Meta x Ray-Bans plus Some Hot Takes on How to Sell Wearables
A p2p review of Zuckerberg’s foray into fashion
In case you were wondering, I’m impressed by Meta’s Ray-Bans. The tech, features and price point are impressive and maintain a standard Ray Ban aesthetic. I was surprised to find that the smart glasses are just ~$90 more than the classic Wayfarers, and definitely don’t scream, I'm wearing smart glasses.
If you are a Wayfarer wearer, there is an element of, “why not just get the smart version?” however; while the product itself is quite good, the act of trying and finding this collab was bad. My guess is the million+ pairs sold so far were to people who are quick to try new tech or big Zuckerberg fans…. Nonetheless, many millions more pairs would sell if presented, if merchandised better IRL.
The feature breakdown
Camera/Video: In wearing these glasses you can take pictures and videos in first person view. So, to have a ‘Facetime’ call with your glasses you’ll need to have your phone in hand, to see whomever you're talking to. Maybe that’s obvious, but wanted to confirm. And the image quality is solid too.
Audio: The sound capability was trippy. It was kind of wild to hear sound at that level with nothing in my ears and my sig other next to me unable to hear what I was hearing. This was the breakout feature for me.
AI Assistant: In the demo, you’re prompted to ask “Meta, what is that pictured on the left?” and the agent tells you, “that picture appears to be of broccoli.” I guess this feature would be helpful while you’re driving, maybe? The cool thing, in the demo video, is there is a runner wearing the glasses and he asks Meta to scan a QR code and sign him up for whatever the QR code is touting.
Translation real time: You weren’t able to demo this feature. I imagine it’s helpful—I recently used Google Translate’s lens feature in Mexico City, and it was a lifesaver in reading some menus.
The demo
Between the Hulu ads with Chris Pratt and Chris Hemsworth, Kris Jenner popping up on Instagram, and Vogue Business consistently writing about smart glasses—not to mention A$AP Rocky as Ray-Ban’s creative director—it felt like the universe was telling me to write a newsletter on this collab.
I Googled "Ray-Ban Meta try-on demo" and was brought straight to a virtual try-on (VTO) experience. I'll spare you my awkward VTO selfies, but it wasn't anything special. No interactive features, no tech to explore—just how the glasses would look on my face. Eventually, I found a map to locate in-person demos. I was genuinely surprised that our local Ray-Ban store—a standalone spot on one of Austin’s busiest shopping streets—wasn’t offering demos. Instead, my only options were Best Buys and Targets. We chose Best Buy, figuring it might be the better bet for a product that’s tech oriented.
We found the glasses tucked away in the back of Best Buy, next to some Captain Cold action figures. The demo pair looked broken, and I knew in my gut that no one on staff would be able to troubleshoot. I asked anyway, and the employee casually mentioned that a Meta rep had been in the store earlier for an hour, but I’d missed them. His solution? “Just order them online and return them if you don’t like them.” I couldn’t help but think, Is Meta even trying to sell these?
Why aren’t these glasses in every Ray-Ban store, where they might actually catch the eye of someone wandering in after a boozy brunch?
If these glasses are supposed to showcase revolutionary tech, why are they relegated to the back of a Best Buy with little hype?
Meta has a pop-up in LA dedicated to the glasses—so why not take that concept on the road? A pop-up tour with a fun challenge tied to Meta’s social media platforms….
Airports would be a really good place for these too. A location next to a bar.
This list could go on. Nonetheless, these glasses need more than just shelf space; they need context, a reason for people to even want to try them outside of celebrity endorsement. You can’t just drop them into an aisle and hope they sell themselves.
What if we all wore smart glasses
This also led me to think, how will these glasses feel when (or if) we’re all walking around with them? Is that what Zuckerberg wants? I actually don’t think so, judging by how he’s presenting them IRL. Imagine all of us speaking our thoughts out loud, asking for explanations and translations—is that the new normal? In any case, the product feels more like a party trick as it stands today.
These aren’t like an Oura ring or an Apple Watch, where you’re passively checking stats. These glasses require you to change your behavior, to some extent. If I were Zuckerberg, I’d focus on introducing this product with a bit more magic and finesse. But maybe that’s not a “masculine” enough approach for him right now.
Merchandising is an art and a science, and Meta is definitely missing the tastemaker mark these glasses need to really take off. Take a page from Apple, Meta. Maybe Apple should compete and do a collab with Oliver Peoples…plus Khaite! That pairing might just sell right off the shelves.
Have a beautiful weekend.