“Youthfulness requires resilience.”
“Infinite restarts, awakening self-healing.”
“Skin, I seek internal and external balance, for only through youthfulness can resilience be achieved.”
On March 4th, the domestic skincare brand under Chicmax, One Leaf, officially announced its new brand ambassador, Wang Anyu, unveiling the brand new “Luminous Hydrating Repair Essence” together. It is worth noting that the announcement of the new ambassador is a significant move after the upgrade of the One Leaf brand, further demonstrating the determination and mission of One Leaf to “provide young people with self-healing solutions for youthful skin.”
Wang Anyu, the New Brand Ambassador for One Leaf
New brand ambassador, new positioning: One Leaf is fully refreshed
Brand ambassadors who align with the brand can often most directly embody the brand image and values.
Based on the new brand positioning of ‘repairing youthful self-healing power,’ One Leaf has chosen the sunny and handsome young actor Wang Anyu, once again presenting One Leaf’s youthful and fresh image to the public.
In the official announcement of TVC, Wang Anyu showcases lifestyle scenarios and care methods of self-healing through sports, softness, and skincare, fully interpreting the theme of ‘youth fearlessly restarts, youth renews with self-healing.
Furthermore, the TVC aims to demonstrate that One Leaf not only addresses skincare issues through effective products but also advocates for consumers to adopt a healthy lifestyle. Through activities such as sports, music, and sleep, consumers can alleviate physical stress and promote skin repair.
Equally significant, this announcement marks a milestone in the complete rebranding of One Leaf. Born in 2014, One Leaf celebrates its tenth anniversary this year, signifying a pivotal moment in its brand journey. Following extensive exploration, One Leaf has repositioned itself as a brand focused on repairing youthful self-healing power. Concurrently, a series of visual upgrades have been implemented to present a more youthful and minimalist image, targeting younger consumers.
The arrival of explosive products adds new energy to the repair track
Wang Anyu not only embodies One Leaf’s brand image well in terms of appearance and temperament but also aligns closely with the brand’s core values of dedication to self-improvement and continuous innovation. His commitment to self-improvement and constant enhancement of acting skills in his professional field resonates deeply with One Leaf’s steadfast focus on research and relentless innovation.
In this announcement, the “Luminous Hydrating Repair Essence” from One Leaf takes center stage alongside Wang Anyu, embodying abundant “repairing power.”
It is reported that the “Luminous Hydrating Repair Essence” from One Leaf contains a special edition of 10% super-molecular B5. The patented super-molecular B5 breaks through the limitations of high-concentration panthenol formulations and skin texture, ensuring that the essence water is refreshing without feeling sticky. It effectively repairs skin surface redness, strengthens the skin’s foundation, and stimulates the self-healing power of youthful skin.
Another star product from the Dual Repair series, the One Leaf Repair & Embellish Cream, utilizes a scientific combination of “1% B5 ingredient + fermented Centella Asiatica,” as well as a 2:1:1 biomimetic lipid ratio, to repair the skin’s “brick wall” structure. This formulation acts as an exogenous repair barrier, strengthens defense, and internally repairs color correction and redness reduction.
With the increasing popularity of topics related to various suboptimal skin conditions (such as sensitive skin, acne-prone skin, compromised skin barrier, and dull skin) on social media, the demand for reparative skincare products that can alleviate these symptoms has become increasingly strong. This has led to the explosive growth of the repair product market. According to the 2022 Tmall International’s “Trend Insight Report on Medical Research Institute Brands and Core Ingredients,” “repairing the barrier, soothing and stabilizing” and “evening out skin tone, brightening dullness” are the skincare effects most concerning to consumers, with proportions of 22% and 23.5%, respectively.
One Leaf, with its new brand positioning of “repairing youthful self-healing power,” has brought a variety of repair products to the forefront, igniting a new wave of enthusiasm for the repair track. By helping the skin establish defense mechanisms from the root, these products assist young people in achieving more sustainable health and stability for their skin.
With research support, One Leaf’s innovation strength takes another leap forward
To meet the increasingly sophisticated skincare needs of young people, One Leaf’s independent research and development efforts are constantly being rejuvenated and expanded.
To achieve brand-driven innovation in independent research and development and establish a new standard and system for Chinese cosmetics, One Leaf actively collaborates with globally renowned universities and research institutions, embarking on various scientific research projects and studies. Additionally, it has established an international production system, setting up modern factories worldwide to ensure the standardization and scale of product development and production.
Furthermore, One Leaf has collaborated with the Shanghai Daily Chemistry Trade Association and industry experts to develop the “Technical Definition and Calculation Guidelines on Technical Definitions and Calculation Natural Ingredients in Cosmetics.” This standard scientifically defines natural or naturally derived cosmetic ingredients, promoting a more scientific and systematic approach to One Leaf’s use of “natural” ingredients.
Currently, One Leaf has established a comprehensive formula development system and research capabilities for active ingredients. It is understood that One Leaf has obtained over 200 patents, covering various dimensions such as raw material extraction technology and application.
It is evident that with the support of its parent company, Chicmax, in scientific research, One Leaf’s self-research and innovation capabilities have reached a new height. According to the 2023 interim report, Chicmax’s R&D investment accounts for 3.4%, ranking among the top in the industry. Continuous investment and accumulation in research and development serve as the driving force for One Leaf’s brand innovation, providing more confidence in product development.
Over the past decade, One Leaf has continuously evolved in response to the changing demands of young people. From upgrading its brand positioning to announcing a new brand ambassador, One Leaf has always maintained a deep connection with young consumers through constant rejuvenation and upgrades.
In the future, One Leaf will continue to focus on “repairing youthful self-healing power” as its core, providing Chinese young consumers with more high-quality products. It will accompany consumers in exploring healthier and more positive lifestyles, ensuring everlasting youthfulness and vitality.
