TRANSITIONS OPTICAL SPOTLIGHTS SUNWEAR PLANS
New Sunwear Brand and Product Concepts Unveiled During Transitions Championship
PALM HARBOR, Fla., March 18, 2009 – Transitions Optical, Inc. today unveiled plans to bring its photochromic technology to more consumers through increased focus on its sunwear business, unveiling a new product concept and the Transitions® SOLFXTM sunlens brand during the Transitions Championship, the official PGA TOUR event held at Innisbrook Resort and Golf Club in Florida this week.

Unlike Transitions® lenses, which are everyday lenses that are clear indoors and at night and darken outdoors in reaction to the sun, Transitions SOLFX products are sunwear. The lenses have an initial tint and then self-adjust outdoors with the sun, automatically changing level of darkness – and even color – to provide optimal vision in sun and shade, and eliminating the need to put on and take off sunglasses as light conditions change. Available in prescription and non-prescription forms, Transitions SOLFX sunlenses are specifically designed to help wearers look great, see better and perform at their best.

“Because traditional sunglasses are static and have only one level of darkness, consumers are often left with sunglasses that are too dark in low light conditions or not dark enough in bright light,” said Grady Lenski, director, Transitions sunwear. “SOLFX sunlenses shift seamlessly to offer the correct amount of darkness for outdoor activity to help improve consumers’ ability to see and to simplify their lives.”

Transitions Optical currently offers several types of sunlenses, previously marketed as Activated by TransitionsTM. These include multiple sunwear options from leading brands including Oakley, and a specialty lens to enhance vision while driving – called Drivewear® Transitions® SOLFXTM lenses – offered by Younger Optics. These and all new Transitions sunwear products soon-to-be introduced will begin carrying the Transitions SOLFX brand.

New Product Concept
Initially, all new products will be focused in three categories, according to Lenski – sports, style and specialty. During the launch, sports vision and training specialist Lawrence D. Lampert, O.D., F.C.O.V.D, shared details of one new product concept currently in testing by several PGA TOUR players. The product has been designed to provide high contrast in low light conditions, then move to a darker, color-neutral shade to reduce glare and provide optimal vision in bright light conditions, while still providing a true, yet improved read of the green. Initial reviews are extremely positive.

“For every day, Transitions lenses are my top choice to reduce glare and improve contrast to help me see my best,” said Trevor Immelman, a PGA TOUR member currently ranked within the top 25 in the world. “Since I’m always looking for a competitive advantage, I’m also excited about Transitions SOLFX sunlenses, which bring the benefits of regular Transitions lenses to sunwear and have been optimized to specific tasks – including golf – where vision is vital to success.”

“The Transitions Championship is the perfect place to highlight the need for products like these,” said Dr. Lampert. “Professional athletes know how dramatically light can change throughout the course of a golf game, and players need a sunglass lens that will shift automatically with the changing light.”

Those interested in learning more about Transitions SOLFX sunlenses should visit www.Transitions.com/Sunwear for a product demonstration. By registering to receive updates, visitors will be automatically learn about new products as they become available.