We live in a time where our patients are more informed, more fashion-conscious, and more aware of their comfort and performance needs than ever before. Premium lens coatings, memory metal frames, and advanced contact lens coatings all play a vital role in meeting patient expectations, addressing their needs, and creating a positive dispensing experience that leaves a lasting impression. In the optical market today, premium products are no longer just ‘nice to have’ – they are often what sets a business apart.

WRITER Rayleen Tamblyn

ADVANCED LENS COATINGS

In today’s optical landscape, modern spectacle lenses rely heavily on coatings to enhance performance, durability, and wearer satisfaction. As optical dispensers, it is vital we understand these options to ensure we recommend the right solution and products for each patient.

Anti-reflective (AR) coatings are among the most popular premium lens upgrades. A premium AR coating reduces reflections from the front and back of the lens. Not only do these coatings improve clarity, they also improve contrast, and nighttime vision. They also make lenses appear more transparent, which is a strong cosmetic benefit – especially for higher and atypical prescriptions.

Blue light filtering coatings are in higher demand due to our screen-heavy occupations and lifestyles. Although the evidence-base remains unclear, these coatings are designed to reduce exposure to high-energy visible (HEV) blue light emitted from digital devices. Patients often report improved visual comfort, reduced eye strain, and better sleep quality, making this an easy value-added recommendation for office workers, students, and gamers.

Scratch-resistant coatings are essential to help protect lenses from everyday wear and tear. While no lens is completely scratch-proof, premium hard coatings significantly extend the life of a lens and help to maintain clarity, reducing the likelihood of remakes and unhappy patients.

Hydrophobic and oleophobic coatings have been excellent advancements in lens coating technology. They make the lens easier to clean, stay cleaner for longer, and maintain performance. This is done by repelling water, dust, and body oils – all appreciated benefits to our patients.

MEMORY METAL FRAMES: FLEXIBILITY MEETS STYLE

Memory metal frames were first introduced to the optical market in the 1980s and are the leading lightweight eyewear solution for durability and flexibility. They are mainly manufactured from a mix of titanium alloy, beta titanium, Nitinol, and various other metals (the exact mix varies in different eyewear brands).1

These frames are extremely flexible; they can bend under pressure and spring back without permanent damage. This memory feature makes them ideal for our patients who enjoy active lifestyles, children, and those who are generally tough on their glasses.

Durability is another major selling point for these frames. Memory metal frames are lightweight, corrosion-resistant, and less likely to snap at stress points such as bridges and temples. This durability often means fewer breakages and adjustments over time.

Today’s memory metal collections offer modern stylish shapes, refined finishes, and fashionable colour options. This allows dispensers to match performance with aesthetics, rather than compromising on one or the other. Flexon, Stellini, and Carrera Sports eyewear are just some of the respected names in the memory metal frame category. Safilo is now offering a new range of Carrera Flexolite frames for women.2

Carrera Sport advertises that memory metal “returns to its original shape after bending – making it the ultimate choice for durable, flexible, and ultra-light frames”3 while according to Marchon, because it’s Flexon range “easily goes back into the shape originally set by the dispenser, it ultimately makes for a better frame and fit”.4

KEY SELLING POINTS

As always, the key selling points to focus on are the value and benefits these products bring to the patient in front of you, and how they can enhance their lifestyle.

For lens coatings, it is best to focus on clearer vision, bringing greater clarity and transparency, especially for night driving and screen usage, as well as the ease of cleaning and additional durability. Also, don’t forget to mention the appealing cosmetic benefits, looking better in photos online and face to face, and being able to see into the people’s eyes by avoiding reflections. This is often a major selling point in our increasingly digital world.

For memory metals, focus on how your patient can benefit from the memory metal features, such as reduced breakage (bounces back instead of breaking) – a selling point that’s particularly pertinent for those with active lifestyles, those working in impact industries and, of course, children. Don’t forget to mention that they provide lightweight all-day comfort for our fulltime spectacle wearers.

PREMIUM CONTACT LENSES

Premium coatings are no longer limited to spectacles. The field of contact lenses has undergone significant advancements, driven by innovations in materials, science, and chemistry. Today’s contact lenses benefit from advanced surface technologies, such as plasma processing, lipid-based coatings, and surface modifications.5

These innovations are designed to improve comfort and hydration (reduce dryness), and increase durability by preventing deposit buildup and visual performance. Additionally, advancements in surface chemistry have enhanced the safety of contact lenses through antimicrobial and antifouling coatings.6

Many premium contact lenses feature surface treatments or embedded wetting agents that help retain moisture throughout the day. This is of particular benefit for our patients who experience dryness, work in air-conditioned environments, or spend long hours on digital devices.

Some lenses include anti-deposit coatings, which reduce the build-up of proteins and lipids from the tear film. This helps maintain clearer vision, better comfort, and improved hygiene over the lens-wearing cycle.

Photochromic molecules, UV-blocking, and blue light filtering technologies are also becoming more common in contact lenses.7 Photochromic contacts that automatically darken in bright light (UV/blue light) and clear up indoors, help reduce squinting, filter blue light from screens, and offer UV protection. They work to balance light, reducing glare from headlights and digital screens to ease eye strain. This can reduce haloes and starbursts, improving night vision clarity compared to standard reusable lenses.

Important points to consider here: while offering some protection, contact lenses with UV coatings do not replace sunglasses as they will not offer full coverage – sunglasses are still recommended for prolonged sun exposure.

They also face some of the same challenges present for photochromic spectacle lenses – they don't darken significantly in cars because windshields block the UV light that activates them.

Key discussion and selling points for our advanced contact lens wearing patients are lifestyle benefits, increased comfort over time, reduced dryness, improved durability, and improved eye health benefits. While your patients will usually notice the differences quickly, it can be best to give them a free trial as the value and benefits often need to be experienced.

In conclusion, premium lens coatings, memory metal frames, and advanced contact lens coatings all contribute to a better overall patient experience. Offering these premium products to our patients, understanding how they will improve their lifestyles, and clearly communicating the benefits will set you and your practice apart.

Ultimately, premium products are not just about higher price points – they are about delivering lasting value, building trust, and supporting patients’ long-term needs. Take a look at some of the premium products listed below.

Rayleen Tamblyn is an optical trainer and assessor with the Australasian College of Optical Dispensing (ACOD). As well as being a qualified optical dispenser and trainer, she is a retail manager with Specsavers.

References available at mivision.com.au.