On Wednesday, LVMH-owned skin-care brand Fresh debuted an audio-visual experience dubbed “A Fresh Take.” The goal: to strengthen brand affinity and emotional connection among its customers.
A Fresh Take, hosted on a dedicated micro-site, features short-form audio content by beauty industry guests. The under-15-minute audio episodes are accompanied by a caption about the 30 commitments the brand’s announced throughout the last 12 months via social media. The commitments focus on topics including forwarding diversity and body inclusivity, reducing carbon footprints within the Fresh offices and via packaging changes, and improving corporate culture. Tennille Kopiasz, Fresh CMO, said Fresh’s commitments are based on three pillars: people, planet and product. A 30-second intro to A Fresh Take encourages visitors to apply a Fresh facemask, as they pick and choose to listen to audio snippets that are “timed to your favorite mask.”
“It’s about marketing post-pandemic,” said Kopiasz. “Digital is where consumers are and where they’re buying — over half of our business is done in digital. But it also links to the transparency that people want and want to associate themselves with. By having this audio-visual [experience], it really helps establish that level of trust.”
Kopiasz said Covid-19 has changed both customer and societal values, and that A Fresh Take is about providing a digital respite from the overwhelming world. She added that Fresh experienced a sales lift in its non-skin-care products in 2020, including in its home, fragrance and body categories. She declined to break out specific sales increases.
To build out the experiential element of its audio-visual project, Fresh solicited friends of the brand, brand employees and LVMH executives. For instance, there is Mira Mariah, a tattoo artist and influencer (@GirlKnewYork, 225,000 Instagram followers) who shares her take on diversity in the beauty industry. She’s featured alongside Lara Koritzke, Union for Ethical BioTrade director, who discusses how sourcing ingredients responsibly helps the planet.
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“It’s a moment for mindful masking, to escape from our busy lives. The idea for us is to bring a consumer close to us in an authentic way,” said Kopiasz. “[A Fresh Take] gives us [the ability] to share all the work that we were doing across the three pillars and to take consumers along this journey to engage them in our future commitments.”
Kopiasz said that engagement with the microsite and affinity for the brand are the main key performance indicators, but that a broad reach is not the primary focus. Fresh is driving people to the microsite via its own unpaid social media posts using the audio and video snippets. It’s also promoting it on the Fresh e-commerce website, as well as via an Instagram paid ad campaign that runs from Sept. 23-October 31.
“As we celebrate how far we’ve come in 30 years, the key step is to focus on where Fresh needs to be tomorrow,” said Alina Roytberg, Fresh co-founder. “Through the 30 commitments, Fresh pledges to drive the essential evolution of our brand.”
