Foreo to launch next-gen ‘bespoke beauty’ LED facial device

Following around a year of development, the UFO 2 device will launch on CultBeauty and Foreo’s website next week following a two-week prelaunch in Selfridges. Designed for use with Foreo’s UFO Power Activated Masks – available in several variants, including green tea, acai berry and Bulgarian rose – the device will retail for £249 (€288) alongside a mini version at £159 (€184).

Eight different LED light settings on added “maximum power”​ to the activated masks, Foreo said, and offered a “dedicated and customised treatment”​ for the consumer. The purple LED setting, for example, could be used to reduce the appearance of fine lines and boost radiance; the yellow LED to reduce redness and soothe skin. Integrated advanced thermo-therapy technology in the upgraded device also heated the skin five times faster than the original model.

“The UFO 2 device has been elevated with smart technology that offers a more efficient and effective masking experience than ever before,”​ the company said.

A ‘smart masking’ revolution?​

Speaking to CosmeticsDesign-Europe, a Foreo spokesperson said the next-generation device enabled highly customisable “smart masking”.​

“We’ve seen the future of beauty evolve so much over the years, with more consumers than ever looking for a personalised skin care routine. A bespoke beauty regime is the ultimate way for consumers to achieve peak skin confidence, which is something we take seriously at Foreo.”​

Consumers, they said, wanted skin care products that helped save time, maximised value for money and provided instant and effective results. 

“…With the level of demand for beauty tech this year, it clearly shows that at-home beauty gadgets are wholly universal.” ​

Foreo China IP battle over Luna device​

In November last year, Foreo won a two-year IP battle in China for one of its facial beauty devices Luna​. The Shanghai Intellectual Property Court issued the largest ever counterfeit-related pay out to Foreo – close to €400,000 (£332,000) – for design infringement. The court ruled that Chinese firm Kingdom Zhuhai Company was guilty of infringing Foreo’s Luna design patent with its own ‘KD398’ product and called for the Chinese counterfeit product to be removed from the market immediately.

Speaking to CosmeticsDesign-Europe at the time, Foreo’s UK and Ireland general manager Boris Raspudic said the ruling was a “massive breakthrough”​ for the brand, particularly given what a “huge issue”​ counterfeiting was in skin care.

“The problem with counterfeits is that they mislead consumers who think they’re getting a Foreo product when they’re not. This can negatively impact their perception of our brand,”​ Raspudic said.

“Counterfeits also have a huge impact on us as a business. We’ve found a number of companies around the world who are making fake Foreo devices, as well as vendors actively selling fake products. As you can imagine, this costs us millions of pounds every year, so we’re delighted with the ruling and it’s great to see China supporting brands in fighting this ongoing battle.”​