How Can Emerging Beauty Brands Succeed in China – Case Study

perfect diary china cosmetic case study

How “Perfect Diary” is winning the Chinese Beauty market?

In the past two years, the rise of new beauty brands has brought great pressure to the traditional beauty industry. Among them, the fastest-growing brand is “perfect diary”, a brand that used to be so low-key has become an object for many brands to imitate. In the 2018 T-mall promotion campaign, “perfect diary” achieved the first sales volume in the beauty industry, surpassing foreign brands such as l ‘Oreal. In 2019, Tmall double 11 shopping festival, “perfect diary” ranked first in the beauty category. After that, the “perfect diary” has set up a retail headquarters in Shanghai and says it will open more offline stores across the country.

In such a short time, the expansion speed of “perfect diary” can even match many traditional beauty brands. Many new brands also start to imitate the development mode of “perfect diary”. Although they won’t be the second “perfect diary”, every brand will accelerate its growth in this process. This article will summarize the success of the “perfect diary” and provide a reference for the development of beauty brands.

Key points for new beauty brands success in China

The official account of “perfect diary” has 1.3 million followers on the “little red book”, a staggering number compared to other beauty brands. The reason for such a large fan base is that “perfect diary” places a lot of emphasis on the layout of the “little red book”, including the emphasis on KOLs marketing and content marketing. In the “little red book”, the content about “perfect diary” is all original content, high credibility, low degree of coincidence, which already gets the trust of consumers. If the emerging brands want to quickly develop the brand, the “little red book” will be a platform that cannot be ignored.

The app is specialized in foreign cosmetics with more than 80% of its users being women and more than 60% being women living in first in second tiers Chinese cities. Find out about our Little Red Book Solutions.

  • Improve WeChat management and create “private domain traffic”

Creating “private domain traffic” is now what every Chinese beauty brand is doing. How to accomplish this more effectively is worth deep thinking. “Perfect diary” created its own official WeChat account and which has a unified brand image, the content released is also very close to consumer life. After the brand shortens the distance from the consumer, the official account will issue some cosmetic suggestions and carry out promotional activities.

Perfect Diary Wechat Account and WeChat mini program
  • Beautiful and Creative Packaging

An outstanding marketing strategy cannot separate from the product itself. “Perfect diary” also attaches great importance to product development. The outer packing of the product does not use traditional images like flowers and trees but chooses the independent packaging design, which is exquisite as an oil painting. Excellent product quality and exquisite appearance are the characteristics of “perfect diary” products.

Check out our packaging services and case studies & Read more about The perfect diary’s impact on Maide in China Cosmetics

Conclusion on the perfect diary case study

If emerging brands want to be successful, they must market from the perspective of young consumers, make good use of popular e-commerce platforms and social media, Kols, build strong customer loyalty, and on the other hand, have excellent product quality. As long as the above requirements have been achieved, these brands will have their own opportunities


  • Beauty brands are so warmly welcomed in China that a new brand could only focus on this market and succeed more than it would in its own market!
    It’s true that Chinese people love beauty products or skincare products imported from aboard, they are seen as high-end quality products and some products can quickly be sold out.

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