Ally of the Independent eye care professional, HOYA Vision Care announced today the U.S. launch of Sensity, a brand differentiating photochromic lens technology. “The only way for independent practices to overcome commoditization and price erosion is for HOYA to provide them with new technology that is not available anyplace else,” said Barney Dougher, President of HOYA Vision Care, North America. He continued, “Sensity is not a ‘me too’ product. It has distinctive technological advances in its processing and performance that will provide points of differentiation for independents that will make their patients happy.”

Photochromic lens wearers are often disappointed with the inconsistency of lens activation and fade back performance at different times of the year. This is an issue particularly with people who live in distinctive four-season climates. Sensity has StablightTM Technology which ensures the lenses perform consistently in varying climates and temperatures.

Previously launched in the U.K. and Europe, Sensity has received an excellent reception from eye care professionals and patients. Of particular note is the pleasing aesthetics of the colors. In the European market brown is the predominant color of choice, 8 out of 10. In the U.S. market it is nearly the exact opposite. ECPs and patients will be very impressed with both the gray and brown colors, though the brown is particularly appealing. Focus group participants in the U.S. are excited and several said, “Brown will be the new gray!” In addition the color contrast for the wearer with brown is big improvement as well.

A full line of free form progressive and single vision lens designs, materials and anti-reflective treatments are available. Sensity will be a premium product, though loyal HOYA accounts will be offered introductory pricing that will be on par with other photochromic brands.

Contact your local HOYA Territory Sales Manager to schedule a Sensity lunch and learn and to receive your Sensity demonstration kit.