Speed and style with Transitions Gen S

EssilorLuxottica brought together 200 eye care professionals to celebrate the launch of Transitions Gen S.

The event, on 22 October at the Kimpton Clocktower Hotel in Manchester, presented a showcase of lenses, frames, and instruments.

In the evening, experts from EssilorLuxottica took to the stage to explain the development of the technology behind the lens, before a panel of eye care practitioners discussed their insights from dispensing the lens to patients.

The Transitions Gen S launched in the UK in June as the result of five years of research into photochromic technology, with more than 450 prototypes created and 100,000 lenses tested to develop the final patented formula.

The lens is described as “ultra-responsive” to light, reaching category three levels of darkness in a few seconds and fading back to clear quickly. The lens is available in eight colours, including a new ruby tone.

John Schubach, vice president at Transitions Optical, said: “We have reimagined light reactive lenses at the molecular level, bringing an advanced symbiotic technology where dyes and matrix are specifically designed to seamlessly interact with one another.”

Commenting on the launch of the Transitions Gen S this year, Alan Pitcher, commercial director for wholesale lenses at EssilorLuxottica, said: “Light management is key for visual comfort and with Transitions Gen S, there is no longer that compromise between speed and darkness, so wearing the lens offers that consistent visual performance throughout the day, whatever the light.”

Fashion, making recommendations, and the personal touch

Erika Nagy, dispensing optician and manager of Seen Opticians in Manchester, suggested the launch of Gen S has helped in recommending Transitions to patients because of how quickly the lens reacts.

“I think it’s crucial that these lenses are the best in terms of reaction time and that is a big selling point,” she said.

The choice of colours also appeals, with Nagy sharing that as dispensing opticians and stylists, “it’s lovely to have that tool.”

“Fashion is such a big part of optics. We don’t just wear glasses because we need our vision corrected, we wear glasses because we want to express ourselves with eyewear,” she said, adding that with the Transitions Gen S, it’s a “no brainer” to recommend it to clients.

Nagy also discussed the importance of having the whole practice team behind the lens, adding that she also has several pairs herself.

“We have staff on the shop floor who wear the Transitions lens and can talk to clients about it through their own experiences and that really helps,” she said.

Nagy recognised the trial kits as being a helpful tool for recommending Transitions and suggested that in using this, she starts conversations with clients about “the idea of having something extra.”

“I always ask them what they do for sunglasses and more often than not they don’t have anything,” she said, adding that this is the point at which she would introduce Transitions lenses as an extra pair that is an ‘all-rounder.’

She added: “The trial set is brilliant and the lenses are really fast. Having the client see how it works really helps a recommendation.”

Style, multi-pairs, and the ‘wow’–factor

Deepak Oberai, optometrist and owner of Albert Road Opticians, shared that previously the practice thought of Transitions as more of a generational offer, but that their perspectives changed following Transitions training.

“It made the lens feel more of a stylish choice rather than just functional, showing us that we can recommend them to all generations. Now, with the new addition of the ruby colour, you can achieve the perfect pairing with the frame,” he said.

Oberai shared how Transitions could be recommended as part of a multi-pair discussion.

“We don’t buy one jacket – we buy multiple jackets. People have the mindset of buying only one pair of glasses, but asking the question ‘why’ can sow that seed,” he said.

When making a recommendation to patients, Oberai suggested practitioners could pose scenarios where they might wear the frames: “This could be a pair for work. This could be for socialising. When they can imagine that, it opens so many opportunities.”

Introducing patients to the range of Transitions colours available can also be beneficial, he suggested, sharing: “The fashion element really opens them up to patients of all ages, so rather than us shying away from it and viewing them as more suitable for the older generation, we can now recommend to all based on what patients really need.”

Differentiation, brand confidence, and awareness

Alan Pitcher, commercial director for EssilorLuxottica, discussed some of the challenges that exist on the High Street at the moment, and noted the need for differentiation.

“I look at Transitions Gen S and see a product that ultimately differentiates you, makes you stand out as a business, and allows you to attract more patients,” he said.

Pitcher highlighted that nine out of 10 Transitions Gen S wearers are “delighted” with the experience, suggesting it offers a reassurance that: “you get them through the door and you’re then able to retain those patients.”

To increase public awareness of the lens, EssilorLuxottica has invested in an advertising campaign to “engage a new generation of Transitions wearers.”

In the meantime, research and development continues, Pitcher said: “We’re able to key into a really human desire, which is to constantly look for higher utility in the objects around us. We always want to use products with better features that deliver benefits for us.”

Pictured: The Transitions Gen S panel with Erika Nagy, dispensing optician and manager of Seen Opticians, Deepak Oberai, optometrist and owner of Albert Road Opticians, and Alan Pitcher, commercial director for wholesale lenses at EssilorLuxottica.