August 27th, 2018
Case in point: The following TV ad for Transitions lenses. The lenses are made from photochromic material, which becomes opaque in the presence of UV rays, and clear in their absence, turning a single pair of ordinary glasses into sunglasses and vice versa. In the ad, the lenses are shown to change from dark to light and back again almost instantly.
A consumer pointed out to us that the lenses in the company’s advertisements change opacity at a much faster rate than they do in reality. While Transitions addresses this in the fine print of the ad above, stating “Lens changes accelerated for demonstration purposes,” it doesn’t indicate exactly how long the lenses can take to go from dark to light.
An FAQ on the Transitions site states that at 72 degrees, it takes about five minutes for the lenses to go from 88 percent tint to 40 percent tint in the absence of UV rays, such as when walking inside, as compared to the approximate one second it takes in the ad.
It’s like the fighter jet all over again.
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