Myopia Matters

Myopia is one of the most prevalent vision issues globally, especially in children. It’s estimated that by 2050, nearly 5 billion people will be myopic—and nearly 42% of the U.S. population by 2020.

Essilor is trying to change that.

How? With its newly launched integrated consumer awareness campaign that will teach parents how to identify the signs of myopia in their kids, and how to take a proactive role in their children’s eye health by getting comprehensive exams early in life. For the past month, Essilor has been showing its “Out of Focus” movie trailer in theaters nationwide (to view it, visit the Essilor USA YouTube channel).

#MyopiaMatters also takes aim at ECPs, partnering with ophthalmic thought leaders to create a recommended path O.D.s can take to become their community’s “Myopia Expert.” Info can be found at essilorusa.com . —Susan Tarrant

Vision Expo West 2018
5 BIG Trends from Vision Expo West

i am-packed with attendees plus a covetable lineup of events (fashion shows, awards, trend presentations, and more) and cutting-edge education, Vision Expo West’s 30th anniversary was a notable success. The overall show experienced a nearly double-digit increase in attendance compared with 2017, as preaudited results show close to 13,000 eyecare professionals from across the world attended.

EB’s editors were on deck for all the fun, and here we reveal our top picks for trends noted at the show.

1 Geometric Centric

Fresh off the show floor were future-forward frames in bold and brilliant silhouettes—highlighted by defined edges and eye-catching dimensions.

Stock the style:

State Optical Co. Rush

Chemistrie 1440 from Eyenavision

Tura by Lara Spencer sunglass LS508

2 Eye on Ivory

Milky ivory frames served as an unconventional but seriously chic trend to look out for. Whether fully frosted or with touches of chalk, keep your eye on ivory as the specs hue du jour.

Stock the style:

Cosmopolitan Avery in Gold Frost from Match Eyewear

eyeOs Daphne in Mousse Parfait

Nicole Miller Hemlock in Dark Teal with Ice Glitter from L’Amy America

3 Visual Merchandising

“People were looking for better ways to present merchandise in a clear and organized manner to help the patient better navigate the space and deliver information to create a more complete shoppers’ experience,” Richard Winig, president of the Eye Designs Group, says about Vision Expo West. “Our digital experience centers were received well, as they linked to social media and offered a more memorable presentation on premium products and services.”

4 Lenses in the Spotlight

We’ve been seeing this trend for a while now, as lens design technology brings optimization and customization to new levels. But a new focus is on lenses as a style factor, complementing the frame and allowing personal style to shine. Splashy sun mirrors in vibrant colors, subtle tints to Rx lenses (for blue light protection and more), and, of course, clear-to-color/mirror lenses.

5 Tech at Retail

It’s not about adding new technology simply for the sake of having new tech. It’s about drawing in new patients, giving them an experience to remember, and getting accurate measurements (it is all about the proper measurement, isn’t it?). Super mirrors, digital try-on from the window, and iPad-based patient measurement software were all on full display.

Also making a bold splash on the show floor? Tech-based telehealth systems that use a remote doctor to “examine” the patient.

—Kerri Ann Raimo + Susan Tarrant

Vision Expo Photo Book

See all the parties, programs, and fun from Vision Expo West at our Facebook page: facebook.com/eyecarebusiness .