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A worrying 50% of adults admit that their children ‘seldom’ or ‘never’ wear sunglasses with full UV protection . Vision Express believes that this is because parents don’t realise that sun damage at a young age can have disastrous long-term consequences, and fashion glasses that offer poor UV protection are often worse than no glasses at all.
In order to encourage more children to wear 100% UVB protected sunglasses, Vision Express has increased its range of designer kids sunglasses – the idea being that if kids look cool at the same time, they are more likely to wear their sunglasses and so stay protected.

The dangers of sun damage are unquestionable. As Mark Harris, Senior Dispensing Optician at Vision Express, points out: “The retina of an 8 year old is exposed to twice the amount of the sun’s harmful rays than that of a 20 year old, because the protective crystalline lens that offers adults a degree of sun protection hasn’t yet reached maturity. It is essential, therefore, that children have close fitting protective glasses that are an appropriate shape and size for their face. Research shows that excessive exposure to UV rays, especially from light reflected off sand, snow or pavement, can cause a painful type of corneal sunburn – so it’s not just your skin that can get sunburnt, your eyes can too. The cumulative damage of repeated UV exposure may also contribute to chronic eye disease later in life. Research now proves that the primary cause of cataracts is sun damage, especially the irreparable damage caused in childhood.”

So, to help protect your child’s eyes and keep damage to a minimum, follow Vision Express’ advice:
* make sure your child never looks directly at the sun
* remind children to wear sunglasses during the summer even on cloudy days
* avoid too much exposure when the sun is at its strongest – between 10am and 2pm
* get their eyes tested regularly – at least once every two years or as recommended by an optician.
* choose sunglasses with larger lenses that fit close to the eyes, follow the face shape, and block out 99% to 100% of UV400 light (those that also block blue light are the safest)
* remember that children with light-coloured eyes can be at greater risk than those with dark eyes
* always think “sunscreen and sunglasses” – children are twice as likely to wear sunscreen than sunglasses, but both are equally important
* throw away any sunglasses without UV protection – these are often worse than none at all as dark lenses cause the pupils to dilate, exposing the eye to even more potential sun damage. Should you have any concerns, Vision Express can check your existing sunglasses with its UV metre

Eye lens cells are one of the rare parts of the body that cannot replenish, repair or replace themselves when damaged. So lead by example, educate your children on the importance of wearing sunglasses, and visit Vision Express to ensure you are choosing frames that offer full protection and make your kids the envy of their classmates in the fashion stakes.

Designer sunglasses for kids at Vision Express

Check out the new range of designer kids’ sunglasses hitting the displays of your local Vision Express store and you will see that looking fashionably cool and offering complete sun protection are far from mutually exclusive.
Two top brands make up the core kids’ range: Ray-Ban and Cebe. The principle behind the kid’s sunglasses collection is that they offer ultimate sun protection in scaled-down adult styles — cool, sophisticated and trendy (and not a bubble-gum colour in sight).
Cebe products are particularly suitable for younger children (5 years and upwards). Close fitting and lightweight, with a shallow bridge, flexible arms and a rubber nosepiece, they expand with the face and are therefore great for developing bone structure. Prices range from £15 to £19. Ray-Ban’s are more suitable for 9-15 year olds and have a protective flexible rubber earpiece and, at £35-£41, echo the styling of the adult ranges. Sleek and streamlined or dazzling and adventurous, kids can mimic sporting heroes like Paula Radcliffe, Nasser Hussain and Edgar Davids and combine fashionable good looks with functional eyecare protection.
And for the David Beckham wannabes out there, Police has launched a fantastic new range of children’s sunglasses, starting at £38, and available at the end of March at selected Vision Express stores.
So visit your local Vision Express store now for professional help and advice on sunglasses and children’s eyesight. You can book an eye exam at Vision Express and give kids an in-store experience to remember, with state of the art equipment and personal service. With frames starting from £15, it’s a small price to pay for safeguarding their eyesight with fashionable sunglasses that they will actually want to wear. And while you’re at it, lead by example and choose yourself a new pair of sunglasses.

To make an appointment, please call Vision Express on 0800 738090 or visit www.visionexpress.com
May 2004

For further information please contact Ana Santi at Proof
Tel: 020 7713 1233 Fax 020 7713 0440 anasanti@proofpr.co.uk

This press release was distributed by ResponseSource Press Release Wire on behalf of Proof in the following categories: Children & Teenagers, Health, Women's Interest & Beauty, for more information visit https://pressreleasewire.responsesource.com/about.