GUANGZHOU, China, Nov. 15, 2018 /PRNewswire/ -- Christy Sun, marketing
VP of Perfect Diary, one of China's homegrown cosmetics brands, sat for an
interview with CGTN (formerly CCTV NEWS) during the inaugural China
International Import Expo (CIIE). ). On November 11, the annual shopping spree that just
took place on Tmall, Alibaba Group's marketing-leading B2C online
shopping website, Perfect Diary as an
emerging Chinese cosmetics brand, outrivaled a number of
competitors with the highest sales in the color cosmetics category
during Tmall's promotional campaign.
The internet era signaled the end of large-scale standardized
production. Affluent consumers are seeking something personal and
unique. Christy noted affirmatively, "Gen Z consumers - those born
after 1995 - are the main targets of competition among brands."
Referring to why she chose the color cosmetics industry as their
battlefield, Christy stressed the
relevance with China's consumption
trends. According to the 2017 report on cosmetics and skincare
consumption trends in China
jointly released by CBNdata and Tmall, cosmetics has become one of
the best-selling items, with sales growth exceeding 50% over a
four-year period, well above the average rate of growth for all
skin care products. The Perfect Diary team has come to the
conclusion that it takes just three years for someone who has
started using beauty cosmetics to upgrade to color, with variations
in how each demographic will do so. In addition, in 2016, consumers
born after 1990 outnumbered those born between 1980 and 1989 while
the number of consumers born after 1995 seeking a more personalized
solution grew more rapidly. Christy added, "We have developed a
deep understanding of personalized consumption and target Gen Z
consumers by launching a variety of creative events on social
media. With a focus on the international fashion trends and
lifestyles of Gen Z consumers, we have launched a series of
high-quality innovative color cosmetics products that appeal to Gen
Z consumers seeking personality expression."
Christy said that their consistent focus on products that are
appealing to shoppers is another reason for Perfect Diary's
success. To compete with leading international brands in terms of
quality, Perfect Diary has partnered with the world's leading OEMs,
including those who also provide products to Italian brand
Intercos, South Korea-based COSMAX
and COSON, as well as leading international brands such as Dior and
YSL.
Perfect Diary also focuses on its social marketing performance
as, in the current era, the amount of internet traffic related
to users of the products is key to the success of a company's
online marketing efforts. In September, Perfect Diary signed with
Zhu Zhengting, a popular idol among millennials and lead singer of
the Chinese band NEX7, as its new brand face for its lipstick
products. With the new campaign, the company's integrated brand
marketing efforts improved fan engagement significantly with
impressions exceeding 800 million across all social platforms. Ms.
Sun said the new 16-color eyeshadow compact jointly designed with
the British Museum became one of the most talked about topics among
beauty product fans and cultural creatives. The product received
high praise for its beautiful look and the consistent quality of
its exquisite powders. On leading Chinese Twitter-like social
networking platform Weibo, the new eyeshadow compact ranked in the
site's "Top 10 Hot Searches" list.
Ms. Sun added, "According to the latest FAST rankings released
by Alibaba Group's B2C platform Tmall.com, Perfect Diary leads the
cosmetics industry in terms of member engagement. The average views
of the headline posts published by the company on its WeChat
account surpassed 100,000. This extraordinary engagement that is
head and shoulders ahead of our domestic and foreign rivals ensures
the brand's connection with its fans."
Ms. Sun indicated that as foreign culture and brands have become
more popular among Chinese consumers, Perfect Diary hopes to become
a part of the growing Chinese beauty or C-beauty industry. With
impressive educations and working experience accumulated in
China and abroad, the team at
Perfect Diary plans to boost the growth of the C-beauty industry
with its peers and improve the popularity of Chinese beauty brands
not only among consumers in China
but also around the world.
In an era of growing adoption of Chinese products, Chinese
fashion brands are increasingly becoming the choice among
consumers. Unlike traditional Chinese brands, the emerging
cosmetics brands are proud of their identity as a China-made product. They offer high-quality
products that meet the unique needs of Chinese consumers with a
firm determination to take the next step and move into global
markets. Ms. Sun concluded that as a young cosmetics brand, Perfect
Diary is learning from the industry's leaders and continues to
create more value for consumers.
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SOURCE Perfect Diary