• ClickZ Eyewear
  • Posts
  • Google is Joining Gentle Monster to Make Smart Glasses | ClickZ Eyewear Newsletter

Google is Joining Gentle Monster to Make Smart Glasses | ClickZ Eyewear Newsletter

PLUS: Brands Doing This are Growing 32% Faster

Author

Zihan Lyu
May 28, 2025 • Estimated Reading Time: 7 minutes

Heads up! To ensure you continue receiving our newsletters, please add [email protected] to your contact list!

Welcome to ClickZ Eyewear, your essential newsletter for eyewear eCommerce professionals.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

 What’s In Focus? 👓

FASHION-TECH INNOVATION

Google’s partnership with Gentle Monster brings AI-integrated smart glasses to market, powered by Android XR and Gemini AI, offering real-time translation, messaging, and navigation in a hands-free format.

This collaboration not only merges high-tech utility with fashion, but also signals emerging opportunities for marketers in wearable consumer technology, expanding the scope for targeted, context-driven digital engagement.

LUXURY EYEWEAR INNOVATION

Dreka’s celebrity-branded luxury lens licensing deal introduces Dreka Rosé lenses to the optical market, merging wellness-focused design with advanced photochromic and polarized technology.

By leveraging independent U.S.-based labs and an omnichannel optical network, this milestone expands eCommerce reach while supporting local optical shops, personalized fitting, and certified local fulfillment.

Marketers can harness this partnership’s innovative integration of digital and brick-and-mortar experiences to capture wellness-driven, premium consumers.

BUSINESS EXPANSION

Bloobloom secured $3 million in new funding to accelerate UK retail growth, enter European markets, and expand its US eCommerce presence, backed by strong financial results and a 90% sales retention rate. The eyewear market’s projected $405 billion value and 8% CAGR highlight significant industry opportunity. Marketers should note Bloobloom’s focus on accessible pricing and omnichannel strategy as key competitive advantages.

INNOVATIVE DATA STRATEGY

Vicci Eyewear is partnering with Seek AI to enhance its data-driven culture and improve eCommerce performance through autonomous analytics platforms, enabling actionable insights for both technical and non-technical users.

This move provides robust, reliable metrics—such as conversion rates and order values—supporting more informed decision-making and credibility in investor communications. Marketing professionals can learn from this approach to accelerate online growth using AI-powered data strategies.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📢

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

📲 Like what you’re seeing?

Get real-time insights from top industry events, expert takes, and behind-the-scenes content. Follow ClickZ on Instagram, TikTok, and YouTube for your daily dose of marketing intel.

Share Your Feedback 💬

👓 Feedback Lens

How clear was this week’s edition?

Login or Subscribe to participate in polls.

ClickZ is a Contentive publication in the DTC Ecommerce division