Foreo ramps up GTR expansion fuelled by bespoke approach to skincare

By Faye Bartle |


Gary Leong, Global Travel Retail Director, Foreo. Right: Foreo was a finalist in this year’s Global Travel Retail Awards.

Foreo is powering forward with plans to expand the footprint of its growing range of hi-tech beauty devices in global travel retail (GTR), and tapping into the demand for personalised skincare is helping the company on its way.

“Personalisation is a huge trend that we are working on enhancing for our customers,” said Global Travel Retail Director, Gary Leong.

“At Foreo, we believe that the customer’s experience comes first, hence it is only logical to personalise products and services to suit individual needs.

“At the very centre of this trend is the idea of uniqueness and recognising the fact that no two individuals are the same or possess the same skincare needs.

“We work across the board to ensure that our products provide the best experience for all ages, skin types and concerns.”

The strategy is paying off. Foreo can now be found in more than 80 countries and in over 12,000 stores worldwide.

Three Foreo devices are sold every 60 seconds (figures for 2021) and over 20 million devices have been sold in the space of nine years (since its first product launched).

It has even attracted the attention of A-listers, with Chrissy Teigen, Venus Williams, Huda Kattan, Jessica Alba, Cindy Crawford and Kim Kardashian among its fans, according to the brand.

Travel retail is seen as a key launchpad for new innovations, as TRBusiness discovered when we met with the Foreo team during the TFWA World Exhibition & Conference in Cannes.

Launching the Foreo Luna 4 range

Taking pride of place on the Foreo stand was the new Luna 4 range, which was being unveiled for the very first time, giving TFWA delegates a coveted chance to be among the first people on the planet to see the new skin cleansing devices up-close.

Foreo Luna 4

The new Foreo Luna 4 range was unveiled at the TFWA World Exhibition & Conference in Cannes.

The range comprises: the Luna 4 Plus, Luna 4 Mini, Luna 4, Luna 4 Body, and the Luna 4 Go.

The new Luna 4 Plus helps to tackle signs of ageing with a near-infrared, LED heated cleanse and microcurrent massage.

The Luna 4 Mini is designed to appeal to Gen Z’s with its dual-sided facial cleansing brush and 30-second Glow Boost mode for a quick fix.

The Luna 4 is a two-in-one smart facial cleansing and firming device, whereas the Luna 4 Body offers a spa-like experience with its T-sonic massaging body brush.

The ultra-lightweight, travel friendly Luna 4 Go offers a deep cleanse and gentle massage, is available in four shades (Pistachio, Peach Perfect, Lavender, and Evergreen) and completes up to 300 60-second uses per full charge.

Foreo’s three-step skincare routine

The new products give consumers even more options for tailoring their skincare routine to meet their individual needs.

“In travel retail especially, we have rolled out the three-step skincare routine through our products,” explained Leong.

“We have Luna for cleansing, the UFO [mask treatment device] for hydration and now the Bear [for lifting and toning]. We are famous for the Luna, but with the new products, we hope to attract customers back to try new things.”

It’s ideal for tech savvy beauty connoisseurs who are seeking a quick and effective routine that works for them.

“The routine doesn’t take longer than around eight to nine minutes, depending on the programme so you save time for other elements of your beauty routine,” said Leong.

Foreo and Hyundai Duty Free VIP beauty masterclass.

A snapshot from Foreo’s VIP beauty masterclass with Hyundai Duty Free.

Foreo’s engaging VIP beauty masterclass activations with KOLs are helping to raise awareness of how the devices can be combined for an elevated skincare routine.

The company says these are proving effective at garnering grassroots support for the brand.

“After the classes, the VIPS are escorted to the duty free counter to help drive conversion,” said Leong. “Each class morphs into something new and special, as each one is curated – and more of them are coming.”

The Foreo app, which consumers use to guide them through the recommended skincare routines for their connected devices, is also being leveraged as a tool for communicating information about new products in the range.

Expanding the Foreo footprint

The company has been quick to capitalise on easing travel restrictions around the globe, with key new doors opening regularly.

Among them is a high profile new space at the recently opened mega mall, CDF Haikou International Duty Free City Shopping Complex in Hainan, in October.

“Our footprint now spans to countries across SEA, Europe, the Middle East and America, and we show no signs of slowing down,” said Leong.

“This year, we partnered with Eraman for the first time to launch our first on-ground store in KLIA, adding one more new location in Malaysia to our existing roster with Dufry in Genting Highlands, alongside Malaysian Airlines (MAS).”

Foreo Luna 4

The eye-catching Foreo stand at the TFWA World Exhibition & Conference in Cannes.

Add to that two new points of sale in Cambodia (at Phnom Penh International Airport and Siem Reap International Airport) and its first placement in Philadelphia with a point of sale (POS) at Terminal D-E of Philadelphia International Airport in partnership with 3Sixty Duty Free, among the other recent wins.

“We first started out placed in the electronics category but in travel retail we were shifted to beauty and now we sit alongside leading brands such as Armani and YSL, which is a great compliment,” said Leong.

While airport spaces are a key focus, Foreo is also pursuing in-flight opportunities, with its Luna Mini 3 especially suited for sale onboard carriers due to its compact size.

One of the brand’s most recent listings is onboard Virgin Atlantic, through its partnership with 3Sixty.

Foreo has also strengthened its partnership with MSC Cruises, with whom it is listed onboard five cruise lines.

“Foreo will continue to work with our long-term partners such as Dufry, IPPG and King Power to enhance our exposure in an increased number of locations for 2023,” said Leong.

Launching FAQ into Europe

The company is also focusing its efforts on sister brand FAQ, which launched in Asia in 2020 (in Hyundai Duty Free in South Korea) and has accumulated a long list of high profile points of sale in the region.

Leong is currently “in discussions” with partners in Europe to debut the range of Swiss-designed anti-ageing devices in on the continent.

“FAQ puts Swiss spa technology into the palm of your hand,” he said, revealing that showcasing Foreo and FAQ side by side can be a way of capitalising on opportunities.

“We tried this out in Hainan and consumers did buy both brands – it was very interesting,” he said.


Sister brand FAQ is being introduced into Europe following its successful roll out in Asia.

Foreo was a finalist in the 2022 Global Travel Retail Awards in the category of Best Skincare, Haircare, Bath and Body Product for Foreo Iris. It was voted a joint winner in 2018 in the Best Electronics Product for the Luna Mini 2.

“We will strive to keep improving the shopping experience for customers which will leave them with a good impression of the brand and the products offered,” said Leong of the future.

“This involves exploring multiple touchpoints which covers everything from live-streaming, special sets made available in travel retail channels, on-ground activations, and exclusive engagement events that aim to educate the consumer on our brand.

“In short, we are committed to ensuring that the customers we gain are lifetime customers, who have a healthy and trustworthy relationship with the brand.

“In the long run, this type of customer will act as a brand ambassador, effectively promoting and recommending our products to family and friends.”

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