On June 8, Abby’s Choice, the sister brand of Perfect Diary, officially made its debut in China. This move is a major signal that Yatsen Global, Perfect Diary’s parent company, is embarking on a multi-brand strategy. On the same day, Abby’s Choice Tmall official flagship store, and two offline stores in Guangzhou and Chengdu, were officially opened.
“Perfect Diary is a makeup brand, while Abby’s Choice is a cosmetic brand.” [1] Chen Yuwen, the co-founder of Yatsen Global, said at the conference. Abby’s Choice’s target consumers are young female college students and white-collar workers aged from 18-28, and its product lines will cover skincare products, makeup, personal care products, and beauty devices [2]. Different from Perfect Diary, Abby’s Choice wants to give consumers a one-stop beauty solution.
Founders and investors at the conference
Development history
· Early in October 2018, Abby’s Choice’s products began to appear on the shelves in Perfect Diary’s Member Stores (WeChat Applet).
· In July 2019, its cross-over cooperation product with Perfect Diary debuted. This brand was well received by Perfect Diary’s fans.
· In December 2019, Abby’s Choice held an offline product conference to launch its Ceramide Lotion. This baby-milk-bottle shaped product quickly went viral online.
· In March 2020, Abby’s Choice Tmall Flagship Store was opened without too much publicity. This store at first had 16 SKUs, and most were skincare products. The store now has 13 SKUs, and all the products have new packages.
· Yatsen Global is gradually adjusting the brand’s product positioning and using Perfect Diary’s traffic to expedite Abby’s Choice’s development. In Perfect Diary’s WeChat groups (private domain traffic in which Perfect Diary curates groups of fans and customers on Wechat), products from Abby’s Choice are recommended to fans. This action enables consumers of Perfect Diary to know and even trust Abby’s Choice before the brand officially entered the market.
Abby's Choice's offline store in Guangzhou
Abby’s Choice represents the ambition of the founders of Yatsen Global to build a domestic cosmetic group. Will Abby’s Choice succeed in China’s competitive market? Let’s wait and see.
***Disclaimer: All images used in this article are from the internet.
