Foreo, a Swedish company specialising in beauty technology, is championing Spanish talent within its organisation. The Scandinavian company has promoted Marta Panera, previously head of marketing and communications for Western Europe, to serve as its global director of marketing and communications.

With 15 years’ experience, eight of them at Foreo, Panera previously worked at Showroomprive.com and, among other roles, founded the agency PR4eCommerce, specialising in communications and brand building for digital companies. She is also a member of organisations including Women in Retail, Women in Tech, and the Consejo General Madrid Capital del Lujo.

With this appointment, the Swedish company “seeks to achieve effective integration between its global vision and the evolution of local markets”. For her part, Marta Panera outlined the challenges of her new role: “We are present in more than 80 countries with different levels of digital maturity, regulations and media ecosystems. My strategy will focus on pivoting towards a model where owned content, professional activations and technology are integrated to increase brand authority. One of the biggest challenges is to achieve true harmonisation between the brand’s global vision and the local realities of each market”.

Foreo describes the current period as one of “accelerated expansion” in the beauty tech sector and believes it is in a “good position globally”. Its strategy for the coming year, according to Panera, will focus on strengthening its position in LED devices, accelerating in growth markets, and launching complementary devices incorporating emerging technologies.

Founded in 2013, the Swedish company currently operates in around 80 markets and claims to have sold more than 20 million devices since its launch. Spain is one of its key markets and, in addition to its own e-commerce channel, the brand is available in the country through retailers such as Sephora, Douglas and WOW, and marketplaces such as Amazon. El Corte Inglés is one of its key partners, where it operates around twenty concessions.