Fresh Joins Hands With Several Chinese Celebrities to Promote the New Serum
- Chaileedo Press
- Jul 1, 2022
- 3 min read
Recently, the American skincare brand fresh released the new product Tea Elixir Skin Resilience Activating Serum in China and joined hands with 3 celebrities to promote the product.
On June 27, China Standard Time, fresh, the American high-end skincare brand of LVMH, debuted the new global product Tea Elixir Skin Resilience Activating Serum on Tmall Heybox , alias "Volcanic Tea Serum". It is reported that this product has two specifications, the30ml (priced at $118) and the 50ml (priced at $167).
According to the observation from CHAILEEDO, the core ingredient of this serum is extracted from the tea of the volcanic island in Mauritius. After 15 years of in-depth research on tea skincare, combined with 30 years of research towards plant epigenetics, the research team of the brand has overcome the cutting-edge cellular decomposition extraction method to precisely extract the adaptogenic phytochemicals in volcanic tea - APT Tea Extract Muscle Conditioning Technology, which can revitalize skin cellular energy and provide anti-oxidant protection for the skin.
Furthermore, the "Volcanic Tea Serum" also contains niacinamide, 5kDA micro-molecular hyaluronic acid, ceramide III and deep-sea macroalgae, which can effectively reduce fine lines and enhance skin radiance.
It is worth mentioning that dermatologists have confirmed through clinical trials that after 8 weeks of using "Volcanic Tea Serum", the subjects' faces all showed significant changes such as skin texture and moisturization, fading of lines and contour enhancement.
In the product packaging, fresh also reflects the brand's philosophy of supporting sustainable development and environmental protection. The bottle of the serum is made of biodegradable glass, and the detailed outer flower box is made of 100% recyclable materials and environmentally friendly processes.
In addition, CHAILEEDO noted that in order to quickly open up the product's visibility, fresh has partnered with the brand spokesperson Gong Jun, the Chinese national team athlete Wu Dajing and the brand experience officer Wang Xinling to launch a series of new product marketing campaigns.
In line with the theme of the product's core ingredient, Mauritius tea, which grows in extreme environments, the brand invited Gong Jun and Wu Dajing to tell their stories of facing adversity with resilience in videos. What’s more, fresh also invited the artist Cyndi Wang from Taiwan, China, who recently became popular again through a variety show, to try and recommend the "Volcanic Tea Serum".
At present, fresh's new product marketing has achieved excellent results. On Sina Weibo, as of 10:00 on July 1, China Standard Time, the tag #Volcanic Tea Serum had been read more than 100 million times and generated more than 1 million reviews. On Tmall, this new product has been pre-ordered by more than 1,000 people.
According to CHAILEEDO, fresh is now present on three e-commerce platforms, namely Tmall, JD and TikTok China, and has also opened nearly 110 offline stores in China. On Tmall, the products that sell more than 1,000 per month include the Sugar Roll-on Deodorant Antiperspirant (priced at $28) and the F21C Black Tea Instant Perfecting Mask Gift Set (priced at $142). On JD, fresh's best-selling products are the F21C Black Tea Instant Perfecting Mask (priced at $125), Lotion Visage Hydratation Intense À La Rose (priced at $63) and Kombucha Cleansing Treatment (priced at $146).
It was reported that in 2000, the founders of fresh, Alina Roytberg and Lev Glazman, signed an agreement with LVMH to sell a majority stake of the company. Subsequently, with the backing of LVMH, fresh not only gained access to the capital, management talent and distribution channels needed for market expansion,but also enjoyed operational autonomy. Nowadays, fresh products are available worldwide and the product line has been greatly improved to include fragrances, skin care, body care, makeup, hair care and home products, which are available in counters, boutiques and high-end beauty salons.
At the moment, fresh has entered the Chinese market for 11 years. In recent years, this high-end skincare brand founded nearly 30 years ago has also started to explore how to reach young consumers in China, such as cooperating with the top live streamer Li Jiaqi, launching co-branded skincare blind boxes with POPMART, and officially announcing young celebrities as spokesmen.
Lev, the founder of fresh, once said in an interview, "In order to develop the Chinese market, we are constantly developing new concepts, which will be done with our gradual research of the market." It is foreseeable that the brand will continue to accelerate the layout of the Chinese market.
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