THE WHAT? Perfect Diary has announced Actress Zhou Xun as its first Global Spokesperson in a move that is said to be aimed at shifting the brand’s strategy towards the premium market, according to a report by Jing Daily.
THE DETAILS The high-profile celebrity endorsement was announced with the brand taking over the most searched keyword on Weibo, while Perfect Diary also debuted a collaboration with Elle China magazine on a lipstick campaign starring Xun.
THE WHY? Launched three years ago, Perfect Diary is thought to have been making moves to evolve into the luxury market, having recently launched a new logo said to often be used by premium brands.
The new celebrity endorsement has caused online users to comment that the brand is adopting a ‘higher class tonality.’