Swedish beauty tech company Foreo, renowned for its Luna sonic cleansing facial brush, has introduced a new body-toning device to its popular Bear franchise. The original Bear device, launched in 2020, was acclaimed as the most powerful FDA-cleared microcurrent device available. The latest addition, the Bear 2 Body, aims to tackle cellulite and sagging skin.
The Bear 2 franchise, now comprising four tools, utilizes Foreo’s advanced microcurrent technology. The first three devices, launched in 2023, focus on facial care. These include the Bear 2 face tool, marketed as a non-invasive alternative to facelifts and Botox, the Bear 2 Eye and Lip tool, designed to firm delicate skin around the eyes and lips, and the Bear 2 Go, a compact version for travel. These devices are priced at $329, $253, and $279, respectively.
Unveiled on Tuesday, the Bear 2 Body combines two types of microcurrent with a massage function to tone and firm body skin. This device targets cellulite, a common concern among women, particularly post-puberty. According to the U.S. National Library of Medicine, 80-90% of women experience cellulite, characterized by dimples and uneven skin surfaces, primarily on the thighs, buttocks, and hips. While the exact causes remain unclear, they are linked to hormones, genetics, and lifestyle factors.
Foreo’s new product enters a competitive market, vying with other body-firming devices, topical treatments, manual tools, and supplements. The Bear 2 Body faces significant competition from the NuFace Body Toning device, which retails for $399 and is available through major U.S. retailers like Sephora and Nordstrom.
Market research by Mintel indicates a growing trend in at-home skincare device usage. In a 2023 report, Mintel found that 41% of consumers use skincare devices at home, with daily use rising from 31% in 2021 to 44% in 2023. Additionally, 34% of current users plan to purchase another device within the next 12 months, and 16% of non-users expressed interest in buying one within six months.
The cellulite treatment market also includes less expensive options such as creams and serums. Popular brands include Clarins’s Body Fit Active Gel Cream ($78), Sol de Janeiro’s Brazilian Bum Bum Cream ($48), and Shani Darden’s Body Reform Treatment ($72). In 2023, Charlotte Tilbury expanded into this space with the Magic Body Cream ($65), available at Ulta Beauty and Sephora.
On social media, particularly TikTok, cellulite-related content is widespread. The hashtag #cellulite has tagged over 163,000 posts, featuring a mix of treatment recommendations and body-positive messages encouraging acceptance of cellulite.
Foreo’s strategic move to target the cellulite market with the Bear 2 Body highlights the company’s commitment to innovation in beauty technology. Supported by strong market data and consumer trends, the new device is poised to attract luxury shoppers seeking effective at-home skincare solutions.
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