When it comes to capturing the hottest colors in the market and capturing users' psychology, Perfect Diary has never lost.

According to data from the FDA's cosmetics filing website, a total of 1,553 products were registered in Perfect Diary from the beginning of 2018 to the end of June 2020 before its launch. This data in Zi color, orange flower, Mary Dejia, Zhi Youquan, Katzi LAN, flower Xizi and other domestic brands, ranked first, card size category, perfect diary is a top student.

But thousands of categories, except perfect diary eyeshadow plate this hot single item, perfect diary seems to leave nothing, similar to the mention of low price coffee, consumers automatically take Luckin in their mind, leaving the public "flat" impression, which is not what perfect diary wants.

Once proud of DTC (direct-to-consumer marketing model). Through the release of small red book product experience evaluation and makeup tutorial for grass, Taobao transformation, the perfect diary of the private domain operation strategy is worth mentioning.

In order to further reach users and improve retention and re-purchase rate, for users who place orders on Taobao, Perfect Diary uses the way of red envelope reward to pull users into the wechat user group of Perfect Diary for repeated touch to improve retention and re-purchase.

Cooperated with 15,000 Kols, perfect diary "burn flow for sales" disease gradually emerged, its DTC customer number growth is weak, traffic is referred to the ceiling, online traffic becomes expensive, as the Internet indigenous perfect diary, can also tell a new story?

Perfect Diary wants to elude the consumption impression of "big brand Pinti" and improve the brand value.

In October 2020, the official of Perfect Diary named Zhou Xun as its first global spokesperson, which is also the first brand spokesperson of Perfect Diary since its establishment. Shortly afterwards, Troye Sivan, an internationally renowned singer-songwriter, was announced as the brand ambassador.

This is not a simple signal. Because since the establishment of perfect diary, most of the perfect diary choose flow star endorsement specific product lines, such as lip makeup spokesperson Zhu Zhengting, color spokesperson Luo Yunxi, etc.

Now choose Zhou Xun as the brand image of perfect diary, to some extent, means that perfect diary wants to complete the transformation from traffic to brand.

In addition, even if the unit price of products is not high in independent stores with neutral colors, a variety of co-branded products are placed, at least in terms of image, which is different from the cheap feeling of online promotion.