Latest / Skin Anarchy / Carlos Timiraos, US GM for FOREO

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Carlos Timiraos, US GM for FOREO · Skin Anarchy

• 0:00
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• 0:47
  SPEAKER_02: Hey guys, welcome back to Sneaker Anarchy.
• 0:50
  SPEAKER_02: Today's guest is very special because I really love these devices by this brand, and I don't use a lot of devices, but the ones I do, they're very coveted for me, and I really, really take care of them and use them like regularly.
• 1:03
  SPEAKER_02: So I want to introduce you guys to uh Carlos Timurho, who's the US general manager for Pharaoh.
• 1:09
  SPEAKER_02: So welcome to the show, Carlos.
• 1:11
  SPEAKER_02: I'm really excited for you to be here.
• 1:14
  SPEAKER_02: I want to get started, Carlos.
• 1:16
  SPEAKER_02: I want to learn all about your background and your career and um everything that led up to you um kind of joining forces with pharaoh and and uh becoming you know the lead for um US markets.
• 1:28
  SPEAKER_01: Yeah, love to talk about myself, not a problem.
• 1:30
  SPEAKER_01: But I mean, I literally, no kidding, had to put up pull out a calculator to figure out how long I've been in the industry.
• 1:36
  SPEAKER_01: But I started 38 years ago, hard to believe, in uh in retailing.
• 1:41
  SPEAKER_01: And it was the foundation of my career at Macy's in New York in their executive training program.
• 1:48
  SPEAKER_01: And for sure it established a foundation, a touch point that I dip into uh to this day.
• 1:53
  SPEAKER_01: So um I worked at L'Oreal, I worked, like I said, at Macy's, um, had a career in sales and and marketing and product development and global, um, global product development and fragrances.
• 2:07
  SPEAKER_01: I got to work an amazing portfolio of celebrities at Wallet Cody, worked directly with Jennifer Lopez and helped her launch Glow and all of these iconic projects during the heyday of the resurgence of celebrity fragrance in the 2000s.
• 2:25
  SPEAKER_01: Worked with Sarah Jessica Parker to create Lovely from Nothing, um, Gwen Stefani, all of these great people.
• 2:31
  SPEAKER_01: So I'm proud to say that was a pivotal, fundamental part of my career in global product development, working with fabulous celebrities and fabulous uh fragrance houses.
• 2:44
  SPEAKER_01: But interestingly, somehow commerce keeps pulling me back.
• 2:47
  SPEAKER_01: I was a CEO of Casal Massey for a time in New Jersey, the fourth oldest operating company in America, amazing uh heritage on that brand.
• 2:58
  SPEAKER_01: And more recently, I was president of Space NK in and ran their North America stores, um, their their shops in Bloomingdales, and also globally worldwide, Evelom, a great iconic cleanser, skincare brand, lipstick queen, and Kevin O'Quan.
• 3:19
  SPEAKER_01: Wow.
• 3:20
  SPEAKER_01: Today I started here at Forejo.
• 3:22
  SPEAKER_01: You know, I got that phone call over the summer.
• 3:24
  SPEAKER_01: Hey, we're looking for someone to run North America.
• 3:29
  SPEAKER_01: Um, and I jumped at the chance.
• 3:31
  SPEAKER_02: So you're basically like King Midas without the the cons.
• 3:35
  SPEAKER_01: Oh my god, I've never heard I've never heard that, but I'll take it.
• 3:38
  SPEAKER_01: Yeah, good to be the king, as as Mel Brick used to say.
• 3:43
  SPEAKER_02: No, I mean you've worked with such iconic brands and such wonderful people.
• 3:46
  SPEAKER_02: So and and you've done you know such great work for them.
• 3:50
  SPEAKER_02: So yeah, absolutely.
• 3:51
  SPEAKER_02: That's that sounds like a really smart move on Ferrero's part to get you on board.
• 3:56
  SPEAKER_01: I was just reading today.
• 3:57
  SPEAKER_01: Gwen is launching a uh beauty brand at Sephora, was just announced today, and she's got such, I mean, I've been to her house, I've met her kids, she's got her finger on the pulse of design and and great, uh, that's a great business that's yet to come.
• 4:14
  SPEAKER_02: Yeah, yeah.
• 4:15
  SPEAKER_02: No, I heard about Gwen's line and I'm I'm super excited about it.
• 4:18
  SPEAKER_02: But I I really want to learn about um, you know, just what's changed while you've been at the company, you know, with Foreau.
• 4:25
  SPEAKER_02: Like I know, you know, the brand is obviously very well known in the, you know, in the skincare uh community.
• 4:31
  SPEAKER_02: And you know, I see it all the time, you know, whether it's influencers or celebrities, um, and the products are phenomenal.
• 4:37
  SPEAKER_02: But I'm just curious, like, what are some of the things that you kind of stepped into when you started your role?
• 4:42
  SPEAKER_01: And um I just started here in October.
• 4:46
  SPEAKER_01: However, I do have some history with the brand because when I was president of Space NK, we launched Foreo very excitedly.
• 4:55
  SPEAKER_01: You know, it really came at the right time.
• 4:57
  SPEAKER_01: Social media was rising.
• 4:59
  SPEAKER_01: You know, there was a rising and a falling.
• 5:01
  SPEAKER_01: Clarisonic was a great, you know, had it had a great story and a really great presence, and certainly was an iconic brand in devices.
• 5:12
  SPEAKER_01: Um, but it kind of reached a maturing point.
• 5:14
  SPEAKER_01: This was, I'm trying to, I think it was already owned by L'Oreal at that point.
• 5:18
  SPEAKER_01: There was, you know, they were starting, though they lived and died by the sword, they they had a great following, but people were realizing that I don't want to knock clarisonic, but that nylon bristled brushes weren't meant necessarily the best way to take care of your skin.
• 5:36
  SPEAKER_01: And people were overdoing it and things like that.
• 5:39
  SPEAKER_01: So I witnessed that from the perspective of a retailer, uh, a great opportunity and a great partnership with a brand that we really saw as you know, design driven, looked great on shelf, and really a great innovation.
• 5:55
  SPEAKER_01: So I helped launch Foreo when it wasn't a household name at Space NK.
• 6:00
  SPEAKER_01: And and um but yeah, you know, beauty it's the the company itself is not even 10 years old.
• 6:09
  SPEAKER_01: And like Sarasonic, I think the Forejo Luna, which is the product most people, you know, I always think of Forejo as Luna, Luna as Forejo, but our iconic product is uh, I think what most people associate with Foreo, which is our silicone cleansing device, um, which, you know, it's iconic, it has a great following.
• 6:30
  SPEAKER_01: We have more than 30 million customers worldwide, and and that's what people really know Forejo about.
• 6:36
  SPEAKER_01: But but today, Forejo, you know, really has a suite of products, and it's though we entered the market with a product that was really innovative, and and we we often compare ourselves to to other iconic brands in the tech space that aren't necessarily innovators, not no, sorry, not necessarily originators, but innovators.
• 7:00
  SPEAKER_01: And that's that is how we characterize ourselves.
• 7:03
  SPEAKER_01: Apple didn't invent the smartphone, but they innovated on the smartphone.
• 7:07
  SPEAKER_01: Dyson didn't invent the vacuum, but they innovated it.
• 7:10
  SPEAKER_01: Um, so we see ourselves in a similar vein as not necessarily an originator, but finding ways to do things better.
• 7:18
  SPEAKER_01: And that was that was where our founder, Philip Sedic, came from.
• 7:22
  SPEAKER_01: He he he uh is uh has a background in engineering and RD, and um he said, Yeah, I can do this better.
• 7:31
  SPEAKER_01: You know, he his wife was was a passionate about skincare.
• 7:36
  SPEAKER_01: She used what was so-called the best product, which was a nylon bristle facial brush, and it was actually making her face worse, her skincare, her skin worse.
• 7:45
  SPEAKER_01: So he said, Yeah, I can do this better.
• 7:48
  SPEAKER_02: Yeah, no, I began what's what's really interesting to me, um, Carlos, and and this is very much um in line with what you said about you know the iconic new, you know, product that came out after Clarisonic, because I was a very uh regular Clarisonic user.
• 8:05
  SPEAKER_02: And when I started to realize that it wasn't something that was fitting for my skin, it was exactly the time when Forea was kind of, you know, the Luna was coming out, everyone was really getting on on board with that.
• 8:16
  SPEAKER_02: And I remember thinking to myself that the idea and that question I had, which is what made Clarisonic kind of, in my opinion, go under was this idea that everyone thought physical exfoliation was not the way to go, right?
• 8:30
  SPEAKER_02: So it was like uh it was this trend or this myth.
• 8:34
  SPEAKER_02: And um, I really want to get your opinion on how Foreo combated that because I mean the actual product itself did so well, you know.
• 8:43
  SPEAKER_02: So clearly that people were able to like move past that um hype and that trend.
• 8:47
  SPEAKER_01: Yeah.
• 8:48
  SPEAKER_01: So clearly, look for how many years people washing their face with their hands, right?
• 8:53
  SPEAKER_01: Or cloth, you know, I was also president of Viv Loam, a wonderful iconic product that uh started in the 90s, and it's its hero product is you you know, the bomb cleanser with that wonderful muslin cloth.
• 9:07
  SPEAKER_01: But but um devices came around and it was a way to do things better, and that's where technology came in.
• 9:14
  SPEAKER_01: But but the nylon bristles, people were overdoing it.
• 9:18
  SPEAKER_01: And actually, like I said, you know, it harbored bacteria, and and that's where silicone and medical grade silicone really came into play is that uh we have these touch points on the product that um really is on on the Luna product, our hero product, and really what established the brand.
• 9:37
  SPEAKER_01: And it's just a smarter way um to clean your skin to effectively clean your skin and and and without causing the harm.
• 9:46
  SPEAKER_01: You know, the other great thing about the technology of Luna, you know, it has this incredible battery power.
• 9:53
  SPEAKER_01: You you're gonna lose your charger when you get this product because you're gonna charge it.
• 9:57
  SPEAKER_01: And it has you got to remember where you put it because it has 650 uses on a single charge.
• 10:02
  SPEAKER_01: So coupled with the silicone, you know, it sounds like an infomercial, but the silicone technology doesn't harbor bacteria.
• 10:11
  SPEAKER_01: It has these um touch points that we have perfected over the years.
• 10:16
  SPEAKER_01: We've come out with a third generation of product, and we're constantly iterating and um improving the product.
• 10:23
  SPEAKER_01: We listen to our customers, um, but it's why it's become iconic.
• 10:27
  SPEAKER_01: It's remarkable how long the charge lasts.
• 10:30
  SPEAKER_01: Um, and then the signature technology across that and some of the other devices that we'll talk about is the T Sonic pulsation.
• 10:38
  SPEAKER_01: So it it has 8,000 pulsations per minute, which nobody could replicate with their fingers and and totally customizable.
• 10:47
  SPEAKER_01: And really the technology has grown over the last nine nine years to be customizable and all of those things.
• 10:53
  SPEAKER_01: But but that's really the the core benefit, this super hygienic silicone, um, the touch points and the T sonic pulsations.
• 11:04
  SPEAKER_02: Yeah, I mean, I think that when it comes to technology and skincare, um, what I've really noticed is it's either like two or three things, right?
• 11:11
  SPEAKER_02: It's it's the sonic pulsations, it's um that, or it's elect, you know, the current devices, or it's uh light therapy.
• 11:20
  SPEAKER_02: Yeah.
• 11:20
  SPEAKER_02: Um and it's solid, you know, those are the that's the the paradigm of the spectrum.
• 11:26
  SPEAKER_02: But here's the thing that I really love about Fourier, because I'm not gonna lie, Luna is not my favorite product by the brand, although it's a wonderful, brilliant product.
• 11:34
  SPEAKER_02: My favorite one is the UFO2.
• 11:36
  SPEAKER_02: And the reason, yeah.
• 11:37
  SPEAKER_02: I mean, I'm gonna be real with you.
• 11:39
  SPEAKER_02: I love masking.
• 11:40
  SPEAKER_02: Like I am a maskaholic.
• 11:41
  SPEAKER_02: You know, I really, really love devices that allow me to use the products and skincare that I like, you know.
• 11:48
  SPEAKER_02: So I'm not that person, like that consumer that goes after trends.
• 11:50
  SPEAKER_02: I go after, okay, I know masks work for me.
• 11:53
  SPEAKER_02: They fit into my lifestyle.
• 11:54
  SPEAKER_02: And so when I tried UFO2, um, I just fell in love because it's a mask, but it's utilizing light therapy at the same time.
• 12:01
  SPEAKER_02: And that innovation is something I have not seen in any other technology-based brand in the skincare space at all.
• 12:08
  SPEAKER_02: Is this idea of like, you know what I mean, combining heat and light and you know, still using masks like a mask kind of um, what do you call it?
• 12:18
  SPEAKER_02: Like a like an actual disc, right?
• 12:21
  SPEAKER_02: That's like drenched in the active product.
• 12:23
  SPEAKER_02: So that's a beautiful concept.
• 12:24
  SPEAKER_02: And I I I would love to uh talk about the RD problem behind all that.
• 12:28
  SPEAKER_01: Sure.
• 12:29
  SPEAKER_01: I mean, talk about innovation.
• 12:30
  SPEAKER_01: When I was when I was being recruited by the company, I didn't really understand what UFO was until I bought bought one and got it.
• 12:38
  SPEAKER_01: And and and I think the name is apropos because it's so alien, really.
• 12:42
  SPEAKER_01: Until you use it, you don't quite understand it.
• 12:45
  SPEAKER_01: It is our best reviewed product.
• 12:47
  SPEAKER_01: Um, and it checks the box in terms of innovation and multi-function.
• 12:53
  SPEAKER_01: And it really does.
• 12:55
  SPEAKER_01: I mean, I think like you said, there are things that we know work in devices, and just like in skincare.
• 13:00
  SPEAKER_01: You know, I I I've before I started here, I was a consultant and helping um dermatologists and and skincare entrepreneurs start their businesses.
• 13:10
  SPEAKER_01: And I would always say, look, here are the things that work hyaluronic acid, retinol, glycolic acid, you know, uh niacinamide.
• 13:18
  SPEAKER_01: There's like a handful of things that really work.
• 13:21
  SPEAKER_01: A lot of a lot of the other things, extraneous snake oil, you know.
• 13:26
  SPEAKER_01: And in in devices, you know, we know that we know that uh these vibrations and pulsations help with absorption of product and with puffiness on the eye area.
• 13:37
  SPEAKER_01: And we know that LED light works, you know, it's it's proven to um so how how so our founder Philip Sedic found a way, I don't know how he did it, to combine all of these things into this little puck, this little disc called UFO that combines, like you said, I mean, it combines the two Tsonic pulse, and you don't know till you really use it.
• 14:00
  SPEAKER_01: You don't really understand how in two minutes you have this amazing facial that that is customizable.
• 14:08
  SPEAKER_01: And so I'll talk about that a little bit.
• 14:10
  SPEAKER_01: You know, it's it's truly multifunction, it combines light therapy, thermotherapy, cryotherapy, and eight different LED light wavelengths with the Tsonic pulsation.
• 14:20
  SPEAKER_01: So you you know, it's it's this is an audio, you know, not a visual podcast, an audio podcast, but it's basically a uh a facial mask that you snap onto this device.
• 14:32
  SPEAKER_01: So rather than a full sheet mask, that you know, you put that on your face and they're great, but you have you know 20 minutes or 30 minutes you have to allocate to a full sheet mask treatment.
• 14:43
  SPEAKER_01: The beauty of UFO is it's this supercharged two-minute facial that just feels amazing.
• 14:48
  SPEAKER_01: So we sell 14 different types of masks in the franchise of UFO, and it's this little two, three-inch disc that you snap onto the device that looks like for lack of something more glamorous, like a hockey puck with silicon.
• 15:04
  SPEAKER_01: You snap it on, you tell, you know, it's app driven, you tell the app, well, this is the mask that I'm using, and then you have this amazing two-minute facial that just feels so good, and it'll have the Tsonic pulsation.
• 15:16
  SPEAKER_01: And you know, if your treatment is is for blemishes, it'll do the blue light LED, which we know works.
• 15:22
  SPEAKER_01: If it's anti-aging, it'll customize it to the red light therapy.
• 15:27
  SPEAKER_01: It has thermal therapy and it has cryotherapy.
• 15:30
  SPEAKER_01: The thing actually cools down, it's amazing.
• 15:33
  SPEAKER_01: I don't know how he packed.
• 15:35
  SPEAKER_02: I have yeah, I don't know how that's even possible.
• 15:38
  SPEAKER_01: That's I don't know how it's possible.
• 15:40
  SPEAKER_02: Um, but but it's like, you know, it's the idea of so many different functions that are working in a very short amount of time.
• 15:49
  SPEAKER_02: That's really what gets me, you know.
• 15:51
  SPEAKER_01: And it feels so good.
• 15:53
  SPEAKER_01: And you know, we enjoyed amazing success during COVID, and it's no secret that every, you know, that the devices like ours enjoyed some incredible growth during that, you know, at home spa and habits have changed and and people continue to to can to look at brands like us for this at-home therapy.
• 16:18
  SPEAKER_01: But but you know, ECTA, what like I said, until you, I'm glad you've used UFO, and until you really try it, you don't understand how um how it's just such an you know, okay, there's devices and and you know, microcurrent, it works, doesn't necessarily feel great while you're using it.
• 16:38
  SPEAKER_01: Ours does, but this UFO device is a really pampering, wonderful two-minute supercharged facial that is totally customizable.
• 16:48
  SPEAKER_02: Absolutely.
• 16:48
  SPEAKER_02: And I think, you know, this I'm glad that I actually came into it as like a novice, right?
• 16:54
  SPEAKER_02: Carlos is it's like, you know, I love going into testing products without even knowing what to expect.
• 17:00
  SPEAKER_02: And I remember for me, it's the whole experience of you know, is it easy to use?
• 17:05
  SPEAKER_02: Is it understandable?
• 17:07
  SPEAKER_02: You know, can does it fit into my routine where I don't have to use my brain too much because obviously after work, nobody wants to think about how to put together this their skincare device.
• 17:17
  SPEAKER_02: And I think all of these factors, um, you know, obviously along with the technology is what really makes it such a unique product.
• 17:24
  SPEAKER_02: And I haven't seen anything else like it at all in the booty scene.
• 17:27
  SPEAKER_02: Now, one thing I do want to know, and I think this is this is an idea I I randomly came up with and I wanted to run it past you, was this idea of, you know, I know we have the app that goes with the UFO2, and I absolutely love that.
• 17:38
  SPEAKER_02: Um, and for everyone listening, the app, um, when you download it, it has all the programs inside of it so that depending on which mask or treatment you're using, it'll sync up so that, you know, your device is actually doing what you want it to do.
• 17:51
  SPEAKER_02: But one thing I was wondering is I've noticed some very considerable changes in my skin ever since I've been using it.
• 17:56
  SPEAKER_02: I mean, you know, that's very rare for me.
• 17:58
  SPEAKER_02: Either something works or it doesn't.
• 18:00
  SPEAKER_02: And so over time I've noticed my skin's gotten a lot better.
• 18:03
  SPEAKER_02: But I would love to find a way to track these changes within your app because that's something I don't see anyone doing.
• 18:10
  SPEAKER_02: I mean, you what zip has an app, uh, new face has an app, everyone's got an app, right?
• 18:15
  SPEAKER_02: But why can't I track changes?
• 18:17
  SPEAKER_02: And I think the technology driven products, it's very important, right?
• 18:22
  SPEAKER_02: Because you have to you have to be able to show consumers like, listen, this works, you know?
• 18:27
  SPEAKER_01: Yeah, yeah.
• 18:28
  SPEAKER_01: Now the app, listen, we we talk constantly about the app, and and yeah, not I mean, it totally narrates what you should do, it even plays music, so you it's a totally immersive experience.
• 18:41
  SPEAKER_01: But I'll I'll be honest with you, you know, the app sometimes there are some people that are more techno technologically comfortable with things like like apps and not.
• 18:51
  SPEAKER_01: So we're constantly iterating our devices and listening to social media and listening to our consumers.
• 18:59
  SPEAKER_01: But yeah, I um am I gonna have to pay your royalty on this?
• 19:02
  SPEAKER_01: Yeah, we'll we'll put this into UFO3.
• 19:05
  SPEAKER_01: And and I think your suggestion is is a great one to really measure uh a feedback loop on how it's working for you.
• 19:14
  SPEAKER_01: Like I said, it's our best reviewed product until you use it, you don't understand it.
• 19:19
  SPEAKER_01: And um, you know, in the case of Luna, we're we're constantly looking at, you know, you you need to activate all of our devices once you get them and register it to get the device to work.
• 19:31
  SPEAKER_01: And then the question that we debate in-house all the time is you know, do you necessarily, does the consumer necessarily want to use the app each time they're using it, particularly on things like Luna, our cleansing device?
• 19:46
  SPEAKER_01: You know, so so we're looking at that and and constantly iterating, and and just like iPhone, you know, I have iPhone, I can't believe it, iPhone 10 that doesn't have a home button, and and you know, in future generations of the phone, they put the home button back.
• 20:00
  SPEAKER_01: So I think technology needs to listen to the real world of consumers and how they use things, and we do the same.
• 20:07
  SPEAKER_01: So um we'll there will be iterations of Luna, UFO, and Bear, which is our microcurrent device for sure coming down the road.
• 20:17
  SPEAKER_02: Oh, that's and that's awesome.
• 20:18
  SPEAKER_02: And also I love Bear.
• 20:19
  SPEAKER_02: I love all the products, honestly, Carlos.
• 20:21
  SPEAKER_02: I can't pick one that's I mean, uh UFO, I think, is my favorite, but I love every single one.
• 20:26
  SPEAKER_02: And that's one thing I wanted to bring up to you actually um on air was um I wanted to share with you a like a rebuttal I have for an influencer.
• 20:34
  SPEAKER_02: I saw their post and they were talking about and they were talking about all the devices, and they were like, Well, I don't know how I feel about you know a company that's making all of these different devices for different needs, and it's run by a male, you know.
• 20:47
  SPEAKER_02: And I'm like, what does technology have to do with anything when it comes to gender?
• 20:51
  SPEAKER_02: Like, you know what I mean?
• 20:52
  SPEAKER_02: Like it's not that's not listen.
• 20:55
  SPEAKER_01: I you and I let's meet over drinks and talk about this topic because as a male in the beauty industry, yeah, it's it's a complicated subject.
• 21:04
  SPEAKER_01: And I was one of the first members of CEW when they opened it up to male executives.
• 21:08
  SPEAKER_01: And and uh, you know, the beauty of Forejo is that, you know, interestingly, the name stands for everyone, and we really stand by that.
• 21:17
  SPEAKER_01: We're a brand that that our our values and our attributes are really about not just being, you know, it's about being premium, it's about being innovative, it's about being inclusive, is really one of our important brand attributes.
• 21:33
  SPEAKER_01: Playful, we don't take ourselves too serious, but design is really important to us too, you know, and and and it is a Swedish, it's a Swedish company, and Sweden sort of being at the crosshairs of design.
• 21:45
  SPEAKER_01: You know, the look, the look of our products is really important and the colors, and you know, we're playful.
• 21:52
  SPEAKER_01: We're come in fuchsia and melon, and and uh, you know, we're not just in white and gray.
• 21:58
  SPEAKER_01: So we really we really constantly remind ourselves of our our brand values and our brand attributes and inclusivity is really important.
• 22:07
  SPEAKER_01: So gender, age, it's for everyone.
• 22:10
  SPEAKER_01: And um and I I really think that's important for understanding what a brand stands for and important to me as you know I as a person, as an executive.
• 22:20
  SPEAKER_02: Yeah.
• 22:22
  SPEAKER_02: And I I, you know, I completely agree with you.
• 22:24
  SPEAKER_02: I think that there's very few brands um in general, I mean, as we all know, that are really catered towards um just true inclusivity in the sense of anyone can use this.
• 22:34
  SPEAKER_02: If you're somebody who wants to care about your skin, you know, try it out.
• 22:38
  SPEAKER_02: And I think when this conversation comes back around to male representation and beauty and these kind of topics, I'm always looking at people with a dumbfounded look because I'm like, well there's so many great products out there.
• 22:50
  SPEAKER_01: Yeah.
• 22:51
  SPEAKER_02: One of the brands.
• 22:52
  SPEAKER_01: Well 70% of our employees are female.
• 22:55
  SPEAKER_01: So you know we stand behind you know inclusivity.
• 22:58
  SPEAKER_01: I'm Latino you know it it's definitely a brand that walks the walk and talks the talk.
• 23:04
  SPEAKER_02: But I think is this like when I what I've noticed with male consumers is that they're more driven towards um from what I've noticed, correct me if I'm wrong because you are the you are the expert here.
• 23:15
  SPEAKER_02: But what I've noticed is they're more driven towards you know things that they can use um that are technologically based, right?
• 23:21
  SPEAKER_02: Because guess you know boys grow up playing video games, you know, they're used to technology.
• 23:26
  SPEAKER_02: They it's something I think that comes more naturally to um men.
• 23:30
  SPEAKER_01: And you know so I think when we have simple simple multifunction works well for men I mean to be honest if I could have a product that I could use on my hair and my body in the shower and shave with it yeah I uh I get it.
• 23:43
  SPEAKER_01: But we also we also do have black silicone versions of our product that we used to call men's version and now we call uh you know we it's just black.
• 23:54
  SPEAKER_01: So we offer that for the men the man who isn't necessarily comfortable with a black with a fuchsia pink you know iris eye massager we offer a black one as well too uh so yeah it's it's definitely for everyone you know we are luxury we're not a cheap product but we stand by the value that that our technology brings and and you know from a sustainability standpoint we often talk about the reusability and the rechargeability of our product and and you know we we know our products last for years we've been around for 10 years and and unlike a product with a replaceable brush head you know you can use our product for 10 years and it lasts you don't have to necessarily replace it unless you want to stay up with the most current technology.
• 24:40
  SPEAKER_02: So it truly is for everyone it it is sustainable innovative and and uh that's part of the formula that's made it such you know the biggest beauty device brand in the world yeah yeah no and and that's that's very I think apparent to everybody at this point is you know just how big of a player Freire really has become over the years you know in in this space.
• 25:02
  SPEAKER_01: And you are a suite of product too so I I mean I push back on the people you know we we do have a panel of of innovators and technology people around the world that are constantly looking at trends in the wellness space.
• 25:17
  SPEAKER_01: So bear our our uh microcurrent device which was is our newest device is um you know to be to be honest in my opinion but also in the opinion of a lot of influencers and and people out there are the best microcurrent device in the world because it doesn't zap your skin you know we have this anti-shock therapy and we know that microcurrent provides not just short-term benefits but long-term devenive benefits and and we've again like a innovator not necessarily originator have made made it better so it works you know microcurrent works like we we're in conversations with the TV shopping channels and it it is an immediate benefit but with continued use you get a long term benefit like any workout to your face so the the the uh innovation in bear is this anti-shock therapy nobody wants that zap that you get with some microcurrent devices um so we're really proud of that and it it really is you know we have a pillar of Luna which is our cleansing device UFO which is the supercharged facial bear which is cute as heck man right like the name is a perfect name you know for this little thing with the the two um microcurrent uh silver things like barriers on the top is such a perfect name and uh you know those are our three main pillars but we also have toothbrush we our founder innovated with uh a product called Issa which is uh a silicone um toothbrush which has gone through a few generations and it really is the first and only so the first silicone toothbrush and an amazing product so we're in oral care ecta have you did you get a sample of iris our eye no i don't think so we gotta get you one so iris is this um silicone eye product that has this lymphatic drainage tapping feeling that just feels so amazing and really reduces puffiness so I'll make sure we we get you to try this because I well that's interesting to me though Carlos because I've actually recently been um honing in a lot more on this whole idea of you know what should we do for eye care for in health and what I've realized and especially with the literature out there in terms of medical literature people are slathering on all these like you know uh water based products right all over their eye area and P and they're finding now that this kind of like when you you know when you're in the bath for too long and your skin gets all crinkly and stuff that's basically what they're finding with um under ice water based serum or product yeah you can overdo it for sure it's so thin and so when I think about the device you're talking about with the eye I think that's actually the better way to go because you're not disrupting the actual like you know what I mean like the texture of your skin by drenching it in fluid.
• 28:18
  SPEAKER_01: So I it's smart that you guys have come out with this uh technology based approach to I can well it's really taking an ancient ritual which is this eye tapping you know when you get a facial and that lymphatic drainage in a device and it feels it feels so amazing on your eye you know you here's my advice to people keep it in your living room where you have sort of that tray with your your TV remotes and your devices so you remember to use it and keep it there and watching TV for two minutes you do this tapping thing and it just feels amazing and it really just do one side versus like I I used to be the VP of Beauty at Home Shopping Network and I always think like oh my gosh this is the perfect thing for TV shopping do one side versus the other and you get this real like anti-puffiness that is really immediate but it just feels nice.
• 29:09
  SPEAKER_01: We'll get you one.
• 29:11
  SPEAKER_02: Awesome.
• 29:11
  SPEAKER_02: I I'm really looking forward to it but no it makes you know the theory of it makes sense the science makes sense and that's really for me you know I guess I don't know how many consumers are like this I hope there are more than I realize but you know I look at the science.
• 29:24
  SPEAKER_02: If the science makes sense I'm willing to try and I think my biggest uh attraction to technology driven beauty products is this idea that I know there's been an engineer behind this and you know some sort of professional has come up with this idea.
• 29:38
  SPEAKER_02: It's not a you know just oh well I mixed a few different like butters in my kitchen.
• 29:44
  SPEAKER_02: You know what I mean?
• 29:44
  SPEAKER_02: It's it's more of like this is real science and it's real innovation and that's you know for me as consumers we have to really vote with our dollars, right?
• 29:52
  SPEAKER_02: So you have to products that are not only you know delivering the results you want, but also when we again I'm gonna talk about the inclusivity aspect if you really want a more inclusive industry, well then we need to vote with our dollars and buy products that are catered towards both men and women.
• 30:07
  SPEAKER_02: And it makes it easier for men to hop on board on this you know skincare movement because no man wants to go into Sephora and buy 15 you know creams and pink bottles.
• 30:16
  SPEAKER_02: Let's be honest like no one does that.
• 30:17
  SPEAKER_02: There's very few consumers like that that do that.
• 30:20
  SPEAKER_02: So if you have you know technology driven or just different approaches that's how we're really going to get more people involved and I really love the I I love the brand honestly Carlos I love my gosh such a such a pleasure to to have this discussion.
• 30:31
  SPEAKER_01: Well the future for us you know to us beauty it's about well-being and beauty tech is just one piece of the well-being puzzle.
• 30:38
  SPEAKER_01: So you know we we have a foundation our founder like I said is an engineer um he has got a background in RD and he's just brilliant in terms of his vision of where the company's going.
• 30:52
  SPEAKER_01: So we're going to for sure use science as the foundation as we go further into technology and well-being and and and and it just it doesn't have to just be a device it could be data.
• 31:05
  SPEAKER_01: And like you said, you know your the first thing that you said on this call which was how do we incorporate data in a feedback loop on the product so like I said beauty tech is just one piece of what for AOS stands for.
• 31:17
  SPEAKER_01: So wellbeing is the future for us the future of bringing science into self-care um and the technology every day you know there's so much technology that we can tap into in terms of personalization, DNA personalization, AI, skin analysis, encapsulation all of that is on the horizon and Forejo is going to be the company to really lead the charge because we're not just a facial cleansing device.
• 31:42
  SPEAKER_01: Like I said we're a well-being brand and beauty tech is just one piece of the puzzle.
• 31:46
  SPEAKER_02: Absolutely and I'm I'm really looking forward to everything that's to come.
• 31:50
  SPEAKER_02: I also want to just uh pop in a little note for all my dermatologist friends that listen in and tune in um this is something you know I think would be a really big asset to your practices if you have consumers uh or other patients that are coming in and they use devices like Foreo, you should ask them you know like just incorporate it into your like your you know initial analysis like we we take our history and stuff like hey do you use any of this?
• 32:14
  SPEAKER_02: Because I feel like if we're able to do that, it's easier to track changes and you know in skin health and just really understand what patients are doing that might be you know beneficial versus not.
• 32:26
  SPEAKER_02: So I would love for dermatologists to get more on board with this too because I think Oh my God, what a dream conversation.
• 32:32
  SPEAKER_01: I mean one of the first strategic initiatives I did when I came here was to build out our team in terms of supporting the professional space because we're a big believer in this complementary experience between at home and professional space.
• 32:48
  SPEAKER_01: So we've increased our education we have um you know seminars and webinars all the time we've got a great team we built our team it's one of the reasons we're based in Las Vegas which has so many great clinics and and aestheticians and spas and uh for sure we we know that the we can really support professional practice with our at-home products and uh we're committed to training and and using our clinical you know we have lots of clinical on our products and that's an important filter for the professional anestheticians where they want to know that there is science behind the product so we have it.
• 33:31
  SPEAKER_01: But yeah it's it's a really it was a really big strategic push for us and we're a big believer in the professional end space and and even in my own experience like I said before I came here I had a consulting practice working with three or four dermatologists to help them bring their skincare visions to life.
• 33:48
  SPEAKER_01: So I'm uh I'm for sure there.
• 33:51
  SPEAKER_02: And you are like King Midas except the no this is so cool.
• 33:56
  SPEAKER_02: Thank you so much Carlos you're you're such a you know well versed um you know professional in this industry it's such such an honor to speak to someone like you so thank you for thanks for being a fan of the brand we got to get you an iris absolutely and everyone listening um go check out every product by Furrio I promise you Sephora check us out at Sephora and Alta we're everywhere North City Yeah everywhere and especially with stores opening up now great idea you know it's a little motivation to go shopping all right thank you so much Carlos and thank you everyone thank you bye hey guys so I hope you love that episode please make sure to hit subscribe if you're tuning in to us on any podcast platform we are available on so many different platforms so wherever it is that you're tuning in just go hit subscribe you will be immediately notified when we publish new episodes this way you're able to tune in to amazing insights from experts brand founders industry leaders authors all the wonderful people that we host and that's very important for me because I love to hear from you guys and really understand what you love and what you want to hear more of.
• 35:03
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• 35:17
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• 35:27
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• 35:33
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