Bangkok: DE LEAF promotes its innovative Thanaka 4D product, capitalizing on the T-Beauty trend and combining it with Music Marketing to pave the way for expansion into the Vietnamese and international markets. DE LEAF, a leader in innovative natural skincare products, is driving its brand to an international level by elevating natural herbs through science. The brand has launched a creative music campaign incorporating AI technology and features popular celebrity "Ingfah Waraha" as its spokesperson, aggressively expanding into both domestic and international markets.
According to Thai News Agency, Mr. Supachai Chupanich, Managing Director of Meesuk Every Day Co., Ltd., owner of the De Leaf Thanaka brand, revealed the business direction and marketing strategy: 'DE LEAF combines the value of nature with science and innovation for proven results. What sets De Leaf Thanaka apart from other products on the market is its exclusive innovation, 'De Leaf Thanaka 4D Bio-Active,' backed by research, which discovered four key extracts: Polyphenols (antioxidants, skin protection), Flavonoids (soothes skin).' It contains ingredients such as arbutin (to reduce inflammation), arbutin (to brighten the skin), and marmesin (to help protect the skin from sun damage), providing comprehensive skin care in four dimensions. This aims to meet the trend of Skin Longevity, or achieving beautiful, strong, and healthy skin for a long time.'
This significant reformulation led to the launch of Deleaf Thanaka Soap, an upgraded formula with Triple Bright Active, combining Thanaka, orange, and niacinamide to deliver triple-brighter skin from the showering stage. This was coupled with brand momentum leveraged through the seamless integration of T-Beauty soft power trends with T-POP, culminating in a music marketing campaign. The release of the single 'Lub Lai Hai Jai Trem' (Carry and Make My Heart Flutter) featured a fresh collaboration between Ingfah Waraha, representing beauty, confidence, and good health, and RachYO, a popular Gen Z rapper, to communicate the results of smooth and radiant skin through a fun and confident song mood.
Furthermore, De Leaf built upon the key insight that "Beauty comes in many forms, and women aren't all the same, music doesn't need to be limited to just one genre" to cater to the diverse lifestyles and preferences of modern consumers. To achieve this, De Leaf presented the same song in seven different musical styles (including Modern Luk-Tung, Pop Disco, City Pop, Dream Pop, Jazz, and Metal), utilizing AI-generated technology to enhance the original vocals. This created vibrant, unique, and emotionally resonant sound that truly resonated with all consumer groups. "Currently, De Leaf has expanded its distribution channels throughout Thailand and exported to international markets including Myanmar, Laos, Mexico, and most recently, Vietnam, in collaboration with Ingfah, which has received overwhelming positive feedback from Vietnamese fans. The combination of scientifically proven product innovation with modern marketing strategies will be a key driver for De Leaf's sustainable international growth.