Services Provided:
Paid Social, Paid Search, OTT, DOOH, Billboard, Creative Strategy
Business Type
B2C
Client Industry
Beauty & Wellness
$ + Revenue
$ + Avg. AOV
% Ads CTR
+ Million Reach
FOREO aimed to establish a strong market presence in the upper-tier beauty market, a space dominated by well-established brands. They wanted a campaign that would allow them to reach their Ideal Customer Profile through Paid Ads while gaining clear attribution for transparency on upcoming campaigns.
The primary challenges were:
As FOREO’s product line expanded, the brand needed to address several key questions:
FOREO's primary objectives were to continue targeting U.S. consumers, focusing on women aged 23-34 and 35-55+, while ensuring equal emphasis across these age groups. The brand also sought to expand its reach to include different ethnicities within these demographics, particularly in key metropolitan cities like Los Angeles, New York, and Houston. Enhancing brand recognition and ensuring that FOREO was perceived as the top choice in the beauty device market was a critical goal.
In a market saturated with established beauty brands, FOREO, a Swedish high-end beauty tech company, faced the challenge of penetrating the U.S. market while simultaneously boosting sales among both new and existing customers. With a diverse product line and an innovative approach to skincare, FOREO needed a marketing strategy that not only reached a broad audience but also resonated deeply with specific demographic segments. This article explores how we developed and executed a comprehensive, data-driven marketing strategy that achieved these goals, establishing FOREO as a leader in the beauty tech industry.
The foundation of our strategy was built on a deep understanding of FOREO’s target audience. Through extensive research, we identified that FOREO’s primary customers were women aged 23-34 and 35-55+. These groups, while similar in age, displayed different purchasing behaviors and motivations. The younger segment was more likely to be influenced by trends and social proof, particularly through platforms like TikTok and Instagram. They were drawn to user-generated content (UGC) and valued the opinions of influencers they followed.
On the other hand, the older segment valued product efficacy and long-term benefits. This group responded better to educational content, expert testimonials, and detailed product information. We also uncovered a significant opportunity to better target ethnic diversity within these age groups. Hispanic and Asian-American consumers, in particular, showed a strong affinity for high-tech beauty solutions but often felt underrepresented in mainstream beauty marketing. These insights guided our segmentation and targeting strategies, ensuring that our messaging and creative assets resonated with these diverse audiences.
Beyond basic demographics, we segmented the audience based on their skincare needs, beauty routines, and lifestyle choices. For instance, we identified segments such as "Natural Beauty Enthusiasts," who preferred organic and clean beauty products, and "Tech-Savvy Skincare Buffs," who were early adopters of new beauty technologies. This level of segmentation allowed us to create highly targeted campaigns that addressed specific pain points and desires, such as reducing wrinkles or achieving a radiant complexion.
Additionally, we utilized lookalike audiences based on FOREO’s most loyal customers, ensuring that our campaigns reached new users who shared similar characteristics and were more likely to convert. This approach was instrumental in expanding our reach and attracting a broader audience while maintaining relevance and resonance.
Given the diversity of our target audience, a one-size-fits-all approach was not an option. We developed a multi-platform strategy that included both traditional and emerging media channels to ensure we reached our audience where they were most active. Meta (Facebook and Instagram) was central to our strategy, serving as the primary platform for building brand awareness. These platforms' advanced targeting capabilities allowed us to reach our core demographics effectively, delivering tailored content that spoke directly to their interests and needs.
For the younger segment, platforms like TikTok and Snapchat were essential. These channels allowed us to engage users with short-form, viral content that was both entertaining and informative. TikTok, in particular, proved invaluable for its ability to create viral trends and rapidly increase brand visibility. We also included programmatic ads and OTT/CTV (over-the-top/connected TV) channels such as Hulu and Roku to reach a broader audience across different devices, ensuring that our message was seen by potential customers in various contexts—whether they were browsing on mobile, watching streaming content, or shopping online.
The creative aspect of the campaign was meticulously designed to resonate with each segment of our audience. For younger consumers, we focused on dynamic, engaging content that leveraged trends and influencers. Shoppable videos on TikTok were a key component of this strategy, allowing users to purchase FOREO products directly from the app after watching influencers demonstrate their use. This not only simplified the buying process but also provided immediate social proof, which is critical for driving conversions among this demographic.
For the older segment, we developed a series of educational webinars and live Q&A sessions hosted by skincare experts. Promoted across Facebook and Instagram, these sessions offered in-depth knowledge and expert advice, helping to build trust and credibility with an audience that values information and reassurance before making a purchase.
One of the most innovative aspects of our campaign was the use of personalized ads through dynamic creative optimization (DCO). This technology allowed us to tailor the content of our ads based on individual user data, showing specific products or benefits that were most relevant to each viewer. This personalization not only increased engagement but also improved conversion rates by delivering highly relevant content at the right time.
We also capitalized on the growing popularity of OTT/CTV platforms by running non-skippable video ads that showcased FOREO’s products in action. These ads were strategically placed to reach viewers in high-engagement environments, such as when watching their favorite shows on Hulu or Roku. This approach helped to build brand awareness and drive consideration among a broader audience.
Throughout the campaign, we closely monitored performance metrics using advanced analytics tools. This allowed us to make real-time adjustments to our strategy, ensuring that we were always maximizing ROI. For example, if an ad set was underperforming in a specific region, we quickly adjusted the creative or reallocated the budget to better-performing areas. We also used A/B testing to refine our messaging and visuals continuously, ensuring that we were delivering the most effective content possible.
By the end of the campaign, we had established clear KPIs for each phase—brand awareness (measured by reach and impressions), engagement (measured by video views, click-through rates, and social shares), and conversions (measured by sales and return on ad spend). These metrics not only demonstrated the success of the campaign but also provided valuable insights for future marketing efforts.
The impact of this campaign extended far beyond immediate sales growth. By effectively reaching and engaging a diverse audience, FOREO not only increased brand visibility but also established itself as a trusted leader in the beauty tech industry. The campaign’s success in targeting newly identified ethnic groups and segments laid the groundwork for future growth and expansion, positioning FOREO as a brand that understands and caters to a broad spectrum of consumers.
Moreover, the insights gained from this campaign have informed FOREO’s long-term marketing strategy, ensuring that the brand continues to innovate and adapt to the evolving needs of its audience. This campaign has not only solidified FOREO’s position in the U.S. market but also set the stage for continued success in the global beauty tech industry.
FOREO’s comprehensive, data-driven marketing strategy was a resounding success, achieving significant market penetration and sales growth in a highly competitive landscape. By deeply understanding the target audience, leveraging a multi-platform approach, and continuously optimizing the campaign in real-time, we were able to deliver exceptional results that have strengthened FOREO’s brand and positioned it for long-term success. This campaign serves as a testament to the power of strategic, targeted marketing in driving both short-term gains and sustainable growth.
