Fresh, a premium U.S. beauty care brand, entered the China market in 2012 with a vision to provide Chinese consumers with up-to-date, fresh products and to advocate Fresh’s beauty philosophy. Since 2013, RF Thunder has helped to enhance the brand presence in China and establish word of mouth interest. We mapped out the media and KOLs landscape in China, from professional dermatologists and beauty experts to online grass-root KOLs, and media in beauty care, fashion and lifestyle. A network of more than 400 media and KOLs was established. A comprehensive engagement program was also set up to support the marketing expansion strategy, including daily media editorial information feed, in-depth media briefing events, executive interviews, periodical media visits and gatherings to strengthen emotional bonding. Press conferences were held to launch new products and experiential media tours were organised to witness Fresh’s R&D. Through these media activities, the key messages were delivered successfully to nation-wide consumers. RF Thunder’s role was also extended to CRM activities to help Fresh develop cross-over interaction activities with fashion and sports brands to provide value-added benefits to establish consumer loyalty and preference for Fresh. By 2016, after three-years of expansion, Fresh has established 34 stores/counters in major cities in China, including Beijing, Shanghai, Guangzhou, Chengdu and Wuhan.