Marta Panera takes over as global director of marketing for the leading Swedish tech-beauty brand, FOREO. Marta Panera has more than 15 years of experience and a solid track record in digital and retail marketing. Marta Panera has held senior positions in other companies such as Showroomprive. At this company, Marta Panera served as marketing director and assumed responsibility for expanding the French group outside its country of origin.
Marta Panera has experience at MARCO and was the founder of PR4eCommerce, the first communication and brand creation agency specialized in digital companies in Spain. She has been named Women Marketing Leader, Best Digital Beauty Industry Executive in Spain, and Best MBA Professor of the Year.
With this appointment, FOREO seeks to achieve an effective integration between the global vision and the evolution of local markets. "One of the biggest challenges is to achieve a true harmonization between the global vision of the brand and the local realities of each market," says Marta Panera. "We are present in more than 80 countries with different levels of digital maturity, regulations, and media ecosystems. My strategy will focus on pivoting towards a model where own content, activations with professionals, and technology are integrated to increase brand authority."
This new stage will be supported by a strategy that reinforces a clear value promise: efficiency, science, and innovation. Marta Panera is committed to enhancing personalization, building an interconnected marketing ecosystem, and implementing agile pilots by market, based on a lean model that allows for the rapid scaling of actions that demonstrate effectiveness.
In a time of accelerated expansion of the tech-beauty sector, FOREO is well-positioned globally. As Marta Panera explains, "this growth responds to a demand from consumers for cosmetics that combine technology, efficacy, and visible results. In the case of Spain, the brand has experienced growth driven by a consumer with good digital knowledge and receptive to skincare devices."
"Looking ahead to next year, the company's strategy includes reinforcing its leadership in LED devices, accelerating adoption in growth markets, and launching complementary devices with emerging technologies." An example of this evolution is the recent incorporation of FAQ Swiss into the group. "Products like FAQ 202 provide clinically supported results, reinforcing the narrative of innovation, leadership, and raising consumer expectations," notes Marta Panera. "A fundamental part of our innovation strategy involves obtaining FDA clearance, from the federal agency of the United States Department of Health and Human Services, which is extremely rigorous and guarantees that our products are safe and effective for their intended use, for our devices. Unlike other brands that acquire generic devices from third parties, in many cases without this FDA clearance, at FOREO we control the entire process: we have our own R&D laboratories, we develop the technology, and we manufacture our devices in our own facilities,” explains Marta Panera.
With an eye toward the future, the incorporation of Artificial Intelligence will mark a new era for the brand. "At FOREO, we are planning devices that learn from the user, automatically adapt the parameters, and generate recommendations based on real usage data, allowing for optimized treatment," concludes Marta Panera