Fresh gets zen and natural with 2022 campaign kick off

Fresh is kicking off 2022 by encouraging people to enjoy the benefits of natural ingredients in a new campaign. Developed together with DDB Group Hong Kong, the campaign promotes a Black Tea Duo Skincare Set, which includes the bestselling Kombucha Facial Treatment Essence and the Black Tea Firming Corset Serum, and features “zen” solo artist, Alfred Hui.

Inviting people to enjoy the goodness of nature, the campaign talks of the brand’s ability to combine natural ingredients, ancient rituals and modern science to create efficacious skincare. The treatment essence and firming serum are said to be two of the brand’s most popular products.

Alfred Hui, solo artist as well as dentist, was approached by the brand due to his “zen philosophy” and carefree spirit believed to mirror the brand’s own ideals. As Hui looks to start a journey of producing his music more independently, he does so with a “focused yet relaxed state of mind,” thought to resemble the approach Fresh used to convert seemingly ordinary Black Tea into an extraordinary skincare complex, working tirelessly, yet trusting nature.

Stephenie Kwok, marketing director at Fresh Hong Kong said, “In these challenging times, having a glowing complexion is a small thing that can really lift your spirits. We are delighted to be able to offer customers these two products we are so proud of, in a campaign and with a celebrity that beautifully portray what we as a brand are all about.”

DDB Group Hong Kong, group business director, Koman Ko, said, "For this campaign, having only recently learned what was at the heart of this brand ourselves, we really wanted others to have the same understanding. Our hope is that people really get the sense of the often simple yet extraordinary goodness of nature, that Fresh understands so well and is able to so cleverly capture in their products.”

The campaign, which can be seen online, on social media and in-store, will run the months of January and February, with special offers to celebrate CNY and Valentine’s Day.