Etude House Marketing Strategy

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Etude house was established in South Korea in 1985. At first, it was named as Oscar Corporation. Then it was acquired by the Amore Pacific Group in 1990 and changed its name to Etude House that was inspired by Polish composer Frederic Chopin’s studies for piano. It then developed rapidly and became a well-known brand. In 2007 and 2009, it opened its 100th and 200th brand store worldwide respectively. Moreover, it won the 1st prize of Korea First Brand Award in 2010. In 2013, it explored the market in Hong Kong and China. It even opened its first HTUDE HOUSE Global Flagship Store in hanhai, China. Nowadays, it is one of the most famous cosmetic brands over Asia. Brand Proposition The Etude house’s mission is to beautify young women through…show more content…
It not only provides cosmetic, but also nails’ products, skin care products and even hair care etc. On the other hand, the packaging is very cute and elegant. For example, few years ago, Etude house released the Sweet Recipe Collection. All products under the collection are decorated as sweets with attractive outlooks. This design can truly attract its target customers--- young girls. Having a slogan “Girls, be pretty” in recent years, etude house tries to encourage the young beginners to become mature and have fun with doing make up. In other words, it encourages customers to play make up with affordability, high quality, elegant design and diverse products. When we talk about Etude house, we can easily think of its colour --- pink. Its logo and all the branches are in pink colour. We can definitely say the brand colour is pink which give people a girlish sense. Also, on top of the logo, there are some curves shaping like a crown this make customer feel that they are treated as a princess. All branches of etude house are decorated with the same idea that is a dollhouse. The concept of etude house is to make every girl as pretty as a doll. Audience

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