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TRANSITIONS OPTICAL: NEWSPAPER INSERT CHANGES COLOR TO PROMOTE ADJUSTABLE TINT LENSES

 PINELLAS PARK, Fla., May 14 /PRNewswire/ -- Readers of three Pennsylvania newspapers will be the first in the world to see an advertorial insert change color right before their very eyes.
 Appearing on May 18 and 19 in the Wilkes-Barre Times Leader, the Scranton Times and the Scranton Tribune, is the first newspaper advertorial to use photochromic printing technology, which allows certain parts of the black-and-white insert to change to color when exposed to sunlight.
 The insert promotes Transitions(R) Comfort Lenses, plastic prescription lenses with a tint which adjusts to sunlight. It includes information about selecting eyewear, the potentially harmful effects of ultraviolet rays on the eyes and the photochromic technology which makes Transitions Comfort Lenses change. The insert was designed by The St. George Group, a Pittsburgh-based advertising agency.
 "With so much advertising clutter competing for consumers' attention, we thought an advertorial which demonstrates the photochromic technology in Transitions Comfort Lenses would be an innovative way to educate the public about our product," said Margaret A. Hynes, marketing services manager, Transitions Optical, Inc. "In addition, an advertorial format allows us to explain product features and benefits in greater depth than a typical print advertisement."
 PPG Industries (NYSE: PPG), one of the parent companies of Transitions Optical and the world's largest producer of ophthalmic plastic, developed the photochromic dyes which allow Transition Comfort Lenses and the promotional insert to adjust to sunlight. Photochromic inks have been used for marketing promotions before, but never in a vehicle that would reach such a large audience. The newspapers in which the advertorial is appearing have a combined readership of 520,000.
 "Photochromic lenses, such as Transitions Comfort Lenses, operate as adjustable filters for the eye," says Steve Weber, project manager, Chemicals Group, PPG Industries. "They reduce sunlight glare outdoors during the day, but allow more light to reach the eye indoors or at night."
 According to Weber, the adjustable tint works by exposing a spiro-oxazine compound to the ultraviolet rays of the sun. When activated, or open, the molecules of the compound absorb the sunlight and partially prevent visible light from penetrating the lens. When removed from sunlight, the chemical reaction reverses and the lens returns to its clear state.
 In addition to their photochromic properties, Transitions Comfort Lenses are lightweight, scratch-resistant and protect from ultraviolet rays. Indoors, Transitions have a slight neutral tint. Within 30 seconds of exposure to the sun, they begin to darken to a warm grey. When fully activated, Transition Comfort Lenses allow only 25 percent of visible light to reach the eye. While not a replacement for sunglasses, Transition Comfort Lenses are ideal for eyewear consumers with active lifestyles, who also seek total comfort from their eyewear.
 /delval/
 -0- 5/14/93
 /CONTACT: Elisabeth Mehta of Creamer Dickson Basford, in Pittsburgh, 412-456-5689, for Transitions Optical/
 (PPG)


CO: Transitions Optical, Inc.; PPG Industries ST: Florida, Pennsylvania IN: HEA PUB SU: PDT

DM-CD -- PG001 -- 8436 05/14/93 07:59 EDT
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Date:May 14, 1993
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