FOREO Adds $450K+/mo in Additional Revenue Through Paid Media

FOREO is a Swedish high-end beauty-tech company known for innovative skincare and beauty devices. The brand had already become one of the fastest-growing names in beauty tech, but the U.S. market created a sharper challenge: win attention in a category crowded with legacy beauty brands, creator-led challengers, and performance-heavy offers.

Brenton Way partnered with FOREO to increase market penetration and sales growth through paid ads, creative strategy, audience segmentation, and clearer attribution. The assignment was not just to spend more across channels. It was to give each audience, placement, and creative track a defined role in moving buyers from discovery to purchase.

The work focused on women aged 23-34 and 35-55+, with deliberate expansion into Hispanic and Asian-American beauty buyers in Los Angeles, New York, and Houston. Those cohorts showed strong interest in high-tech skincare, but they needed creative that reflected their routines, motivations, and reasons to trust a premium device.

Breaking through in a saturated premium beauty market

FOREO aimed to establish a stronger U.S. presence in the upper-tier beauty market, a space dominated by well-established brands and fast-moving challenger labels. The brand needed to reach the right consumer segments while increasing sales among both new and existing customers, without flattening a premium device into discount-led performance creative.

Answering practical growth questions

As FOREO expanded its product line, the campaign had to answer several practical questions that would shape the media strategy:

• How do we keep growing sales from loyal customers while still introducing the brand to new buyers?
• Which age cohorts should receive trend-led creative, and which need deeper product education before purchase?
• How do we expand reach into Hispanic and Asian-American consumers in key metros without treating representation as an afterthought?
• Which channels should create awareness, which should build authority, and which should capture demand after the first touch?

One audience was not really one audience

FOREO could not rely on a single buyer profile. The 23-34 segment was more influenced by trends, social proof, creator content, TikTok, and Instagram. The 35-55+ segment cared more about product efficacy, expert validation, long-term benefits, and detailed product information. Treating both cohorts with one message would have limited performance on both sides.

Brenton Way rebuilt the program around a multi-platform media strategy and creative segmentation model. Instead of forcing one broad message across every channel, the campaign matched message, format, and placement to buyer mindset.

Creative segmented by buyer motivation

• Trend and social proof creative for women 23-34, built for short-form environments where TikTok, Instagram, creator content, and user-generated demonstrations could drive discovery.
• Efficacy and education creative for women 35-55+, built around product benefits, expert-style explanation, and long-term skincare value.
• Inclusive market-expansion creative for Hispanic and Asian-American buyers in Los Angeles, New York, and Houston, built as net-new positioning rather than a generic translation pass.

A channel mix with distinct jobs

• Meta acted as the main awareness and prospecting engine, using interest and lookalike targeting to reach both age cohorts while creative handled the segmentation.
• TikTok and Snapchat supported younger-segment discovery through shoppable short-form content, creator partnerships, and social-proof-led video.
• OTT and CTV placements on channels like Hulu and Roku created high-attention video touchpoints for the 35-55+ audience.
• Programmatic display and retargeting converted demand created higher in the funnel, keeping follow-up consistent across devices.

Dynamic creative optimization without weakening the brand

Dynamic creative optimization personalized product and benefit framing while preserving FOREO as a premium beauty-tech brand. Personalization stayed focused on product, benefit, and lifestyle context. The campaign did not depend on price cuts or urgency tactics to manufacture performance.

Audience research that went beyond age bands

The foundation of the strategy was a clearer view of how FOREO buyers made decisions. Beyond basic demographics, Brenton Way segmented the audience by skincare needs, beauty routines, lifestyle choices, platform behavior, and purchase motivation.

Segments such as natural beauty enthusiasts and tech-savvy skincare buyers helped the campaign speak to specific pain points, from achieving a radiant complexion to adopting high-tech skincare as part of an existing routine. Lookalike audiences built from FOREO loyalists helped extend reach without drifting away from likely converters.

Media sequencing instead of channel duplication

Each channel had a clear function. Meta and TikTok created demand. OTT and CTV built authority for a premium device in high-attention viewing environments. Programmatic and retargeting captured intent after the first impression. Weekly measurement made it possible to reallocate budget toward the strongest segment, geography, and creative combinations while the campaign was live.

Creative testing with premium guardrails

The campaign tested message, format, segment, and placement continuously, but it did not let performance testing erode brand equity. Product education, representation, creator proof, and precise retargeting carried the lift while the brand stayed positioned as a premium beauty-tech choice.

FOREO added $450K+ in net-new monthly revenue across paid media, preserved a $140+ average order value, generated a 38% paid-ad click-through rate, and reached more than 6M consumers per month through the combined media plan.

What made the program work

• Segmented creative did the heavy lifting. Separating trend-led, efficacy-led, and inclusive market-expansion creative allowed the campaign to speak to different buying motivations without fragmenting the brand.
• The multi-platform plan worked because each channel had a different role. OTT, CTV, TikTok, Meta, programmatic, and retargeting were sequenced rather than treated as interchangeable placements.
• The campaign strengthened FOREO's market position beyond immediate sales. Better representation, clearer audience segments, and stronger attribution gave the brand a foundation for future U.S. growth.

Why this playbook matters

This approach is especially useful for premium beauty, skincare, and beauty-tech brands competing in saturated categories. When price cuts would weaken the brand, growth has to come from sharper segmentation, better creative fit, stronger channel sequencing, and disciplined measurement.