As one of the fastest-growing makeup brands in the past year, Timage has undoubtedly gained increasing attention from the public.
Recently, Timage, a makeup brand under the Proya that is “customized for Chinese faces,” officially announced actress Chen Duling as their brand ambassador. In the official announcement video, Timage continues its consistent aesthetic style of “simplicity,” using highly artistic visuals to gradually portray Chen Duling’s inner monologue of “finding simplicity amidst complexity.” It is worth mentioning that she is the first brand ambassador announced by Timage in its 10-year history, highlighting the significance of her role for the brand.
Simplifying Complexity: The Shared Philosophy of Timage and Chen Duling
Without a doubt, a brand ambassador not only represents the brand image but also serves as a transmitter of the brand’s core spirit and values, acting as a crucial link between the brand and consumers. Finding a brand ambassador who aligns perfectly with the brand and adds value is not only a test of the brand’s discernment but also of its understanding of consumer psychology.
So why did Timage choose Chen Duling as their first brand ambassador?
Firstly, as an actress, Chen Duling has continuously strived to improve her acting skills since her debut. She has explored different approaches in front of the camera and discovered that subtle and restrained performances can express intense emotions, combining restraint with tension. Her journey from abundance to simplicity, abandoning intricate layers, perfectly resonates with Timage’s product philosophy of “simplifying complexity.” Timage aims to showcase the innate beauty of every Chinese face through a more minimalist makeup expression.
Furthermore, Chen Duling has demonstrated mature acting skills and a talent for character portrayal, effectively capturing a state of natural and agile performance. As a professional makeup brand “customized for Chinese faces,” Timage has consistently deepened its expertise and adhered to the “simplicity” makeup technique. It aims to simplify the complicated makeup process with its products and empower every woman to express her unique style.
It is evident that the shared philosophy of “simplifying complexity” practiced by Chen Duling and Timage is supported by their professional abilities and craftsmanship.
In the official announcement TV commercial (TVC), Chen Duling’s fresh and refined makeup and her lively demeanor calmly narrate her inner monologue: “Reduce excess, learn to embrace simplicity, let emotions flow naturally. Let the face remain pure and original. Amidst complexity, return to simplicity. Unleash the agile nature.” This not only represents Chen Duling’s insights and dedication to her craft but also showcases Timage’s brand temperament and conveys its professional attitude.
It is reported that Timage leveraged the official announcement TVC as the focal point of its communication strategy. Simultaneously, it launched on mainstream platforms such as WeChat Video Accounts, Weibo, Douyin, as well as outdoor screens, and other influential social and authoritative platforms. The goal was to maximize exposure and create a comprehensive communication strategy online and offline. As of the time of writing, Timage’s official announcement on Weibo generated high engagement with 138,000 interactions and the hashtag #ChenDulingTimageFirstBrandAmbassador# exceeded 120 million views. The TVC’s total platform views reached nearly 12 million.
2023 is an important stage for Timage, marking its leap from 1 to 10. Based on Timage’s performance, the brand’s annual revenue is expected to surpass 1 billion yuan ($139.6 million). Moreover, after years of dedicated efforts, Timage’s brand influence has deeply resonated with the audience. Therefore, as Timage reaches this significant milestone of its 10th anniversary, the appointment of its first brand ambassador signifies its entry into a new phase of development.
Interpreters of Craftsmanship and Customization in Makeup
As we all know, Timage was founded by Tang Yi, a renowned Chinese celebrity makeup artist. In 2014, he established the makeup brand Timage, which was tailored specifically for Chinese faces, combining Chinese aesthetics with international makeup trends. As a key brand in Pechoin’s strategy of “multiple brands, multiple categories, multiple channels,” Timage has upheld the brand philosophy of “Chinese makeup, innate beauty” since its inception, aiming to bring a natural and pleasant experience to every consumer.
It’s worth noting that in 2019, Pechoin provided systematic brand empowerment to Timage, and the brand has become the second growth curve for Proya. According to Proya’s financial reports, Timage achieved a revenue of 246 million yuan ($34.3 million) in 2021, a year-on-year growth of 103.48%. In 2022, Timage’s revenue soared by 132.04% to 572 million yuan ($79.86 million). In the first half of 2023, Timage continued to perform well, achieving a revenue of 414 million yuan ($57.8 million), a year-on-year growth of 78.65%. Additionally, Timage’s share of Pechoin’s total revenue has been increasing. From 2021 to the first half of 2023, Timage’s revenue accounted for 5.33%, 8.99%, and 11.45% respectively.
Furthermore, Pechoin’s strategy of focusing on key products has been effectively implemented in Timage’s brand strategy. The three-color contour palette was Timage’s first hit product, and based on its success, Timage subsequently launched other key products such as makeup primers and three-color concealers.
During the 2023 618 Shopping Festival, Timage’s three-color contour palette ranked first in the highlighter category on Tmall, and the three-color concealer ranked first in the concealer category. During the 2023 Singles’ Day Shopping Festival, Timage topped the Douyin makeup rankings, becoming the only domestic brand to surpass international beauty brands. Timage also achieved excellent results as the top domestic makeup brand on the Tmall platform. During the Singles’ Day Shopping Festival in 2023, compared to the previous year, Timage’s GMV (Gross Merchandise Volume) on Douyin increased by over 160%, and on Tmall, it surpassed the previous year’s full-cycle GMV in just four hours, with a year-on-year growth of over 150%, experiencing counter-trend growth in the industry.
In addition to impressive sales performance, Timage has also received awards and recognition in various fields. For example, the Timage three-color contour palette won the “Aesthetic Design Award” in the China Brand Special Award category at the VOGUE Beauty Awards. The Timage three-color blush palette was listed in the Jia Ren Beauty Awards and the NetEase Fashion 2023 Annual Good Product List, among others. Undoubtedly, the brand’s market performance and recognition from prestigious awards are a testament to the positive reputation of Timage’s products.
Of particular note is that, in the official announcement of Chen Duling as the brand ambassador, Timage’s founder Tang Yi collaborated with Chen Duling to showcase a new Chinese-style natural makeup look. With more efficient and effortless makeup techniques, they vividly presented Timage’s professional product concept of “craftsmanship and customization in makeup,” aiming to empower every woman to express her dynamic self-style.
Alongside this announcement, Timage’s new product, Matte and Lasting Foundation, was officially unveiled. Adhering to Timage’s consistent pursuit of “innate beauty,” this product is a flawless foundation that brings a natural feeling, helping consumers present a vibrant complexion.
It is understood that the Timage Matte and Lasting Foundation combines the functions of a foundation and a concealer. It uses micronized powder and a net-like structure film, resulting in a lightweight and non-clogging formula that quickly conceals facial imperfections. With a moisturizing base,Matte and Lasting Foundation also features anti-transfer and long-lasting color-locking technology, providing a smooth and even finish that withstands wrinkles and lasts for 12 hours (as supported by a 12-hour long-lasting effect test report), ensuring a soft and flawless appearance.
Since its establishment, Timage has been known for its practical and artistic makeup products, employing professional techniques to present Chinese makeup and lead makeup trends, focusing on expressing the dynamic beauty of Chinese women. Undoubtedly, Timage is not only an advocate of “craftsmanship and customization in makeup” but also a practitioner. Just as the combination of Tang Yi and Chen Duling represents the complete narrative of Timage’s brand strength and product power, it deeply embodies the philosophy of “simplifying complexity and achieving dynamic beauty.”
Product Strength and Brand Strength Complement Each Other
As we all know, Tang Yi, the founder of Timage, is a leading figure in the Chinese fashion makeup industry. With over twenty years of makeup experience, he has created looks for numerous celebrities such as Zhang Ziyi, Liu Yifei, and Zhao Liying, earning the favor of these influential figures with his skilled techniques and minimalist aesthetics.
In the eyes of Timage, true interpretation of the concept of “unification of makeup and individual” can only be achieved through the “craftsmanship and customization” of their products. Timage has always successfully integrated product strength with their brand philosophy, conveying it through the creation of their products.
Firstly, in terms of product strength, Timage has tailored their products specifically for Chinese faces. Under the guidance of the professional makeup artist Tang Yi and his solid theoretical knowledge and practical experience, they have created multiple series of practical and artistic products that lead the trend of Chinese aesthetics. The recently announced TVC for Timage’s Matte and Lasting Foundation is a prime example of this. Additionally, Timage pioneered the four-step makeup method, effectively blending their products with their brand philosophy.
In terms of brand aesthetics, Timage’s visual identity and product packaging maintain a consistent style, showcasing a minimalist and sophisticated new Chinese aesthetic. For example, in March of last year, Timage released the “Zhengqing” spring series, which includes the Zhengqing Flow Jade three-color blush palette. Inspired by traditional rouge, this palette combines modern cheek makeup concepts to adjust complexion while creating a soft three-dimensional effect. The harmonious combination of the three colors embodies a Chinese atmosphere.
In fact, as a thinker of Chinese aesthetics, Timage has always strengthened their brand’s professional expertise by utilizing precise content marketing and placing “Chinese makeup, innate beauty” at the core of their brand. For instance, in September of last year, Timage made their debut at a pop-up event in Shanghai’s TX Huaihai with the theme “Awakened by Nature, Returning to Innate Beauty” featuring the Zhengqing series and their “Awaken Color” blush. This event showcased the diverse color expressions of “Chinese makeup” inspired by the colors found in nature. The Zhengqing blush quickly rose to the top of major platforms’ blush rankings after its release, achieving record-breaking sales within three months. Currently, it has exceeded 440,000 units in sales on Douyin and Tmall, ranking first in the recent Tmall blush/rouge category sales.
It is worth mentioning that with a focus on exploring the relationship between “color and emotion,” Timage collaborated with KnowYourself to produce the “Color Emorion Association Survey” Through various perspectives such as age, gender, generation, and scenarios, this white paper summarizes contemporary color preferences and emotional states.
It is evident that Timage has always aimed to provide “Chinese makeup” with more expressive possibilities. Balancing between dynamism and tranquility, they use color to break stereotypes and empower women to discover their authentic and unique inner beauty. As a unique representative of “Chinese makeup,” Timage is strengthening deep-level interaction and emotional connection with consumers to create a more diverse and authentic beauty experience for women.
It can be seen that on the occasion of its 10th anniversary, Timage has steadily achieved breakthroughs in building its brand from 1 to 10, with annual revenue expected to surpass 1 billion yuan ($139.6 million). With this foundation, Timage is poised to shine even brighter in the future!
