Ray-Ban Meta Growth Playbook

Meta realized that 'Smart Glasses' had a history of failure (like Google Glass) because they looked like 'Technology' rather than 'Fashion'—making people feel self-conscious and 'Dorky' while wearing them.

The 'Fashion-First' Stealth Design & The 'POV-Capture' Viral Engine: Ray-Ban Meta tacticaly won by 'Hiding the Tech'. Their growth engine is 'The Wayfarer Silhouette'—partnering with the world's most iconic eyewear brand to make glasses that people actually *want* to wear as a fashion statement. By adding a high-quality camera that can livestream to Instagram, they turned users into 'Content Machines' who capture 'Vibe-First' POV content. Their growth relies on 'The AI-Assistant' layer—moving from a camera to a 'Wearable Intelligence' that can identify landmarks, translate text, and answer questions through built-in speakers, making the glasses a daily utility.