Foreo introduces product as an NFT First – WWD

PARIS — Foreo is launching the Luna 4, a skin cleansing tool, as an NFT ahead of the device’s actual launch, a strategy the Swedish beauty tech company claims is a first in skin care.

Until now, companies have traditionally launched NFTs of products that can already be purchased on planet Earth.

Starting September 19th, Foreo will be releasing five different NFTs, each representing a product in the Luna 4 series.

In an NFT, a pink Foreo unit rises from a bathtub with a white foot. Another NFT has a gray unit on top of a yellow convertible full of suitcases.

Each NFT will have 50 iterations, making 250 in total. And a special edition of NFT will be sold at auction.

“With the Luna NFTs, we are using these exclusive designs to reinforce the link between beauty, health and technology, highlighting how the products are made and the results they deliver, paving the way for socially responsible beauty,” said Boris Raspudic, Foreo UK CEO . “By releasing the NFT ahead of the physical product, we’re giving our community the opportunity to own a piece of the brand’s history while raising awareness and giving back to worthy causes.”

The proceeds from the NFT sale will go to organizations related to mental health and rare skin diseases.

“We have carefully selected the charity partners based on synergy with the brand’s long-term commitment to destigmatizing mental health issues and creating a self-sustaining healthy community,” Raspudic said. “Globally, depressive disorders rank as the single largest contributor to non-fatal health loss. There are a number of skin conditions that are associated with mental health, and while the beauty industry has become known for promoting unrealistic standards of beauty, there is an awakening in the emergence of a new kind of beauty.”

He said Foreo chose to launch NFTs as well to get closer to a younger demographic, “who are under tremendous pressure of unattainable beauty standards.”

“Foreo is at the intersection of the beauty industry and mental health, redefining what it means to be beautiful by setting a new golden standard that is all about health and self-love,” said Raspudic. “These principles gave birth to the brand’s latest innovation in skin cleansing – the Luna 4 range.”

The Luna 4, due out from September 26, retails for £239. The latest version, versus its predecessor, the Luna 3, has customizable cleaning modes — gentle and deep; professionally tailored massages; is softer against the skin, and easier to take on trips, thanks to a travel lock function.

“This is Foreo’s first activation in the metaverse, but it certainly won’t be the last,” said Raspudic, of NFTs. “As society as a whole becomes more familiar with the metaverse and its many possibilities, we hope to be able to use the platform in bigger and more groundbreaking ways, not only to educate customers about the latest advancements in skin care technology, but also to further build our community, while giving back to causes that are close to the heart of our brand.”