- Client:
- Etude House
- What we did:
- Research & Insights, Retail Strategy, CX Strategy, Customer Journey Mapping, Customer Experience Strategy, Retail Flagship Design, Retail Design, Retail Formats Design, Touchpoint Innovation, Communications Design, Brand Collateral, Content Creation
- Where
- South Korea & worldwide
- Awards
- Popai
The Challenge
After a brand repositioning, Etude House’s flagship store and concepts needed a makeover. The existing store’s distinctive pink dolls house-inspired façade suited the previous Princess Fantasy concept perfectly but didn’t exactly match up with the brand’s new, sophisticated direction. To appeal to customers with a more mature mindset, we were asked to transform the flagship’s brand experience, looking at environment, communications and digital elements. They wanted to feel connected to their existing façade, yet more grown-up.
Our approach & solution
Following immersive research and a deep dive into the world of Korean cosmetics, their target customer and global trends we created a destination where customers can be creative with cosmetics - the “House of Color Play”. To express Etude House’s “Sweet Dream” philosophy, the new space brings a sophisticated, confident attitude while staying true to the brand’s playful spirit.
Filled with colour, charm and fun, the space has the feel of a real home with a blend of classic and modern details. There’s plenty of individualised experiences throughout the store with a Personal Studio, My Color Finder and My Color Draping all to help customers find their most suitable products.
The concept has been rolled out across Etude House's retail portfolio to reflect the brand's repositioning in stores worldwide.
Though the iconic rose-coloured roof remains, we introduced a secondary palette to balance the brand’s trademark pinks.
Highlighting the brand's expertise, we used local weather data to promote products on digital screens, letting customers know the ideal products for certain conditions.
The Color Factory is where customers can blend bespoke lipsticks. They can then choose their favourite case and have it engraved with their name, giving a completely individual product.
