If there was ever a month in which eye care was in the spotlight, January is it. The month of dark mornings and darker nights has brought with it a surge in interest in eye care.

Eye care is a booming sector in skincare all year round. With TikTok hashtags #eyemask and #eyepatches exceeding 900 million views.

Skincare brand Dr. Jart+ is capitalising on this trend with the launch of The Ceramidin Eye Cream, which features Blumilight, a new breakthrough ingredient for hydration and blue light protection.

To promote the launch the beauty brand is taking self-care to the streets with eye patches on iconic London statutes to promote the new range. The campaign spotlights visible, wearable skincare as a celebrated cultural norm and way of life in South Korea.

Through the campaign, Dr.Jart+ showcases self-care in everyday places, with reusable eye patches placed on famous London statues, landmarks and everyday situations to spark conversations on modern beauty routines. The campaign invites consumers to break away from the confines of a traditional at-home routine and embrace skincare on the go. (Even eye masks.)

The new GWP reusable eye masks on iconic statues, landmarks and everyday scenarios across London. Showcasing a mix of CGI and live-action creativity,

Dr.Jart+’s GM, Karen Ehrlich, General Manager at Dr.Jart+, explains: “This launch isn’t just about skincare and the highly effective eye cream—it’s about embracing individuality and creativity for our community. Our eye patches are more than a beauty product; they’re a lifestyle accessory that bridges wellness with fashion and culture.”

She continues: “With a bold yellow colour and a statement-making design, we’re empowering customers to redefine how and where they care for their skin. London provides the perfect backdrop for this ethos as the capital of creativity and culture.”

Dr.Jart+ has been a frontrunner in using AR and immersive experiences to connect with consumers.