Fresh is cleaning up.

The skin care brand, acquired by LVMH Moët Hennessy Louis Vuitton in 2000, is reigniting its marketing machine with a new campaign called “Beyond Clean.” That includes an in-person pop-up in the brand’s birthplace, New York, a robust influencer marketing strategy and paid media across connected TV and various social platforms.

A spokesperson for the brand said it was the largest paid media campaign in the brand’s history.

“We’re a bit in the middle of what we like to call a brand reboot — we’re going back to the source,” said Véronique Halbrey, Fresh’s creative director. “We are looking holistically at how we show up to the world and reinventing a new chapter for the brand. This is where we are right now.”

The campaign is centered around one of the brand’s original hero products, the Soy Face Cleanser, which debuted in 1999 under cofounders Lev Glazman and Alina Roytberg. “We want to bring back how Fresh introduced natural ingredients to beauty in 1991 with innovative products,” Glazman said. “We celebrated the science of nature in a major way. And what we are doing right now is really tapping back into it.”

Indeed, the company has an accelerated pipeline of launches in key categories for the remainder of the year, Halbrey said.

“We spent a lot of time looking at archival Fresh, asking questions about what really mattered to us,” Roytberg said. “Besides the product, it was really connected to the consumer. Of course, the world has changed since we launched. The idea of how we communicate the emotion of our products and bringing those results is what Fresh is known for.”

Halbrey thinks of the campaign as a “reintroduction” of the hero product to both established and newer audiences. “We thought it was interesting to start with cleanser — not our most expensive product, gender-free and ageless,” she said. “It also encapsulates the essence of the brand and the product philosophy. It’s functional, but there’s a scent and texture and a natural potency.”

For Glazman, there’s more storytelling to be done around the ingredients themselves. “Take soy. It sounds like a simple ingredient, but it’s full of amino acids. We don’t just powder the soy, we convert it into a highly concentrated cosmetic ingredient. That’s what Fresh is all about,” he said.

To that end, more aggressive marketing is on the horizon. “We have been a bit shy in communication recently,” Halbrey said. “But there was a level of sophistication that we wanted to bring back to the consumer. We want to rebuild this Fresh community. We can introduce other innovations, and maybe revisit some of the O.G. products. That is the beginning of this reboot.”