The local health food brand By-Health has invested more in having celebrities to promote its products and strengthen its e-commerce lineups to attract young consumers.

According to the company’s financial documents, the company has stepped up financial input to hire celebrities inlcding Miranda Korr and China’s Justin Bieber-like Cai Xukun to represent its YEP products. It also hired another Chinese Idol Wu Zun to represent its GymMax products.

This year has seen the brand’s strengthened efforts to develop independent lineup that aims at e-commerce platforms to attract young consumers. It also teams up with the social media app Line’s Line friends to co-brand and market its products. (Source: Shuzheng Kangxun)

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