Transitions: a journey in visual well-being at Mido

At Mido 2004 Transitions Optical presented the Transitions Experience Zone: an area of the stand where visitors could try out the advantages of Transitions lenses and experience a revitalizing and relaxing pause. At the stand's cocktail bar every afternoon a well-being party was organized based on revitalizing drinks and authentic massage sessions, followed by the chance to have an iris reading.

The new demonstration kit with integrated UV lamp, which will be distributed to Italian opticians by end 2004, not only shows how fast lenses darken, it is also a way of checking how much they reduce the reflections and improve the perception of colors and contrasts. The new 'Transitions Experience Zone' will allow opticians to introduce customers to the performance and advantages of the Transitions lenses through personal experience.

Within the context of an aging European population and people who dedicate more time to leisure activities, the long-term risk to eye health deriving from exposure to UV rays has reached alarming levels. Despite this, only 4%* of people are aware of the damage that UV rays can do to the eyes (*spontaneous answer, British study on UV ray awareness, March 2004).

This is why, as an operator in the optics sector, Transitions Optical considers it a duty to make the public aware of the risks of exposure to UV rays and the importance of looking after the eyes.

Transitions Optical therefore encourages all professionals in the optics industry to support the promotion of vision well-being. More than 6,500 opticians throughout Europe have already joined the campaign.