TRANSITIONS INTRODUCES ENHANCED, INTERACTIVE WEB SITE FOR CONSUMERS AND INDUSTRY PROFESSIONALS
New Web Site Supports Launch of Transitions® VI Lenses and Coincides With Largest Marketing Campaign in Transitions Optical’s History
NEW YORK, April 11, 2008 – Tying in with the launch of Transitions® VI lenses, Transitions Optical, Inc. has introduced a new, enhanced Web site for consumers and industry professionals. Still found at www.transitions.com, the Web site features a brand new look with updated lifestyle imagery, plus an interactive component that allows visitors to “experience” the new, advanced Transitions VI technology through a visual simulation.

Coinciding with Transitions Optical’s comprehensive marketing and consumer outreach campaign, the Web site includes an “advertising” section where visitors can view the new television commercial, which features a “day in the life” of a nature cinematographer who relies on her eyes for her work – and print advertising, which captures the testimonials of real-life nature photographers.

“Our television and print advertising campaigns alone will reach five billion consumers about the everyday and healthy sight benefits of Transitions lenses – so we’re very excited to bring a piece of what they’re already seeing on TV and in magazines to the Web site,” said Grady Lenski, director of North America marketing, Transitions. “The new Web site also offers a number of valuable resources to help eyecare professionals reinforce the benefits of the new enhanced performance of Transitions lenses with patients.”

The new Web site includes several interactive features, such a “Local UV Report,” which visitors can use to look up the current UV Index in their city. Additionally, the “Find an Eyecare Professional” component makes it easy for consumers to search for a nearby eyecare professional by zip code. The Web site also links to the Eyeglass Guide, which provides information about the eyewear selection process and encourages consumers to take a five-minute quiz to determine the lens options they should request at their next appointment.

In addition to detailed information on the Transitions VI technology, the “For Professionals” portion of the site provides continuing education opportunities and a link to the Transitions Online Marketing (TOM) tool, where eyecare professionals can create custom marketing and point-of-sale materials to support the launch of Transitions VI lenses in office.