New digital lens targets millennials

San Diego-Zeiss has unveiled a new product-Zeiss Digital Lens-that targets the vision needs of the millennial generation. The company will also launch a consumer marketing approach designed to raise awareness and drive demand for the product.

“Constant use of mobile digital devices places demands on vision that single-vision lenses can’t meet,” said Claude Labeeuw, vice president of marketing for Carl Zeiss Vision, North America. “(The new lens) bridges the gap between what the eye can comfortably do and the wearer’s digital life.”

The new digital lens is a freeform customized design that integrates the wide, clear distance view single vision wearers demand with digital boost of focusing power ranging from +0.50 to +1.25. The digital viewing area is optimized for digital devices and is reached with minimal head and eye movement.

According to the company, “mobile digital devices create visual challenges in several ways, and constant effort is required from the eyes to maintain focus and alignment, eventually fatiguing the ciliary muscles. Handheld devices are typically held closer to the eye than printed material, so accommodation becomes a factor at an earlier age. Digital screens also tend to have lower contrast and resolution than printed material, which also tends to increase the eye’s focusing and accommodation burden.”

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