FOREO Adds 450,000+/mo in Additional Revenue Through Paid Media

FOREO is a Swedish beauty-tech company that built a category around silicone facial-cleansing devices — combining high-design industrial product with clinical efficacy claims. In a U.S. beauty market dominated by legacy giants and influencer-led upstarts, FOREO needed paid acquisition to do something most paid programs aren’t built for: introduce a premium device to first-time buyers while continuing to grow share inside an already-loyal customer base.

FOREO partnered with Brenton Way to architect a multi-platform paid program that could reach women 23–34 and 35–55+ in parallel, expand into underserved ethnic segments in Los Angeles, New York, and Houston, and produce attributable revenue without flattening the brand into discount-led performance.

FOREO is a category leader globally but sits inside a U.S. beauty market that is brutal on premium devices. Three structural realities shaped the brief:

A saturated, brand-loyal category

Beauty is one of the most contested ad categories in the U.S. Established legacy brands, prestige skincare, and creator-driven D2C upstarts compete for the same impressions, pushing CPMs up and forcing premium devices to justify their price tag inside the ad unit itself.

Two distinct buyer segments, one budget

FOREO’s core audience splits roughly evenly between women 23–34 and 35–55+. The younger segment is trend- and creator-led, lives on TikTok and Instagram, and responds to social proof. The older segment is efficacy- and trust-led, responds to expert credibility, and wants product detail before a purchase. Treating them with one piece of creative would have underserved both.

Underserved ethnic segments in tier-1 metros

Audience research surfaced significant under-penetration with Hispanic and Asian-American beauty buyers in Los Angeles, New York, and Houston — a high-intent cohort drawn to high-tech skincare but largely overlooked by mainstream beauty media plans. Building reach into these segments required deliberate creative and placement choices, not just a budget reallocation.

The constraint: scale paid revenue across two age cohorts and three metros simultaneously — without diluting the premium brand or leaning on permanent discount creative.

We rebuilt FOREO’s U.S. paid program around three creative tracks and a multi-platform media architecture designed to do demand creation and demand capture in the same media plan.

Three creative tracks, segmented by buyer mindset

Rather than running a single funnel against a broad demographic, we segmented creative by buyer mindset and matched each track to the channel where that mindset lives.

• Trend & social proof — short-form, creator-led video for women 23–34. Shoppable TikTok and Instagram Reels with influencer demonstrations of the device in routine. Built for scroll-velocity environments where social proof, not specs, drives the click.
• Efficacy & expertise — long-form education for women 35–55+. Skincare-expert-hosted webinars, dermatologist-style explainers, and detailed product-benefit creative on Meta and YouTube. Built to give a high-consideration buyer the proof they need before a purchase.
• Inclusive representation — campaign creative built specifically for underserved Hispanic and Asian-American beauty cohorts in LA, NYC, and Houston. Not a translation pass — net-new creative concepts shot to resonate inside the segment, served through audience-targeted prospecting.

Multi-platform media architecture

Platforms were selected by where each cohort lived and how each segment converts. Channels were not treated as redundant — they were sequenced.

• Meta (Facebook + Instagram) — primary engine for brand awareness and prospecting against both age cohorts. Advanced interest and lookalike targeting did the demographic heavy lifting; creative did the segmentation.
• TikTok + Snapchat — younger-segment growth channel. Shoppable video, creator partnerships, and trend-forward placements built virality and let users buy in-app at the point of social proof.
• OTT / CTV (Hulu, Roku) — non-skippable video against the 35–55+ segment in living-room environments. High-attention impressions built brand authority for a price-premium device.
• Programmatic display + retargeting — cross-device follow-through. Built to convert demand the upper funnel created, not generate new demand of its own.

Dynamic creative optimization and audience layering

On top of the three creative tracks, we layered dynamic creative optimization (DCO) so each viewer saw the product variant and benefit framing most likely to land. Lookalikes were built off FOREO’s most loyal customer cohorts; psychographic segments (“Natural Beauty Enthusiasts,” “Tech-Savvy Skincare Buffs”) gave us creative targeting that went deeper than age and zip code.

The system was governed by four operating principles. They’re what kept a 4-channel, 3-segment, 3-metro program from collapsing into noise.

• Match creative to mindset, not platform. The three creative tracks (trend, efficacy, inclusion) were the unit of strategy. Platforms were distribution decisions made downstream of the creative — not the other way around.
• Sequence channels, don’t duplicate them. Meta and TikTok did demand discovery. OTT built authority. Programmatic + retargeting converted. Each channel had a job; none of them chased the same buyer at the same time.
• Run DCO inside disciplined guardrails. Personalization was constrained to product, benefit, and lifestyle context — never price, scarcity, or fake urgency. The brand stayed premium; the creative stayed relevant.
• Continuous measurement and reallocation. Performance was monitored in real time. Underperforming geos, segments, or creative were reworked or defunded inside the same flight — not at end-of-campaign retrospectives.

KPIs were tiered to match the funnel: reach and impressions at awareness, video-view rate and CTR at engagement, ROAS and AOV at conversion. Each tier had a defunding rule attached so the program self-corrected as the data came in.

Across the engagement, FOREO’s U.S. paid program added $450K+ in additional revenue per month at a $140+ average cart order value, with paid ad creative averaging a 38% click-through rate and reaching 6M+ U.S. consumers per month. The premium positioning held — none of the lift came from discount-led creative.

What the data confirmed

• Segmented creative outperformed broad creative. Splitting the program into three mindset-based tracks lifted CTR and conversion in both age cohorts compared with the prior generalist approach. Creative was the lever, not budget.
• Inclusive representation produced real, measurable lift. Net-new creative built for Hispanic and Asian-American beauty cohorts in LA, NYC, and Houston outperformed translated assets on every metric — proof that representation is a performance variable, not a brand-safety check.
• OTT/CTV punched above its share of spend with the 35–55+ segment. Non-skippable, high-attention video moved older-segment intent in a way short-form social could not — and assisted lower-funnel conversion on Meta and Google.
• TikTok shoppable shortened time-to-purchase for the younger cohort. Removing the platform-to-site handoff for trend-led buyers cut friction at the exact moment social proof was highest.
• DCO compounded the wins. Personalization on product and benefit (never price) lifted CTR on already-strong creative — a multiplier on top of the segmentation work, not a substitute for it.

Where this playbook applies

This approach translates directly to other brands operating in saturated premium categories — where a single funnel and a single creative track would under-serve real differences in how buyers decide.

• Premium beauty, skincare, and beauty-tech brands competing against legacy giants and creator-led D2C upstarts
• Multi-segment catalogs where one product line serves materially different buyer mindsets
• Brands under-penetrated with specific ethnic or regional cohorts that mainstream media plans routinely overlook
• Categories where discount-led creative would damage the long-term price ceiling
• Programs that need demand creation (Meta, TikTok, CTV) and demand capture (Google, retargeting) running as one sequenced system, not two parallel ones