LAVA International, operator of over 700 hot yoga studios nationwide, has launched a new brand, 'Memiel', focusing on 'visual discomfort' caused by prolonged smartphone and PC use, such as eye fatigue and difficulty focusing. These issues often lead to decreased concentration and neck/shoulder tension. Memiel proposes a new concept called 'Miryoku' (Visual Power), focusing on the function of seeing rather than just visual acuity, to improve eye condition and daily performance.
Brand Concept: Enhance your 'Miryoku'. Clear your vision and mood with eye fatigue care.
Digital Age Discomfort: Modern users suffer from various visual issues due to screen time. Memiel aims to support daily performance and mental refreshment by conditioning the eyes.
New Concept: Prolonged screen use overworks the ciliary muscles. 'Miryoku' focuses on the inherent function of the eyes, aiming to restore their natural ability.
Three Features: 1. Hybrid treatment using patented EMS and manual therapy. 2. Compact 30-minute sessions for easy integration into daily life. 3. Proprietary check system to visualize changes in 'Miryoku'.
High Satisfaction: In a pre-opening survey, 98% of users expressed satisfaction. 66% reported reduced eye fatigue, 46% felt relaxed, and 38% found it easier to focus.
Store Info: Located at Takawa Akasaka Building 5F, 3-21 Akasaka, Minato-ku, Tokyo. Open 9:00-21:30, no holidays.
FACT BOX
- Source: PR TIMES
- Category: New Brand Launch
- Organizations: LAVA International