Skin care brand Dabao plans to give itself a face-lift

Skin care brand Dabao is trying to give itself a face-lift with the launch of a high-end firming serum, the brand announced recently in Shanghai.

Retailing at 299 yuan ($44), the serum is almost 30 times the price of the brand's signature red-capped moisturizer, an all-time best-seller in the industry that is as iconic for millions of Chinese households as Nivea's blue tin in Europe.

The launch, to be followed by more in the coming months, is a part of the Beijing-originated brand's latest strategy to attract younger, more premium customers, in an attempt to better connect with the millennial generation.