La Fresh Group Kicks-Off Its First DRTV Campaign

Jan. 25, 2011 - PRLog -- CHINO, Calif. – La Fresh Group (www.lafreshgroup.com), the pioneer in convenient, on-the-go personal care wipes, announced the launch of its first ever television advertising campaign to promote the introduction of La Fresh® Eco-Beauty™, the company’s new line of premium, natural, biodegradable wipes.  The line was first introduced at Cosmoprof Las Vegas and has since gained distribution in key markets around the U.S. as well as in Canada and Central America.

“The new Eco-Beauty™ line breaks the mold when it comes to high performance beauty,” said Jennifer Norman, vice president of marketing for La Fresh Group.  “The biodegradable wipes encapsulate all the goodness of highly natural formulas into lightweight, spill-proof forms that can be enjoyed anywhere.  Savvy women will tell you life is better spent away from the sink.”
   
National direct response television (DRTV) advertising, robust online presence landing at GoLaFresh.com and enhanced social engagement will support the marketing rollout.

“For the first time, La Fresh is fostering an immediate dialogue with women to engage them in the brand and encourage trial,” says Norman.  “Given that La Fresh is a young, privately held brand, the DRTV campaign is a major initiative to fuel national awareness and expansion.”

The national DRTV and online ads feature the ‘gotta see-it-to-believe-it’ La Fresh® Eco-Beauty™ Waterproof Makeup Remover and the Oil-Free Face Cleanser.  Free gifts with first purchase include a full size package of Instant Body Soother wipes and individual travel packets of all six Eco-Beauty™ formulas.

The television campaign will run on female targeted cable networks such as E!, Lifetime, Bravo, Oxygen, Style and WE, purchased via traditional offline media buying and Google TV.  Online activity includes Adwords, rich media ads and social networking.

Unlike traditional skin care lines, La Fresh® upholds the pre-treated wet wipe as its central product form.  The La Fresh® Eco-Beauty™ line includes:
•   Waterproof Makeup Remover
Instantly dissolves even the most resistant eye and lip makeup while nourishing and conditioning skin. No pulling or tugging to cause irritation. Free of parabens, sulfates, alcohol, petrochemicals, glycols, dyes, PEGs, artificial fragrances and animal byproducts. 100 percent rayon biodegradable wipe material. Available in a 24-count pouch and single packets.

•   Oil-Free Face Cleanser, Naturally Scented or Fragrance-Free
Gently cleanses, detoxifies, refreshes and purifies. Effectively removes makeup. For all skin types. Formulated with a luscious blend of aloe, cucumber, papaya, pineapple, marshmallow, jojoba, vitamin C & vitamin E. Free of oil, parabens, sulfates, alcohol, petrochemicals, glycols, dyes, PEGs, artificial fragrances and animal byproducts. 100 percent rayon biodegradable wipe material. Available in fresh yuzu citrus scent or fragrance-free versions. Available in a 30-count pouch and single packets.

•   Instant Body Soother
Massage onto temples, shoulders, neck, legs or anywhere you feel fatigued or tense. The luscious blend of olive, sesame, jojoba, vitamin E, grapeseed and peppermint essential oil instantly soothes away stress and fatigue. Feels silky-sheer, not heavy or greasy. Free of parabens, sulfates, alcohol, petrochemicals, glycols, dyes, PEGs, artificial fragrances & animal byproducts. 100 percent rayon biodegradable wipe material. Available in a 24-count pouch and single packets.

•   Healthy Hand Sanitizer
Wipes out 99.9 percent of germs with an alcohol-free, triclosan-free formula. Refreshes and moisturizes skin and nails with aloe, glycerin and vitamin E. Free of oil, parabens, sulfates, petrochemicals, glycols, dyes, PEGs, artificial fragrances and animal byproducts. Fresh Satsuma orange citrus scent. 100 percent rayon biodegradable wipe material. Available in a 30-count pouch and single packets.

•   Acetone-Free Nail Polish Remover
One pad cleans and conditions all 10 nails with an unbelievably fresh Tuscan blood orange scent. Formulated with a nourishing blend of vitamin E, aloe, glycerin, rosemary and horsetail extracts. Free of acetone, acetate, parabens, glycols, dyes, PEGs, artificial fragrances and animal byproducts. 100 percent cotton biodegradable pad material. Available in single packets.

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ABOUT LA FRESH GROUP:
Based in Chino, California, La Fresh Group was founded in 1997 to offer unique skin care, cosmetics and travel amenity wipes to those who seek quality, simplicity and the freshest experience from their personal care products. Distribution spans the United States and international territories in airport, hotel and specialty stores as well as online. The La Fresh promise is to provide better products with better design at a better value for a better world. For more information, telephone 1-888-5-La-Fresh or visit www.LaFreshGroup.com.