By  on May 4, 2007

Fresh, one of the upstart indie brands of the Nineties, is celebrating its 16th year with all the trappings of adulthood.

As part of its "Sweet 16," Fresh is giving itself the gift of a makeover by repackaging all of its products in an effort to unify the brand's image as it prepares for global expansion. Dubbed "The Fresh Unification Process," this effort comes on the heels of the installation of Jean-Marc Plisson as the newly named chief executive officer in March, a closer working relationship with parent LVMH Moët Hennessy Louis Vuitton and a battery of new product launches.

All of these moves are calculated to propel a 30 percent increase in sales by the end of this year to $80 million, according to estimates by industry sources.

"We're growing the brand in front of everyone's eyes; we need to offer the consumer uniformity with a strong, distinct look and style," said Lev Glazman, president and director of research and development at Fresh.

As the company grew over the years, executives realized that Fresh needed a more cohesive brand image across all bath, body and fragrance categories. Research showed that consumers had trouble recognizing the individual product launches as part of an overall brand. After starting with the Sugar body care and fragrance collection earlier this year, the repackaging effort will roll out in stages until its completion this fall. Currently about 50 percent of the items in the bath and fragrance category have been repackaged, said Glazman. Although skin care products will not be included in the current repackaging efforts, there are plans in development for its restage.

Company executives have already seen a 30 percent increase in retail sales with the relaunch of the Sugar collection.

The extensive plan calls for design elements like the shape of the signature fragrance bottle and Fresh logo to be incorporated uniformly in all fragrance repackaging.

"Fresh is a brand built on collections, but it's not about individual collections," said Glazman, who attributes the success of certain categories to what he calls "anchor" bestsellers. "Every category has its own star, and we've created hero products within each category," said Glazman. Some of those star products include the Soy Face Cleanser, Brown Sugar Body Polish, Supernova Mascara, Sugar Face Polish and Sugar Lip Treatment SPF 15, which is the company's best-selling treatment product, according to Glazman.

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