HOYA is going from strength-to-strength in Australia, winning two ODMAFair25 awards and bringing to market new Sensity Colours.
ODMAFair25 was a busy event for ophthalmic lens manufacturer HOYA.
The key supplier to independent practices not only won two prestigious awards at the Australian optical industry’s showcase gathering in Sydney at the end of June, but also unveiled a new line-up of colourful tinted photochromic lenses – Sensity Colours – with a strong focus on fashion and function.
Mr Craig Chick, managing director of HOYA Vision Care Australia & New Zealand, says the awards and the new additions to its Sensity family are a testament to the commitment the company has to creating the best vision care products and to support the practices it services.
On the opening evening at ODMAFair25, HOYA won Supplier of the Year while its Victorian team helped it take out the Top Customer Service Team award, as part of an awards program that attracted more than 2,100 industry votes.
“It’s pretty exciting, we didn’t quite know what to expect,” says Chick, adding that the awards recognise the company’s strong performance in the industry – voted by HOYA’s own customers.
In the Supplier of the Year category, the Optical Distributors and Manufacturers Association (ODMA) said HOYA was nominated for its resilience and commitment to supporting Australian practices, even amid industry-wide challenges.
The company was recognised for consistently going above and beyond to deliver quality products and services, maintaining strong communication and dependable support. HOYA’s ability to adapt and remain responsive under pressure also reinforced its reputation as a reliable and forward-thinking partner to the optical community.
Meanwhile, the nomination for the customer service award noted the Victorian team’s dedication and flexibility.
“Whether resolving issues, assisting with urgent requests or offering practical solutions, the team is always willing to help – no matter the situation. Their responsive and can-do attitude makes them a reliable and valued part of the service experience,” the ODMA nomination said.
Chick says the company’s customer service team in Victoria are a close-knit, passionate team who care about their customers and the company.
HOYA has committed to putting local labs and teams in each state that are well trained and responsive to customers’ needs.
Chick says ODMAFair plays a key role in bringing the industry together and it was great to see it back in Sydney after a few years away.
“It’s a great opportunity to showcase the latest innovation, to learn about any research and development that’s happened across many parts of the industry,” he says.
It was also a chance for HOYA, a diamond sponsor of the event, to demonstrate its own innovations. The new Sensity Colours lens range, which launched officially on 7 July 2025, was a major drawcard on the company’s booth.
The latest addition to its well-established Sensity range, Sensity Colours is an extended collection of fashionable, smart, light-adaptive spectacle lenses.
The company says Sensity Colours are the “perfect complement” to the upcoming spring season, and a quintessential addition for “trending eyewear enthusiasts looking for functional photochromic lenses that appeal to their personal style”.
The six different light-adaptive lens colour options offer wearers the chance to customise their look, “offering a perfect blend of comfort, convenience, style, and protection, all within a coloured prescription spectacle lens”.
The colours offered include Lovely Pink, Green Zen, Orange Splash and Aqua Blue in gradient tints, as well as Energizing Orange and Dynamic Yellow in solid tint options.
“The orange and yellow tints are designed to enhance contrast for outdoor activities, making them the perfect choice for fashion-conscious individuals and sports lovers seeking stylish and functional prescription eyewear,” says HOYA.
HOYA’s Sensity photochromic layer, incorporated into Sensity Colours, offers the wearer neutral, true-to-life visual experiences when outdoors, reaching sunglass darkness levels when activated by the sun, while also providing 100% protection against UV rays. By combining this technology with sleek and stylish tints, Sensity Colours is being described as a unique solution in the fashion eyewear photochromic segment.
Plus, the Sensity Colours range is available with three coatings: Hi-Vision SUN Pro, Light Mirror Copper, and Light Mirror Blue.
These coatings add either a neutral reflection for dark lenses with a high scratch-resistance layer or a mirror enhancement that provides an added layer of sophistication and enables consumers to express their personality in any light.
Chick says: “We are very excited to launch the Sensity Colours collection at this pivotal moment when the gap between fashion and prescription eyewear is narrowing.
“We are expecting the range to generate a great deal of interest in Australia and New Zealand, judging by the reaction of those attending ODMAFair25.”
He says the HOYA booth, featuring the new lenses, was just as popular as its award-winning customer service team.
“We had so many people come to the stand. It was a real drawcard,” Chick says.
“We had an LED wall with all the dynamic imagery, and then we also had a set of frames made up of the colours in different coloured frames, different shape frames, to really showcase the versatility of the range.”
He believes the Sensity Colours range will appeal to a younger audience interested in fashion and style, but who would benefit from having a photochromic option.
Looks like the customer service team is going to be busy.
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