CHINA. LVMH-owned skincare brand Fresh is celebrating its revamped Kombucha Facial Treatment Essence through a joint omnichannel campaign with tea company Basao.
The upgraded Kombucha Facial Treatment Eessence is made via a double fermentation process that produces small antioxidant molecules which penetrate the deepest layers of the skin.
The formula is made with advanced metabiotics to support the skin’s natural enzymes and visibly repair the skin. It protects the skin from pollutants and external aggressors, leaving it smooth, radiant and youthful.
The essence is made with a fairtrade antioxidant-rich Kombucha tea, Artemisia flower extract, and hyaluronic acid.
The Kombucha tea is sourced from the Himalayas mountains and has the nickname ‘Golden Buds of Nepal’. The joint campaign with Basao takes inspiration from the essence’s key Kombucha tea ingredient.
A partnership inspired by tea
The joint campaign took travellers on a multi-sensory journey of exploration which celebrated the many skincare and health benefits of kombucha
Fresh and Basao hosted joint events from April to June across four cities: Hong Kong, Macau, Xiamen and Sanya. Basao released a co-branded afternoon tea set in its Hong Kong tea shops in Moon Street and Pak Sha Road, as well as in its flagship tea houses in Xiamen SM Commercial City Phase 3 and Xiamen Jianye to celebrate the partnership.
Customers who purchased the co-branded afternoon tea set received a special trial kit of the Fresh Kombucha Facial Treatment Essence as a gift with purchase.
Across Fresh’s travel retail counters in Sanya, Hong Kong and Macau, travellers were able to enjoy a complimentary Basao drink.
They also received a Basao co-branded trial kit as a free gift with any purchase of the Fresh Kombucha Facial Treatment Essence.
In addition, the partners teamed up with One Hotel in Haitang Bay to launch a Fresh x Basao mobile tea pop-up. Here, travellers can enjoy custom-made beauty afternoon tea by Fresh. Hotel guests also enjoyed free sample sets of Fresh face masks in their rooms.
Fresh Golden Getaway
In May, Fresh Travel Retail hosted the ‘Fresh Golden Getaway’ VIP event at the hotel.
The event invited several KOLs to discover the power of Kombucha and its myriad skincare benefits.
Guests learned how to make Kombucha from scratch and create their own ‘liquid gold’ painting.
The occasion was livestreamed on Chinese social media, reaching 18 million impressions across different platforms, boosting the brand’s visibility and awareness in China.
A full-funnel digital experience
Further expanding its online reach, Fresh rolled out several digital activations across a number of Chinese social media platforms, amplifying the impact of the joint campaign.
This included a dedicated WeChat Mini Programme called ‘Capture Your Golden Hour Skin’.
The programme invited users to upload selfies and receive AI-generated oil painting style portraits. Users were encouraged to share their AI portraits online to receive exclusive gifts from Fresh.
Fresh also teamed up with Chinese B2C platform Globuy, a Moodie Davitt Report content partner, for a sampling drive. Consumers who wanted to sample the upgraded Kombucha Facial Treatment Essence were able to apply for a sample kit on Globuy’s platform and share their feedback to unlock rewards and exclusive gifts.
The sampling drive generated hundreds of authentic feedback on Chinese social media platform Red, driving brand awareness. Fresh also launched a digital advertising campaign with online travel agent Ctrip, which targeted consumers travelling to Hainan and Macau and drove them in-store. ✈
