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Can Perfect Diary take C-beauty global? | Advertising – Campaign Asia

Can Perfect Diary take C-beauty global? | Advertising – Campaign Asia

Perfect Diary is the poster child of Chinese beauty. Founded in 2016, the Yatsen-owned brand has quickly conquered China’s cosmetics market with its slick marketing tactics and deep understanding of what makes its young consumers, quite literally, click. The speed at which this five-year-old giant has grown is staggering. In 2018, it became the first brand to hit 100 million yuan ($15 million) in sales on Alibaba’s Singles’ Day. The following year, it broke its own record in a fraction of that time and became the first domestic brand ever to top Tmall’s “Double 11” beauty category, beating out the likes of… 

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