Perfect Diary creates a new history of China makeup, and domestic makeup topped Tmall double 11 for the first time in the past 10 years!

Shortly after 0: 00 on November 11th, Perfect Diary became the first make-up brand of Tmall double 11. In just 28 minutes, the sales of Perfect Diary exceeded the sales of double 11 in 2018. As of 24:00 on November 11th, the dust settled, Perfect Diary ranked first in Tmall’s cosmetics sales list, and became the first domestic brand to rank first in Tmall’s double 11 cosmetics list, achieving a historic breakthrough in China’s cosmetics!

Previously, in the first ten years since the establishment of Tmall double 11 Shopping Festival, the top spot of Tmall cosmetics sales list has been occupied by European and American brands. This year, in the 11th double 11, for the first time in history, a domestic brand became the first in Tmall’s cosmetics sales list. This honor is not only a perfect diary, but also a powerful signal of the strength of domestic cosmetics.

Tmall double eleven all-day data shows that the perfect diary has also set a number of firsts: eye shadow category sales first; The sales of lip glaze category is the first; The sales volume of mascara category is the first; Eyeliner category is the first in sales. Perfect Diary × Discovery co-branded 12-color animal eye shadow, misty dream matte lip glaze, slim and durable mascara, slim and durable eyeliner and other ace products occupy the first place.

What is striking is that in the eye shadow category alone, among the top five in Tmall’s sales list, Perfect Diary occupies three places. On the day of Double Eleven, the eye shadow sales of Perfect Diary have exceeded one-third of the total sales of Tmall eye shadow, reaching 35%, and the sales volume is 1.5 times that of the second place, making it king. For every five eye shadow discs sold on Tmall, one comes from the perfect diary. Among them, the Perfect Diary Explorer’s Twelve-color Animal Eye Shadow won the championship of eye shadow category without any suspense. Since its debut in March 2019, this ace eye shadow item has been ranked first in Tmall Eye Shadow for 9 consecutive months. In addition, the new eye shadow of Perfect Diary this season-chinese national geography co-branded limited eye shadow also performed well, ranking third in the eye shadow category, while the brand evergreen’s entry-level nine-color shadow tray also recorded fourth place.

Conceptual creativity and sincere product development that break through the boundaries of imagination help the perfect diary to establish the status of eye shadow king step by step. As early as 2018, Perfect Diary joined hands with the British Museum to launch the visionary 16-color eye shadow tray, which started the first shot of the joint name of its products and world-renowned IP, and also spurred the "joint name fever" in the field of fashion and consumer goods.

In March 2019, Perfect Diary cooperated with Discovery Discovery Channel to jointly launch Explorer’s 12-color eye shadow. Inspired by the eyes of animals when hunting, Explorer’s twelve-color eye shadow extends the theme of "hunting what I see" and combines product color matching with creativity. After the launch of this series, its performance was even stronger. It sold out on the first day, with an average of 48 discs sold per second, setting a record for the first launch of Tmall eye shadow category, and it still ranks first in the sales of Tmall eye shadow category.

A new product specially customized for this double 11-Perfect Diary × chinese national geography Sixteen-color Eye Shadow, is a new season limited eye shadow jointly launched by Perfect Diary brand and well-known magazine chinese national geography. The new eye shadow was first launched in September this year at the National Tide Show of Tmall China Cool in Paris Fashion Week. Inspired by the beautiful scenery of China mountains and rivers, and based on the real Chinese topography, four eye shadows with themes of "Red Flowers and Danxia", "Pink Plateau", "Blue Lake" and "Huancai Terrace" were launched, with the oriental wisdom and accumulation behind them. With the precipitation in the field of eye shadow in the first half of the year, the perfect diary geographical eye shadow was hotly debated when it was first launched. The related topics of Weibo # Perfect Diary Geographical Eye Shadow # and # Performing China Beauty # have reached 180 million, and the exposure of the whole network is expected to exceed 400 million.

In addition to the special "pork belly" texture inspired by geography in the eye shadow tray, color matching, packaging and color number naming highlight the ultimate detail pursuit of each new product in the perfect diary. Each eye shadow color number on the plate is named after the traditional color of China, a famous natural landscape in China. It can be seen from the naming of traditional colors, such as twilight grey, lotus color, dark green and yellow, that Chinese’s understanding of colors is largely derived from his observation of nature. China’s beauty is both a natural color and a poetic color.

This chinese national geography eye shadow, Perfect Diary, was launched at Paris Fashion Week in September, aiming to move China fashion elements to the world stage, so that more people can understand the exploration and pursuit of China’s beauty cosmetics and the oriental wisdom and accumulation behind it. With this original intention, the brand joined hands with the professional makeup team from London to create a variety of different makeup styles for the Tmall China Cool show, taking into account rich elegance, street trends and bold personality, hoping to pass on the spirit of unlimited beauty to more people.

In today’s market with many joint names, why do several joint eye shadows of Perfect Diary have such bright results? According to Lu Jianhua, president of Perfect Diary Division, "Our team is very individual, and we usually like to discuss beautiful and novel things. I like free-style very much when the product concept collides. At the same time, the company also respects the voices of employees and tries to make everyone’s fun ideas come true. " However, free-style is not equal to being unconstrained. Perfect Diary attaches great importance to data analysis and consumer research. Always put fans first, insist on first-hand research, listen to their voices, and fully combine the opinions of the team and consumers when the products finally land.

Of course, in addition to co-branding ideas, Perfect Diary has also made great efforts in the development of eye shadow products, and its performance is outstanding in terms of texture and color diversity. The brand’s four eye shadow tray series all have more than two different colors, which fully meet the needs of make-up white and make-up experts. Rich and varied textures also highlight the bold innovation of Perfect Diary in product strength. This year’s mosaic monochrome eye shadow, in addition to matte, pearlescent, large flashing and other diverse textures, there are rare novel textures such as mixed-color Fritillaria and streaky pork, with a total of over 40 color numbers for consumers to choose from. The new national geographic eye shadow and perfect diary are among the few brands on the market that apply the texture of roasted pork belly to the production of eye shadow tray.

It is worth mentioning that, whether it is the eye shadow or lipstick of the perfect diary, KOL, an outstanding domestic beauty cosmetics, such as "Brother Lipstick" Li Jiaqi and Sister Piggy, are invited to perform core creative videos and posters, and many KOL are invited to display their creative and productive makeup teaching contents. In terms of communication methods, Perfect Diary chose a way closer to consumers, and used various forms flexibly, such as live broadcast, short video, graphics and text, to efficiently convey the core concepts and selling points of products to consumers.

Compared with lip makeup and other entry-level makeup with high daily usage, eye shadow has a certain purchase threshold for the average user. When consumers buy eye shadow, the decision-making chain will be relatively long. Whether the texture, color rendering and color matching of the products meet their own needs will greatly affect their decision to buy eye shadow products. However, before the Perfect Diary Nine-color Eye Shadow came to market in 2018, there was no eye shadow on the market that was rich in color and texture, and the span could meet the needs of small white to high-end people, and was customized for Chinese. Perfect Diary found this opportunity through market analysis, and conducted in-depth consumer research. From product design to marketing communication, it fully tapped the power of domestic opinion leaders of head beauty experts, and clearly conveyed the use value and emotional value of eye shadow products to consumers by combining PGC and PUGC, which effectively supplemented the key information on the consumer’s eye shadow purchase decision-making link and effectively promoted the purchase transformation.

A variety of eye shadows in Perfect Diary have now accounted for more than 20% of the brand’s sales, and helped the online eye shadow category achieve an annual growth of more than 50%, leading the entire online beauty industry. As of November 2019, Perfect Diary has been ranked first in the sales of Tmall eye shadow category, and its sales exceeded the sum of the second to seventh places. It must be said that the eye shadow category has played a vital role in the historical breakthrough of the perfect diary to achieve the top of domestic makeup.