FOREO, an award-winning Swedish beauty tech brand, has chosen Interpublic Group agency DeVries Global to lead its communications efforts, with a focus on media relations at the intersection of beauty and technology. The agency’s work began with the brand’s first standalone event in October, where press, influencers and tastemakers gained an experiential and sensorial first look at the newly launched UFO smart mask device and Advanced Collection of smart masks.
“We’ve selected DeVries as our U.S. communications agency partner because of their culture-led approach and analytics discipline,” said Cindy Pino, PR Manager, FOREO North America. “We love the strategic insight that they bring, as well as their relentless passion to deliver ROI.”
DeVries is tasked with managing U.S. media relations to raise brand awareness and support product innovation announcements for the entire range of products including LUNA fofo and UFO (Ur Future Obsession smart mask device) and elevating the profile of FOREO’s North American leadership team. The agency’s strong roots in the professional beauty category, including the COTY Professional Beauty portfolio, will be leveraged to maximize spa and trade coverage for FOREO’s Pro Channel.
“We are thrilled to welcome FOREO into the DeVries Family of client brands,” said Jessica O’Callaghan, Regional Managing Director, NA, DeVries Global. “FOREO literally means For Everyone and their commitment to create groundbreaking, accessible solutions that bring happiness and benefit to everyday lives not only aligns with the values of our agency, but resonates in the context of the cultural values of the current climate. We’re excited to partner with the brand to bring their POV, and their groundbreaking products, to life.”