We just watched the Today Show’s Sunglasses report and we were not very impressed. The Today Show attempted to talk about polarized glasses and say that the lenses are basically all the same except for the price and cheap polarized sunglasses are as good as the expensive ones. There is quite a lot of consumer “misinformation” on this subject out there, Mike Bellomo of Opticote sent us this one from Wired.com for example. It is horrible!!
We look at this as an opportunity you, as the optical experts, to talk to optical consumers about the benefits of quality polarized sunglasses and the real value of not just an Rx pair but plano as well. Tell them “Don’t Be Cheap” and why so here’s an idea – have some cheap over the counter plano polarized sunglasses to show customers:
- uneven clarity (blurry)
- color density of the lenses
- color definition of viewed objects i.e. chromatic response, color discrimination and contrast
- scratches
- reflections
It is easy to demonstrate the differences if you compare to a high quality polarized lens such as Costa 580.
Costa580 in Cheeca
For the Rx the same demo can apply but even more so when it comes to thicker lenses and higher base curves. We have seen some really bad polarized lenses, where the film is exposed on the lens edges. Just recently I was advising a customer with a +6:00 Rx to ask for Hi Index. She had purchased her lenses at a chain that did not offer Hi-index polarized and they told her that these type of lenses did not exist!
The wrap around style can be very tricky when it comes to polarized RX so it is particularly important to use a quality lens such as Shamir’s Attitude.
Vision- Ease Coppertone Polarized Lenses received the OLA 2009 Award of Excellence – this is a good example of something you can use to assure optical customers they are receiving a high quality product.
Please visit our sister directory site www.opticalvisionresources.com for Sun and Sports Performance Eyewear listings .
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These shows just use whatever their advertisers want them to use and then it backfires! This looked like a Luxottica piece gone wrong to me, maybe I am just cynical. The consumer gets bad information either way. It would be good to see a real in depth report that actually looks at the workmanship and development of good eyewear.
Yes, I agree… let’s see a real in depth report on quality sunwear vs. substandard sunglasses… this was one of the most ridiculous stories I have ever seen… very disappointed in the Today show for airing this without further reporting. Not sure this had anything to do with Luxottica though… I just think bad reporting.
I also saw the Today show piece and found it full of misinformation. I can not believe they would not have interviewed an Optician to get the true facts. I have been trying to find a comment area on their website to write to them.