"Perfect Diary" Brand Research Report

Perfect Diary" brand profile

Perfect Diary brand was established in 2017. The brand founder from Harvard University and a British fashion designer met in London. With a keen sense of business and fashion, they hoped to have the opportunity to bring European and American makeup back to Asia and make a breakthrough in the creation of visual images.

Brand Concept

Unlimited Beauty, beauty without limits, advocates the younger generation not to be bound by external labels but to strive to constantly break through themselves, actively explore more possibilities in life, and meet a better self

Brand mission

Focus on exploring, reshaping and expressing beauty, providing everyone with a beauty experience that is within reach and exceeds expectations.

Brand Vision: Committed to exploring and developing European and American fashion trends, and at the same time developing a series of "high-quality, well-designed" fashion makeup products based on the facial and skin characteristics of Asian women, to realize the desire of young women to "enjoy color and enjoy life"; support China The fashion industry is determined to recruit a Chinese Beauty Icon with international influence.

Overview of the domestic beauty industry

The growth rate of the market size of the beauty industry has slowed down

According to the National Bureau of Statistics, the year-on-year growth of retail sales of cosmetics dropped from 42.5% at the end of the first quarter of 2021 to 13.5% at the end of the second quarter, and the retail sales of cosmetics in the beauty industry increased from 27.22 billion yuan to 37.93 billion yuan to maintain an upward trend . In June, the State Food and Drug Administration issued the "Measures for the Management of Changes in Cosmetics", which clarified the labeling management of cosmetics and the detailed requirements for labels; publicly solicited opinions on the "Regulations on the Supervision and Administration of Children's Cosmetics" to standardize the production and operation activities of children's cosmetics, packaging Makeup safe for children. The release of a series of policies not only guarantees the safety of consumers using makeup, but also promotes the high-quality development of the cosmetics industry.

E-commerce is an important online channel for brand communication

Affected by the epidemic, the overall sales of the beauty market will decline in 2020. At the same time, the anti-risk ability of e-commerce has also been fully verified under the epidemic test. It has increased by 20% within one year, and its share has also expanded from 50% in 2019. 59% by 2020.

Consumers’ dependence on e-commerce channels is not only reflected in the cost of expansion, but also in the selection of platforms; in 2019, urban female consumers across the country used 1.7 e-commerce platforms per capita when purchasing cosmetics, and this will increase to 1.8 in 2020 .

In this regard, brands have strengthened the position of e-commerce in the strategic layout. Overseas brands prefer e-commerce channels to the domestic market; domestic brands are also actively introducing online elements to offline channels, giving birth to the 020 model.

The growth trend of skin care products is prominent, and the popularity of color cosmetics and personal care remains flat

Live streaming has become a standard for brand marketing, and major beauty brands have stepped up their marketing and promotion efforts in the live broadcast room. In the second quarter of 2021, the live broadcast of skin care products among beauty products is the most popular, accounting for nearly 50%. According to a huge amount of calculated data, the TOP1 cosmetics and skin care products focus on the face, and the exposure rate of facial makeup and facial skin care in Q2 2021 is significantly higher than that of sunscreen, lip makeup, eye makeup and other products, indicating that beauty tends to improve the overall temperament.

"Perfect Diary" product strategy

Adopt cost-effective parity strategy

The products of Perfect Diary brand are mainly make-up, followed by skin care products. In order to satisfy their desire for beauty, consumers have also increased their investment in cosmetics, but they are often caught in the dilemma that big-name cosmetics are expensive and unaffordable, while cheap and inferior cosmetics can cause serious damage to the face. Good Perfect Diary brand has a good insight into the pain point of female consumers, and produces low-priced, high-quality, high-value, easy-to-use makeup products for consumers, quickly occupying this market; The famous Perfect Diary has cooperated with dozens of generations in total. factory, and its main foundry is a top cosmetics OME factory. At the same time, Perfect Diary also guarantees that the price of most of the products does not exceed 100 yuan. The product focuses on the strategy of small profits but high sales, which greatly reduces the gross profit margin. In conjunction with the large discounts launched in festival marketing, it soon became a big-name "replacement" in the minds of consumers. ".

Lip and eye makeup is the core product, brewing to enter skin care

The brand goal of Perfect Diary brand is to develop a series of make-up products for young women, mainly make-up and supplemented by skin care products. The product category of Perfect Diary brand is very rich. There are more than 500 full-line items on sale, and the number is still increasing. The main products are lips, eyes, facial makeup, makeup tools and makeup removers. According to the data from Taobao, the hottest product in the Perfect Diary flagship store is lip makeup, accounting for 39.05% of the total sales, followed by eye makeup, accounting for 31.62%, and facial makeup third, accounting for 39.05% of the total sales. 17.19%, and the total sales of skin care products accounted for 8.32%. While maintaining the sales advantage of lip and eye makeup, Perfect Diary is also planning to enter skin care. The "Wanxin Optimal" applet has launched a variety of eye care and cleaning products. From the sales ratio and product layout of Perfect Diary products, it can be seen from the side that the Perfect Diary brand adopts the strategy of "makeup first, and enter skin care products at the same time".

Beautiful product design

The product packaging of the Perfect Diary makeup brand is extremely careful. Taking the National Geographic co-branded series as an example, the product packaging is drawn in the form of needle painting, and the eye shadow color blocks contain a variety of rich textures, showing geographical textures. The naming or geography of each eyeshadow color number on the plate

Combining features, such as "Qomolangma" in "Fendai Plateau"; or named after traditional Chinese colors, such as "Twilight Grey", "Pine Blue", "Dan Fei" and "Wisteria". "Ingenuity + creativity" and the ultimate pursuit of details continue to surprise users, and the product sales are considerable.