In traditional Chinese martial arts novels, there are often two types of classic character images. One type is the martial arts prodigy who becomes famous overnight and shocks the martial arts world. The other type is the rising star who quietly explores, without being flashy, and steadily achieves success. Obviously, the Chinese beauty and skincare brand Ositree belongs to the latter category.
Now, after nine years of accumulation, Ositree has not only officially entered the billion-dollar club last year but also recently witnessed a historic moment for the brand.
On March 30th, the Ositree Brand Conference and Sunscreen Star Product Launch were held in Hangzhou. The conference, themed “Capsule Sunscreen·Shine Everywhere,” showcased two flagship sunscreen products, the Ositree Sunscreen Lotion Whitening and the Ositree Sunscreen Lotion Aqua Care, which dazzled the audience. Additionally, the brand’s first spokesperson, Lu Han, made a surprise appearance, marking the beginning of a new era for the Ositree brand.
It is worth mentioning that this conference comprehensively presented Ositree’s growth history and demonstrated its ambitious development in the field of sunscreen.
Officially announcing the brand’s first spokesperson, Ositree brand strength upgraded
On March 26th, Ositree officially announced that renowned singer and actor Lu Han would be the global spokesperson for Ositree brand (Sunscreen & Makeup Remover category), making him the brand’s first spokesperson in its nine-year history.
It is reported that Ositree is a beauty and skincare cosmetics brand positioned as “creator of natural aesthetics.” The target audience focuses on young people aged 18-30, and the brand adheres to the principle of providing affordable, effective, and aesthetically pleasing mass-market cosmetics. This undoubtedly aligns well with the young consumer demographic that Lu Han influences. As a well-known multi-talented artist in film, television, and music, Lu Han has always been beloved by the younger generation for his sunny and healthy image. This collaboration will undoubtedly help convey Ositree’s brand philosophy and products to the target consumers more effectively.
CHAILEEDO has noticed that in response to this announcement, Ositree has launched an extensive online and offline promotion to maximize brand exposure. In offline channels, the brand has placed spokesperson advertisements in 30 locations across the country, covering major transportation hubs in cities like Guangzhou and Hangzhou, as well as high-traffic commercial areas in Shanghai and Shenzhen. Additionally, elevator advertisements on thousands of screens have been deployed to create a synergistic effect of supporting the brand in multiple cities. The brand has also launched a check-in campaign where consumers can take pictures with the spokesperson’s advertisements, enhancing interaction and further shaping and spreading the brand image.
On the online platform, Ositree has placed splash-screen advertisements on major platforms such as Weibo, Xiaohongshu (Little Red Book), and Douyin (TikTok) to reach consumers’ minds with fresh celebrity materials and brand imagery. The high-quality visual effects have received praise and made a lasting impression, while also expanding the brand’s coverage and establishing diverse communication scenes with consumers.
In 2022, Ositree introduced the 1.0 Sunscreen U-Shield, including the Moisturizing Sunscreen Blue U-Shield and Whitening Sunscreen Green U-Shield, marking Ositree’s official entry into the sunscreen field. The following year, Ositree launched the 2.0 Sunscreen U-Shield—Light U-Shield, an upgraded version of high-level SPF50+ PA++++ sunscreen suitable for all scenarios. Ositree continuously innovates in sunscreen products to meet the changing demands of consumers.
With its mass-market product positioning and precise blend of sun protection value and user experience, the Sunscreen U-Shield has gained popularity among consumers and quickly become a star product for Ositree. In 2023 alone, the entire Sunscreen Family series, including the Sunscreen U-Shield, sold over 5.7 million bottles, making Ositree a notable player in the sunscreen field.
Nowadays, Ositree has become a regular presence in various sunscreen rankings, and the announcement of the brand’s spokesperson will further propel the development of Ositree’s brand strength.
First Release: 2024 Sunscreen Trend Report
The era of capsule sunscreen has arrived.
It is worth mentioning that at this conference, authoritative consulting firm iMedia Consulting released the “2024 China Sunscreen Cosmetics Industry Consumer Trend Insight Research Report,” providing in-depth analysis of the new trends and changes in the sunscreen cosmetics market this year.
According to iMedia Consulting data, the overall size of the Chinese sunscreen cosmetics market continues to grow. In 2023, the market size of the sunscreen cosmetics industry in China was 14.8 billion RMB, with a year-on-year growth of 12.3%. It is expected to reach 22.4 billion RMB by 2028. The driving force behind this growth comes from the increasingly popular outdoor sports and travel consumption demands.
In Zhang Yi’s view, “long-lasting protection and refined efficacy have become the focus of consumer attention. In addition, consumer expectations for sunscreen cosmetics have expanded from a single basic protection function to meeting multiple skincare needs.”
In the face of consumers’ increasingly refined sunscreen needs, the flagship sunscreen product unveiled at this conference, the Ositree Capsule Sunscreen Series, takes the first step in precise and all-scenario sun protection with its specialized research and development concept.
Regarding the naming of the capsule sunscreen, Deng Jianming stated, “‘Capsule sunscreen’ concept is derived from medical capsules, implying the ability to meet consumers’ sunscreen needs precisely. The research and development approach is to use effective ingredients and self-developed technology to create specialized products that combine sunscreen and precise skincare.”
In fact, the core research and development focus of sunscreen products lies in balancing sun protection power and user experience, with the challenge of using technological means to achieve the highest sun protection value with the least amount of sunscreen agents.
The Ositree Capsule Sunscreen Series launched this time has achieved the perfect combination of sun protection power and user experience.
It is reported that the Ositree Sunscreen Lotion Aqua Care achieves a high sun protection value of SPF50+ PA++++ and uses self-developed HSCLEAR® physical sunscreen agents. By forming a dense sunscreen network with zinc oxide and titanium dioxide components, it achieves a safe, non-penetrating, delicate, and light-blocking sunscreen effect. It does not contain alcohol, fluorescent agents, pigments, etc., making it suitable for sensitive skin consumers to use with confidence. In addition, the Ositree Sunscreen Lotion Aqua Care also adopts a waterproof, sweat-resistant, and friction-resistant formula, allowing for easy sun protection during outdoor activities.
Unlike the Ositree Sunscreen Lotion Aqua Care, the Ositree Sunscreen Lotion Whitening not only has a high sun protection value of SPF50+ PA+++, but also has dual certifications for whitening and sun protection. It contains VC whitening factors in the product, which can inhibit melanin production and counteract photodamage. Additionally, the product uses a physical-chemical hybrid sunscreen method and UVSkinPlex-4® four-fold skincare sun protection technology, which can solve photoaging problems from the inside out, making the skin fair instead of dark.
Focusing on the general public, striving for the top spot in sunscreen sales
At this conference, the Ositree brand also held a roundtable forum on the theme of “Consumer Sunscreen Demand and the Development of Domestic Sunscreens.” The forum was hosted by Wang Jing, Vice Dean of the School of Cosmetics and Materials Engineering at Jiangnan University, and attended by skin experts such as Liu Wei and Gu Ting, Director of Personal Care Market Development at BASF Greater China, as well as many other well-known industry experts and professionals.
One of the topics of discussion was the recent controversy surrounding the SPF value of domestic sunscreens, which has attracted considerable attention. In response to this, Liu Wei stated, “If companies follow international standard methods or the standard methods issued by the National Medical Products Administration, and do things ‘by the book,’ then the data will certainly be trustworthy.”
Regarding the differing levels of SPF testing between China and other countries’ products, Liu Wei straightforwardly stated, “Based on the information I have, both domestically and internationally, there are legitimate testing institutions as well as non-legitimate ones. We should not blindly trust testing reports from developed countries.”
All the attending guests mentioned that China has one of the strictest regulations globally, and consumers can have confidence in domestically produced sunscreens, both in terms of effectiveness and quality.
As a graduate of Jiangnan University, Deng Jianming has been deeply aware for many years that the founders of many well-known beauty and skincare brands in China are mostly market-oriented individuals who are proficient in channels and marketing but lack knowledge of raw materials and formulations. In contrast, many internationally renowned brands such as Nivea and Pond’s were founded by chemists and pharmacists.
Therefore, as someone with a chemistry background and a deep understanding of raw material structure, formulation research, and production processes, Deng Jianming is determined to establish and develop his own brand, Ositree, and drive the brand towards higher levels of professionalism.
In addition, unlike many Chinese beauty and skincare brands that are heading towards high-end development, Ositree has taken a different approach and is committed to creating a consumer brand that caters to the general public, aspiring to build an affordable and versatile brand across all product categories.
Just as Lei Jun, the founder of Xiaomi, once said, “Cost-effectiveness is a capability.” Ositree, with its excellent supply chain capabilities and the founder’s professional background, has embarked on a unique path in the development of Chinese beauty and skincare.
Regarding future development goals, Deng Jianming stated, “We will proceed steadily and aim for long-term success. Ositree aspires to become the number one in sunscreen sales in Asia or even the world.”
The development path of Chinese beauty and skincare brands is bound to be diverse, and Ositree, with its far-sighted vision that goes beyond the current trends in China, has reached a moment of flourishing and is making great strides towards its goal of being the “number one.”
