When it was launched at The Moodie Davitt Virtual Travel Retail Expo last October, FAQ was dubbed ‘the world’s most powerful anti-aging brand’. Now, brand owner Foreo is witnessing early validation of that claim through surging success in the key China market, led by an enhanced presence in Hainan’s offshore duty free sector, a debut with the CDF Online shop on the retailer’s WeChat Mini Program, and a breakthrough FAQ Tmall store.
Dubbed as heralding a new era in anti-ageing, FAQ is designed to break boundaries and blur the lines between accessible and high-end beauty, Foreo says. “If before this, limitations such as time and accessibility existed, years of study and research have resulted in the creation of what is set to be the most coveted anti-ageing device in the world, FAQ, which promises to not only solve, but eliminate previous deterrents,” the company comments.
The makers of the Swiss-designed device guarantee to “turn back the clock” on ageing issues such as crow’s feet, sagging skin, and unsatisfactory jawlines.
By harnessing the power of clinical machines into hand-held devices that can be used anywhere, anytime, FAQ aims to set itself apart from competitors with a feature that allows the user to properly educate themselves on correct usage.
This ensures that professional technology such as radiofrequency and Electronic Muscle Stimulation (EMS) can be used safely by consumers in the comfort of their own home.
With three devices available under the brand’s latest collection – the FAQ 100 Range – FAQ has introduced an entirely new type of technology to the market, staking its claim as the world’s most powerful fusion of professional and home beauty.
The FAQ 100 range features a wide range of innovative facial rejuvenation technologies, including EMS-Pro, Power-RF, LED-Pulse and T-Sonic pulsations, allowing the devices to deliver concentrated power for what the company claims are “magnificent” results.
All devices include Power-RF, powerful heated radiofrequency waves that accelerate collagen production to reduce the appearance of fine lines.
They also feature T-Sonic pulsations to boost the skin’s radiance and LED-Pulse (with colours that vary between devices) to penetrate deep layers of the dermis to target specific skin issues.
EMS-Pro, which is available in the FAQ 102 and FAQ 103 devices, is a safe and painless way to firm skin and contour facial features, often referred to as a ‘natural facelift’, the brand company comments.
The device guarantees to deliver maximum effectiveness and ease of use. Completed with a patented anti-shock system, FAQ is dedicated to ensuring that the treatments provided are not only effective, but completely safe for users to apply by themselves.
By rejecting a ‘one solution fits all’ device, FAQ enables users to tailor their preferred treatments using the range, offering options such as radiofrequency, T-Sonic pulsations, LED lights, and EMS, which can all be done via an app. The app then syncs the treatment to the device, so that whenever it is turned on manually, it will follow the routine specified by the user.
Seeing the power that each device holds, FAQ insists that users properly educate themselves on the correct usage, which can be done via the app. FAQ offers dedicated tutorials to ensure that new users can understand how to use the devices effectively and safely. Each user must ‘graduate’ from the tutorial before beginning to use the device.
As reported, FAQ made its debut at the Hainan Tourism Duty Free Shopping Complex in Sanya on 1 May, welcoming a throng of shoppers in conjunction with the Labor Day weekend.
The complex spans 95,000sq m, housing almost 350 internationally renowned brands. It is the only duty free mall in Hainan Province that provides a VIP room, designed to cater to the needs of high-profile shoppers.
FAQ already enjoys a strong offline presence with China Duty Free Group (CDF Group) in the Sanya International Duty Free Shopping Complex and the retailer’s Mova Mall store in Haikou.
As mentioned, FAQ also recently continued its online expansion by opening with the CDF Online shop on the retailer’s WeChat Mini Program and inaugurating its long-awaited FAQ Tmall Store on 19 May.
New livestreaming studio
In an exciting development, FAQ has also set up a livestreaming studio to cater to consumer needs and their thirst for knowledge about the latest innovation.
Through the livestreaming platform, consumers can ask questions regarding the product, and get to know the benefits first-hand with up-close demonstrations.
Hainan’s critical role
FAQ believes that Hainan’s offshore duty free sector is a key component to meeting the demands of the China consumer and to leveraging the importance of the country’s travel retail market. The Global Travel Retail team has already set up a unique communication and channel operation strategy mainly focused on Chinese customers in order to cover the brand’s “vast” ongoing expansion, FAQ said.
Foreo and FAQ both enjoyed a high-profile presence at the China International Consumer Products Expo (Hainan Expo) in early May. The Hainan Expo attracted 1,505 companies with 2,628 consumer brands on exhibit, spanning 70 countries and regions. The event attracted over 240,000 visitors with over 160 media outlets attending from home and abroad.
The livestream platform developed for the Expo attracted over 16 million views, boosting direct sales from the four-day event to RMB68 million (US$10.6 million).
FAQ enjoyed a high-profile position within the GDF Plaza stand in partnership with Hainan Development Holdings (HDH) and Dufry, standing out prominently for its sleek design and ground-breaking technology.
“FAQ is proud to have displayed its range of products on such distinguished platforms and looks forward to further partnerships and expansions for the rest of 2021,” the company said.
Footnote: Every fortnight The Moodie Davitt Report publishes Hainan Curated, in association with Foreo, a selection of all recent stories from the offshore duty free sector in Hainan province.
Click here to view all back issues. Please email Sinead@MoodieDavittReport.com to subscribe.
