Color Contact Lenses as an 'Emotional Switch': Hoya & Horien's Classic IP Collaboration Launches Exclusively on Tmall Health, Driving 170% YoY Sales Growth

May 21, 2026 18:01 CST Updated 18:01

HYDRON

HYDRON, a developer of contact lenses and care solution products

When "pleasing oneself" consumption has become a daily part of young people's lives, what new stories can be told by a pair of color contact lenses with a diameter of only 14 millimeters?

Recently, HYDRON and Shanghai Hailian Contact Lens Optics Co., Ltd. jointly launched two classic IP collaborations exclusively on Tmall Health. Behind this lies the same problem-solving approach: in a highly homogenized market competition, how to elevate color contact lenses from mere beauty accessories to "social symbols" that carry emotional value and personal expression.

For a long time, the growth logic of the colored contact lens market has been built on the functional appeal of "making eyes more beautiful."However, the aesthetic of young consumers today is becoming increasingly diverse: beauty is no longer confined to a uniform definition of "refinement," shifting instead towards the pursuit of freedom and genuine emotional expression. In this trend, the role of colored contact lenses has changed—they are no longer just for altering eye color but have become a personal statement expressing "who I am today." HYDRON and Shanghai Hailian Contact Lens Optics Co., Ltd. have keenly identified this market niche and chosen Tmall as the launch platform to carry their new concept and reach a new audience.This collaboration between the two major brands points to a deeper evolution of IP cooperation — rejecting simple logo collaborations and instead deeply extracting the core of the IP, making it a personalized expression of the product.

HYDRON × Powerpuff Girls Collaborative Series, with the slogan "Life's Arena, Shine with Light," reveals the rebellious and confident edge beneath the sweet demeanor of contemporary girls. The brand customizes the personality traits of characters like Blossom, Bubbles, and Buttercup into five distinct patterns: the gentle pink-brown of "Resilient Blossom," the soothing blue tones of "Optimistic Bubbles," and the bold brown-green of "Courageous Buttercup." This creates a "personality label" style product matrix, turning the user's selection process into an emotional resonance akin to "discovering today's personality profile."

The "SEE-YOU" series by Hailian × Tom and Jerry places greater emphasis on emotional depth. The brand taps into the "companionship" essence of Tom and Jerry, the beloved rivals whose bond transcends generations, transforming the experience of wearing colored contact lenses into a heartwarming "all I see is you" moment. At the same time, to meet consumers' wearing needs, this collaboration further optimizes comfort. Sodium hyaluronate has been added to the storage solution for enhanced moisture, while planetary color molecule encapsulation technology ensures comfortable and vibrant color expression. Hailian aims to demonstrate that this emotion of "companionship" is not only about touching the soul but also deeply rooted in the peace of mind and comfort of long-term wear.

As the main platform for brand operations, Tmall Health has long accumulated a "new product launch" mindset and attracted a large number of young consumers who are eager to try new products and willing to pay for them. This allows new brand products to precisely reach their target audience. Meanwhile, Tmall Health's mature in-site content seeding and conversion pathways ensure that every wave of IP-related buzz is effectively leveraged. The exclusive launch period creates a "traffic-focusing" effect, aiming to concentrate all resources on one front to achieve both high visibility and conversion. During the first seven days of the HYDRON x Hailian Contact Lens co-branded launch event, new customers accounted for 70% of sales, with a year-on-year sales increase of 170%, firmly ranking first in the color lens market.

When "emotional expression" becomes the core demand of a new generation of consumers, the data capabilities and content ecosystem of platforms will continue to help brands accurately capture deep-seated needs from complex consumption signals, completing product definition and brand storytelling.