To support Shanghai’s fight against the epidemic, CHICMAX, the parent company of Chinese skincare brand One Leaf, donated a batch of 50 boxes of products and materials including a One Leaf mask. One Leaf is one of the core brands of CHICMAX, the main product is masked with sales revenue in 2020 reaching 2.2 billion yuan (about $339 million). One Leaf not only relies on the parent company giving strong R & D technology and financial support but also has firmly grabbed the hearts of young people in both making products and marketing.
On the morning of April 22, the Chinese cosmetics company CHICMAX donated a batch of 50 boxes of materials to Ruijin Hospital, Shanghai Jiaotong University School Of Medicine. Ms Yu, the vice president of CHICMAX, came to the scene to assist in the distribution of materials and successfully delivered products and materials such as the masks of One Leaf, the core brand of CHICMAX, to the hands of angels in white.
CHICMAX is the parent company of the Chinese skincare brand One Leaf. As one of the core brands of CHICMAX, founded in 2014, One Leaf focuses on facial mask products, claiming to add pure natural plant extracts to skincare products, combining Olaf-H2O reservoir technology to bring more moisture and nourishment to the skin. The brand’s star products include the “MULTI-EFFECT GOLDEN HONEYCOMB MASK”, the “LACTOBACILLUS ACTIVATING PEACH MASK”, the “NICOTINAMIDE BRIGHTENING MOISTURIZING SERUM” and the series of acne removal products.
Since the launch of One Leaf with the mask being the core product, it has become a hit within a few years. During the Double Eleven shopping festival in 2016, One Leaf won the championship of all mask categories on all online shopping platforms and the top three on Tmall beauty with a total transaction amount on Tmall being about $19.23 million. In the same year, One Leaf masks surpassed MG and became the number one mask brand in China in terms of sales revenue.
During the Double Eleven shopping festival in 2017, One Leaf flagship store on Tmall ranked in the top 3 of domestic beauty with a turnover of about $24.76 million.
One Leaf’s star product “NICOTINAMIDE BRIGHTENING MOISTURIZING SERUM” directly satisfies the needs of “anti-blue light” “improve the tired skin” and other needs. One Leaf has sold more than 2.3 million bottles so far. As the star product in One Leaf flagship store on Tmall, in April 2020, the “NICOTINAMIDE BRIGHTENING MOISTURIZING SERUM” topped the essence categories on Tmall.
According to a report by the consulting firm Frost & Sullivan, CHICMAX is the only domestic cosmetics company with two skincare brands with retail sales of more than 2 billion yuan in 2020: its brand KANS retail sales of about 2.9 billion yuan (about $446 million), and One Leaf retail sales of more than 2.2 billion yuan (about $339 million).
In 2021, One Leaf was selected as the “Top 20 Most User-Biased Makeup Brands in 2021”
The above-mentioned eye-catching achievements are closely related to the strong scientific research strength of One Leaf backed by the parent company CHICMAX. CHICMAX invests hundreds of millions of dollars in product research and development every year, establishes a global dual-core scientific research center in Shanghai and Kobe, Japan, builds a team of 100 scientists, integrates global resources and carries out external cooperation with advanced research institutions, high-tech enterprises and universities to form a unique ecological link for foreign cooperation and it has so far obtained 188 patents.
In addition to the strong R&D strength and financial support, One Leaf’s remarkable marketing strategy in recent years has also attracted much attention in the industry.
In 2020, One Leaf carried out a comprehensive upgrade, targeting users to young women aged 18 to 35. At the same time, One Leaf launched all-around marketing to deepen interaction and communication with young users.
In March 2020, One Leaf announced that Zhang Xincheng, a new generation idol born after 1995s, became the spokesperson of One Leaf. One Leaf includes Zhang Xincheng’s huge young fan group into the target consumer group by using the economic effect of followers to carry out deeper spiritual links and communication with users and better convey the cultural concept of young and positive energy of the brand.
On March 23, One Leaf announced that Zhang Zhehan was the spokesperson, and on the same day, the topic of # ZhangZhehan’s fateful endorsement of One Leaf # rushed to the trending list on Weibo with the number of views exceeding 100 million.
On May 28, 2021, One Leaf announced Di Li Reba as its mask spokesperson with the topic # Muscle encounter love, against age # ushed to the trending list on Weibo with the number of views exceeding 43 million and the number of discussions exceeding 1 million.
In addition to frequently changing the spokesperson following a wave to ride, One Leaf also invested in various hot dramas and variety shows. For example, shortly after the official announcement that Zhang Xin became a spokesperson, One Leaf exclusively named the annual sweet and sugar drama with Zhang Xincheng as the protagonist on YOUKU, in a way strongly recommending One Leaf’s best-selling favorite product gold mask.
In August 2020, One Leaf cooperated with a drama on Tencent Video with more than 600 million views, bringing a new wave of heat to One Leaf with its circle-breaking influence.
In terms of variety shows, One Leaf is exclusively named on some hot programs on Zhejiang Satellite TV and Hunan Satellite TV as well as some popular variety shows on YOUKU. All of those efforts make great achievements in the exposure to the brand One Leaf.
In addition, One Leaf has also carried out a global layout on social media in a way that young people like, having lots of young followers on platforms such as TikTok and Xiaohongshu.
Liu Ming, the vice president of CHICMAX, the parent company of One Leaf, made it clear in an interview with the media that brand rejuvenation should understand users and brands should make products in a way that young people like. CHICMAX insists on where young people are and where marketing goes.
On December 31, 2020, One Leaf won the “Best Marketing Award” at the award ceremony of the Golden Goods Award and New Domestic Product Innovation Competition.
In January 2022, One Leaf’s parent company, CHICMAX, submitted a prospectus to the Hong Kong Stock Exchange, impacting the “first share of Hong Kong domestic cosmetics”. According to the prospectus, One Leaf contributed about $162 million, about $155 million and about $99.2 million in sales revenue from 2019 to September 2021. In 2019, One Leaf exceeded KANS which is the main brand of CHICMAX in the annual sales revenue.