The impact of the technology in the world of the beauty has carried to the marks to look for constantly the innovation, the different and efficient reconfirming once again that the consumer is the axis of any strategy of success. We speak of technology applied so much to his products as to the way of interaction with his around.
In front of this panorama and the competition that exists to day of today, some marks have the advantage that the technology goes in his DNA, the known like digital native marks. An example of this is FOREO, the Swedish brand leader to world-wide level that revolutionised the sector creating a category of facial care does already 10 years. This technology no only limits to his devices but also to his strategy. "We look for to do things that really have a substantial impact and that contribute value. We ask us how the innovations can improve of real way the life of the people" explains Filip Sedic, founder of the mark.
The brand celebrates its 10th anniversary following this line and launching to the market the latest in techno-beauty for its consumers: FAQ 202, the LED light and short wave NIR infrared mask with 7 different treatments for the skin, including slow aging, spot removal, luminosity, stressed skin, etc... and which has captivated the most demanding consumers, beauty clinics and premium distributors, thanks to its ease of use and its results. A single mask combines design, technology, comfort thanks to the use of innovative materials and, above all, time saving.
This launching has a long creation process of 2 years in which innumerable prototypes of different masks have been created with the aim of adapting them to all types of faces from all over the world, looking for that perfect one-size-fits-all flexifit silicone and all this while ensuring a beautiful design.
One device has its own app that helps you get the most out of it by taking advantage of pre-programmed treatments to treat specific skin problems, as well as personalised device settings that allow it to remember your preferences from last time for complete customisation.
FOREO is aware that today's consumers demand these standards and that thanks to social networks they are in a position to inform themselves, compare and make decisions based on this. But in the face of over-information, the brand prefers to educate. "We prefer to educate rather than advertise. Our products are not a cream or a perfume that you already know how to use. We must explain, teach in an easy and interactive way so that when they make these decisions, they do so on a sound basis," concludes Filip Sedic.
How does FOREO educate? Through a 360º digital strategy where App Marketing plays a fundamental role. We talk about "connected beauty", offering solutions and experiences from the mobile device anywhere and at any time. As well as a time-saving ally, which is one of the fundamental pillars that also guide FOREO's Swedish beauty routine based on Scandinavian minimalism.
The consumer experience starts from the moment they are interested in a device until they use it at home. Thus the FOREO app becomes an interactive guide that brings together in a visual and interactive way the story it wants to tell, going beyond the sole objective of sales or a points programme. It sought interaction with the consumer and, above all, shows them how to get the most out of their purchase without having to leave their home.
In the case of its latest innovation, the mask connects to the mobile device via a proprietary app that helps you get the most out of it by taking advantage of pre-programmed treatments to treat specific skin problems, as well as personalised device settings that allow it to remember your preferences from last time for complete customisation.
How has FOREO managed to create an App that really connects with the user?
- Storytelling: The application is a guide on the universe FOREO, guiding from the first moment on the reason to be of the mark and of his products. Including a section of blog with content lifestyle.
- Connectivity: the devices add to the app through the reading of his code to have a direct control on him from the mobile and keep them up to date.
- Interaction: once registered the device the user can see videos on his use, how take care it and even locate it when it thinks that has lost it.
- Program of treatments and specific massages according to the needs, of way, that the user ensures take him out the maximum performance to his purchase.
- Live Chat: a way to continue with the conversation looking for solve and create a bond.
- On-line shop: the integrated e-commerce approximates to the user to the purchase again achieving reinforce the fidelity with east, in addition to the conversion.
The technology to disposal of the users of a simple way, without complications, that FOREO has materialised in a range of products that look for to surpass in each new update.