Korean cosmetic brand Etude House debuts in the Indian market with an exclusive launch celebration executed by 70 EMG

70 EMG created a Makeup Zone where professional makeup artists performed live demonstration and shared product benefits with the guests.


Etude House, a global brand synonymous with all things lovely, playful and trendy, made its debut in the Indian Market, launching exclusively with the popular e-commerce platform
 As one of South Korea’s leading beauty and makeup brand, Etude House has set its mark globally, and is known for its innovative and trend-setting approach. The brand aims to redefine the rules of beauty by spreading a fun culture of ‘makeup play.’ Etude House’s feminine and playful products accentuate their belief that every woman is born a dignified being and deserves to be loved.

The brand’s slogan, ‘Life is sweet’, serves as a lifestyle campaign, which highlights a feel-good message, and encourages its customers to feel a pleasant and happy energy in their everyday lives, and have sweet experience through Etude House products.
 Since its inception in 1985, Etude House provides consumers the full measure of enjoyable make-up experience with its innovative, attractive, and quality products. With an increased demand of cosmetics in India, the brand aims to make beauty dreams come true and introduce a makeup range of extensive colour palettes with trustable quality and imaginative packaging at affordable prices.

To celebrate feminine beauty and adventurous spirit, Etude House and invited influencers, socialites, models, bloggers and makeup artists to experience the Korean brand at Mumbai’s luxurious Four Seasons Hotel. The brand envisioned a carnival atmosphere with great focus on the products. For this purpose, 70 EMG created a Makeup Zone where professional makeup artists performed live demonstration and shared product benefits with the guests. A separate Product Zone was also created to showcase the entire range of Etude House products.

To ensure that the guests have a fun experience and can take back as many Etude House products as possible, 70 EMG created engaging games and activities such as Lipstick Hoopla Game, Spin The Wheel and Vending Machines. The stage was envisioned keeping in mind‘The Sweet Dream House’ concept – a design language which the brand follows across its showrooms around the world.

The main highlight of the event was the Makeup Demonstration by the brand’s head makeup artist Dave Kim, where he demonstrated how the guests could achieve Etuda House’s signature ‘Morning Dew’ look using their best products such as the Mirror Holic, Play 101 Stick, Curl Fix Mascara, Play Color Eyes, Dear Darling Water Gel Tint,etc. The guests also received a Sweet Dream House with Etude House’s best products as a giveaway. 

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