Innovators By Current Global

Applying innovation to every aspect of a product or service is at the core of beauty device company Foreo's strategy, from product design to discoverability and communications, says CEO Paul Peros on the latest episode of TheCurrent Innovators podcast. The Swedish brand entered the market in 2013, when the concept of beauty tech was just beginning to bubble up, and move from the professional salon space to selling at retail. What became clear however was that the company had to strive not only to introduce a new technology into the consumer's home, but educate them on how that type of product would fit into the context of their lives. Peros explains that for the the at-home beauty device industry to become truly mainstream, brands need to not only offer efficacy at a professional level, but convenience that matches consumer expectations. He refers to this as "meaningful innovation". "You cannot ask a consumer to adopt a completely new practice or new product that stands in [their] way,"