JW Pharmaceutical is expanding Frenz, its eye-care brand, from a pharmaceutical line into a "total eye-care" brand spanning cosmetics, medical devices and food, as it seeks to build the label into a megabrand.
The company said on the 24th that it had unveiled a unified brand identity (BI) redefining Frenz and would broaden the brand's product portfolio and consumer touchpoints.
Frenz grew around Frenz Eye Drop, JW Pharmaceutical's flagship over-the-counter product. Frenz Eye Drop ranked as the top-selling over-the-counter artificial tears in the domestic market for 13 consecutive years through last year, based on IQVIA data from 2013 to 2025.
Through the rebranding, JW Pharmaceutical is expanding Frenz beyond its current focus on eye drops and contact-lens care products into a wider range of everyday eye-health care. The strategy is to grow it beyond a product used when eyes feel dry or tired into a "daily eye-health brand" that consumers encounter regularly in daily life.
To that end, the company is broadening its product lineup beyond over-the-counter drugs to include food, cosmetics and medical devices. In the second half of this year, it plans to roll out new products in sequence, including eye-health-related food and cosmetics and eye-massage medical devices.
Existing products will also get a makeover. The company will gradually redesign the packaging and containers of products such as Frenz Eye Drop, along with lens solution and care items, to match the new unified BI. It plans to apply the same design system to new products so that consumers recognize the varied lineup as a single Frenz brand.
The new BI embodies the brand value of "everyday care for clear, healthy eyes." Its symbol depicts light reflecting off a water droplet and carries on the brand heritage of the existing "F" in Frenz. A rounded, curved wordmark also emphasizes a familiar and comfortable image.
The new BI and brand pattern will be applied not only to product packaging and containers but also to advertising, in-store displays, digital content and other online and offline consumer touchpoints.
The company is also broadening its consumer base and distribution channels. It will expand its target from a focus on people in their teens and 20s to those in their 30s to 50s who take a strong interest in eye health, and diversify its points of sale beyond pharmacies to include convenience stores, health and beauty (H&B) stores, large discount stores and online outlets.
A JW Pharmaceutical official said, "Building on the recognition and trust that Frenz Eye Drop has accumulated, we aim to expand into a brand that accompanies consumers through the many daily routines tied to eye health." The official added, "We will introduce differentiated products across drugs, cosmetics, medical devices and food to develop it into Korea's leading total eye-care megabrand."
