珂岸：数据驱动打造男性护肤品牌

Refresh, jointly incubated by the e-commerce service provider New7 and Bloomage Biotech, was launched in 2019 as a men's skincare brand. After conducting extensive market research, Refresh positioned itself as a brand for college students between the ages of 18 and 25, and launched men's skincare and body and hair product lines. In just three years of operations, Refresh experienced rapid growth, benefiting from Bloomage Biotech's product competitiveness and New7's digital marketing capabilities. Its penetration among college students was growing. The case ends with questions about Refresh's growth challenges: What should its next steps in market expansion be – should it continue to focus on the college student segment or explore other segments? What products should it develop for its target segment? How could it improve customer management and deliver greater value to its customers?