Home spa products are booming. And so FOREO’s colorful appliances, which are reminiscent of sweet toys and snacks, are currently populating our bathrooms at home. Isabella Hahn, General Manager FOREO DACH, knows what FOREO has up its sleeve this season and which beauty innovations we should keep an eye on now.
Photo: © FOREO
FACES: People used to go to the spa, today they bring it home. How does FOREO feel this trend?
Isabella Hahn: Everyday life is becoming increasingly demanding for all of us. In the hustle and bustle between work commitments, family and, last but not least, leisure activities, there is an increasing desire for little escapes from everyday life – with plenty of time for ourselves. Slow down, relax, simply feel good and feel good in your own skin. Spa visits offer such wonderful moments, but they are time-consuming and expensive. This is why these experiences are increasingly being relocated to the bathroom at home. Consumers do not want to compromise on results and are increasingly using our tools to achieve a spa-like complexion.
F: How much potential is there in the home spa market?
IH: The home spa market is growing steadily, and interest in beauty solutions for your own four walls is unbroken even after coronavirus. Although we see ourselves as a pioneer in this field, we are pleased that more and more competitors are now entering the market, thereby increasing consumers’ knowledge of the technologies and the associated possibilities. As a result, the demand for innovative tools is constantly increasing and the boundaries between the professional, medical and domestic sectors are becoming increasingly blurred. At FOREO, we constantly challenge ourselves and listen carefully to our customers’ needs in order to develop customized solutions. We research the latest technologies, incorporate them into an elegant Swedish design and make self-care simple, individual and as pleasant as possible for all of us.
F: What is FOREO currently working on, and what will Home Spa look like in five years’ time?
IH: FOREO skincare products and tools are developed to meet all skin needs. That’s why we also offer solutions for very specific requirements, such as the ESPADA™ Collection for acute blemishes, the IRIS™ Collection for tired and puffy eyes and the ISSA™ Collection for ultra-hygienic 4-in-1 all-round oral care. We try not to think in prefabricated structures and pigeonholes and want to continue to individualize and simplify our customers’ skincare routines. We see ourselves as an innovative tech powerhouse and want to continue to revolutionize the beauty market over the next ten years. We will integrate new technologies into our existing collections and optimize them, but also offer completely new innovations. We are currently working on the launch of a new LUNA™ 4 Collection. We are again using new technologies and this time we are even expanding our territory – a LUNA™ for every requirement and not just for the face, but also for the body. This also applies to the FOREO skincare range. For example, we have just launched our ESPADA™ Blemish Solution, an anti-pimple gel that now also combats blemishes on the surface of the skin and, in combination with the ESPADA™ tool, is unbeatable in the fight against acne. Skincare will play an even more important role for us in the future, as only the combination of skincare and tool can achieve optimal results.
F: What is planned in the anti-aging area at FOREO?
IH: Of course, the BEAR™ immediately comes to mind when we think of anti-ageing, because it uses microcurrent to stimulate collagen production and thus tighten facial contours. We are also launching our brand new IRIS™ 2 this fall. The eye massager is non-invasive, tested by ophthalmologists and refreshes the eyes. For example, it reduces dark circles, increases the absorption of care products and tightens the entire eye contour. The finger-tapping acupressure used, which is now more pronounced, improves lymphatic drainage, enabling us to take the eye rejuvenation experience to a new level. We also offer the patented T-Sonic™ pulsations in all our beauty tools, which have been proven to have a skin-rejuvenating effect. Each of our appliances therefore promotes a youthful appearance.
“We all just want to feel good in our own skin.”
F: What innovations from the beauty industry is Foreo excited to see?
IH: The topic of “microcurrent” is a trend that we can observe in the beauty industry, which is why our BEAR™ is also very popular. Microcurrent treatment is such an interesting topic and has been discovered by so many so far because it is a great and effective way to train the muscles not only on the body but also on the face, tightening facial contours and skin.
F: From blue LED light to massage with pulsations, FOREO supplies numerous devices for the home. Which is the most popular and why?
IH : Of course, it always depends on individual preferences, but since we at FOREO offer a suitable solution for every need, everyone is sure to have their own favorite. If we disregard the special areas such as acne therapy, eye treatment and all-round oral care with their own solutions, there are definitely three FOREO heroes with which we can build up our very own daily 3-step skincare routine. This includes deep-pore yet gentle cleansing with LUNA™ (Step 1), a facelift with microcurrent to tighten the facial contours with BEAR™ (Step 2) and a mask application to care for all skin needs in the form of a power facial with UFO™ (Step 3).
F: What new FOREO products can we look forward to this fall?
IH: In addition to IRIS™ 2, we are launching a completely new range this fall: our new LUNA™ 4 Collection. In our tenth year, we have redesigned our iconic LUNA™ and improved our entire collection. With the launch, we are introducing great new colors and bringing a completely new LUNA™ to the market. We are thus extending the skin care experience that we have been creating for the face for years to a new area. All products can be purchased from individual partners from the fall and in all sales channels from January. But we are also looking forward to our holiday sets this year. With Black Friday and Christmas just around the corner, we are once again offering unique new sets with special offers – to give as gifts to loved ones or, of course, to enjoy in your own bathroom at home.
F: Will FOREO continue to expand its range of care products?
IH: There is an individual solution for every skin need in our skincare range. The skincare range includes clean-formulated cleansers, creams, serums, sheet masks, a DIY mask base for your own creations and face masks in pad form that have been specially developed for the UFO™ devices and are activated by the tools. The Skincare products offer the best possible results, are suitable for all skin types and also extend the functionality of our high-tech devices. The best example is the ESPADA™ Blemish Solution that we recently launched.
F: What do you say to consumers who say that FOREO appliances are too expensive?
IH : Of course we understand the concerns, especially in the current situation. But once you have invested in our product, you are well equipped for many years to come. Thanks to our high quality standards, for example, our devices have an incredible battery life that cannot be compared with any other device. We all know the price of a facial; the investment in a product pays for itself after the second visit to the spa and lasts for many, many more years.
F: Raw materials are becoming scarce, products are becoming more expensive: What is the current situation at FOREO, and what consequences can consumers expect?
IH: The extreme increases in the procurement of materials and semiconductors, but also in logistics and the supply chains interrupted by coronavirus, have presented many companies with major challenges. FOREO is no different, but the satisfaction of our customers is still our top priority. For this reason, we do not compromise on the quality and durability of our products – in ten years, customers have not experienced a single price increase at FOREO – so it pains us all the more that we have to pass on some of the higher costs for the first time in order to operate economically.
F: In which countries is it easy for FOREO to win over the consumer, in which is it more difficult and why?
IH: The decision as to whether you want to embark on your own individual skincare journey with our FOREO products is not a question of country or region, but rather a personal one. We have a wide range of different products with different benefits in different price ranges – everyone can find something to suit their needs – for example to tackle a specific skin problem or simply to improve their skincare routine. There are countries where skin care has a long tradition, as in Asia, or plays a very central role, as in South America. However, we have noticed that the desire for beautiful, healthy skin that looks vital and well-groomed is becoming increasingly important in Europe and all other parts of the world. After all, we all want to feel comfortable in our own skin and master our daily adventures with confidence.
