ETUDE House is a sub-cosmetic brand of Amore Pacific in Korea. Among several daughter brands of Amore Pacific, ETUDE is popular for the the color products.
1. Baby brand of Amore Pacific
Amore Pacific possesses several sub-brands such as Innisfree, Espoir, Cosvision, Amore Professional and ETUDE. Since they share the leading techniques for making cosmetics, ETUDE is also thought as never-to-fail brand. As for the concept of ETUDE, back in the early 2000s, they promoted aggressively, targeting at teenagers. This is why their roadshops are decorated and all covered with pink. Even the staff wears pink aprons and greets you as calling 'welcome! princess!'
Personally, I point out this girlish concept as the failure of their further success, because 'those princess girls' are now in their 30s and became moms of another girs. Plus, now we don't see that many princess girls in Korea anymore. People are reluctant to have a number of children, and the new born girls prefer to look cool, not feminine.
2. Struggling for 'Adult princess'
ETUDE is putting efforts into expanding their skin-care lines. Recently they launced the new skin-care line called SOON-JUNG (which means, pure and honesty). This line consists of a foan cleanser, a toner, a moisturiser and a sun-block. You can see that this combination is the simple and main products for skin care by Koreans.
This line was developed, collaborating with a famous You-tuber, Director Pi. She is well known for the video clips, analizing and explaining the contents of the cosmetic products. Etude seems to try the marketing strategy with powerful youtube channels.
I also purchased this skin-care line, appealed by NEGO-King channel. This channel provides 50% to 60% of discounts on a specific brand. Since I didn't even open the boxes, once I will put on my skin later, I will share the effect and quality of the products.
3. Still the 'queen' of color products
Although it's strugging to find its position in skin-care field, ETUDE still holds its throne of the queen in color products. Interesting point is that they are playful of naming its color products. Especially they pay attention to naming eye shadows and lip colors.
This eye shadow pallet is also made by advice of Youtuber LeoJay. Its name is 'Casa Fig'. The house of fig. Ha.
Looking at the back side of the pallet, we can see the funny names like 'Greek Yogurt, Secent of fig, Fig jam, Brunch Invitation, Ripe Fig, Campagne, Milky Fig, Granola Topping, Morning Americano'.
Okay, what do you think of these names? I asked myself 'am I getting too much old to take these names?' Well, probably, but, the quality of ETUDE eye shadow is way better than its naming, enough to take those funny names.
4. Just give it a try.
If you come to Korean and see this road shop of this brand, pleanse do not hesistate to give it a try. The price is quite reasonable and they offer frequent discount. Especially I strongly recomment the eye shadow pallet for make-up lovers who always try new color pigments and texture.
Don't worry about its location. When you just walk on the street and encounter a shop with somehow weird pink entrance, that's the spot.
Comments
Post a Comment