Staff
May 8, 2013

Charles Chen publicises Inoherb's men’s product line in DMG campaign

SHANGHAI - DMG Media has created a marketing campaign to launch Inoherb’s Men’s Black Tea Line in China, with actor Charles Chen as brand spokesman.

Charles Chen publicises Inoherb's men’s product line in DMG campaign

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.

Related Articles

Just Published

4 hours ago

Tech MVP 2022: Manasa Denning, Integral Ad Science

MOST VALUABLE PROFESSIONAL: Senior director Manasa Denning has been instrumental in making Integral Ad Science the verification partner of choice for advertisers and helping to create trust and transparency in the complex digital advertising ecosystem.

5 hours ago

Why PR needs a serious rebranding exercise focused ...

There is a rampant identity crisis running riot in our industry at the moment, and not only are we letting it happen, we are complicit, argues the managing director at Unity.

5 hours ago

Now M&C Saatchi gets punchy with ‘double whammy’ ...

Agency draws on its 1992 poster for the UK's Conservative Party.

14 hours ago

WPP: Greenpeace is ‘right’ to protest but we will ...

CEO Mark Read responds after Greenpeace protested about climate crisis at WPP beach at Cannes Lions.