Fresh, the skincare brand owned by LVMH, is launching a major marketing campaign called 'Beyond Clean' to revitalize its brand identity. This includes a pop-up event in New York, influencer engagement, and extensive paid media. The campaign highlights the Soy Face Cleanser, aiming to reconnect with the brand’s roots and natural ingredients ethos established in 1991. Creative director Véronique Halbrey mentioned this initiative as a 'brand reboot,' emphasizing a holistic approach to expressing the brand's identity and consumer engagement.
We are looking holistically at how we show up to the world and reinventing a new chapter for the brand. This is where we are right now.
We want to bring back how Fresh introduced natural ingredients to beauty in 1991 with innovative products.
We spent a lot of time looking at archival Fresh, asking questions about what really mattered to us. Besides the product, it was really connected to the consumer.
Halbrey thinks of the campaign as a 'reintroduction' of the hero product to both established and newer audiences.
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