One of the biggest challenges was entering a market where Clarisonic, backed by L’Oréal, already had significantly stronger awareness and a lower price point.
FOREO therefore could not compete purely on performance or price. The challenge was positioning the brand as a far more premium and aspirational alternative turning a skincare device into a must-have beauty product and creating the perception of FOREO as the dream device every girl wanted to own.
At FOREO, I was responsible for developing the influencer and market entry strategy for Italy, with the goal of scaling brand awareness quickly and building trust around a completely new beauty category.
Coming from my previous experience at ghd, I already had strong knowledge of the beauty industry and creator ecosystem, which helped accelerate FOREO’s expansion in the Italian market. The strategy focused heavily on creator partnerships and social proof, activating around 40–50 influencers per month to rapidly position FOREO as the premium skincare device brand in Italy. My role went beyond managing collaborations. I worked closely with creators to shape localized content and campaigns that felt aspirational, authentic and culturally relevant helping build both desirability and credibility around the brand at scale.
Case study
Scaling Creator-Led Growth
Creator strategy, localized campaigns, digital growth & premium brand positioning.
Key Result
Helped FOREO become the leading skincare device brand in Italy, overtaking Clarisonic.
Market Impact
20M+ LUNA devices sold globally by 2021
Ecosystem
Monthly creator budget managed
Leadership Scope
FOREO was where I learned how to turn creator marketing into a scalable growth engine.
The experience shaped the way I approach modern brand building today: combining desirability, localization and measurable performance.
Next selected work.
(2016-25©)
