Transitions Optical, Younger Optics Kick Off Drivewear® Transitions® SOLFX™ Campaign

TRANSITIONS OPTICAL, YOUNGER OPTICS KICK OFF DRIVEWEAR® TRANSITIONS® SOLFX™ CONSUMER OUTREACH CAMPAIGN
IN CHICAGO, HOUSTON TEST MARKETS
Radio Activities, Web Site and Widge Ad Drive Consumer Demand for Dynamic Sunwear

PINELLAS PARK, Fla., Sept. 10, 2009 – Transitions Optical, Inc. and Younger Optics have launched an outreach campaign in Chicago and Houston test markets to educate consumers about the benefits of Drivewear® Transitions® SOLFX™ sun lenses for enhancing visual performance and comfort while driving. Activities include radio ads and interviews with local eyecare professionals, new content and an interactive demonstration on TransitionsSOLFX.com and an online Widge ad that allows consumers to simulate the Drivewear experience and encourages them to discuss dynamic sunwear with their eyecare professional.

The markets were selected based on several factors, such as average commute times, with success in these markets to dictate consumer outreach in 2010.

“Americans spend an enormous time behind the wheel and are constantly subjected to changing light conditions such as bright light and glare, which are discomforting and often dangerous – directly contributing to thousands of car crashes each year,” said David Rips, president and CEO, Younger Optics.

“With our multi-pronged outreach in these key test markets, we will help consumers understand the importance of dynamic sunwear technology that automatically adjusts in changing light conditions, helping to provide an enhanced visual experience, comfort and style behind the wheel,” said Grady Lenski, global director, Transitions sunwear.

Unlike fixed tint sunglasses that can either be too dark in the shade or overcast conditions, or too light to handle bright light and glare while driving, Drivewear Transitions SOLFX lenses – available from Younger Optics – provide the ideal visual performance solution for drivers. The only polarized photochromic to activate behind the windshield of a car, they combine NuPolar® polarization and advanced Transitions photochromic dyes to change and optimize their degree of darkness and color with lighting conditions, eliminating blinding glare and enhancing visual contrast and comfort.

Outreach Activities

Key outreach activities kicking off in August include:
• Radio ads and interviews featuring local eyecare professionals who recommend Drivewear Transitions SOLFX lenses for their patients. These segments will air on prominent Chicago and Houston radio stations to reach consumers while they are driving – such as during the morning and evening commute hours.
• An interactive Widge ad featured on popular consumer Web sites, allowing users to modify lighting conditions and experience the benefits of Drivewear Transitions SOLFX sun lenses automatically adjusting color and darkness. This Widget can be added to eyecare professionals’ Web sites or Facebook pages by visiting TransitionsSOLFX.com.
• New Drivewear pages on TransitionsSOLFX.com that include product information, the shareable Widget, testimonials, a resource to help consumers find an eyecare professional and a “See For Yourself” demo that allows consumers to compare the enhanced performance of the lenses with regular sunglasses.