Launches, promotions, merchandising, events, and other things to keep you in the know.

WILEY X AD TAKES IT OUTSIDE. Geared toward hunting and fishing enthusiasts, two new 30-second television spots from Wiley X carry the company’s message of Absolute Premium Protection. These action-packed commercials are customized, with the fishing-specific spot focusing on the company’s advanced polarized plus lenses, and with the hunting-specific spot highlighting the visual clarity the eyewear offers wearers. Wiley X Eyewear, 800-776-7842,

SAO NAMES OPHTHALMIC OPTICIAN OF THE YEAR. During its April executive board meeting, the Society to Advance Opticianry named First Vision Media Group’s Director of Professional Content, Ed De Gennaro, its 2013 Ophthalmic Optician of the Year. Society to Advance Opticianry, 512-657-2020,

TRANSITIONS OFFERS NEW VIEWS. The Transitions Viewer™, available at, allows users to experience what it’s like to wear any lenses from within the Transitions family of everyday lenses. The tool employs 360 x 180 panorama images of various real-world scenery and explains the benefits of photochromic and adaptive lenses. Transitions Optical, Inc., 800-848-1506,

SILHOUETTE’S FUTURA RETURNS, READY TO PARTY. Originally released in 1974, Silhouette’s Futura collection was a nod to the space-age anticipation of its time. The reboot of the collection, called Silhouette’s Futura Anniversary Collection this time around, includes three color combinations and is reaching the world through a campaign featuring Tali Lennox (daughter of 80s’ pop icon Annie Lennox), which was photographed in Los Angeles by Peter Lindbergh. Silhouette Optical, Ltd., 800-223-0180,

OWA HITS REFRESH ON ITS LOOK. A new brand identity, updated logo, and re-launched website are helping give the Optical Women’s Association an update. With a new tagline, “Connect. Inspire. Lead,” the 15-year-old organization’s goal of reaching women in all facets of the optical industry continues. Optical Women’s Association, 973-233-9107,

SMITH HAS A GREAT DAY. As 2015 approaches, so does Smith Optics’ 50th anniversary. To commemorate this milestone, the company has launched Great Days, a yearlong multi-sport webisode series. Smith’s athletes and ambassadors will be highlighted throughout the series, which can be viewed at Smith Optics, 800-635-4401,

ESSILOR CLEARS THINGS UP. For people dealing with blurry vision, Essilor is getting the word out about Varilux progressive lenses through a national advertising campaign. The TV and radio campaign will air through June, directing patients to independent ECPs, as part of the company’s Power of 3 Event. Essilor of America, Inc., 800-542-5668,

YOUNGER’S CAMBER LENS SITE LAUNCHES. Camber™ Lens Technology, from Younger Optics, now has its own site. The technology was developed to improve the performance of digital progressive lenses, and questions about exactly how it works, what it is, and where ECPs can get it are all answered at (For more information, see “Camber-The Next Step in PAL Design.”) Younger Optics, 800-366-5367,


Oakley announces a partnership with Little League International, establishing the company as the Official Eyewear Sponsor of Little League Baseball and Softball.

HOYA Vision Care teams up with BluTech Lenses to create lens designs, materials, and treatments for independent ECPs.

Luxottica enters into exclusive licensing agreement for Michael Kors Collection and MICHAEL Michael Kors eyewear, set to launch in January 2015.

Aspex Eyewear Group expands its BMW Eyewear Collection to worldwide distribution.

Smith Optics partners with Flats Class TV, offering emphasis on its ChromaPop technology.


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