A "Social Media Dragon" is born: understanding the digital marketing strategy behind the success of the Chinese makeup brand "Perfect Diary" in the local market.

Abstract

With the rapid growth of the cosmetics industry in China, both domestic and international brands have been actively using digital marketing to capture the attention of Chinese consumers. The aim of this study is to analyze the digital marketing strategies used by local Chinese makeup brand "Perfect Diary" (完美日记) and identify the key factors that have contributed to its success in the local market. The first part of the dissertation will be an overview of the cosmetic sector in China, comparing the market share of Chinese makeup brands with that of leading international brands, as well as investigating the changing perspective of Chinese consumers towards local brands. The research will also dive into the societal perception of makeup in Chinese society and the various beauty standards that influence makeup preferences and choices, exploring how local makeup brands adapt to meet those preferences and implement strategies that resonate with their culture. In the second part, we will discuss current makeup trends and the role of social media in influencing consumer behavior, highlighting the role of platforms such as RED/小红书 Xiaohongshu, 抖音 Douyin, 微博 Weibo and 微信 WeChat. The case study of Perfect Diary will be presented to provide practical insights into the social media marketing strategy, examining the role of influencers, particularly 李佳琦 Li Jiaqi (the “Lipstick King”), the impact of live streaming, the concept of 种草 zhongcao through KOCs (Key Opinion Consumers) on RED, as well as the effectiveness of WeChat Private Pools. The thesis will conclude by summarizing the key takeaways for a successful digital marketing strategy in China.