Perfect Diary Sis-Brand Little Ondine Sought After by Chinese Gen-Z

Chinese makeup brand Little Ondine held an offline event #Showing Cool and Awesome Girls in Special Tour from Little Ondine# in Wuhan, China from June 11 to 12. Beauty lovers are invited to make cool-girl eye makeup on site and visitors passing by can vote dynamically. The eye makeup with Top12 votes will be displayed on the on-site screen. The winner will get $4482 in cash.

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According to Qeyes' observation, at the site, Little Ondinecially also set up trendy containers for visitors and some influencers to take photos. In the eye makeup customization area, Little Ondine arranged for some professional makeup artists to customize eye makeup for girls. Once the makeup is completed, participants can go to the center of the stage for a blockbuster photo shoot, and receive a one-day big star experience card, and an exclusive blockbuster.

Little Ondine also builds a whole wall of beauty blind boxes for customers and guaranteed a 100% win with prizes of Little Ondine Highlighter and genuine single products.

The first campaign on the same topic was held in Chengdu, and the topic has been read by 54,000 times on the Chinese social media platform Weibo with many netizens participating in the discussion and posting photos of the event.

Founded in 2013 by designer Simon Yu, Little Ondine was acquired by Perfect Diary's parent company YATSEN E-Commerce in 2019 and has since launched a series of eye, lip, and foundation makeup products.

The official WeChat public number of YASTEN E-Commerce shows that Little Ondine is positioned as a hip and fun makeup, hoping to leave a hip and cool impression from the use of color, and concept creation to the visual presentation of the products.

The official website of Little Ondine shows that on Double 11(Chinese Shopping Carnival) of 2020, Little Ondine's Tmall flagship store accumulated sales of over 100 million (over $15 million) and sprinted into the top 10 of Tmall's color cosmetics list. In the first quarter of 2021, Little Ondine launched a co-branded eyeliner together with its new branded hip-play partner Huang Zitao(a Chinese male singer with 67 million followers), which won the Top 1 in the category of eyeliner and mascara in Tmall, and its Tmall sales in the quarter increased by nearly 100% year-on-year.

The marketing matrix on Chinese online channels such as TikTok and Xiaohongshu is the reason that Little Ondine's proud achievement. TikTok and Xiaohongshu, as the mainstream content platforms, are the delivery platforms where consumers can most directly feel the value of brand content. Through the brand strength to create high-quality promoting content, real content use experience, and product reviews, Little Ondine successfully matches and attracts the area where the targeted audience is. In terms of communication, Little Ondine has always focused on highlighting the differentiation of its products. In addition, continuing to strengthen the connection with consumer scenarios such as gift-giving, it also creates a sense of presence and belonging for consumers in the targeted group through different KOLs, leading them to make emotional connections to the products.

While online social media platforms are the preferred platform for consumers to learn about beauty information, offline stores attract young people with a strong scenario experience. on September 17, 2021, the color cosmetics online brand Little Ondine opened its first offline store in Shanghai. Offline stores are an important vehicle for Little Ondine to showcase the brand's tone to consumers. Through the opening of offline stores, Little Ondine hopes to create an experience value for young women that cannot be realized online with more immersive use scenarios and more realistic user services and to extend Little Ondine's products from visual attraction to perceptible and experiential all-around reach.

Little Ondine also launched the offline campaign" Showing Cool and Awesome Girls Challenge" to break the conventional formula with creativity and attitude and create a " Cool Girl" Icon. The brand also invites a celebrity makeup artist to design makeup with her own personal style. Understanding the preferences of young people, Little Ondine provides consumers with a variety of makeup products to help them unleash their personalities and create unique and trendy makeup looks.

From the above, it can be seen that both the brand positioning and the online and offline activities of the brand are aimed at Generation Z. Johnny, the brand principle of Little Ondine, said that Little Ondine focuses on the individual needs of Generation Z, incorporates avant-garde and interesting creative concepts into makeup design. The brand dares to break through the traditional makeup design and launches many new products with high value and creativity.