Chinese Makeup Brand Marie Dalgar Shown in Chinese Nation-Grade Media

Chinese make-up brand Marie Dalgar has launched a new second-generation Deep Cleansing Makeup Remover Gel, claiming that it adopts a low-oil formula and adds sea mud extract, which does not require emulsification, so it is mild and refreshing, suitable for people with sensitive issues. The official price is $16.2. The top selling product on its official China e-commerce platform Tmall flagship store is Marie Dalgar Eyebrow Pencil, with total sales of 1 million+ unit.

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Marie Dalgar is a Chinese cosmetics brand, adhering to the spirit of "freedom, creativity and art", and has been striving to adhere to and advocate the brand concept of "New Artistic Makeup". According to its official website, Marie Dalgar insists on pursuing the true art of life, trying to break the shackles of traditional art and aesthetics, creating a new popular art style that is not equal to modern fashion by absorbing the essence of different art fields, and realizing the cross-border integration of pure art and the practical art of color cosmetics.

Marie Dalgar has always been the superior good of Chinese provenance in the eyes of Chinese consumers. Especially among young consumers, Marie Dalgar is a very popular brand. It started offline more than a decade ago and became the first Chinese beauty brand to enter Sephora after a few years. It is the first Chinese makeup brand to enter the Asian market out of China. It is the first brand to create an annual sale of 500 million of Chinese foundation products (the first version of Skin Invisible Cream Foundation was sold for 500 million yuan in 2017). It is also the first Chinese brand to win the Tmall Double 11(Chinese Shopping Carnival) makeup championship for two consecutive years.

In the current traffic-prone era, many innovative brands have risen to prominence such as Perfect Diary and Florasis, which made a splash in 2019 Double 11. The strategy of these two new brands is to grow more than the brand, putting huge investment on growth, strong flow and creating explosive products for rapid development.

However, Marie Dalgar tends to strive for a balance between brand and growth. For example, the co-branding of Picasso is to maintain the original artistic atmosphere of the brand, but in fact, most young consumers do not know much about and do not interested in Picasso.

Another feature of Marie Dalgar is the art exhibition, which is dedicated to exploring the new relationship between art and audience through art exhibitions, and the move to hold art exhibitions is also an aspect of building brand image. But the move did not have an intuitive impact on Marie Dalgar's sales compared to other similar Chinese beauty brands that brought in sales through KOLs, and KOCs.

And in 2020, Marie Dalgar was successfully shown in CCTV(China’s Nationa-Grade TV media) with its sound brand strength. On May 10, 2020, CCTV's "Brand Power Project" in conjunction with Tmall held a special "China Brand Customized" live show. In the live broadcast of "the trend of Chinese products", Marie Dalgar's Skin Invisible Cream Foundation was sold out in seconds when it was shown on live streaming.

Among the 23 products that were sold in the live broadcast of "the trend of Chinese products", Marie Dalgar's Skin Invisible Cream Foundation was the only one selected as a Chinese foundation product, and Marie Dalgar was also one of the few makeup brands.

As a matter of fact, Marie Dalgar's Skin Invisible Cream Foundation was selected by CCTV, and the product was sold out in seconds, which did not surprise Marie Dalgar's founder. This is not the first time that the products gain good performance. In April 2020, the product first appeared in live streaming of Li Jiaqi(Chinese top live streamer), it set a record of selling 3w+ pieces in a single time and sales exceeded $0.74 million. The product even was out of stock in its flagship store on the Chinese e-commerce platform Tmall.

Behind the above highlights, on the one hand, it comes from the brand founder's ultimate pursuit of products, as she has repeatedly said publicly, "we should always keep consumers in our hearts". On the other hand, it is related to Marie Dalgar's active response to changes in consumer demand and exploration of the development of retail business in the new social environment. It is evident that the consistent product strength and brand tone have made Mary Kay recognized by more consumers.