CHINA. Swedish beauty tech and wellbeing brand Foreo unveiled its Swedish Beauty 3 ½ steps campaign at the recently concluded China International Consumer Products Expo in Haikou (11-15 April).
During the event hosted by Hainan Provincial Bureau of International Economic Development (IEDB) at the Hainan International Convention and Exhibition Centre, the company showcased its latest travel retail range while underlining its commitment to “make Swedish Beauty accessible for all.”
Foreo’s new campaign features what it describes as “a revolutionary take on the traditional skincare routine” with just three and a half steps: strategic cleansing routine, toning, masking and oral care using the LUNA 4, BEAR, UFO 2 and ISSA 3 respectively. The brand said that these devices all work together to create an even and glowing complexion.
During the exhibition, Foreo also introduced the latest beauty tech devices from sister anti-aging brand FAQ – the FAQ 200 range. Targeting multiple skin concerns, it features an innovative wearable LED mask that offers seven LED treatments and Near Infrared Light (NIR) treatment.
Its lightweight and wireless design makes it ideal for beauty on-the-go, and can also be easily worn while doing house chores or in transit.
It is also equipped with an intimate eye protection design, allowing for a comfortable experience, which the brand said is a necessary component for an anti-aging skin rejuvenation session.
FAQ 200 range comes with two products – the FAQ 201 LED Light Face Mask (youth version) and FAQ 202 Led light Face Mask (luxury version).
During the Expo, Foreo’s China Travel Retail team was joined by in-house live-streamer and KOL Bella Ding for several sessions to demo the Swedish Beauty 3 ½ steps campaign and FAQ 200 range.
This year marked the third consecutive participation of Foreo and FAQ at the Expo in partnership with Hainan Tourism Duty Free Group (HTDF).
The company also welcomed a new retailer partnership with Wangfujing Duty Free Group. The brands displayed their new ranges on dedicated gondolas to allow guests an immersive in-store experience, and to educate them more about the products.
Foreo Global Travel Retail Director Gary Leong said: “We are beyond excited to return to the Hainan Expo for the third consecutive year, demonstrating our dedication towards the region and its economic growth.
“Hainan remains very much a focal point for our travel retail efforts, and bolstered by partnerships with Hainan Tourism Duty Free, we are set to again send waves across our beloved beauty industry with new and groundbreaking ideas and products that are meant to, above all, improve the lives of our consumers.”
A Hainan IEDB representative commented: “As organisers of the third China International Consumer Products Expo, we are thrilled to welcome back FOREO for another successful participation in what has become a global travel retail event. The expo is conducive to the world in opening up new avenues for global brands to effectively tap into the Chinese market, and we look forward to assisting in nurturing connections into long-lasting partnerships.”
Wangfujing Group Vice President Qun Zen said: “We give great thanks to our partner Foreo for their support to Wangfujing Duty Free and hope that together we can embark on a new journey full of exciting new developments.”
GDF Plaza ADJV Merchandise Director Emma Chen said: “Foreo is a brand that consistently demonstrates its commitment to the travel retail industry, and our partnership with them aligns with our laser-focused vision to dominate our field. We are pleased to have such a supportive and creative partner that we can work with hand-in-hand to drive innovation and activation, and look forward to a successful Hainan Expo participation.”
Hainan Tourism Duty Free Deputy General Manager Karen Chen commented: “Having Foreo on our roster significantly boosts our standing as a duty-free brand that hosts curated and well-established names. We are excited to support them in their third Hainan Expo endeavours, and have no doubt that their participation will bolster buzz and excitement around the event.”
With HTDF, Foreo and FAQ occupied a 15sq m exhibition space, highlighting the Swedish Beauty campaign alongside the FAQ 200 and 100 collections. These were also displayed and fully launched at the New Products Conference with HTDF.
As an opportunity to increase its brand visibility, the company also installed LED screens on the stands of Hainan Expo Media Center, HTDF, GDF Plaza and Wangfujing for a high-impact display of Swedish Beauty and FAQ 200 range.
For a wider reach, Foreo and FAQ’s participation at the Hainan Expo was also covered by several Chinese news outlets, including Haikou TV, Sansha TV, National Tourism Island Business Daily, CCTV News, The Hurun Report, The Moodie Davitt Report and others. During the interviews, the company discussed its development and growth prospects for Hainan, among other topics.
Aside from networking opportunities, dignitaries at the Expo also got to experience the new Foreo and FAQ products in a one-on-one setting, giving them an up close and personal view of the new marvels set to hit the market. ✈
Note: Look out for an extensive interview with Gary Leong, coming soon.
