1. Extra protection from light outdoors, indoors and even in the car
Welcome to the Transitions XTRActive self-guided training from Transitions Optical.
During this training you will learn the performance barriers of photochromic lenses and how Transitions XTRActive lenses are uniquely designed to overcome those barriers to provide extra protection from light outdoors, indoors and even in the car.
Transitions, the swirl, and XTRActive are registered trademarks of Transitions Optical, Inc. ©2015 Transitions Optical, Inc. Photochromic performance is influenced by temperature, UV exposure, and lens material.

2. Barriers to recommending photochromics
Opportunity to meet unmet needs
Barriers to recommending photochromics
Not available in lens types needed
Don’t think to offer
Don’t know enough to recommend
Patients won’t be satisfied by performance
No in-car activation/ not dark enough in car
Not dark enough outdoors
Don’t work as well in extreme temperatures
Clarity isn’t good enough indoors
Increased availability Driving consumers to ask Proven dispensing tips Unique product benefits
We’ve talked to eyecare professionals around the world. And when it comes to photochromic lenses there are several key barriers that keep ECPs from recommending to all patients.
Such as, photochromic lenses are not available in lens types needed
The eyecare professional simply don’t think to offer them
Or they don’t know enough to recommend them with confidence
Finally they don’t think patients will be satisfied because of product performance including…
No in-car activation,
Darkness issues in car or outdoors,
Performance in extreme temperatures,
And clarity indoors
(Click to build)
Today, I’m going to show you how Transitions XTRActive lenses address these concerns and can help meet unmet needs with…
Increased availability in designs and colors
Consumer marketing campaigns that will drive patients to ask for the product
Proven dispensing tips
And unique product benefits that overcome the perceived performance barriers

3. OVERCOMING PERFORMANCE BARRIERS
HOW PHOTOCHROMICS WORK
But first, to understand how we were able to overcome the product performance barriers (specifically, darkness, especially in hot temperatures and in the car activation) we need to understand how photochromics work and why these were barriers to begin with.

4. The typical photochromic molecule
HEAT
UV (LIGHT ENERGY)
COLORLESS STATE
TWO SMALL CHROMOPHORES
COLORED STATE
ONE LARGE CHROMOPHORE
Let’s start with a brief introduction to photochromics. A photochromic lens contains millions of photochromic molecules.
In the colorless state, these molecules consist of two smaller halves held out of plane from one another. They are connected by a central carbon atom.
(Click to build)
When exposed to light energy, a chemical bond breaks and the molecule rearranges itself from two smaller halves into one large, flat plane that absorbs in both the UV and the visible portion of the light spectrum—which means the molecule now has color. Simply put, UV light changes the shape of the photochromic molecules and the lenses darken.
Most photochromic lenses react primarily to UV light. That’s why they change when you’re in the sun yet remain clear indoors.
When the light energy is taken away, heat reforms the bond, and the lenses go back to clear.
Let’s take a closer look at these reactions.

5. Darkness vs. temperature challenge
There are millions of molecules reacting at the same time in the lens. These molecules are trying to go back to their clear state even as they are darkening.
When it is cold outside this reaction is very slow. So the molecules stay darker longer and the lenses get very dark.

6. Darkness vs. temperature challenge
The challenge is that, because the fade back reaction is driven by heat, when it is very hot outside the photochromic molecules are being pushed back to their clear state even as UV light energy is driving them to activate.
This is why the performance of all photochromic lenses are influenced by temperatures.

7. Behind the windshield challenge
Most photochromic lenses react primarily to UV light. That’s why they change when you’re in the sun and remain clear indoors. When in a car, however, the glass in the car windshield blocks more than 99% of UV light, so most photochromic lenses do not provide sufficient darkening in the car.
Additionally, the roof of the vehicle substantially reduces the available light energy reaching the driver as opposed to the intensity present outside in full sunlight.
For these reasons typical photochromics don’t offer significant darkness in the car.

8. Transitions® XTRActive® lenses, a unique solution
Transitions XTRActive lenses provide unique benefits that help you satisfy more of your patients’ need.
Anywhere your patients go, Transitions XTRActive lenses are always working to protect your patients’ eyes from the brightest sun and harsh artificial light.
Only Transitions XTRActive lenses are designed to give you added protection from light inside and outside. And only Transitions XTRActive lenses darken behind the windshield in a car, whereas other everyday photochromic lenses do not.

9. BROAD SPECTRUM DYES REACT TO UV AND LOW VISIBLE LIGHT
Transitions XTRActive lenses use a different formulation of photochromic dyes.
They feature a broad spectrum dye specially designed to react to both UV and visible light for extra darkness outdoors, even in the car.
These special molecules collect “extra” energy (in the visible light spectrum), enabling the lens to darken more even in the hottest climates AND activate behind the windshield of a car.

10. UV Visible light
OUTDOORS
Uniquely designed for extra light protection, even in the brightest sun and hottest conditions.
So knowing it is hard to achieve darkness in hot temperatures how did we do this?
Transitions XTRActive lenses use special photochromic dyes that absorb energy in a very specific range of visible light. This extra absorbance enables the lenses to darken even in the hottest climates – because the lenses capture more energy.

11. IN THE CAR
Achieves up to category 2 darkness behind the windshield to protect eyes from sunlight while driving.
Source: Transitions Optical, Inc. Real World Measurements, (2011)
In car activation is dependent on temperature, driver position, windshield shape, and windshield and lateral window transmission properties.
And in the car Transitions XTRActive lenses achieve up to category 2 darkness behind the windshield to protect eyes from sunlight while driving.
Note how UV light is eliminated by the windshield glass, yet visible light is still transmitted through the glass. Because Transitions XTRActive lenses take advantage of energy in the lower wavelengths of the visible spectrum we are able to achieve what other photochromics do not – a lens that darkens in the car.
Now, we are not saying these lenses should replacement sunglasses, but ECPs agree, that because they activate behind the windshield they will provide greater comfort than clear lenses.

12. UV Visible light
INDOORS
A hint of tint helps protect eyes from harsh indoor lighting, helping to reduce eyestrain and fatigue.
Indoors Transitions XTRActive lenses have a hint of tint helps protect eyes from harsh indoor lighting, helping to reduce eyestrain and fatigue.
Which means … These lenses protect the eyes from light indoors as well as outdoors

13. Why do these benefits matter to the patient
So what does all this matter to your patients?
It’s this unique combination of features that gives your patients the benefit of extra protection from light and a superior visual experience.

14. Laboratory Measurements
Live Wearer Testing
Real World Measurements
At Transitions Optical, we develop photochromic lenses using a proprietary measurement methodology designed to look at the experience of wearers in real world conditions, real locations and real situations, and real wearers. Life360 includes three types of measurements which include.
Traditional “Laboratory Measurements”
“Live Wearer Testing” using real people in real life conditions
And “Real World Measurements” that represent more than a thousand scenarios including combining temperatures, angles of light, UV, weather conditions, time of day, time of year, and geographies so we know how our products perform in all situations.

15. This Life360 approach guides product development resulting in lenses that are better able to meet patient needs and enable the best wearer experience in all scenarios.
Of course, this better overall wearing experience means the eyecare professional can expect higher patient satisfaction.
When talking about technology it is easier to explain what the product does, but what that means to the person who wears the product is harder to articulate.
With Transitions XTRActive lenses the Life360 data reveals what we would expect.

16. Darker in hot climates Average darkness in 90˚F/32˚C
OUTDOORS
Darker in hot climates Average darkness in 90˚F/32˚C
+17%
Average real world measurements of Transitions XTRActive grey and brown in hot temperatures (above 90˚F/32˚C)
Transitions® Signature™ lenses
Transitions® XTRActive® lenses
Transitions XTRActive lenses are uniquely designed for extra protection from light, even in the brightest sun and the hottest conditions.
In fact, our Life360 data shows that based on an average of real world measurements taken in hot conditions, Transitions XTRActive lenses are 17% darker* than Transitions Signature lenses.
Source: Transitions Optical, Inc. Real World Measurements, (2011)

17. 4 out of 5 satisfied with darkness outdoors
Live wearer testing reveals that 4 out of 5 wearers are satisfied with the level of darkness outdoors
Source: Double blind wearers tests conducted in Brazil (Expertise, 2014), Spain (Ifop, 2014), and US (Pinnacle Marketing, 2009)

18. Hint of tint good for indoor use
INDOORS
Hint of tint good for indoor use
Clarity indoors with anti-reflective treatment
Transitions® XTRActive® lenses Gray
Transitions® XTRActive® lenses Brown
As mentioned earlier, Transitions XTRActive lenses do have a hint of tint to protect from harsh indoor light. However, the lenses still delivery a high level of clarity. Based on an average of real world measurements, Transitions XTRActive lenses reach nearly 90% transmission with an anti-reflective coating.
Source: Transitions Optical, Inc. Real World Measurements, (2011)

19. 3 out of 5 perceive the hint of tint
INDOORS
3 out of 5 perceive the hint of tint
3 out of 4 satisfied with indoor clarity
So how do wearer’s respond to having a hint of tint? Indoors, only 3 out of 5 of wearers perceive that the lens is tinted indoors – 2 out of 5 perceive no tint at all.
Of those that notice a tint, 3 out of 4 wearers are satisfied or very satisfied with their level of clarity indoors.
Source: Double blind wearers tests conducted in Brazil (Expertise, 2014), Spain (Ifop, 2014), and US (Pinnacle Marketing, 2009)

20. Darkness behind the windshield
Average of real world measurements when driving
IN THE CAR
Up to category 2 darkness
Average 53% tint
And as for darkness in a car… real world measurements show Transitions XTRActive lenses reach an average darkness of 53% tint in the car.
Now, seening as darkness in the car is dependent on temperature, driver position in the car, windshield shape, and windshield and lateral window transmission properties, in the real world we see there is a range of darkness that can be achieved in a car – up to category 2 darkness.
Source: Transitions Optical, Inc. Real World Measurements, (2011)
In car activation is dependent on temperature, driver position, windshield shape, and windshield and lateral window transmission properties.

21. 4 out of 5 satisfied when driving in sunny conditions
IN THE CAR
4 out of 5 satisfied when driving in sunny conditions
2X as many compared to Transitions® Signature™ lenses!
Wearing Transitions XTRActive, 4 out of 5 wearers reported being satisfied or very satisfied when driving in sunny conditions. To provide a comparison, only 2 out of 5 are satisfied with Transitions Signature lenses when driving in sunny conditions.
Now, let me be clear, in spite of these excellent wearer results, we are not saying Transitions XTRActive lenses are a replacement for sunglasses – especially polarized sunglasses which block blinding glare
Source: Double blind wearers tests conducted in Brazil (Expertise, 2014), Spain (Ifop, 2014), and US (Pinnacle Marketing, 2009)

22. 9 out of 10 ECPs agree IN THE CAR
– even though Transitions® XTRActive® lenses don’t block blinding glare behind the windshield – they would still benefit patients more than a clear lens would.
In fact, almost 9 out of 10 eyecare professionals agree that even though Transitions XTRActive lenses don't block blinding glare behind the windshield like a polarized sun lens, they would still benefit their patients more than a clear lens would in the car.
Source: Transitions XTRActive Eyecare Professional Claims Study conducted in France (MSW-ARS, 2014); based on concept exposure and product demonstration; N = 100

23. OPPORTUNITY
So what is the opportunity we see with Transitions XTRActive lenses?
Because the product offers unique features and benefits, it has created an opportunity to attract more wearers to try Transitions lenses.

24. More than 8 out of 10 ECPS are likely to recommend Transitions® XTRActive® lenses after seeing the product
83% of ECPs who were exposed to the Transitions XTRActive concept and given a live demonstration were likely to recommend to patients.
Source: Transitions XTRActive Eyecare Professional Claims Study conducted in France (MSW-ARS, 2014); based on concept exposure and product demonstration; N = 100

25. Transitions® XTRActive® lens sales
2012
2014
2013
2010
2011
Since the product launched, sales of Transitions XTRActive lenses have steadily increased and we are approaching close to 2 million pairs a year.
Year over year sales have steadily grown despite relatively limited promotion of the product to consumers.

26. New availability, new color
3 out 4 ECPs
agree multiple color options will enable them to dispense the product to more patients
EXPANDED AVAILABILITY GRAY
NEW COLOR AVAILABILITY BROWN
This year, you’ll see new availability in gray from our lenscaster partners – added progressive designs along with expanded material offerings.
And we are adding a new color to the Transitions XTRActive family … brown.
Certainly there is value in having gray and brown lens options from a fashion sense, be it to match specific frames or just a personal preference. There is another value to having the brown color … it offers high contrast …An added benefit that many wearers will be interested in.
With your support, these new offerings will help meet more consumer interest and needs and contribute to the continued growth of the product.
Nearly 3 out 4 eyecare professionals agree that having Transitions XTRActive available in multiple color options will enable them to dispense the product to more patients.
Transitions® XTRActive® lenses Eyecare Professional Claims Study conducted in France (MSW-ARS, 2014)

27. Driving consumer consideration
We will also embrace the potential of Transitions XTRActive lenses to introduce even more consumers to photochromic lenses.  
We will highlight the unique set of benefits which Transitions XTRActive lenses offer to consumers in many ways including:
Through a new TV tag,
Print and digital advertising and
New Transitions XTRActive online videos which will intrigue consumers using fun, edgy and shareable content
Beginning in April, the “Optics Test Force” videos will be featured through online channels like Hulu, and social media. They are inspired by the extensive work our R&D team does to develop and test our products and introduce the truly unique benefits of Transitions XTRActive lenses.

28. DISPENSING TIPS HOW PRACTICES ARE SUCCESSFULLY DISPENSING
TRANSITIONS® XTRACTIVE® LENSES
Let’s take a look at some ways you can use Transitions XTRActive lenses in your practice.

29. Offer “choice” as a proactive strategy
Strong dispensers use “choices” proactively Make a recommend based on personal experience Guide the patient through their options using POS tools
Low Transitions® XTRActive® dispensers mention choice defensively
“I mention the others [Transitions XTRActive lenses, Transitions® Vantage™ lenses] are available, but do not recommend them.”
One of the best things you can do is be proactive and bring to your patients’ attention that you offer different types of Transitions lenses depending on their needs and lifestyle.
Some eyecare professionals successful in recommending Transitions XTRActive lenses say they will wear the product and make a recommendation to their patients based on their personal experience.
Others say they will use point of sale materials to guide their patients through their choices. The key takeaway here is that successful ECPs don’t wait for their patients to bring up Transitions lenses – they bring it up first.
Eyecare Professional Qualitative interviews conducted in the US, July 2014

30. Leverage the unique benefits: Darkness
Strong dispensers appreciate the extra darkness
ECPs believe that extra darkness = extra protection everywhere their patients experience harsh lighting conditions
If there’s another thing successful eyecare professionals have in common when recommending Transitions XTRActive lenses – it’s that they appreciate the products features and benefits.
Eyecare professionals tell us they feel the extra darkness really does provide patients with extra protection from light.
Eyecare Professional Qualitative interviews conducted in the US, July 2014

31. Leverage the unique benefits: Indoor protection
“I like the way it [the brochure] talks about the indoor tint protecting against indoor light… it’s a great way to think of it because people might not consider the benefit with harsh light, might only be worried about dim light.”
Strong dispensers appreciate the indoor benefits
“We do tell them the light tint, when inside, softens the world, takes some of the strain off.”
“Good for those sensitive to light; helps those with headaches”
Strong dispenses appreciate the indoor benefits as well. They talk about a hint of tint as benefit to their patients, mentioning that it helps “soften the world”.
Eyecare Professional Qualitative interviews conducted in the US, July 2014

32. Leverage the unique benefits: In the car
“When it came out we started telling patients there is a new one that works in the car and gets darker outside than regular Transitions® lenses… this is one of the biggest selling points, because one of the biggest complaints is that they don’t work in the car.”
Strong dispensers also appreciate that Transitions XTRActive lenses darken in the car.
They review this point with patients who object to photochromic lenses for the particular reason of not activating in the car.
Eyecare Professional Qualitative interviews conducted in the US, July 2014

33. Leverage the family of products
Strong dispensers see Transitions® XTRActive® lenses as great for lapsed and new wearers
3 in 4 ECPs agree Transitions XTRActive lenses are a great option for patients new to the photochromic category
“[Some] patients stopped buying Transitions® lenses … because they didn’t get dark enough. When a patient says ‘No, I didn’t like them’ … I say ‘Now they have Transitions XTRActive lenses’ … Most of the time they are willing to give it another try.”
Lastly, successful eyecare professionals see Transitions XTRActive lenses as a great option for clear lenses wearers. In contrast, ECPs not as successful with this product tend to see it more as only an option for existing wearers.
3 out of 4 eyecare professionals given a demonstration of the product agreed it was a great option for those patients new to the photochromic category.
Eyecare Professional Qualitative interviews conducted in the US, July 2014
Transitions® XTRActive® lenses Eyecare Professional Claims Study conducted in France (MSW-ARS, 2014)

34. Everyday – Indoor to Outdoor Lenses
Sun Lenses
Patients who:
Are indoors and outdoors frequently
Are interested in outdoor comfort
Value fully clear lenses indoors
Patients who:
Spend more time outdoors, and in the car
Are light sensitive or especially concerned about eye health
Interested in products with increased functionality
Patients who:
Spend a lot of time outdoors
Are interested in the latest technology
Appreciate vibrant visual experiences
Patients who:
Want a second pair of sunglasses
Want to enhance their vision while driving
Its important to understand where Transitions XTRActive lenses fit within the Transitions family of products.
Transitions Signature lenses are for those patients who…
• Are indoors and outdoors frequently
• Are interested in outdoor comfort
• Value fully clear lenses indoors
Transitions XTRActive lenses are for those patients who…
• Spend more time outdoors, and in the car
• Are light sensitive or are especially concerned about eye health
• And are interested in products with increased functionality
Transitions Vantage lenses are for those patients who…
• Spend a lot of time outdoors
• Are interested in the latest technology
• And appreciate vibrant visual experiences
In addition to the everyday indoor to outdoor lenses we also have sun lenses, including Transitions Drivewear, these are for patients that want a second pair of sunglasses, and want to enhance their vision while driving.
By offering the full range of the Transitions family of products you can provide your patients with the right lens for their lifestyle.

35. Opportunity to meet unmet needs
Increased availability and new colors
A choice appealing to clear lens wearers – driving consumers to ask
Proven dispensing tips
Unique product benefits – extra protection from light outdoors, indoors, and even in the car – to overcome barriers
When it comes to photochromics there are several key barriers that keep ECPs from recommending to all patients… and as we’ve discussed, Transitions XTRActive lenses help overcome these barriers with…
Increased availability in designs and colors
A choice that is appealing to clear lens wearers supported by consumer marketing campaigns that will drive patients to ask for the product
Proven dispensing tips
And unique product benefits that overcome the perceived performance barriers

36. Thank you!
Hopefully you now see why eyecare professionals see the top 3 most important benefits of Transitions XTRActive lenses as
The ability to darken behind the windshield of a car, whereas other photochromic do not
The ability to respond to visible light, not just UV, enabling it to darken behind the windshield
And the ability to protect the eyes from light indoors as well as outdoors
Offer your patients extra protection from light indoors, outdoors, and even in the car with Transitions XTRActive lenses
Thank you for your participation in this self-guided training module.