June 21, 2016. Shanghai. SU:M_37°, a premium Korean cosmetics brand under the LG Group, which specializes in naturally fermented skincare, has signed a one-year retainer, including projects, with Ruder Finn’s sister company, RF Thunder. RF Thunder will be responsible for the management of opening events and its China launch as well as providing strategic counsel and media communications. SU:M_37°, together with Thunder, will promote a safe, gentle, optimized product for skin and high-functional cosmetics containing the wisdom of natural fermentation for Chinese consumers.

The moral of SU:M_37° is “Accepting the vitality of life as it is” and 37 degrees (37°) is the approximate temperature of the human body on the Centigrade scale, as well as the optimal temperature for microbial fermentation. Learning the aesthetics of patience, understanding the true vitality of life and harnessing the power of natural fermentation, SU:M_37° is looking forward to embracing miraculous changes on oriental skin.

SU:M_37°, a subsidiary of LG Household & Health Care Group, entered the Chinese market in 2016. As the most influential personal care and cosmetics producer in South Korea, LG Household & Health Care Group also distributes other brands including The History of Whoo, The Face Shop, and OHUI.

RF Thunder is actively involved in lifestyle PR and has extensive experience and expertise in cosmetics, and a client portfolio which includes The History of Whoo, Clarins, and Fresh. In the last two years, RF Thunder has seen a rapid rise in the number of beautycare clients and has seen beautycare become a fast growing sector in China. In 2015, a dedicated beautycare practice was established to meet the needs of the industry.

RF Thunder, formerly Thunder Communications, was established in Shanghai in 2001 and was acquired by Ruder Finn in 2011. Its rapid growth has been exponential over recent years with the establishment of offices in Guangzhou in 2013 followed by Hong Kong and Beijing in 2015, together with a network of affiliate offices nationwide.

“We are proud to once again partner with a sub-brand of LG Group,” the General Manager of RF Thunder Shanghai, Cathy Gu, said. “We are also delighted that our sustainable and effective PR service has been recognized by our clients. Adding SU:M_37° to our growing client list has allowed us to establish an even stronger national Lifestyle practice and enhanced our strength in the field of cosmetics. The last twelve months have been an incredible growth period for RF Thunder with the addition of new clients from luxury, fashion, hotels, wine, automobile and cosmetics. Together with the development of the market, our expertise has also expanded to new offerings that include digital, celebrity marketing, CRM and the arts, under the guidance of integrated marketing, in order to maximize its validity.”