These collaborations create a sense of novelty while elevating the brand.”
“The marriage with cultural organizations is quite natural since are both related to art and creation. Within this context, the brand offers itself as cultivated and sophisticated, says Ray Ju, Associate Director at Labbrand, a China-centric brand consultancy. Perfect Diary’s strategy is taking place in a broader cultural revival in which Millennial and Gen Z consumers are increasingly engaged by art and culture. The campaign drove 110 million reactions on Weibo and shifted 800,000 units. Packaged in playing-card-style boxes with the corresponding royal portrait embossed on the lid, the lipsticks struck consumers as fun, unique, and affordable. In 2019, Perfect Diary released a limited-edition collection of lipsticks inspired by the Metropolitan Museum of Art’s collection of royal paintings. Increasingly, however, these partnerships have also driven sales. Few people knew the brand and they needed collaborations with large cultural IPs to win traffic and attention from the market.” Image: Perfect DiaryĪt first, these collaborations were about novelty and shock value, says Ye Chen, a research analyst at ChemLinked. Perfect Diary x The Metropolitan Museum of Art. Drawing off the bright hues of Italian Renaissance ceramics, Perfect Diary created a 16-color eyeshadow palette exclusively for Singles Day, China’s e-commerce shopping bonanza on Nov 11. Perfect Diary has somewhat pioneered the practice beginning with its 2018 collaboration with the British Museum. Interwoven in Perfect Diary’s success story are cultural collaborations, which have tapped the surging popularity of products creatively incorporating cultural IP - known in China as wenchuang - and are helping to dramatically raise the brand’s profile. IPO in November that raised more than $600 million. The physical expansion speaks to Perfect Diary’s maturation from savvy upstart to shopping mall mainstay, a point boldly echoed by its blockbuster U.S. Today, the Guangzhou-based company operates more than 150 stores across China and strives to quadruple that number by the end of 2023. Perfect Diary began as an exclusively online retailer that disrupted the market with affordable price points and an innovative D2C model that used WeChat groups and private traffic to cultivate a loyal consumer following. Opened in late 2019, the store’s pastel-colored, social media-friendly product display rooms, trendy cafe, and VIP lounge make it the physical manifestation of a brand that has focused on young consumer experiences since the start. But its five-floor flagship store in downtown Chengdu evidences the emerging physical presence of China’s number three make-up supplier.
Perfect Diary is known for a nimble digital footprint - one responsible for capturing Millennial and Gen Z hearts in the frenetic four years since launching.
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