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I. Introduction
1. Lipsticks Brand In Market
When it comes to cosmetics, lipstick is regarded as the most important items. It enhances your
personality and adds a touch of glitz to your appearance. We often hear a lot about popular Korean
drugstore lipstick brands such as 3 Concept Eyes, Black Rouge, Innisfree, Merzy, Clio... These lipsticks
are aimed at the average customer segment, who are usually students, so the price of these brands
usually ranges from 150,000 VND - 400,000 VND.
Besides, there are still famous lipstick brands in the high-end segment. High-end lipstick brand is a
word used to describe high-quality, expensive lipsticks with eye-catching designs like M.A.C, Chanel,
Dior, YSL, etc. With high-end lipstick brands, the lowest price for a regular lipstick is from 500,000
VND, the most expensive is about 2 million VND.
2. About Perfect Diary
In recent years, more and more people have realized the importance of personal external image, and
the number of cosmetic products that can enhance the image has increased year by year, which has
led to the development of China’s cosmetic market. And Chinese domestic cosmetic brands also
started appearing and popular in Vietnam about 2 years ago with skin care products such as masks
of brands Naruko, Beauty Diary, Wetcode, Chando, etc. ... Besides, make-up products, especially
lipsticks are also very popular and loved by many people.
Perfect Diary is a brand established in 2017 and has become the NO.1 beauty brand in terms of
domestic products in 2019. Although it is only a new brand in the market, Perfect Diary has quickly
been introduced. Young people in Southeast Asia are very popular and well received, especially the
lipstick product line has emerged quickly, not inferior to the Korean lipstick lines.
In less than three years since the establishment of Perfect Diary, it has become a leader in China’s
cosmetics market with its own ability, occupying a place in the market, with hard-won results. On T-
mall in 2019, Perfect Diary was ranked No. 1 in color cosmetics and No. 3 in beauty. Perfect Diary
was the first Chinese company to win the beauty category, as well as the color palette, lipstick,
mascara, and eyeliner categories, during the Double 11 campaign.
Perfect Diary previously placed third in the Chinese cosmetics market share in 2019, tied with MAC
(of Estee Lauder), only behind LVMH of Christian Dior and L'oreal.
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3. Brand In Vietnam
In Vietnam, Perfect Diary has achieved impressive results with 893,300 followers and lipstick sales
reaching 143,000 on Shopee Mall. There is no denying the attraction of lipsticks of this popular
segment to women. And not only in Vietnam, Perfect Dairy has swept the Southeast Asian market,
with online outlets in the Philippines, Singapore, and Malaysia, as well as stores of Lazada (a
subsidiary of Alibaba).
II. Marketing Strategy
1. Product
1.1. Product List
Perfect Diary, with the brand concept of "beauty has no limits" and everyone can be beautiful is the
mission that the brand wants to bring to consumers. The brand has 121 products on e-commerce
platform Shopee including lipstick products, eye makeup products like eyeshadow, eyeliner, mascara
and facial makeup products include foundation, powder, concealer,…
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1.2. Product Features
When it comes to Chinese products, we often worry about the product's ingredients because China is
famous for products with harmful ingredients. But for domestic goods, the quality of the product may
exceed the expectations of consumers.
As for the main ingredients in Perfect Diary's lipstick, there are
ingredients that moisturize the lips to help them become soft, smooth
and stick to the color better. Matte lipstick but does not cause dry lips
because it contains moisturizing ingredients to soften lips. The lipstick
has the ability to keep the color for 3-4 hours in case you do not eat or
drink. However, you should exfoliate your lips before applying lipstick
to make the lipstick more smooth and color standard.
The powder has a fairly thin texture that feels very natural on the
face. The condition of thick chalk or secretive, heavy face does not
occur when using this product. Moreover, the product also has the
ability to stick to color and control oil for up to 8 hours. Therefore,
girls with frequent oil spills will often prefer to use this product
line. In general, the ingredient list of the powder is quite nice. The
product does not contain ingredients that are harmful to the skin.
On the contrary, the skin is effectively softened and moisturized
without clogging pores.
About Perfect Diary foundation, the products are rated as having good
coverage and good oil control. Besides, the finish layer penetrates and
matches the color with the skin. Therefore, the base layer will not be
broken or moldy after a few hours of use. However, the cream is a bit
dry, so you have to act quickly to avoid the uneven color of the
foundation. Perfect Diary foundation has 3 tones for white skin P21
(white undertone cold), N21 (white undertone neutral) and B22 (light
skin undertone yellow).
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The eyeshadow palette from Chinese domestic brand Perfect Diary
has excellent quality at a reasonable price. This eyeshadow product
is an important step to help your eyes become more beautiful and
sparkling, a deep and beautiful eyes naturally. Products are diverse
in color, from gentle to personality, suitable for many different
makeup styles. Fine powder, standard color and lovely shimmering
colors, with excellent adhesion to the skin.
1.3. Product Packaging
In general, Perfect Diary's products are very focused on external design. Products from lipstick,
eyeshadow to foundation, powder all have eye-catching designs, creating a luxurious feeling that is
not inferior to high-end products. Each collection for each product range has different designs with
different creative inspirations, which create a new feeling, not boring and useful in attracting
consumers.
For example, about Perfect Diary Saturated Rouge Intense Velvet
Slim Lipstick Collection, the first impression of this collection is the
excellent design. The elongated outer shell has a metallic color
combined with white leather to create a very fashionable and trendy
feeling. In addition, when customers buy lipstick, they will be given a
white leather case used to hold the lipstick.
One more collection, about eyeshadow products, Explorer
Eyeshadow Palette Series. This is a collection inspired by the
eyes of animals through the lens of Discovery - a famous
American TV channel specializing in science & life. This
collection has 12 different color palettes, inside is equipped with
a rather large mirror that makes it easier for us to manipulate.
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2. Price
With the brand's mission of "Everybody can easily be beautiful", Perfect Diary's lipstick products are
priced suitable for a wide range of customers from high-end to affordable, the price of a lipstick
fluctuates. from 150,000 VND - 400,000 VND, an affordable price for a product equivalent to high-
end product ranges.
In addition, eye makeup products and facial makeup products have different prices for each range
but reasonable prices compared to the quality and packaging of each product line.
3. Place
According to ndh.vn, Perfect Diary is an online cosmetics firm launched by billionaire Huang Jinfeng's
Yatsen digital commerce platform in 2017 and Perfect Diary have more than 150 outlets across China
by 2020.
In Vietnam, the brand's products are sold on e-commerce exchanges such as Shopee, Lazada, ... and
currently there are no stores built in commercial centers. But with rapid development, in the near
future we will see Perfect Diary's stores appear in Vietnam as well as other countries in Southeast
Asia.
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4. Promotion
4.1. Advertising
Starting as an online brand, Perfect Dairy understands and captures the strengths of technology,
social networks and influencer marketing in the current era. Social networks such as TikTok, WeChat
or new influencers and trends have all become key elements in Perfect Dairy's communication
activities and play an important role in its success. of the company in the market of billions of people
with fierce competition from many big and small names. Specifically, Perfect Dairy has conducted 02
prominent influencer marketing campaigns on social networks.
Perfect Diary takes full advantage of celebrity in C-biz and creates a diverse network of
representatives/speakers or ambassadors. The brand "Perfect Diary" has collaborated with foreign
cosmetics brand Galénic and invited internationally renowned singer Troye Sivan as its
spokesperson. Most recently, the company also attacked the Vietnamese market with the
representative of female singer AMEE promising to bring a boom in the future. This brand also spends
heavily on ambassadorial contracts with many famous domestic stars such as female singer AMEE in
Vietnam or Malaysian influencer Joey Chua to promote products.
Perfect Diary ambassadors
What makes Perfect Diary stand out to consumers is its ability to turn public traffic into private traffic
and centralize access to customers. To do this, the Guangzhou-based brand first encourages
customers to connect their personal WeChat accounts to Perfect Diary's account. The brand then
partnered with KOCs to act as online beauty consultants. They will post product reviews and
exclusive promotions to encourage shopping in private chat groups on WeChat. Perfect Diary may be
the new brand that brings the power of private traffic to the surface globally known.
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4.2. Sale Promotion
At genuine Perfect Diary stores on e-commerce exchanges, there are always promotions with gifts
associated with different product lines. Promotions such as “Buy 1 get 1”, "Buy 2 products 10%, 20%
or 50% off" are the most popular promotions on the exchanges of this brand.
And sometimes, on special days, the brand always has Flash Sale programs with preferential prices
and attractive gifts for consumers to enjoy. For example, on Shopee Super Brand Day 9-10.5,
MagicStay Powder with oil control up to 12H and MagicStay Cushion Foundation perfect for everyday
use in the summer will be only 279,000 VND in flash sale frames. Mascara and mascara under the
same MagicStay line will only be 89,900 VND to keep your eyelashes always curled and seductive.
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III. Personal Feelings
Perfect Diary's products when purchased at e-commerce sites are included with gifts. The brand also
pays great attention to product packaging, so that the products can reach consumers in the most
perfect way, so that consumers feel that the money spent on the experience of the product is worth
it.
Knowing the brand through the Chinese TikTok platform from influencers and after watching the
review videos of Perfect Diary's product lines on Youtube and social networking sites from
consumers in Vietnam, I decided to buy Perfect Diary's products about experience.
My personal experience with its lipstick products is mostly the same as advertised. Silky smooth
lipstick, whether it's a lipstick or a cream lipstick, is suitable for those of you with dry lip skin like
myself. About the scent of the product, Perfect Diary Saturated Rouge Intense Velvet Slim Lipstick
Collection and Perfect Diary Abby's Choice Collection have quite similar scents, both are sweet
candies. However, about Perfect Diary Glamor Select Velvet Liquid Lipstick Collection, although they
share the same collection, the two lipstick colors I own have different lipstick qualities, possibly due
to the different content of ingredients that makes the difference such difference.
IV. Conclusion
Perfect Diary is a brand that puts customer experience and opinions first. Although it is only a new
domestic brand established within the last 3 to 4 years, the brand has a strong foothold in the Chinese
cosmetic market in particular and the Asian cosmetics market in general. Each of Perfect Diary's
products, when reaching the hands of consumers, always shows the correctness, the products belong
to the popular segment but have the same packaging and quality as high-end products. This makes it
possible for customers to experience luxury at an attractive price, true to the brand's mission of
"Everybody can easily be beautiful".
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References
1. https://wenku.baidu.com/view/1d103a06d05abe23482fb4daa58da0116d171f3e
2. https://ndh.vn/quoc-te/hang-my-pham-trung-quoc-thanh-cong-bang-nen-tang-cong-nghe-
127494https://asia.perfectdiary.com/pages/our-brand5.html
3. https://asia.perfectdiary.com/pages/our-brand
4. https://shopee.vn/perfectdiary.vn
5. https://chanhtuoi.com/son-perfect-diary-co-tot-khong-p4667.html
6. https://jingdaily.com/?s=Perfect+Diary
Table of Contents
I. Introduction 2
1. Lipstick Brands In Market 2
2. About Perfect Diary 2
3. Brand In Vietnam 3
II. Marketing Strategy 3
1. Product 3
1.1. Product List 3
1.2. Product Features 4
1.3. Product Packaging 5
2. Price 6
3. Place 6
4. Promotion 7
4.1. Advertising 7
4.2. Sale Promotions 8
III. Personal Experience 9
IV. Conclusion 9
References
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