Luxury goals? Perfect Diary announces Zhou Xun as first Global Spokesperson

Luxury goals? Perfect Diary announces Zhou Xun as first Global Spokesperson

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.’

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