Design showcase: Etude House flagship ups sales with new format

South Korean cosmetics brand Etude House has refurbished its flagship store to reflect its new brand positioning, and is already seeing it out-perform other stores in its portfolio. The brand is part of Asian beauty conglomerate Amore Pacific.

The store, in Myeong-dong, has been designed by Dalziel & Pow as the ‘House of Colour Play.’ It is presented as an interactive beauty destination with personalisation and experimentation at its heart.

Customers are encouraged to be creative with cosmetics, with the store seeking to express a sophisticated and confident attitude while staying true to the brand’s playful spirit. The brief called for a store that would refresh Etude House’s ‘Sweet Dream’ philosophy.

The flagship is arranged over three floors. The redesign has introduced a new façade and a more cohesive brand identity, as well as a range of digital features designed to improve the customer experience.

A sleek and contemporary interior aims to wow customers as they enter, as well as giving glimpses of the mezzanine level to encourage exploration.

A layered approach has been developed for the shopper experience. Essential touchpoints communicate the core in-store offer for target customers, while signature touchpoints are designed to elevate the experience above that of competitor stores for shoppers exploring in more depth.

The house-shaped exterior of the store is reflected inside, with bright, fun colours conveying the feel of a home. The store’s signature pink roof has been retained, but a secondary colour palette has been introduced to balance the various pinks used by the brand.

An eye-catching pink faux door added to the side of the building has become a popular photograph location for local tourists.

Signage and point of sale displays have been simplified, building on signature motifs of hearts and circles.

The ground floor of the store gives shoppers a chance to explore all of Etude House’s products, share looks and socialise around an oval table, amid lighting features and illuminated wall mirrors. Traditional features such as parquet flooring and Georgian panels – which are consistent Etude House features – are mixed with more contemporary features and materials.

The mezzanine level introduces a new Personal Studio offer, plus My Colour Finder and My Colour Draping services. ‘Find Your Look’ demonstrations are used to educate customers, with beauty experts on hand for more detailed advice. Digital features include expanded product stories and immersive tutorials, along with face colour scanners to helps shoppers find their exact skin tone.

The upper level houses the Colour Factory, where customers can blend bespoke lipsticks at the Colour My Lips Bar, and select their favourite lipstick cases.

Make-up tips and hints permeate the entire store, using the brand’s distinctive tone of voice to educate and inspire shoppers. Meanwhile a strong loyalty and gifts offer rewards customers in fun ways. A Snap & Share space encourages the use of social media among the store’s core audience.


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