A look inside Perfect Diary and China’s 'private traffic' phenomenon

China’s latest buzzword for the past year is 'Private Traffic' (私域流量), a phenomenon that has been getting a lot of attention recently, mainly due to the success of Chinese cosmetics company, Perfect Diary.

China’s latest buzzword for the past year is 'Private Traffic' (私域流量), a phenomenon that has been getting a lot of attention recently, mainly due to the success of Chinese cosmetics company, Perfect Diary.

Yatsen’s (NYSE: YSG) Perfect Diary brand has been one of the early champions of this process, describing it as the “New Journey” in its IPO roadshow deck, a departure from traditional one-way marketing to an integration of social and digital, leveraging a huge network of KOLs in the process.

Even some big 4A advertising agencies are jumping into the game and are now offering 'Private...

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