RAMSEY, MINN. (September 25, 2008) – Vision-Ease Lens (VEL), a leading manufacturer of ophthalmic lenses, recently improved its performance-leading LifeRx photochromic lenses. In addition to an enhanced lamination process for maximum durability and an expanded product offering, the company has rebranded the product with a new mascot and new look. What’s more, LifeRx lenses are now manufactured using 100 percent renewable energy at VEL’s Ramsey, Minn., manufacturing facility.

 

“LifeRx lenses represent an innovation in photochromic technology that’s unmatched in the industry, offering lens-wearers superior activation/deactivation speeds,” said Derek Harris, vice president, research and development, VEL. “It’s exciting to take a great product, known for its performance and improve upon it even further.”

 

In addition to the only photochromic polycarbonate D28 flat top bifocal, LifeRx lenses are now available in Illumina and Outlook progressive lenses, Aspheric SFSV and Spherical SFSV in 1.00 diopter steps.

 

With a new logo, tagline and brand icon, support materials feature a new look and feel, allowing customers to make a better connection between VEL and its LifeRx brand. All of the new attributes work together to create a truly cohesive and recognizable package – from the easy-to-understand tagline – “light responsive lenses” – to an iconic color-changing chameleon.

 

“We are excited about the new brand and the ability of the chameleon to convey the light-responsive properties of our LifeRx lenses,” said Barry Resnik, director of marketing, VEL. “The consistent feel of the new packaging and materials will allow eyecare professionals to make a stronger connection between our product and its advanced technology. The latest enhancements to the product line provide customers with a better photochromic alternative without sacrificing the quality and performance they have come to expect from Vision-Ease Lens.”

 

To support the rebrand, VEL has developed all new marketing and point-of-purchase materials available for free. Eyecare professionals should visit www.vision-ease.com and register to get started. Once registered, they will have access to the recently released VELcomm (Vision-Ease Lens Communication) Center within the ‘professionals’ section where ordering is easy and free.

 

Introduced in 2005, LifeRx light responsive lenses represent the culmination of ten years of research and development, including extensive market research and significant investment in new manufacturing technology.

 

* For additional product specifications and order information, please visitwww.vision-ease.com

 

Headquartered in Ramsey, Minn., Vision-Ease Lens is a manufacturer of quality ophthalmic lenses including LifeRx® photochromic lenses, Coppertone™ polarized lenses, SunRxÒ polarized lenses, and IlluminaÒ progressive line-free lenses. Vision-Ease Lens products are sold through independent opticians, optometrists and ophthalmologists, as well as many retail chains and dispensing markets across the country. For more information about Vision-Ease Lens and its products, visit www.vision-ease.com