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  • August 2021 (Revised February 2024)
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Perfect Diary (完美日记)

By: Shunyuan Zhang and Sunil Gupta
  • Format:Print
  • | Language:English
  • | Pages:26
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Abstract

Jinfeng (David) Huang founded Yatsen Holding Limited in 2016 and launched the first direct-to-consumer (DTC) cosmetic brand, Perfect Diary, in 2017. Perfect Diary used social influencers or key opinion leaders (KOL) to successfully build brand awareness and to grow sales. By 2020, Perfect Diary was the second largest cosmetics brand in China behind Maybelline. Yet, as more brands used social influencers, Perfect Diary is facing increasingly fierce KOL competition. In resolving the problem, Huang has decided to build a multi-brand company by expanding into skincare. Could Yatsen compete with large legacy companies like L’Oréal and P&G in skincare? Huang needs to assess if the company could continue to grow using KOLs who helped successfully build Perfect Diary.

Keywords

Direct-to-consumer; Social Influencers; Marketing; Digital Marketing; Competitive Strategy; Brands and Branding; Expansion; Beauty and Cosmetics Industry; Asia

Citation

Zhang, Shunyuan, and Sunil Gupta. "Perfect Diary (完美日记)." Harvard Business School Case 522-030, August 2021. (Revised February 2024.)
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About The Authors

Shunyuan Zhang

Marketing
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Sunil Gupta

Marketing
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Related Work

    • August 2021 (Revised February 2024)
    • Faculty Research

    Perfect Diary (完美日记)

    By: Shunyuan Zhang and Sunil Gupta
    • January 2023 (Revised February 2024)
    • Faculty Research

    Perfect Diary (完美日记)

    By: Shunyuan Zhang and Sunil Gupta
Related Work
  • Perfect Diary (完美日记) By: Shunyuan Zhang and Sunil Gupta
  • Perfect Diary (完美日记) By: Shunyuan Zhang and Sunil Gupta
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