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Personalisation and experimentation are at the heart of Etude House

Unveiled in May 2017, the Myeong-dong flagship store is presented as an interactive beauty destination, the “House of Color Play”, where customers can be creative with cosmetics.

Bringing a sophisticated, confident attitude while staying true to the brand’s playful spirit, it expresses Etude House’s refreshed “Sweet Dream” philosophy.

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The Myeong-dong flagship store offers a brand experience over three floors. Complementing the refreshed façade are the sleek, on-trend and contemporary interiors that instantly wows customers entering the store and offers a glimpse of the mezzanine level.

On the ground floor, customers are encouraged to explore all Etude House products, share looks and socialise around an oval mid-floor table that’s haloed by a modern lighting feature and illuminated wall mirrors. Key Etude House décor details such the parquet floor and Georgian panels have been mixed with more contemporary fixtures and materials.

The mezzanine level introduces a Personal Studio offering, My Colour Finder and My Color Draping services for finding each customers’ most suitable shades. New ‘Find your Look’ demos empower and educate customers, adding a unique Etude House twist by including skincare to the how-to guides.

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D&P introduced nine signature looks for this section, with beauty experts on hand to demonstrate and advise. Digital is also a strong part of the Etude House experience, with expanded product stories and immersive tutorials. For example, girls can find out their exact skin tone using a specialist face colour scanner.

Even more personalisation and play is delivered on the second floor with the Color Factory concept. Customers can blend bespoke lipsticks at the ‘My Lips Bar’ using cutting-edge beauty technology. They can then select a favourite lipstick case and have their name engraved on the packaging.