Etude House is a Korean cosmetics brand founded in 1985 by AmorePacific Group. Being a global makeup brand, its aim is to focus on fun makeup products. It offers creative and unique products, trendy and playful colour makeup for a woman to experience a wide range of individual beauty.
Their products are developed to reflect 4 basic concepts:
- High quality,
- Affordability,
- Lovely design,
- Diverse colour range
Today they have more than 100 stores globally including Malaysia. One of the highlights of Etude is their ‘Princess Marketing’ strategy. They treat their customers as princesses and wants each customer to feel like they have become princesses. For example, Etude House staff once said “hello, princess” when customers enter the store and “be happy, princess” when they leave the store.