“The new generation of marketing must be values-based marketing, emphasizing corporate humanistic care and social values.” The father of modern marketing, Philip Kotler, once said in his work “Marketing 3.0”.
Undoubtedly, with social progress, consumers’ consumption attitudes are gradually shifting towards emotional and spiritual values, prompting brands to focus on expressing social values.
On September 3rd, the well-known Chinese beauty brand OSiTREE released the public welfare short film “Chasing the Light Youth,” showcasing the sweat and achievements of the Dream-chasing Team of Huadu Jump Rope in Guangzhou, and further deepening the brand’s values and social image.
OSiTREE pays tribute to everyone on the journey of pursuing dreams, collectively safeguarding dreams and love.
Recently, with the arrival of the back-to-school season, new students have become one of the most anticipated groups of the year. At this juncture, the marketing activities of major beauty brands are exceptionally lively, and OSiTREE took this opportunity to release the short film “Chasing the Light Youth,” which has attracted widespread attention.
The short film starts with a jump rope, authentically documenting the sweat and day-to-day perseverance experienced by the Huadu Jump Rope team in Guangzhou on their journey towards their dreams. They eventually won gold medals, proving to the world that “those illuminated by light are because they never stop chasing the light.”
It is understood that since its establishment in 2013, the Huadu Jump Rope team in Guangzhou has won numerous gold and silver medals in various national and Asian jump rope competitions. Notably, the team excelled at the 2024 Asian Jump Rope Championship held over a month ago. Reports indicate that the team won 8 gold, 1 silver, and 3 bronze medals in this competition, while also breaking 7 Asian records and 5 world records.
According to the brand, OSiTREE will commence long-term sponsorship of the Huadu Jump Rope team in Guangzhou this year and has signed a strategic cooperation agreement with the Huadu Education Bureau to support the children’s daily training and preparation for major competitions.
With “Chasing the Light Youth” as the core theme of its public welfare project, OSiTREE has sparked broad public resonance, closely aligning with its brand philosophy of “confidence in pursuing dreams, warmth with light.” This event showcases OSiTREE’s support for young people on their journey of chasing dreams, demonstrating its strong sense of social responsibility and subtly building a heartwarming brand image.
From obscurity to the spotlight, innovative collaboration between OSiTREE and the jump rope team
CHAILEEDO noted that OSiTREE is the first beauty brand to sponsor the sport of jump rope. Among many noteworthy sports projects, why did OSiTREE choose to support jump rope sports and select the Huadu Jump Rope team in Guangzhou as its sponsored entity?
Just as the ancient Chinese sport of “cuju” is the precursor to football, jump rope, as a leisure activity, also has a long history in China. According to historical evidence, the earliest record of jump rope can be found in Han dynasty stone carvings, indicating that this rope game has been around for nearly 2000 years.
While jump rope has a rich history, there was a time when it may not have been as widely recognized as it is today. As mentioned by the coach of the Huadu Jump Rope Dream Team in the short film, “In the past, the public had little knowledge about jump rope, and the training conditions were quite limited. After years of relentless effort, jump rope has gradually entered the public eye and gained global recognition.”
It is noteworthy that the development journey of OSiTREE bears similarities to the rise of jump rope sports. OSiTREE founder Deng Jianming revealed in an interview with CHAILEEDO that OSiTREE went through a 5-year period of losses but through continuous effort and experimentation, managed to turn the situation around and become profitable.
From another perspective, the theme of the “Chasing the Light Youth” public welfare project aligns closely with OSiTREE’s brand positioning and philosophy. Since its establishment in 2015, OSiTREE has upheld the core belief of “Nature without boundaries, Traces of light,” advocating a lifestyle of “harmonious nature, confident pursuit of light,” and aims to share this attitude with every positive and warm-hearted dream-chaser.
OSiTREE focuses on diversity in public welfare marketing, achieving synergy between brand and effectiveness.
In fact, the “Chasing the Light Youth” dream support initiative is just one of many public welfare practices by OSiTREE. Previously, OSiTREE has focused on various themes such as “poverty alleviation, dream support, assistance to farmers, and support for the development of traditional projects,” striving to advance in the field of public welfare and spread warmth.
Specifically, in November 2022 during the peak of the COVID-19 outbreak in Guangzhou, OSiTREE donated anti-epidemic supplies multiple times. In 2023, during the dengue fever outbreak in Huadu District, OSiTREE donated supplies to the Huadu District Health Bureau to support local dengue fever prevention and control efforts.
In 2023, OSiTREE also went back to the origin of the core ingredient, black tea seed oil, in the brand’s black tea cleansing series — Anhua County, Yiyang City, Hunan Province. They carried out the “Benefiting Together with You, Walking with Light” public welfare assistance to farmers ESG activity, helping local impoverished tea farmers and disadvantaged children. In 2024, OSiTREE continued its philanthropic actions, spreading love and warmth to needy families in Huadu District.
As of now, OSiTREE has donated goods worth over a million yuan, demonstrating the social responsibility and commitment of domestic beauty brands. An OSiTREE spokesperson shared, “This year (September 4, 2024) marks the ninth anniversary of the founding of the OSiTREE brand. OSiTREE will remain true to its original philanthropic intentions, steadfastly committed to charitable causes, advocating positive values, and utilizing the brand’s influence to promote philanthropic spirit.”
From the donation activities in 2022 to this year’s dream support initiative, OSiTREE continuously conveys its brand values through a series of philanthropic activities, accelerating brand recognition among young audiences and enhancing consumer loyalty.
On the market front, in 2023, OSiTREE officially entered the 1 billion yuan club, and has become a regular on major sunscreen rankings. According to CHAILEEDO intelligence data for the first half of this year, OSiTREE ranked 18th on the top 100 beauty brands list in terms of total GMV across platforms such as Taobao, Douyin, Kuaishou, and JD, with a GMV of 6.3 billion yuan, a growth rate of 74.4%, showcasing remarkable momentum.
In offline channels, OSiTREE has also made significant progress, successfully entering multiple CS channels and collaborating with well-known beauty chain stores such as Watsons, Mannings, Guerlain, YESA, as well as beauty new concept stores like WOW COLOUR, establishing a solid foundation in the offline market.
Clearly, while achieving stable growth, OSiTREE remains committed to giving back to society, showcasing its brand stature. Looking ahead, OSiTREE will continue to make its voice heard through philanthropic activities, which will also become a strong driving force for brand growth.
