BEAUTY IN ASIA: FOREO


Asian travel retail leads the way for beauty-tech brand Foreo


Currently available in more than 200 duty free shops across 23 countries, Foreo sold more than 2.5m Luna products in duty free and travel retail in 2018. Andrew Pentol reports.


F


or Swedish beauty-tech brand Foreo, Asia is without doubt its strongest DF&TR market.


Last year, the brand, which is a


Platinum Sponsor of the 2019 Travel Retail Awards, was ranked sixth in Korea in terms of revenue generated according to a list of brands compiled by the Korea Customs Service. Ashlee Park, PR and Marketing


Assistant Manager, Foreo tells TRBusiness: “Our top five countries by number of stores in travel retail and duty free are in Asia. These are Japan, Korea, China, Hong Kong and Macau.” This is because the Asian skincare


market is the fastest growing by volume, especially in China and other South East Asian countries, including Japan and Korea. These countries have set the


standard for beauty products, according to Park, who adds: “Another strong market for Foreo


in travel retail is Europe. We will focus on improving in numerous markets this year.” Overall, Foreo sold more than


2.5m Luna units in DF&TR in 2018 and (at the time of writing) it is currently available in 230 duty free shops across 23 countries. These strong numbers stem from the fact the Foreo product range meets the needs of any traveller, according to the company. In 2018, the company achieved


cumulative sales of $1bn and has reported year-to-date (April)


turnover growth of +315%. Both statistics encompass the whole business, including travel retail.


Luna traffic driver Unsurprisingly, the Luna range is the brand’s best-seller in the channel. Park says: “This is because products have been designed in such a way that makes them cater very well to travelling consumers. “The range is a steady best-seller


in major Foreo markets, and this awareness brings major traffic to travel retail and duty free stores.” Consumers can choose their


products from the Luna range to cater specifically to their skin-type, taste and purpose of use. Parks says: “The Luna Mini 2 and Luna Go


make especially great travel buddies. These two products are powerhouses when it comes to cleansing pores and dirt from your skin after tedious flights – the Luna Go electric face massager was designed with the jet- setter in mind.” Foreo clearly recognises the


Foreo says its success stems from the fact its product range meets the needs of all travellers.


MAY 2019


importance of DF&TR and is planning to invest further in the channel. It finalised three key inflight listings at last year’s TFWA World Exhibition in Cannes. “Cooperation and deals with


Eva Air, China Airlines and Hainan Airlines began after the TFWA


Cannes show,” explains Park. “We are more than excited to meet current and prospective customers through the inflight magazines.” Foreo also boasts 10 inflight


accounts with the likes of British Airways, Qatar Airways and Cathay Pacific, which list The Luna Mini 2, Luna Play Plus and the UFO. Park says: “Revenue from inflight


sales is slightly smaller than income from duty free sales. Inflight revenue still grew sharply in 2018, increasing +118% from the previous year.” Foreo has already launched a


travel set in 2019, featuring its new Micro-Foam cleanser, and does not intend to stop there. Park adds: “Upcoming launches include the


Luna 3, which is set to be released in H2 for the travel retail and duty free market, a luxury mask and skincare products such as our new serum.” «


“Revenue from inflight sales is slightly smaller than income from duty free sales. Inflight revenue still grew sharply in 2018, increasing +118% from the previous year.”


Ashlee Park, PR and Marketing Assistant Manager, Foreo


TRBUSINESS 115


Above: Foreo recently announced a partnership with Duty Free Americas in Macau.


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