Fresh, the skincare brand known for its dedication to natural ingredients, is undergoing an exciting transformation as it re-engages with its roots. Acquired by luxury conglomerate LVMH Moët Hennessy Louis Vuitton two decades ago, Fresh is launching a compelling new marketing campaign called “Beyond Clean.” This initiative aims to capture the essence of the brand’s beginnings in New York, where it all started. The campaign not only involves a captivating in-person pop-up event but also embraces a strategic influencer marketing approach and targeted paid advertisements across social media and connected TV platforms. According to the brand’s representatives, this is set to be the largest media investment in Fresh’s history, marking a significant step in what they describe as a brand reboot.
Véronique Halbrey, Fresh’s creative director, emphasizes this return to the brand’s origins, stating, “We’re a bit in the middle of what we like to call a brand reboot — we’re going back to the source.” This renewed focus on authenticity and holistic brand representation is aimed at reinventing Fresh for today’s consumers. The intention is clear: Fresh wants to create a new chapter in its story, inspiring existing supporters while attracting a fresh audience interested in skincare that champions natural ingredients and thoughtful innovation.
At the heart of this campaign is Fresh’s well-loved Soy Face Cleanser, which was launched in 1999 by co-founders Lev Glazman and Alina Roytberg. By revisiting this signature product, Fresh aims to remind consumers of its legacy of introducing innovative, nature-derived beauty solutions. Glazman notes that the brand first celebrated the science behind natural ingredients in the beauty industry, and the current campaign seeks to recapture that original spirit. This is not merely about relaunching a product; it encompasses a broader movement towards reconnecting with the wholesome values that originally defined Fresh.
To meet evolving consumer expectations, Fresh is looking forward to an array of exciting product launches in the coming months. Roytberg reveals that the team has been busy evaluating the brand’s history and understanding what truly resonates with consumers today. The discussion has been centered on the emotional connection tied to their products and how to effectively communicate that sentiment in a modern landscape that has changed significantly since the company’s inception. This desire to reconnect with customers is at the core of Fresh’s renewed marketing strategy — a strategy that underscores the emotional and sensory experiences connected to their products.
Halbrey sees this effort as a crucial reintroduction of the Soy Face Cleanser, which she describes as an accessible product that appeals to a diverse customer base. Its functionality, scent, and texture embody the brand’s philosophy — that effective skincare can also be an indulgent experience. This campaign is not just about selling a product but rather sharing a philosophy of beauty that values simplicity and elegance. It’s also designed to reinstate Fresh’s identity in the skincare community, reinforcing the idea that everyone deserves indulgent, effective self-care.
Looking to the future, Fresh aims to enhance its communication and storytelling around the ingredients in its products, particularly those that seem simple yet hold significant benefits, like soy. Glazman emphasizes the transformation of such ingredients into potent skincare solutions, which is a hallmark of what Fresh has always represented. The brand acknowledges that it has been somewhat reserved in its marketing approach recently, and they are now poised to engage more robustly with their community. By fostering connections and possibly reintegrating some of their original offerings, Fresh is setting the stage for a vibrant revival that promises to reinvigorate not only the brand but also its dedicated customer base.