Meta HUD Glasses Move From Labs To Stores

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

ClickZ Eyewear

Here’s what’s happening this week in the world of eyewear eCommerce and smart wearables:
- Meta leak shows Ray-Ban HUD glasses with neural wristband.
- Snap OS 2 brings WebXR and travel mode to Spectacles.
- Kering wins exclusive Valentino eyewear rights from 2026.
- Meta eyes $800 consumer glasses, shifting budget from VR.
- SOJOS x Oceanus launch limited capsule for Q4 drops.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

A now-removed Meta video shows Ray-Ban branded HUD glasses controlled by an sEMG wristband, with reports pointing to an $800 price. This moves smart eyewear into mainstream fashion retail while introducing a viable gesture-first input model beyond voice. The shift impacts retail demos, UX for glanceable surfaces, and developer roadmaps for AI-assisted tasks.

PLATFORM SOFTWARE
Snapchat Unveils Snap OS 2 For Its Upcoming Spectacles
Snap announced Snap OS 2 with a faster WebXR browser, new Spotlight and Gallery lenses, and a travel mode that anchors AR content in motion. It signals a push to web-native AR experiences and creator monetization ahead of the 2026 consumer Spectacles launch. Brands and developers can begin prototyping WebXR activations and Spotlight-native formats now.

Kering Eyewear gains exclusive rights to develop and distribute Valentino sun and optical collections starting 1 January 2026, with SS26 debuting 5 October and retailing from March. The deal consolidates high-end distribution under Kering, reshaping shelf space, wholesale negotiations, and pricing power across boutiques, department stores, and optical channels. Expect tighter brand standards and coordinated global launches.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Meta Hypernova Smart Glasses To Debut At $800: Meta is shifting spend from VR to consumer smart glasses with a small-display, wristband-controlled device, signaling near-term app ecosystem and retail demo opportunities but higher content constraints than full AR.(More)

Sojos And Oceanus Drop Limited Sunglasses Capsule: The limited-edition Palm Reverie collection aligns resortwear aesthetics with accessible eyewear, offering a Q4 social commerce moment and bundle-friendly SKUs for gifting.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division