Foreo Is Rolling Out a New Brand, FAQ Swiss, in the U.S.
Foreo’s newest brand, FAQ Swiss, is coming Stateside this month.
The brand, which encompasses LED masks and radio frequency devices, is getting a full retail rollout that includes Amazon, the brand’s website, Nordstrom and Neiman Marcus. Prices range from $459 for a radio frequency and LED handheld device to $1,290 for a multitasking electrical muscle stimulation, radio frequency and LED device.
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FAQ Swiss’ 101 device has been available on its direct-to-consumer in the U.S., which Evan Feldstein, general manager of Foreo in the U.S. and Canada, said was a way to test the appetite for the brand.
“Foreo has been around for 10 years, and one of the main pieces of feedback we’ve heard is that people want more niche [modalities],” Feldstein said. “So, we created this premium subbrand. We’ve also tested a few of the masks in Canada with two airings on TSC in Canada, and we exceeded each projection by 10 percent to 15 percent.”
Industry sources expect the brand’s global retail sales to reach between $45 million and $50 million over the next 12 months.
The hero product will be FAQ 202, an FDA-approved LED mask with seven different colors of light as well as near-infrared.
“Based on our reports, we’re globally talking about a $7 billion to $8 billion market in the next couple of years. We anticipate the business to be a third in North America, a third in Europe and a third in Asia,” Feldstein said. The products are also currently available in Europe.
Despite the steep price point, Feldstein expects the products to resonate broadly. “It’s a subsection of the Foreo consumer. Under that brand, we have a $400 device called Bear 2 that includes microcurrent, at almost $400 per unit. This is for anybody who’s likely to purchase that,” he said.
“It’s for anyone who’s worried about fine lines, wrinkles or evenness of skin,” Feldstein said. “They’re using the best products on the market. And we’ve gotten wonderful feedback on this product.”
The products’ benefits also informed the retail strategy, as Feldstein sees the lines blur between which consumers are shopping where. “The department stores are great for brand recognition, and we love Amazon,” he said. “We’re able to float across the whole spectrum, from premium to Amazon, which might be outside the traditional prestige channel.”
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