The Importance of First Impressions

Electric toothbrushes and facial cleansing devices have existed for some time. However, FOREO has ensured its products stand out from the crowd by focusing on aesthetics and appealing to users' instinctual responses.

For instance, the Dental Health section of Current Body's online shop features products that are visually striking:

The FOREO ISSA™ 2 clearly distinguishes itself with its vibrant colors and sleek design.

Similarly, the facial cleansing line from FOREO also makes a strong visual impact:

A search for “cleansing brush” on Sephora yields a variety of nylon-bristle options, often with handles requiring additional support. In contrast, FOREO’s uniquely egg-shaped devices feature small silicone bristles, not only setting them apart but also conveying a sense of gentleness and smoothness. In essence, FOREO’s products resonate at a visceral level.

In his book Emotional Design: Why We Love (or Hate) Everyday Things, Don Norman highlights the importance of crafting positive emotional responses in design alongside usability. He identifies three levels of emotional design: visceral, behavioral, and reflective.

Often, discussions surrounding user experience focus solely on the behavioral aspect, which pertains to usability—the actual interaction users have with a product. The reflective level, which encompasses users' thoughts before, during, and after product use, is also significant. However, the visceral level, often overlooked, is crucial for enhancing the perception of a product. This level is about the initial impressions of a design and how it influences user feelings.

Visceral processing is largely unconscious, leading users to make immediate judgments about a product’s appearance or potential risks based on its visible attributes—primarily its aesthetic, but also its auditory, haptic, olfactory, and gustatory qualities.

FOREO has excelled in engaging consumers at this visceral level, capturing their attention even before the product is taken off the shelf.

The Customization Era: Beyond Empathy

As Millennials and Gen-Z consumers gain prominence, brands face the challenge of providing tailored products and services for diverse needs.

These newer generations seek recognition of their individuality, necessitating a design approach that goes beyond creating a few user personas. However, achieving personalized and effective solutions is complex; offering too many choices can overwhelm users and complicate decision-making. In this context, FOREO's design approach is particularly inspiring.

The LUNA™ FoFo, for example, is a facial cleansing device equipped with two 24-karat gold sensors that assess skin needs in various areas, adjusting the cleansing process accordingly. For instance, it intensifies treatment in areas with more visible wrinkles. It also syncs with the FOREO For You app, which analyzes vital skin data, such as hydration levels and skin age, providing users with personalized recommendations for optimal skin health. This level of tailored self-assessment can extend beyond the device’s features, influencing dietary choices, cosmetic purchases, and daily routines.

Through such innovative solutions, FOREO elevates the concept of customization to new heights!

Prioritizing Accessibility

The Covid-19 pandemic taught us that accessibility is essential, not optional. During lockdowns, individuals resorted to cutting and coloring their hair at home, ordering fitness equipment, and embracing comfortable attire, demonstrating a need for self-care options even when professional services were unavailable. This is where beauty tech products shine: they bring specialized services directly into consumers' homes.

For instance, the FOREO UFO™ incorporates thermotherapy, cryotherapy, and chromotherapy—services that were once exclusive to clinics and spas, now accessible from the comfort of one’s bathroom. This not only offers a more affordable price point but also provides options for those living far from professional salons or needing to use the devices while traveling.

Fostering Open Communication Between Users and Brands

ISSA™ was FOREO’s inaugural toothbrush made entirely of silicone. This material choice addresses the issue of bacteria accumulation found in traditional nylon brushes, necessitating frequent disposal. FOREO utilizes surgical-grade silicone, which dries in just one hour, enabling the design of single-piece brushes that eliminate the need for regular replacements.

The development of ISSA™ 2 was significantly influenced by consumer feedback. After gathering insights from users, the brand identified a desire for nylon for deeper cleansing. Since nylon wasn't feasible, they innovated by combining silicone with polymers to enhance the cleaning experience sought by consumers.

The evolution of FOREO's oral care line showcases a brand adept at leveraging open communication with consumers. In the past, brand-consumer interactions were largely one-sided, but now they operate as a two-way street. Users can easily share genuine feedback through social media, forums, blogs, and online reviews. While some companies may view this openness as a risk, a savvy brand embraces it as an opportunity to gather real-time feedback and refine their offerings accordingly.

Conclusion

Technology is transforming every sector, and the beauty industry is no exception. In 2021, consumers are more discerning and informed than ever before. Merely introducing new colors, scents, and formulas is insufficient; innovation is imperative.

FOREO serves as a compelling case study on how beauty brands can harness technology to create more impactful experiences that resonate with consumers' needs. Their bold, futuristic designs not only attract attention but also clearly differentiate them from competitors. Alongside their striking aesthetics, they offer thoughtfully designed functionalities that utilize cutting-edge technology to provide personalized care that is more accessible than ever. FOREO users feel heard, as the brand maintains a strong relationship with them, actively responding to feedback and iterating their products accordingly.

I am confident that Beauty Tech will continue to expand, increasing the demand for UX professionals capable of designing innovative solutions that connect with beauty consumers and develop personalized products.

One thing is certain: FOREO’s designs are a source of inspiration for UX designers across all industries.

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