[Sponsored Report] Etude House unveils new brand identity targeting youth in their 20s

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[Sponsored Report] Etude House unveils new brand identity targeting youth in their 20s


An Etude House store at the Centerpoint of Siam Square shopping center in Bangkok. [ETUDE HOUSE]

Etude House has successfully targeted the global cosmetics market this year, driving innovation in its brand image, products and customer service.

This year, Etude House has changed its brand identity, previously “Princess Fantasy,” to the current “Sweet Dream,” adding a modern edge to its image. With the new identity, the cosmetics brand is featuring more sophisticated visuals in its advertisements and packaging designs.

The new slogan, “Life is Sweet,” follows the new brand image of Etude House. It symbolizes the positive energy and values of young people in their 20s. Utilizing the new slogan, Etude House is focusing on various campaigns to become a brand that conveys positive energy and creates fun experiences for consumers.

Driven by its growth trend, Etude House plans to achieve its vision of becoming the “Global No. 1 Young Makeup Brand” through aggressive overseas expansion, development of digital content and services, and innovative products.


From top: Etude House’s Dear My Blooming Lips Talk Jelly, Play 101 Stick and Precious Mineral Magic Any Cushion [ETUDE HOUSE]

Boosting sales in the global market

Etude House currently has some 230 stores in 12 Asian countries. By 2020, the cosmetics brand hopes to increase the number of overseas stores by 50 percent in a bid to have sales from abroad make up half of its total revenue.

Etude House’s overseas expansion began with Thailand in 2007, and the cosmetics brand has continued its advance into the global market ever since. In 2011, Etude House successfully opened its first Japanese store in Lumine Est, a trendy shopping mall in the bustling business district of Shinjuku in Tokyo.

In 2012, the brand opened its first store in Hong Kong, considered the mecca of Asian beauty and fashion. After just one week, total sales at the Hong Kong store reached 200 million won ($182,310), and during the opening day of Etude House’s first store in Shanghai, over 1,000 customers visited.

By reinforcing its marketing strategies in Asian markets such as China and Singapore, the cosmetics brand continues to expand in the global market. In particular, Etude House plans to increase communication with customers, especially in megacities, metropolitan areas with a population of over 10 million.

Enhancing digital and mobile

Etude House acknowledges the strong influence of online beauty content creators in driving current beauty trends. Since June this year, the cosmetics brand has been managing a multichannel network called the “Beautizens Club” in order to support the development of new beauty content creators.

Twenty-five new beauty content creators from Asia have been selected as “beautizens” to receive makeup tutorials using Etude House products as part of a mentoring program with famous beauty YouTubers and magazine editors to support the creation of their own beauty content.

Etude House is also responding quickly to the trend of so-called online-to-offline services. The Etude House membership program usually used at brick-and-mortar stores now has a mobile app for customers where they can easily administer their account via smartphone.

On top of that, the app contains digital content that recommends colors customers might like by analyzing their purchasing patterns and their age group’s general preferences. It also offers personal color analysis.

Since 2013, Etude House has been providing a “takeout” service that allows customers to order products online and pick them up at physical stores. This year, the brand began cooperating with the Seoul Metropolitan Rapid Transit Corporation to let customers pick up their online-ordered products at lockers located inside subway stations.

Leading global beauty trends with innovative products

The launch of innovative products is what led the growth and development of Etude House. Based on its 10 years of outstanding quality and the brand image of “Sweet Dream,” Etude House has continued to attract women in their 20s with products that feature innovative designs and functions.

One example is Etude House’s “Play 101 Stick,” which led the contouring trend and became a global hit. The product is a stick-type foundation that also functions as blush, concealer, lip base and bronzer.

The “Play 101 Stick” created a boom in stick foundations in the Korean cosmetics market because it simplified the process of applying contouring makeup. The product comes in other vivid colors that can also be used as blush and lipstick.

Since launching the product in December 2015, Etude House has sold over a million units throughout Asia and achieved sales of over 25 billion won.

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