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Companies on the move Foreo banks on silicone beauty devices Swedish prestige beauty- comes in three versions depending on the nylon brushes. At press time, the line was device manufacturer user’s skin type and features an Anti-Aging only available for purchase via Exclusive Foreo is working Mode; Luna Mini (€199) for all skin types; Invite on Foreo’s website, and is slated on expanding its Luna for Men (€199), which was created as to roll out to its retail doors before the distribution. The company a pre-shaving ritual and Luna Luxe (€6,000 end of the year. According to Foreo was founded in 2013 with for women, €8,100 for men), which comes ceo Paul Peros, the company wants to the launch of Luna, a line with either an 18-karat gold base (for the merchandise its toothbrushes in retailers’ of silicone facial-cleansing women’s version) or a platinum base beauty departments, rather than sell them devices. The company for men. alongside appliances or other claims that the range This year Foreo has expanded distribution dental-care items. differs from existing from its e-commerce website to bricks- products as it is made and-mortar retail. The brand is currently entirely of silicone, sold in more than 25 countries, through which it says is more selective retailers, mainly department hygienic than the stores, including Neiman Marcus, Selfridges brush-based devices of and Harvey Nichols, perfumeries (Sephora, its competitors. Marionnaud and Douglas) and on TV The Luna line home-shopping network HSN. includes the eight- On the product front, Foreo is currently speed Luna (€199), which pre-launching its silicone electric toothbrush range Issa ($169), which s Foreo is launching a new Issa features eight speeds, and the two-speed toothbrush range in retailers’ beauty Issa Mini for children. The brand says that s Foreo is expanding distribution for its departments this year silicone is more gentle than traditional Luna facial-cleansing tool SensaPeel unveils scent sampling tool UK company SensaPeel has come out to a string of other uses. “SensaPeel can chemicals to their clients without incurring with a fragrance sampler, which it claims be a good solution for sampling through the shipping costs that are associated with eliminates the need for vial samples, is the internet; it is a much cheaper way of small-sized bottles. n cheaper than a scent-strip and can be used sending fragrance samples to online users for a wider range of applications than what than vials. We are also looking at the is currently on the market. infight market, as currently fragrance The SensaPeel sampler locks the fragrance cannot be sampled on a plane. But between two layers of flm, which can be as our sample is re-sealable there mounted on a sampling card, brochure is no air contamination and users or magazine. SensaPeel claims that the can also smell the fragrance on technology enables the user to experience the card or apply it to their the exact quality and intensity of the skin,” comments SensaPeel fragrance produced by the manufacturer. managing director Paul Another advantage of the sampler is that Bishopp. it is re-sealable and can be opened and SensaPeel is also re-sealed up to 10 times with no loss of looking to target the fragrance. Unopened, the sample has a B2B market, whereby shelf life of six months. suppliers can use the In addition to magazine ads or sample fragrance sampler to s The SensaPeel sampler is said to enable the user to cards at the point of sale, SensaPeel send samples of essential experience the exact quality of the fragrance. The company executives say the sampler can be put oils and aromatic says a key advantage is that the sample can be resealed September-October 2014 - N°19 - BW Confidential 11