"One lipstick, divided into two eras."
A month ago, the protagonist in this copywriting, the "bionic film" essence lipstick pioneered by the Perfect Diary brand, was officially launched, and half a month later, it continuously topped the Tmall lipstick hot sales list TOP1, and a number of popular colors were sold out. In the just-concluded "National Day Carnival Season", it was ranked as the top 1 of the three major lists of Tmall white lipstick hot sales list, hot selling list and praise list. As of today (October 13), the product is still ranked in the TOP1 of Tmall lipstick new product list.
© The picture comes from the Tmall list
Why did this lipstick arouse such an enthusiastic market response as soon as it was launched? And why is it said that it can divide two eras?
At the 2023 (8th) China Cosmetics Trend Conference and the "Bionic Film" essence lipstick tasting held today, Perfect Diary shared the black technology behind this product, known as the "new species of lipstick", revealing the mystery of its makeup effect of "high color rendering and good makeup removal".
01
Functional makeup is trending
The new Perfect Diary product was born
From the early days of human history when colored substances were applied to the lips, to today's variety of lipstick products, lipstick, as one of the oldest surviving cosmetics, has undergone thousands of years of evolution and change. Its development is not only a witness of human aesthetic changes, but also derives many representative demand meanings and economic values, and has become an important category with both practicality and symbolism in the consumer market.
However, it is worth noting that although the development of lipstick has been quite mature, and the innovation around the lipstick number and form is endless, dryness, uneven coloring, lip lines, etc. are still the "hard injuries" of many lipstick products, especially after using lipstick, it will aggravate lip peeling, fine lines, and damage have also occurred repeatedly.
How to protect the lip skin and maintain a good condition while showing the effect of makeup has also become the focus of consumers' increasing attention. Research from Mintel, a global research consultancy, also testifies to this need.
© Chengjing, Chief Scientific Officer of Yixian E-commerce
Cheng Jing, Chief Scientific Officer of Perfect Diary's parent company, Yixian E-commerce, shared at the meeting that Mintel's research report shows that after the epidemic, global consumers' concern for overall health has extended to the field of skin care and color cosmetics, and the rising enthusiasm for skin care has driven consumer demand for skin care makeup. Especially in lip makeup, "skin care effect" surpasses "color" and has become the strongest purchase driver of lip makeup. The trend of color cosmetics innovation, including lipstick category, is gradually transitioning from color-dominated to "color + skin care + efficacy".
Cheng Jing pointed out that the development of biotechnology can effectively promote the development of functional makeup, and the current penetration rate of functional claims of Chinese makeup products is lower than that of other global mainstream markets, which also contains greater market opportunities.
Therefore, after in-depth consumer research and insight, focusing on the unsolved pain points of lipstick products, Perfect Diary starts from the biological characteristics of the lips, simulates the sebum membrane of ordinary normal skin based on the biotechnology research and development path, and creates a layer of bionic sebum membrane for the lips to improve lip problems.
With the blessing of its lip bionic film Biolip™, the first "bionic film" essence lipstick came into being, truly ensuring the basic makeup effect of lipstick, while superimposing a double repair and nourishing effect.
02
"Bionic film" patented black technology
Makeup and makeup in one
So, what is a "biomimetic film"?
According to Perfect Diary's Marketing Director Wu Zhaoqian at the "Biomimetic Film" essence lipstick tasting meeting, based on skin science research, Perfect Diary found that compared with other parts of the face, the lips do not have the protection of the sebum membrane that can bring barrier protection and moisturize the skin, which also means that the lip skin is more fragile. Therefore, building a protective film for the lips became the idea of its new product development.
Different from the concept of "film-forming" claimed in traditional lip makeup, Perfect Diary's innovative lip bionic film Biolip™ is a natural barrier function that simulates the lip skin, creating a layer of structure and composition double bionic sebum membrane for the lips, and fusing the patented ingredient - Pomegranate Peptide Complex, which contains 46 kinds of pomegranate extract active molecules to deeply repair, plump and revitalize the lip skin.
© Perfect Diary "Bionic Film" essence lipstick tasting session
With the blessing of patented ingredients and bio-black technology, Perfect Diary's "Bionic Film" essence lipstick can evenly lock color to the outside, strengthen the barrier, sustainably and deeply nourish the lips internally, promote collagen regeneration, ensure the basic makeup function of lipstick, and truly bring the effect of high color, strong barrier and light lip lines, truly realizing the innovation of lipstick makeup effect, lip essence and lip priming.
And it's worth noting that this lipstick is also Perfect Diary's first dermatologically proven lipstick. According to Wu Zhaoqian, the product has been verified by the clinical test of the Department of Dermatology of Ruijin Hospital affiliated to Shanghai Jiao Tong University School of Medicine and the dual scientific verification of the authoritative efficacy test data report of SGS Asian consumers. Dermatological clinical test verification showed that after 2 weeks of using the product, the number of fine lip lines decreased by 53.39%.
As its tagline suggests, while traditional lipsticks only care about pleasing the eyes, Perfect Diary "Bionic Film" essence lipstick will also take care of the lips. As a "new species", "Bionic Film" essence lipstick breaks through the shackles of traditional lipstick and walks in a new era of biotechnology-empowered makeup and beauty.
In addition to product concept and technological innovation, Perfect Diary is also particularly attentive to color and product packaging design. According to reports, its color number is based on in-depth analysis of 150,000 sets of Asian skin database, and combined with optical analysis of the structure, select twelve colors of satin soft lipstick, to create a lip makeup color scheme that is more suitable for the color needs of oriental women, and the packaging design also involves a number of patents.
The feedback from the market is the most powerful testimony of the power of Perfect Diary's product.
As mentioned earlier, with its innovative product concept and breakthrough patented technology, the new product quickly gained consumer recognition. Half a month after listing, it continuously dominated the top 1 of Tmall lipstick hot sales list, and the hot color was sold out of stock. In the subsequent "National Day Carnival Season", it continued to be on the top 1 of the three major lists of white lipstick hot sales list, hot selling list and praise list, and the hot colors were sold out as soon as they were restocked online. Up to now, it still occupies the top spot in the Tmall lipstick new product list. The product's praise rate is also in the first echelon of lipstick.
© The picture comes from the Tmall list
At the tasting meeting, Perfect Diary also announced product experiment data comparison, consumer research data, netizen feedback, etc. on the spot, and also set up a new product experience link, showing the makeup effect of the lipstick to media guests in various aspects, and its moisturizing, whitening and long-lasting makeup effect has won unanimous praise.
03
Scientific research as the background
Leading the new era of makeup
Adhering to the brand concept of "everyone can easily become beautiful", from the first "small heel" lipstick, to the "business card lip stain" with diverse textures, to the first representative product "bionic film" essence lipstick after the release of the new brand's fashion visual upgrade, Perfect Diary has always insisted on breaking through innovation in the lip makeup category, and constantly providing the market with "high-quality, creative and surprising" beauty products.
Behind the frequent precision innovation of explosive products is Perfect Diary and its parent company Yixian E-commerce's long-term investment in scientific research and the layout of internal and external integration.
According to Chengjing, since 2020, Yixian E-commerce's continuous investment in research and development has reached 335 million yuan, and in 2022, it will be as high as 127 million yuan, accounting for 3.4% of the revenue of that year, which has reached the industry-leading level.
At present, Yixian E-commerce has built two major scientific research centers, Guangzhou R&D Center and Toulouse R&D Center in France, and at the end of this year, the Shanghai Global Scientific Research Center will also be officially put into use. Focusing on the construction of its own factory, in August this year, Yixian Biotechnology, Asia's leading beauty factory integrating R&D, manufacturing and quality control, was officially opened.
While increasing investment in scientific research and global scientific research layout, Yixian e-commerce integrates upstream and downstream resources of the industry to create the "Yixian Open Lab R&D Co-creation Ecology", continuously incorporates the world's top partners such as raw materials, R&D and production, and establishes stable strategic cooperative relations with many well-known research institutions, universities and hospitals at home and abroad, and identifies, researches and commercializes cutting-edge technologies in the field of skin care and color cosmetics on a global scale. The "Bionic Film" essence lipstick is also a concentrated display of the latest research and development results incubated by its unique Open Lab open innovation system.
Driven by scientific and technological innovation, today, Yixian E-commerce has 174 patents worldwide, including 43 invention patents, and a number of achievements have been applied to products.
Chengjing said that Yixian E-commerce has opened a new layout in six major biotechnology fields, including biofermentation, synthetic biology, plant biotechnology, biomimetic technology, biological basic research, and biotechnology factory. In the future, Perfect Diary will continue to absorb and transform the R&D achievements in the Yixian Open Lab system, continue to launch technological beauty products with a sense of surprise, and lead the integration of makeup and beauty with professional innovation.
Obviously, the perfect diary that has undergone the transformation of resilience is also dividing the two eras of the development path of Chinese makeup brands.