La Fresh launches major DR campaign


La Fresh Group, Inc., pioneer in convenient, travel-friendly personal care wipes, announced today the debut of a new national DRTV ad campaign for its Eco-Beauty products. The ads will feature an exclusive offer on three full size La Fresh Eco-Beauty Waterproof Makeup Remover pouches, eight assorted Eco-Beauty portable sachets, a signature travel case and VIP auto-delivery signup for $14.99.

Media will include 60 and 120 second spot buys on national cable networks targeting beauty-involved women such as E!, Style, WE, OWN, Bravo, VH1 and Oxygen.

Virginia Williams – best known for her role as Lauren Reed on the TV series Fairly Legal – will star in the TV ads as spokesperson.

This is the second DRTV campaign for La Fresh ( Eco-Beauty since its introduction in 2010.  “The DRTV platform is very important to us,” explained Jennifer Norman, Marketing VP of La Fresh Group, Inc.  “We are leveraging not only TV but print and online media to catapult widespread awareness and trial.  This TV offer is a lot stronger than our first campaign.  And with the introduction of lovely Ms. Williams on screen, we believe we will drive even stronger demand.  As with comparable DR campaigns, viewers may try the introductory offer but then soon seek more instant gratification.  So now we are actively focusing on gaining new distribution in the best FDM (food-drug-mass) retailers.  Beyond the DR, I’m truly excited that our growing fan base will be able to shop La Fresh at their favorite local stores.”

Based in Chino, California, La Fresh Group, Inc. 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 specialty stores as well as online.