Korean Beauty Makeover

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South Korean cosmetic brand Etude has given its Myeong-dong flagship store a makeover, courtesy of consultancy Dalziel & Pow.


The revamped three-floor store is presented as an interactive beauty destination, the “House of Colour Play”, where customers can be creative with cosmetics.The enhancements include digital interactions, a revamped store façade and a new brand identity for Etude House, part of Asian beauty conglomerate Amore Pacific.


On the ground floor, customers are encouraged to explore all Etude House products, share looks and socialize around an oval mid-floor table that’s haloed by a modern lighting feature and illuminated wall mirrors.

The mezzanine level introduces a Personal Studio offering, My Colour Finder and My Colour Draping services for finding each customer’s most suitable shade. Digital plays a significant role, with expanded product stories and immersive tutorials. Customers can also find their exact skin tone using a specialist face color scanner.


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

Beauty stores are increasingly expanding beyond the traditional department store to create their own identity and experience.