Zoff and OWNDAYS promote sunglasses as essential eye care in Japan

Japanese eyewear brands Zoff and OWNDAYS are launching strategic initiatives to increase the adoption of sunglasses and UV-protective lenses in Japan, aiming to shift public perception from fashion accessories to essential eye care tools.

Zoff, operated by Intermestic, has launched a new television campaign featuring Ren Meguro to promote the importance of protecting eyes from ultraviolet rays. The company has set a long-term goal to increase the sunglasses wearing rate in Japan to one in two people by 2030. Their strategy includes expanding usage into professional sectors such as firefighting, childcare, and school sports, as well as promoting photochromic lenses that adjust to light levels.

Similarly, OWNDAYS is addressing the lack of eye protection during autumn and winter, periods when low sun angles and reflections from snow or roads can increase UV exposure. To overcome consumer hesitation regarding style and social appropriateness, OWNDAYS is promoting light-colored lenses and 2-way magnetic attachment systems. They are also highlighting specialized lenses that combine UV protection with blue light filtering for indoor and outdoor use.