Transitions Introduces New Point-Of-Sale Tools 3

Title – 1

For Immediate Release

CONTACT: Susan English or Courtney Myers Euro RSCG Worldwide PR (412) 456-4300 or Mary O’Hara Transitions Optical, Inc. (727) 545-0400 ext. 7431

NEW TRANSITIONS POS REFLECTS NATIONAL ADVERTISING

2009 Point-of-Sale Catalogue Features New, Updated and Customizable Materials

CAMBRIDGE, Ontario, April 1, 2009 –Transitions Optical, Inc. is expanding its offering of point- of-sale options for eyecare professionals with new and updated tools, and by adding new materials and templates available through the Transitions Online Marketing (TOM) tool. Most materials are available in both English and French.

The 2009 Certificate of Authenticity (COA) has been updated with images from the new national commercial, which features a nature cinematographer, continuing the theme of the 2008 campaign. The COA reinforces that patients are receiving authentic Transitions® lenses and reinforces the value their eyecare professionals are bringing them by offering quality and familiar brands.

Keeping with the theme of the national advertising campaign, Transitions is also

offering a new free-standing pop-up unit that features imagery from the new

commercial and points to the benefits of Transitions lenses. The unit features graphics

on both sides and has a shelf that can hold a Transitions UV Demonstration Unit or

brochures. In addition to the consumer brochures already available that tie into television

-more- Transitions Optical, Inc. 1575 Bishop Street N, Suite 200, Cambridge, Ontario N1R 7J4, 519-622-3614, 1-877-254-2590 519-622-7660, 1-877-254- 2592 (fax/télécopieur) www.transitions.com Transitions Debuts New Point-of-Sale Tools – 2 and print advertising, a Demonstration Brochure is now available to show patients how Transitions lenses provide optimal vision in various light settings. This easy-to-use brochure demonstrates how

Transitions lenses automatically adjust in bright sunlight, mid-light, at night and indoors.

Also available this year, Transitions has developed a Healthy

Sight for life DVD that eyecare professionals can play in-office to address

the importance of healthy sight at every stage in life and provide

information on the steps people should take to protect and optimize their

vision.

Finally, eyecare professionals can display two new varieties of posters to encourage patients to ask about Transitions lenses during the eye exam. Two new

Fashion Posters reinforce how great the product looks in multiple settings to help patients look and see their best. The new Shadow

Posters remind patients that Transitions lenses are the official eyewear of the PGA TOUR, Champions Tour and Nationwide Tour and link healthy sight to sports performance.

“By providing eyecare professionals with a variety of tools for their office, many of which tie in with our advertising efforts, we are helping them deliver a clear and consistent message to patients about the benefits of premium options like Transitions lenses,” said Isabelle Tremblay-

Dawson, marketing manager, Canada. “We’re also helping the patient feel more comfortable; since consumers respond well to the familiarity of what they see through mainstream media being reflected in what they see at their eyecare professional’s office.”

In addition to the new resources, eyecare professionals can continue order a number of popular materials through the 2009 Point-of-Purchase Catalogue, including:

 UV Demonstration Unit – The unit gives patients a

first-hand look at the activation process of Transitions

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lenses – and can be transported anywhere. The kit includes Lens Demo Cards enhanced

with the latest Transitions technology, so eyecare professionals can show their patients how

Transitions lenses are clearer, darker and faster than ever.

 Dispensing Mat – Customizable through the TOM tool with new

lifestyle imagery, this updated mat highlights the everyday,

protective benefits of Transitions lenses and includes a space

where eyecare professionals can display an insert of their choice.

 Patient Brochures – Brochures featuring the wildlife

photographer from the national advertising campaign will

continue to be available. Eyecare professionals can display

these in office waiting rooms to educate patients about the

value healthy sight in pursuing their passions and the benefits

of premium lens options.

All of the above resources, with the exception of the free-standing pop-up unit and the

UV Demo Unit, are available free-of-charge from Transitions. Eyecare professionals can go online at www.Transitions.com/torp to view the complete 2009 Transitions Point-of-Sale

Catalogue, or can contact Transitions Optical Customer Service at (877) 254-2590 for a print version. Eyecare professionals can also log onto the TOM tool (TransitionsTOM.com) to create their own custom point-of-sale materials.

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About Transitions

Transitions Optical, headquartered in Pinellas Park, was the first to successfully commercialize a plastic photochromic lens in 1990. As the leading provider of photochromics to optical manufacturers, Transitions Optical offers the most advanced photochromic technology in the widest selection of lens designs and materials.

Transitions Optical’s core product line, Transitions® lenses, are the #1-recommended photochromic lenses worldwide. As higher-performing everyday clear lenses, Transitions lenses change from clear indoors and at night to sunglass dark outdoors in proportion to the intensity of UV light. Transitions Optical also offers several special-purpose dynamic sun lenses that change from a tinted state indoors to a darker state outdoors when activated by UV light. These lenses are marketed as Transitions® SOLFX™ sunlenses.

Transitions Optical has manufacturing operations in Pinellas Park; Tuam, Ireland; Laguna, Philippines; Sumare, Brazil and Chonburi, Thailand. Sales offices are located in Cambridge, Canada and nine other countries.

For more information about the company and Transitions lenses, visit Transitions.com or contact Transitions Optical Customer Service at (800) 848-1506 (United States) or (877) 254- 2590 (Canada).

NOTE: For high resolution versions of the images within this release, please contact Lauren Appel at [email protected] or (412) 456-4301.