The perfect diary/perfectdaily brand was established in 2017,the perfect diary brand founder from Harvard University and British fashion designers met in London. With a keen sense of business and fashion, they hoped to have the opportunity to bring European and American makeup back to Asia and make a breakthrough in visual image creation.

Brand concept

Unlimited Beauty, which advocates that the younger generation not be bound by external labels, but strive to constantly break through themselves, actively explore more possibilities in life, and meet better self

Brand Mission

Focus on exploring, reshaping, and expressing beauty, providing everyone with a beauty experience that is within reach and beyond expectations.

Brand Vision: Committed to exploring and developing European and American fashion trends, while combining the facial and skin characteristics of Asian women to develop a series of "high-quality, well-designed" fashionable makeup products, realizing the desire of young women to "enjoy color and life"; Support China's fashion industry and aspire to recruit internationally influential Chinese Beauty Icon

Overview of domestic beauty industry

The growth rate of the beauty industry market slows down

According to the National Bureau of Statistics, the year-on-year growth of retail sales of cosmetics decreased from 42.5% at the end of the first quarter of 2021 to 13.5% at the end of the second quarter, while the retail sales of cosmetics in the beauty industry increased from 27.22 billion yuan to 37.93 billion yuan, maintaining an upward trend. In June, the State Drug Administration issued the "Management Measures for Changes in Cosmetics", which clarified the labeling management and detailed labeling requirements for cosmetics; Publicly solicit opinions on the "Regulations on the Supervision and Administration of Children's Cosmetics", standardize the production and operation activities of Children's Cosmetics, and ensure the safety of packaging children's cosmetics. The release of a series of policies not only ensures the safety of consumer makeup, but also promotes the high-quality development of the cosmetics industry.

E-commerce is an important online channel for brand communication

Affected by the epidemic, the overall sales volume of the beauty market declined in 2020, while the anti risk ability of e-commerce has been fully verified under the epidemic test, increasing by 20% within a year, and its share has also expanded from 50% in 2019 to 59% in 2020.

Consumers' dependence on e-commerce channels is not only reflected in the cost of expansion, but also reflected in the selection of platforms; In 2019, the average number of e-commerce platforms used by urban female consumers nationwide when purchasing cosmetics increased from 1.7 to 1.8 in 2020.

For this reason, brands have strengthened the position of e-commerce in the strategic layout, and overseas brands have preferred e-commerce channels to enter the domestic market; Domestic brands have also actively introduced online elements into offline channels, breeding the 020 model.

The growth trend of skin care products is prominent, and the popularity of makeup and personal care is flat

Live streaming has become a standard feature in brand marketing, and major beauty brands have increased their marketing efforts in live streaming rooms. In the second quarter of 2021, the popularity of live streaming of skin care products among beauty products was the highest, accounting for nearly 50%. According to a large amount of measured data, the top 1 of color makeup and skin care is concentrated on the face. The exposure rate of facial color makeup and skin care in Q2 2021 is significantly higher than that of products such as sunscreen, lip makeup, and eye makeup, indicating that beauty makeup tends to improve overall temperament.