JW Pharmaceutical expands Frenz eye care brand into cosmetics and medical devices

JW Pharmaceutical has unveiled a new integrated Brand Identity (BI) for its eye care brand, Frenz, as part of a strategy to transform it into a total eye care mega-brand. While the brand has been anchored by its Frenz Eye Drops—which held the top spot in the domestic over-the-counter artificial tear market for 13 consecutive years from 2013 to 2024—the company plans to expand its scope beyond eye drops and contact lens care.

Starting in the second half of this year, JW Pharmaceutical will sequentially launch new products in categories including functional foods, cosmetics, and eye massage medical devices. The company also plans to refresh the packaging and container designs of existing products, such as eye drops and lens solutions, to align with the new visual identity.

To support this expansion, the company aims to broaden its target demographic from the 10-20 age group to include consumers in their 30s to 50s. Distribution channels will also be diversified to include convenience stores, health and beauty (H&B) stores, large marts, and online platforms, moving beyond traditional pharmacies.