The iconic C-beauty brand is currently suffering from a domestic sales drop, financial losses, and stock-plummets. But it's attempting to tap into global markets by buying high-end brands and building ecommerce power overseas.
Perfect Diary has dominated China’s beauty market with its community building and innovative collaborations. But will these tactics work on a global stage?
The marketer behind China’s number one GenZ cosmetics brand Perfect Diary is changing the entire digital marketing landscape in the space of a few years with its uber-successful data-driven D2C model.
With authorities in China already starting to discourage effeminate behaviour in the media, we analyse whether the country's boy idols can keep delivering visibility and sales for brands.
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