Christy (Lei) Sun
VP advertisingYatsen GlobalChinaNew member
Yatsen Group was a startup again in 2016. Its first model, Perfect Diary, was launched in 2017. Yet after simply three and a half years, the Group was listed on NYSE in November 2020 in report time for a worldwide FMCG IPO.
Its stellar rise has seen Perfect Diary turn into the No.1 nationwide shade beauty model for Gen-Z in Greater China, serving 48 million shoppers everywhere in the world final 12 months. Parent firm Yatsen has additionally expanded, incubating new skincare model Abby’s Choice, and buying manufacturers akin to Little Ondine, Galenic, and Eve Lom serving to Yatsen additionally attain the primary gross sales rating in Vietnam’s magnificence class this April and has turn into a favorite vendor on Shopee throughout Southeast Asia.
Data turned the driving drive of Yatsen’s enterprise mannequin led by advertising VP Christy Sun. Perfect Diary has turn into the poster-child for Chinese D2C, adopting multi-pronged advertising methods that embody e-retailer partnerships, proudly owning its personal on-line channel, promoting direct-to-consumers and direct-to-KOL, whereas adapting domestically in its international enlargement.
Perfect Diary additionally stands out from different cosmetics manufacturers via progressive IP-based advertising. It has partnered with an exceptionally wide-range of influential media and content material suppliers because the Metropolitan Museum of Art, The British Museum, Chinese National Geographic, Discovery Channel, Tom and Jerry, Oreo, and London Fashion Week to launch a spread of merchandise that additional broaden the shopper base.
Some of those partnerships have been leveraged by Perfect Diary’s guardian firm in progressive CSR programmes akin to its partnership with Discovery Channel and National Geographic to create eyeshadow palettes primarily based on endangered animals. Yatsen additionally supplies COVID-19 pandemic donations and supportive programmes for girls, kids and people with bodily challenges.
Yatsen’s workforce is decidedly younger and feminine total, with a mean worker age of 25 and staffed by 92% ladies. Yatsen nonetheless encourages variety in its international crew, together with however not restricted to age, gender, and LGBT.
Yatsen Group is known as after the alma mater of the corporate’s three co-founders, Sun Yat-sen University in Guangzhou. Christy Sun additionally graduated from Sun Yat-sen University, began her profession as a senior model supervisor at Procter & Gamble, pursued her MBA diploma at Yale School of Management, and joined Yatsen Global after graduating from Yale.
