Fashion Forward – Auto Darkness


HOYA Vision Care Launches Two New Light Reactive Lenses – Sensity Dark and Sensity Shine

Independent eye care professionals seeking to “Wow!” patients with the latest in lens fashion and function will be thrilled with Sensity Dark and Sensity Shine. Hoya Vision Care announced today the U.S. launch of Sensity Dark and Sensity Shine, extending the Sensity line of brand-differentiating photochromic lens technology. “Sensity Dark and Sensity Shine have distinctive technological advances in their processing and performance that will provide points of differentiation for independents and excite patients,” said Grady Lenski, Chief Marketing Officer of Hoya Vision Care, North America. He continued, “By offering technology that is not available anyplace else, Hoya strives to provide new lens technology that can help independent practices overcome commoditization and price erosion.”
Sensity Dark activates behind the windshield of the car and fades back to full clarity. The lenses are also priced the same as original Sensity. This is a big win for ECPs and patients. “Sensity Dark’s activation and fade back exceed industry expectations. With no price barrier between Sensity Dark and original Sensity lenses, ECPs can provide added value to patients who are looking for a darker lens at a competitive price point,” said Maria Petruccelli, Director of Product Marketing.

Sensity Shine also activates behind the windshield of the car, and offers wearers a fashion-forward look with mirror coating. Both art and science went into selecting the optimal colors that provide the ideal contrast and glare reduction without sacrificing precise vision. Hoya found three optimal combinations: a neutral grey tone, a more flamboyant brown and a lively and slightly intense green. The colors have been professionally defined to match fashion trends and to ensure natural color perception and superior contrast.

Sensity Dark and Sensity Shine wearers will benefit from all of the features in original Sensity such as StablightTM Technology, which ensures the lenses perform consistently in varying climates and temperatures, and has proven to be very popular with wearers.
A full line of free form progressive and single vision lens designs, materials and anti-reflective treatments are available in Sensity Dark, Sensity Shine and Sensity.

Contact your local Hoya Territory Sales Manager to schedule your Sensity Dark and Sensity Shine demonstration and Lunch and Learn.

About HOYA

Founded in 1941 in Tokyo, Japan, Hoya is a global technology and med-tech company, and a leading supplier of innovative high-tech and medical products. Hoya is active in the fields of healthcare and information technology, providing eyeglasses, medical endoscopes, intraocular lenses, optical lenses, as well as key components for semiconductor devices, LCD panels and HDDs. With over 150 offices and subsidiaries worldwide, Hoya currently employs a multinational workforce of 37,000 people. For more information, please visit

About HOYA Vision Care

For over 60 years, Hoya Vision Care has been a global leader in the eyeglass lens business. With a presence in over 50 countries, Hoya Vision Care has a proven expertise in lens designs and freeform surfacing technology combined with a leading position in high performance, quality AR coating. Hoya Vision Care’s solid market portfolio includes VISION EASE, SEIKO and PENTAX optical lenses, as well as innovative products such as Yuniku, the world’s first vision-centric, 3D tailored eyewear. The company employs over 16,000 employees worldwide with mass production facilities in Asia & Europe and over 40 local Rx laboratories globally. For more information, please visit

Claire Goldsmith MidPage