The product packaging of the Perfect Diary cosmetics brand has a high degree of care

1. The products of Perfect Diary mainly focus on makeup, followed by skin care products. In order to meet their own needs for beauty, consumers have also increased their investment in color makeup, but they often fall into a dilemma where the price of large brand cosmetics is too high to bear, while low quality color makeup can cause significant harm to the face. Perfect Diary has a good insight into the pain point of female consumers, producing cosmetics with low prices, good quality, high appearance, and easy to use for consumers, quickly occupying this market; Perfect Diary has collaborated with a total of 10 representative factories, with its main representative factory being the top cosmetics OME factory. At the same time, Perfect Diary also ensures that the price of most products does not exceed 100 yuan. The product mainly focuses on the strategy of small profits and quick turnover, greatly reducing the gross profit margin, and cooperating with the significant discounts launched by festival marketing, it quickly became a big brand "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 is to develop a series of color cosmetics products for young women, mainly focusing on color cosmetics, supplemented by skin care products. The product category of Perfect Diary is very rich, with more than 500 single products on sale across the entire line, and they are still increasing. The main products include lip, eye, facial makeup, makeup tools, and makeup removal products. According to data from Taobao, the hottest item in the flagship store of Perfect Diary is lip makeup, accounting for 39.05% of total sales, followed by eye makeup, accounting for 31.62%, facial makeup, accounting for 17.19%, and skin care products, accounting for 8.32% of total sales. While maintaining the sales advantage of lip and eye makeup, Perfect Diary has also begun to contemplate entering the field of skin care. The "Perfect Diary" applet has been launched with multiple eye care and cleansing products. The sales share and product layout of Perfect Diary products can reflect the strategy of Perfect Diary brand to adopt "color makeup first, while entering the field of skin care products". Beautiful product appearance design

2. The product packaging of the Perfect Diary cosmetics brand has a high degree of care. Take the National Geographic co branded series as an example, the product packaging is drawn in the form of needle tube painting, and the eye shadow color block contains a variety of rich textures, presenting geographical textures. The naming of each eye shadow color number in the disc or its relationship with geography Combination of features, such as "Everest" in "Fendai Plateau"; Or named after traditional Chinese colors, such as "Twilight Cloud Grey", "Magenta Blue", "Light Fei", and "Wisteria". "Craftsmanship+Creativity" and the ultimate pursuit of detail have constantly brought surprises to users, and the product sales volume is considerable. "Perfect diary" marketing strategy In the early stage of brand development, seize the bonus period of Xiaohongshu platform development and lay a certain user foundation In order to accurately attract customers, the "Perfect Diary" brand did not spend too much money to implant advertisements on Weibo, WeChat, and other major platforms in the early days of its establishment. Instead, it seized the bonus period of the development of the Xiaohongshu platform and realized mutual benefit and win-win results for both parties. The user group of Xiaohongshu is mainly the new generation of women after the 1990s and '95, which is a gathering area for domestic beauty lovers. During this period, Perfect Diary brand mentioned "Fashion Week" and beauty awards of major fashion magazines for many times (such as a note published in Little Red Book in March 2018 - "This liquid foundation has been ELLE, kill Estee Lauder, the key is cheap"), which attracted many fans. Co-branding to create a personalized brand "Perfect Diary" gives each product a rich story and unique personality through brand co branding, creating a unique IP. Perfect Diary was co branded with

3. Milan Fashion Week and designer Xu Yiwei during its initial stage, and later pioneered with the British Museum; From the second half of 2018 to the first half of 2019, Perfect Diary has conducted in-depth cooperation with multiple beauty bloggers such as "Handsome You Have a Dirty Face"; Then he played "China-Chic IP China National Geography", which fully showed fans the new height of the perfect diary in product creativity. At the same time, Perfect Diary is also building its own IP matrix, working both ways. According to the different needs of different people, "Perfect Diary" has opened thousands of WeChat signals and small programs to create its first IP - "Xiaowanzi", recommending more suitable products and providing better quality services to tens of thousands of users; The brand "Baipanzi Makeup Remover" is used as a doll to participate in offline activities, participate in short videos of small dramas, and open an independent Weibo account for Baipanzi to interact frequently with fans. Create a private domain traffic pool to gain insight into user needs Perfect Diary is the first batch of national cosmetics brands to start building private domain traffic, and currently the construction of brand private domain traffic pool is very mature. According to the nature of the service and the user groups it serves, the brand has set up a number of official account and small programs, such as the "Perfect Diary Campus Alliance" for the Student Party, the "Perfect Diary Experience Shop" for offline stores, and the "Perfect Diary Romantic Message" for spokesperson fans. At the same time, Perfect Diary invites customers to enter the WeChat community through the services of "new customers receive gifts" and "Xiaowanzi". When people with similar familiarity gather together, there will be exchanges. This process will reflect customer characteristics and consumption habits, which has an inestimable impact on the positioning and development of the brand. Fully apply the rice circle culture and actively communicate with "rice circle girls" On March 20, 2018, the official Weibo post of Perfect Diary solicited the first spokesperson of the brand from fans, and then presented it incompletely in the form of a "lip print", fully arousing the curiosity of fans. Then, the official announcement was made to interact with the "Rice Circle Girl" without obstacles;

4. Perfect Diary also cooperates with artists in different fields in various ways to build a star matrix, spanning multiple forms of idol actors, models, and singers, and achieves mutually beneficial and win-win cooperation with artists through event marketing. Vigorously layout the KOL communication system, and cooperate with KOL to penetrate various fields that young people like Perfect Diary fully considers the characteristics of various platforms and customers, and selects a large number of KOLs that match the brand for large-scale KOL launches. The perfect diary brand will not only cooperate with famous stars and famous KOL, but also select a large number of head and waist artists to cooperate, so as to sink the market. At the same time, the brand will also ensure the quality of the output content, further cover Tiktok users, and improve the brand's voice. Technical analysis - low proportion of technical investment and weak product competitiveness