Foreo promotes new Swedish Beauty campaign in Asia Pacific travel retail

By Faye Bartle |

Foreo’s new campaign advocates a new concept of Swedish beauty.

Foreo is looking to update traditional perceptions of beauty with a new, simplified campaign designed to help consumers achieve ‘complexion perfection’ in just three-and-a-half steps.

With a focus on functionality and results, the brand’s Swedish Beauty campaign is positioned as a simplified and holistic approach to skincare and beauty using its Luna 4, Bear, UFO 2 and Issa 3 devices.

These ‘three-and-a-half’ devices deliver a pared-down yet synergistic cleanse, tone and mask routine designed to maintain hydration and moisture levels, to leave skin clean, clear and glowing.

This approach is suitable for all skin tones, types and textures, and aims to reflect a move away from the focus on traditional European/Swedish beauty standards.

Placements with CDF & Wangfujing

Foreo is promoting the Swedish Beauty initiative with an omni-channel campaign in Asia Pacific travel retail, which launched on 20 March.

This includes placements at cdf Haikou International Duty Free Shopping Complex, the Hainan Tourism Duty Free Shopping Complex, and on the Wangfujing Duty Free and CDFG-Sunrise apps.

Foreo’s new Swedish Beauty campaign is being communicated using both online and offline advertising.

It is also running on selected retailer e-commerce platforms, including Shilla Korea, Hyundai Korea, Lotte Korea and

Foreo Global Travel Retail Director Gary Leong commented: “The Swedish Beauty campaign pays homage to Foreo’s roots – at our core, we are dedicated to making beauty accessible for all. Foreo has always been ground-breaking in every sense – and with this campaign, the brand aims to give a new definition to Swedish beauty, which is one that focuses on the journey of the skin instead of the end result.”

Foreo’s new Swedish Beauty routine

The first step of the new Swedish Beauty routine involves cleansing with Foreo’s Luna 4 two-in-one smart cleansing and firming device, said to relax facial muscles, reduce puffiness and boost radiance.

For optimum results, the Luna 4 should be used in conjunction with Foreo’s Micro-Foam Cleanser.

Cleansing with Foreo’s new Luna 4 device is the first step of the brand’s new Swedish Beauty routine.

Step two involves Foreo’s Serum, Serum, Serum and the Bear device, which combines micro-current and T-sonic pulsations to lift, firm, contour and improve the appearance of fine lines and wrinkles.

Step three is delivered by the UFO 2, a fast-acting masking device that offers users a choice of different LED lights to address a range of specific skincare concerns.

This should be paired with Foreo’s accompanying UFO smart face masks, to maximise hydration and the absorption of active ingredients.

The final ‘half-step’ of the new Swedish Beauty routine is Foreo’s Issa 3 four-in-one oral care device, designed to deliver a complementary ‘killer smile’.

Foreo’s Issa 3 oral care device delivers the final step of its pared-back yet holistic approach to ‘complexion perfection’.

The Issa 3 features bacteria-resistant silicone and PBT polymer bristles to break down plaque and massage gums. According to Foreo, it is 10,000 times more hygienic than a traditional toothbrush.

READ MORE: Foreo and CDF-Sunrise join forces for livestream launch initiative

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