Beauty brand FOREO expects Black Friday sales to boost performance

Swedish beauty and wellness brand, FOREO, is expecting an increase in online sales for both its website and those of its retailers, as well as cost and click performance for Black Friday sales until 27 November, its spokesperson said in a statement to A+M. This comes as 2018 sales for its wider portfolio is forecasted at over 50,000.

Founded in 2013, FOREO produces facial cleansing brushes, sonic electric toothbrushes, cleansers and eye massagers. The spokesperson added that FOREO's digital media unit (DMU) in Asia is working with existing partners comprising influencers and publishers to push out content on social media platforms and direct followers to its Black Friday sales. FOREO's DMU in Asia has 26 individuals while the DMU globally has 107 employees. In Malaysia, FOREO is working with an influencer and content creator network agency, Paranormal, as well as Milk PR.

FOREO's CMO Steve Thomson said trends over the last five years has shown that rather than splurging on TVs and white goods, shoppers are ready to snap up their favourite clothes, beauty gadgets and personal electronics. This is a trend that has seen year-on-year growth with FOREO's own Black Friday sales figures.

Thomson added that November is "by far the biggest month" for them, garnering approximately US$15 million in sales worldwide during the recent Singles' Day. Meanwhile, FOREO sold about 20,000 of its facial cleansing device LUNA worldwide during last year's Black Friday and 12,000 devices in 2016.

Meanwhile, according to multiple media reports including CNBC and Fortune, online sales for Black Friday garnered approximately US$6.2 billion, a 23.6% increase from last year, according to Adobe Analytics. More than US$2 billion in sales originated from smartphones, representing 33.5% of e-commerce sales in Black Friday. This was compared to 29.1% last year, media reported.

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