In China, after occupying the dominant position of international brands in the cosmetics field for a long time, the cosmetics brands made in China seem to threaten the established order for the first time. This Chinese hero is the perfect diary, the only five-year-old Chinese cosmetics brand that subverts the Chinese cosmetics market. Due to its special and forward-looking strategy, perfect diary, also known as PD or "perfect diary", marks the transition to new market rules, and brands are flexible themes and take advantage of trends.
Perfect diary, a cosmetics brand made in China, competes with international cosmetics giants
Nowadays, almost all cosmetics markets belong to international brands. In fact, seven of the ten leading beauty and personal care product brands are foreign-funded. Although the data show that the market situation of international enterprises in China is stable, the publication of the perfect diary undermines this positive dynamic and shows how small enterprises can compete with long-standing global groups.
The perfect diary finally occupied the third place in China's makeup market, which proves this. Tmall ranks first among all cosmetics brands in terms of sales volume.
Take a quick look at China's cosmetics market
China's cosmetics retail market continues to grow. Following the record of 2992 billion yuan in 2019, retail sales in the market also increased by 20% year-on-year in October 2020.
In addition, even though the current market situation is good, due to the growing demand in second tier cities, Chinese men's attitude towards skin care is becoming more and more positive and their prediction for the future is more optimistic.
The Chinese people's view of cosmetics brands made in China has changed
Before the perfect diary entered the market in 2016, the Chinese did not trust domestic brands. This negative attitude is caused by different events, which have damaged China's trust in the domestic manufacturing market. For example, among these incidents, there is the famous "fake milk powder" incident.
Therefore, aware of the high barriers in the market, PD adopted original and creative strategies to make the company successful.
How does the perfect diary achieve its goal by investing in product quality and unique design
Because Chinese consumers lack confidence in the quality of products made in China, perfect diary chose many foreign original equipment manufacturers (OEMs) to produce its cosmetics. In addition, focusing on design and adapting it to the tastes of the target population is a key factor in the success of PD.
As the core audience of the perfect diary is generation Z, which is a group of hard to reach groups. They are used to buying high-quality products and are no longer satisfied with the conventional marketing methods. Therefore, PD tries to innovate as much as possible.
This year, for example, the fashion brand transformed itself and decided to expand the interpretation of its logo. PD no longer only stands for the perfect diary, "P" stands for "perfect" and "d" stands for "discovery, difference and diversity". It is completely consistent with the audience's attitude towards beauty.
This is the perfect combination of collaboration and design
From the cooperation with important institutions such as the Metropolitan Museum of art and the British Museum in New York, to the public relations with famous magazines such as national geographic and vogue, and then to the "more modern" cooperation with KOL and Kocs. Then, from all these partnerships, original and sexy packaging and unique design have been created
For example, an elegant limited edition lipstick was launched in cooperation with the Metropolitan Museum of art, with eight famous Royal portraits printed on the package.
Instead, a series of fascinating palettes were born in collaboration with Austin Lee's puppy. It is no accident that keeping pets has become a trend in recent years.
