NEW YORK – Shamir announced the launch of Glacier Expression, a premium antireflective coating, and an update to its Autograph Intelligence progressive lens design here at Vision Expo East.

Today people are presenting themselves digitally, increasing the need for clear eye contact, the company said at a press event.

“Being able to see someone’s eyes clearly increases the emotional connection,” Phillip Pasit, Shamir vice president of marketing, told Healio. “Glacier Expressions provides up to a 70% reduction in reflection.”

The lens coating lowers visual noise and increases signal to noise ratio (SNR), which indicates how clearly you are able to see vs. the visual noise around you, the company said in marketing materials. An increase in SNR can help reduce fatigue and eye strain, improve the ability of others to see your eyes better and provide a more comfortable visual experience throughout the day.

The company also updated its flagship progressive lens, Autograph Intelligence, by increasing the digital zone, Pasit said, meeting the changing needs of today’s digital device users.

This lens design incorporates elements of artificial intelligence based on data input from thousands of participants worldwide, according to the company materials.

Pasit also told Healio that Shamir is celebrating its 50th anniversary.

Shamir CEO Yagen Moshe said on the company’s website: “In honor of 50 years of activity, Shamir is making a promise to devote our energies to maintaining green, sustainable practices. We will continue our devotion to innovative [research and development], and we aim for nothing less than providing the best possible visual experience to people the world over. We focus on improving life by improving vision.”

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