers say independent optometrists are missing an important opportunity to impress patients, secure their loyalty and increase volume in their dispensaries.

"Glare is a problem for everybody because everybody drives," Mr. Rips says. "There are very few patients who wouldn't benefit from a good sunglass that blocks glare."

The plano sunglass market is dominated by large sunglass retailers like Sunglass Hut, which alone sells one out of every 10 pairs of sunglasses in the United States. Marketing by these companies has helped to stimulate interest in higher-priced sunglasses, including polarized lenses.

"Unfortunately, it's a very slow process to bring the ophthalmic community around to see this," says Eric Lindquist, marketing manager of Specialty Lens Corporation. "More and more patients want better sunglasses, and when they wear polarized lenses, they will ask for them again. It builds great loyalty."

Manufacturers admit that there are some good reasons for optometrists to be skeptical about polarized lenses:

• For years, the lenses were made with a lamination process, and over time some polarized lenses delaminated. Now the polarizing filter is integrally bonded to the lens so it can't delaminate.

• Polarized lenses came only in limited options, so patients couldn't always get the same type of lens they were used to wearing. Now polarized lenses come in CR-39, high index, polycarbonate, glass and photochromics. Major lens makers like Varilux and SOLA Optical USA offer polarized progressives, too.

• Doctors and frame stylists lacked the knowledge and training to present polarized lenses effectively. Now manufacturers offer training programs at conferences and professional meetings, and are taking training into doctors' offices.

• Optometric practices didn't have the tools to demonstrate the benefits of polarized lenses. Manufacturers have introduced new demonstration aids, including Younger Optics' Glare Demonstrator, which actually creates glare. The patient then looks into the demonstrator, first wearing plain tinted lenses, then wearing polarized lenses.

"When the patient sees the reality of glare reduction, the polarized lenses sell themselves," says John McCarthy, total quality director for Younger Optics.

Another drawback for O.D.s has been the hefty price tag on polarized lenses. But manufacturers point out that consumers have become accustomed to paying higher prices for progressives, plastic and glass photochromics, high index and other premium lenses. The key is in presenting the value of the product.

"My casual research shows that polarized lenses only cost $15 to $25 more than a comparable sunglass with UV protection, a tint and scratch-resistant coating. The polarized lens offers UV protection and it also cuts glare," Mr. Lindquist says.
Greg Rook, vice president for KBCo Inc., another polarized lens marketer, has a seminar that teaches independent doctors how to develop a second-pair program for polarized lenses. He says the first notion he must dispel is the idea that patients only want one pair of glasses.

"I always ask my audience, 'How many of you only have one pair of shoes?' And you know, you can only wear one pair of shoes at a time," Mr. Rook says.
The shoe analogy is a favorite of Mr. Rips, who adds that the athletic shoe market was created by large chains like Footlocker. Athletic shoe marketers worked hard to educate consumers about footwear, brought to market the shoes people wanted, and then reaped the rewards.

"The independent shoe retailer didn't educate consumers or even offer athletic shoes," Mr. Rips says. "The whole market went to the athletic shoe chains."

Mr. Rook says this is an ideal time for O.D.s to increase second pair and multiple pair sales. His reasons:

• Consumer spending is at an all time high.

• Many purchasing decisions are based on added value.

• Consumers commonly make multiple purchases for utility.

• Baby boomers are demanding products that enhance their lifestyles.

His suggestion for your dispensary: Create several package prices on eyewear and sunwear. Base it on varying Rx needs, such as a single vision package and a progressive package. The patient chooses frames and lenses for his primary eyewear, and also gets outfitted for sunglasses with polarized lenses in the appropriate material and Rx.

"The best reason to do this is to have more satisfied patients. Once people have the utility of two pairs, they perceive the value. This will reflect very positively on the practice," Mr. Rook says.

Just as in dispensing other premium lenses, he says, never prejudge the patient. He urges doctors to offer the two-pair package to everyone, because most people will benefit from two pairs.

As Mr. Rips puts it: "Today, people want a good car, nice clothes, great sports equipment—but they'd rather have cheap sunglasses? I don't think so. They want value, and polarized lenses offer this. Either optometrists will provide them, or patients will go out and get their polarized lenses from the retail chains."

Talking Points: 7 Things to Tell Your Patients About Polarized Lenses

Here are some points you can make with patients when you're explaining polarized lenses.

1. Many patients benefit from polarized lenses.
Although you may have heard of these as "specialty" lenses,  polarized lenses can appeal a broad range of patients. They're recommended for anyone who:

• Drives more than a few minutes a day

• Wears contact lenses.

• Drives a truck or bus.

• Works outdoors, such as in construction or landscaping.

• Has an outdoors hobby, such as gardening.

• Spends time near the water boating, fishing or water skiing.

• Spends time near the snow, namely skiing or snowmobiling.

• Hunts or target shoots.

2. Polarized lenses reduce surface glare.
Glare can cause problems ranging from discomfort to serious visual impairment. For most of us the biggest threat is glare from road surfaces, oncoming windshields and the hood of your car. Eliminating glare has many advantages. Two key ones your patients would be interested in:

• Comfort. Polarized lenses reduce squinting, which can cause eyestrain and tension.

• Visual acuity. Glare reduces your vision and at times can be extreme enough that you can not see objects through it.

Polarized lenses offer particular advantages for fishermen and women and boaters. When wearing polarized lenses, you can see much more deeply into the water.

3. Polarized lenses offer the most protection for eyes.
Polarized lenses protect your eyes in two ways. All polarized lenses come with a filter that protects your eyes from direct UV light, and another filter that blocks reflected UV light. UV radiation can contribute to age-related cataract, pterygium, cancer of the skin around the eye, photokeratitis and corneal degeneration. Sunglasses that do not contain UV protection and are not polarized allow the harmful UV rays to come through. They may even increase the potential damage because they cause your pupils to dilate, allowing even more harmful UV light into your eye.

4. Polarized lenses block reflected light while allowing direct light to come through.
Direct light waves vibrate in all directions, but reflected light waves vibrate in the same direction. This creates glare. Bright, flat surfaces such as water or pavement are the primary sources. Polarized lenses block the light reflecting off these surfaces. The polarized lens contains a special filter that blocks reflected light with a molecular "fence."

5.  You can get polarized lenses just like the lenses you normally wear.
Polarized lenses come in a variety of styles and material, so you can order a lens like the ones you normally wear. You can order them in plano, single vision, bifocal and progressive addition powers. They're available in regular plastic, high index (or extra thin) plastic, impact-resistant polycarbonate and glass.

6. Polarized lenses are sometimes confused with photochromics.
Polarized lenses are tinted one color. They remain that color (usually gray, brown or yellow). Photochromic lenses change their tint according to the brightness of the light you're in; they are lighter indoors than outdoors. However, you can order polarized photochromics. These lenses are polarized and they change from light to dark as you go from indoors to outdoors.

7. Polarized lenses cost more because they are more complicated to make.
Polarized lenses are really three layers bonded together. The polarizing filter is integrally bonded with two pieces of optically ground lens material. In a sense, you have six different lenses in each single pair of polarized sunglasses.