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[China] "Kanmei Diary," a local cosmetic with quirky colors and ideas, is the talk of the town

  • Release date: Jun 01, 2020
  • 3531 Views
Guangzhou-based cosmetics maker Perfect Diary, which was founded in 2016 and opened an offline shop in Shanghai in the second half of 2019, is making headlines. Collaborating with China's National Geography, the company's earth-colored palettes (starting at 99 yuan/approximately 1,520 yen) are popular, with images of red clay, deserts and geological formations. Its eyeshadows (from 29 rmb/approx. JPY 444) are based on the color of wild animals such as pandas and tigers, as well as plants in their habitats, which are not conventional cosmetic brands. The brand's cool and modal finishes and its gender-neutral advertisements feature male celebrities wearing makeup. The company's high quality products, which are used in the Milan Collection, are popular with the younger generation.

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The brand has become a household name through its e-commerce app and offline shop sales model.

In recent years, domestic manufacturers have emerged one after another in the fields of electric vehicles, sports equipment (sneakers), home appliances and digital devices, and have begun to compete with products that foreign companies do not produce. However, in the cosmetic field, no company has yet stood out. The brand's petit-price price point is also popular.
China ranks first in the world in terms of both the size of the e-commerce market and the population of the e-commerce market, and has a high penetration rate of about 70%. The EC app (or manufacturer's mini-programs) and offline shop (a place to test products) sales model is becoming more and more established in the cosmetics industry, and "Kanbei Nikki" has become well known for this model.

E-commerce penetration

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Reference
DatarePortal, "Digital 2019"
Retrieved June 26, 2020, from https://bit.ly/3828bEw

E-commerce penetration

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This article is co-authored by TNC Lifestyle Researcher (http://lifestyle.tenace.co.jp/) and Intage's Global Researcher. Translated with AI Translator

  • TNCアジアトレンドラボ

    Author profile
    TNC ASIA Trend Lab

    TNC ASIA Trend Lab is an information organization run by TNC Inc. that researches and shares trends in Asia. It supports corporate marketing activities by finding insights from trends rooted in the lifestyles and habits of local consumers. http://tnc-trend.jp/

  • Intage Inc

    Editor profile
    Yang Yan

    A Chinese researcher living in Japan, he shares the realities of life in China and other countries. While in Japan, he uses an e-commerce app called Aliexpress to shop from China.

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