People Innovation Excellence

ETUDE HOUSE SUCCESSFUL STORY (PART 1)

By: Velly Anatasia, S.E., M.B.A (Faculty Member of International Marketing)

Etude history started from the establishment of Amorepacific Corporation. Amorepacific Corporations is a chemical and cosmetics company established in 1945.It is headquartered in Yongsan-gu Seoul, South Korea. The company is the largest of its kind in South Korea, with over 1.5 trillion in sales in 2008 and is among the Top 20 Global Beauty Companies which are Procter & Gamble, L’Oreal, Unilever, The Estee Lauder Co., Avon Products, Shiseido, Johnson & Johnson, Kao, Belersdorf, Henkel, Coty, LVMH Moet Hennessy Louis Vuitton, Natura Cosmeticos, Mary Kay, AmorePacific, Limited Brands, Alticor, Chanel, Groupe Yves Rocher, Kose Corp. Founded by Suh Seong-Hwan with total assets US$ 3.97 billion (2012) and 4.724 non-consolidated employees in Korea.Amorepacific is a leading cosmetic brand in South Korea and is popular in other Asian countries and beyond. Etude appeared as a product line in 1990 and became available outside of Korea since 1994. Etude’s name was inspired by Polish composer Federic Chopin’s studies for the piano, and the company changed the name into Etude Corporation in 1997. Etude is a cosmetic brand that believes makeup should be playful and not routine. So their products are developed to reflect four basic concepts: high quality, affordability, lovely design and a diverse color range. Their mission is to beautify young women through lovely products and friendly counseling, promote fun make-up play for all girls around the world to be sweet. In 1998, Etude was awarded by Korea’s Ministry of Commerce for surpassing 1 million USD in exports annually, and moreover got the same award in 2003, due to surpassing 5 million USD in exports annually. In 2005, the company launched Etude House Seoul.With a lovely interior, Etude house resembles a perfect doll house like a princess’s private chamber full of ornate trinkets and treasured items that all girls dream of. Company tries to attract young people to express their inner princess at Etude House by partaking in makeup play and exploring a new world of beauty. In 2007, Etude house reap successby opened its 100th brand shop, moreover it expanded the business by open its 200thbrand shop. In 2009, the company launched the subsidiaries in Taiwan, and Singapore. Followed by launched home shopping in Japan and another subsidiariesin Philippines in the same year. In 2010, Etude was awarded top honor cosmetic brand by First Brand Korea. In the same year, Etude launched Myanmar and Brunei branches. Moreover, in 2011 Etude was awarded by IF International Design Award For Packaging and also launched Japan branch in Shinjuku, Tokyo. Etude came into Indonesian market in 2000 through PT. Interkos Jaya Bhakti. This company was established in 2000 as a subsidiary company of PT. Usaha Jayamas Bhakti. It became the sole distributor for ETUDE cosmetic since year 2000 and with its strategy, Etude brand has been well recognized and has achieved great success from the first launching until now, with specified market of youngsters who are free spirited and energetic. The company believes that cosmetic, skincare and bodycare market in Indonesia is a huge and lucrative market, waiting to be explored and Indonesian people still yearn for new, innovative and high quality cosmetic brands.

minho_etude_2Etude has its own characteristic which can be seen through its brand identities. Etude’s brand logo represents the Sweet Dreams of all young women, consist of: Sweet Star-symbolizes the witty charm and bright shine of a beautiful heroine; Sweet Heart-symbolizes a pure and beautiful heart that sincerely loves the world; Sweet Dream-symbolizes a magical carriage ride to a majestic castle full or wonder and imagination. Besides that, in order to win the hearts of the young ladies, every Etude House outlets are designed like a fairy princess’s house. Their intention is to make the customers feel like beautiful princess in Etude cosmetics kingdom when they are doing their shopping in Etude House. Etude house use fantasy, cute, lovely and Princess style as their shop design theme. White house furnishings and interior design layout of a home gives their customers a sense of mood to relax. Etude House seize the customer needs and specifically create a relax context. The best-selling items in the shops are their BB Cream and Exfoliating Mousse Foam. Besides that, what makes Etude different with any other brand is it has one of differentiation product named CC cream which is combination of makeup and skincare with 8 functions in 1 cream: to moisten, to brighten, to even out skin tone, to soften, to disguise wrinkles, as sunscreen, relieve stress, and make natural skin glow. This CC cream will improve face deficiencies and polish face up perfectly all the day. They also sell other products like perfumes and nail printings that you hardly find other cosmetic or skin care shops selling these products. Etude strives to make sweet dreams come true. That is why Etude continues to support rising young artists through sponsorship of various social causes, concerts and events. There are some spokesperson that Etude use to attract youngsters, such as Jun Ji Hyun (1999-2000), SES (2000-2001), Song HyeKyo (2001-2006), Jang Keun Suk & Go Ara (2006-2008), Ryu Seung Ho (2009.6-2009.12), Park Shin Hye& Lee Min Ho (2009-2010), 2NE1 (2010), Sandara Park 2NE1 (2011-2012), and Shinee (2013).


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