As a skin care brand advocating the values of Traditional Chinese Medicine (TCM), Inoherb has developed a line of herbal skin care products using black tea.
After a deep dive into consumer insights and preferences, the DMG team envisioned a core target group for the Black Tea Line: men dubbed as “innovative city dwellers who live among the neon lights and skyscrapers of modern China".
“The challenge was to promote the product's oil control and cleansing benefits in a way that resonated with these customers, who have many other brands vying for their attention,” said Samuel Shi, general manager of DMG Media in Shanghai.
The Black Tea Line brings to mind ancient tea caravans that carry black tea on horseback while the tea leaves go through fermenting in container, said Shi, which resonates with the well-travelled male city dwellers targeted.
Charles Chen is best known as the organiser of the “Love Life” charity campaign in Taiwan.