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BEAUTY IN ASIA: FOREO We can still ‘spa at home’, says Foreo


Foreo’s ascension to the top ranks of the beauty tech market has been rapid, but hard- earned. With that in mind, it is not about to let Covid-19 erode that achievement, especially when it comes to the strong foothold enjoyed in Asia Pacific. Charlotte Turner reports.


downtown duty free stores.” However, Leong also insisted that


getting ‘back to business’ is not the company’s only priority right now. “Obviously our top priority is to


ensure the health and wellbeing of all our employees. I guess the only thing we can control (right now) is how well they are taken care of… in the years to come, employees will remember us for this. It is not all about business, it’s not all about sales and I think it’s the right thing to do. We feel like for us there is no rush to go back to business.” Foreo has to be applauded for its


Above: The UFO and its accompanying collection of masks.


I


n an episode of TRBusiness’ ‘Adapt & Survive’ Skype video series filmed in April, Swedish beauty


tech brand Foreo revealed it had received the first ‘wave’ of customers at select duty free stores, which had reopened in China. Speaking from the company’s


Shanghai office, Global Travel Retail Director Gary Leong told TRBusiness that Chinese customers are now venturing out in small numbers to stores such as CNSC’s downtown duty free outlet in Shanghai, as well as CDFG’s Haikou downtown store and its iconic Haitang Bay shopping complex in Sanya. “Talking directly to the Chinese duty free retailers, May is of course


“Social distancing will be the new normal from now on, and Foreo’s goal is to provide the right tools and equipment for our customers to be able to achieve spa-level results at home.”


Gary Leong, Global Travel Retail Director, Foreo


82 TRBUSINESS


Foreo donated 2,500 protective suits to Chinese medical staff in their battle against Covid-19 earlier this year.


MAY 2020


extremely important, because this is when a lot of people are travelling around China,” he said. “I believe that the island of Hainan has more or less opened up; flights have resumed. We definitely think that for May,


Chinese duty free retailers are really gearing up for promotions and in- store activations to cater to the first wave of Mainland Chinese travelling between provinces and visiting


agile marketing and communication strategy employed over the last few months and most recently for its ‘Spa At Home’ campaign. “We believe this resonates with


the current lifestyle situation of customers all across the globe,” said Leong. “Social distancing will be the new normal from now on, and Foreo’s goal is to provide the right tools and equipment for our customers to be able to achieve spa- level results at home.” Providing consistent and


strong communication with consumers is a top priority for


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