当时的年轻消费者热衷于彩妆,且有着明显的“想用大牌质感、但不愿承担高价”的痛点,因此完美日记以大牌平替为核心定位,聚焦眼影、口红、粉底液等入门级彩妆大单品,用极具亲和力的价格快速打开市场。动物眼影盘、小细跟口红等产品,凭借高颜值包装与贴近大牌的配色思路,迅速成为爆款。
Nature, Published online: 25 February 2026; doi:10.1038/d41586-026-00580-2
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