We have had the pleasure of talking with Marta Panera, Head of Marketing and Communication en FOREOa Swedish brand of beauty technology that is revolutionizing the personal care sector. We select Marta as one of the Top influencers on LinkedIn in the IT areaand we wanted to know more about his vision of innovation, personalization and sustainability in the beauty industry.
(McPro) our audience may not know Foreo, could you explain it?
(Marta Panera) Foreo is a Swedish brand that has revolutionized the concept of technobellezacombining innovation, technology and personal care to offer advanced devices that transform the beauty routine. Founded in Sweden in 2013, our mission has been to provide effective and accessible solutions for skin care through smart devices.
From the iconic Luna, our first silicone facial cleaning device with sonic technology, to more recent innovations such as Bear 2, a microcurrent device designed to tone the face, or FAQ 202, which incorporates 8 LED light wavelengths, including Nir infrared for advanced rejuvenation treatments, Foreo has created a new category in the sector.
Currently, we are present in more than 75 countries with an omnicanal distribution model, which combines our online store, Global Premium Retailers and Marketplaces in Model Seller and Venor and Social Commerce. Our approach focuses on offering products that combine avant -garde technology with an intuitive design and an exceptional user experience.
(MCPRO) Foreo is a brand with a strong technological commitment. What are the company’s main IT strategies for this 2025? In which areas are you investing more to improve digitalization and customer experience?
(Marta Panera) In 2025, Foreo is betting on advanced customization, the expansion of the digital ecosystem and the development of responsible technology. One of our main foci is Improve user experience by optimizing our appwhich allows analyzing the status of the skin and recommending treatments adapted to each person. We are also working on integration with Commerce Social platforms, as well as in the improvement of our personalized recommendation systems in our ecommerce.
It is evident that the future goes through Intelligent user experiences focused on real customization, not in generic recommendations.
(MCPRO) Artificial intelligence is revolutionizing multiple sectors, including the beauty industry. How is Foreo integrating this technology in the development of new products?
(Marta Panera) In Foreo we are exploring the use of advanced technologies in customization, using Data analysis to optimize user experience. We are also developing algorithms that improve interaction with our devices, ensuring that each treatment is more efficient and adapted to the individual needs of each user.
In addition, in the beauty industry, AI is increasingly being used in skin diagnosis, In more intuitive products and purchase experiences, areas in which we continue to innovate to be at the forefront of the sector.
(MCPRO) In the field of online trade, many brands are using artificial intelligence to optimize customer experience. What strategies have Foreo implemented in this regard?
(Marta Panera) Foreo has implemented artificial intelligence in several key areas to optimize customer experience in its ecommerce. One of the most important is Personalization of product recommendationswhere we use models of machine learning that analyze the behavior of the user and their shopping history to suggest appropriate options.
We have also improved the automation of customer service through Smart chatbots and automatic response systems They offer real -time assistance. This allows us to solve customer doubts more efficiently and improve post-sale satisfaction.
On the other hand, in our digital marketing campaigns, we use Data analysis to adapt messages and offers in real time, Optimizing each interaction with the consumer to offer more relevant content and improve conversion.
(MCPRO) globally, how do you think artificial intelligence will change the beauty industry in the coming years? What trends will we see in the near future?
(Marta Panera) Artificial intelligence is transforming the beauty industry into multiple fronts. In the coming years, We will see greater customization in treatmentswith devices and products that automatically adapt to the individual user needs. Skin diagnostic tools will continue to evolve, allowing problems to be visibly manifested and recommending preventive solutions.
Besides, The operators of AI will change the way we Buy beauty products. Assistants such as chatgpt or similar systems will allow you buy directly within the AI, No need to go through retailers or online stores. These systems our tastes, preferences and needs will learn To help us choose the most appropriate products without having to navigate among thousands of options.
(MCPRO) Sustainability has become, not only a need for the planet, but also a purchase argument. What is Foreo’s strategy in this aspect?
(Marta Panera) Foreo bets on sustainability as a key pillar in its business strategy. From the beginning, our philosophy has been to design durable products that minimize the environmental impact. We manufacture high quality devices that do not require spare parts or disposable batteries, significantly reducing electronic waste.
Foreo too It firmly opposes programmed obsolescence. We design our devices to last for many years, using high quality materials and resistant technology, which significantly reduces the environmental impact. We bet on durable products that accompany the consumer in the long term without losing effectiveness.
In addition, we have implemented improvements in our packaging, reducing the use of plastic and using recyclable materials. We also work in more efficient production processes, minimizing the carbon footprint and optimizing logistics to make it more sustainable. For Foreo, sustainability is not only a trend, but a responsibility that we assume at each stage of the life cycle of our products.
(McPro) Foreo is a brand that is distinguished by its innovation capacity. Can you advance any novelty or project in which they are working?
(Marta Panera) In Foreo we are constantly developing new solutions to improve consumer experience. One of the most interesting projects we are working on is hair care devices, designed to prevent falling and strengthen existing hair through technologies such as LED light therapy and sonic pulsations.
These new devices are in the development phase and have been designed with the same approach that we apply in skin care: combining advanced technology, ease of use and visible results.
(MCPRO) In the past Madrid Digital Beauty Summit you talked about the post -omnicanal era. What is this era?
(Marta Panera) The post -omnicanal era represents A change in the way brands interact with consumers. It is no longer just about being present in multiple channels, but Intelligently connect each of them to offer a fluid and friction experience.
The current consumer seeks Personalized and coherent experiences at all contact points With the brand, from social networks to physical stores and ecommerce. The key is to take advantage of the data in real time to adapt the strategies and optimize each interaction with the client.
(MCPRO) Data analysis has become a key tool for customization and optimization of digital strategies. How is Data Analytics using foreign to improve your marketing campaigns and offer a more personalized experience to your customers?
(Marta Panera) Foreo uses data analysis for Optimize your marketing strategies and improve customer experience. We analyze the behavior of users in our digital channels to identify patterns and offer personalized recommendations.
In addition, advanced segmentation allows us to adjust our advertising campaigns in real time, optimizing messages and formats based on the consumer profile. We also use Data Analytics tools to evaluate the effectiveness of our actions and adjust our strategies based on the results obtained.
Thanks to these advances, we can ensure that each client receives relevant content and adapted to their needs, improving both conversion and loyalty to the brand.
To learn more about the latest trends in data innovation and how they are impacting the beauty industry, remember that you can still sign up for MCPRO Data Innovation Forum that will be held at the UDIT campus on April 2. This event will bring together experts from all over the world to share their knowledge and experiences in the use of data and artificial intelligence to improve customer experience, optimize marketing strategies and develop innovative products and services. Don’t miss it!
