Etude House

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Etude House
Native name
에뛰드하우스
Founded 1966; 52 years ago (1966)
Headquarters Seoul, South Korea
Area served
Worldwide
Products Skincare
Parent Amore Pacific
Website http://www.etudehouse.com/

Etude House (Hangul에뛰드하우스) is a South Korean cosmetics brand owned by Amore Pacific.[1] The brand name 'Etude' comes from Frederic Chopin's studies of the piano. Etude simply means study in French.[2]

History

The company was established in 1966, and the corporate name was changed to Oscar Corporation in 1985. In 1990, it was incorporated by Amore Pacific Group. The name was changed to Etude Corporation in 1997.[3]

Etude House Seoul was launched in 2005. It opened its 100th brand store in 2007 and its 200th in 2009.[3]

In 2009, Etude House launched stores in Taiwan, Singapore and the Philippines. It also launched stores in Brunei and Myanmar in 2010. It opened its 100th overseas branch in the same year.[3]

Etude House opened its first branch in Japan in 2011.[4]

On March 17, 2018, Etude House opend its first branch in the Middle East in Dubai.[5] The following day, a branch was opened in Kuwait.[6] The brand is also expected to launch a branch in Saudi Arabia in 2018.[7]

Etudes combined products and stores in pink overall, and the logo was also designed in pink. At the top of the logo is a diamond shaped shape, which represents a girl's yearning for sweet dreams and beauty. The heart shape in the center of the logo represents the pure and beautiful heart and yearning for the world. The very bottom of the heart is a pumpkin wagon that will lead the customer to Etudes.[8]

Spokespersons and models

Etude House has been endorsed by Jun Ji-hyun from 1999 to 2000. S.E.S replaced her and endorsed the brand from 2000 to 2001. Song Hye-kyo became a model of Etude House in 2001 and endorsed the brand until 2006. Jang Keun-suk and Go Ara were models of the brand from 2006 to 2008. Yoo Seung-ho was a model of the brand from 2009 to 2010.[9]

In March 2009, it was announced that Lee Min-ho and Park Shin-hye will be the new faces of Etude House until 2010.

On April 14, 2010, 2NE1 became Etude House models.[10]

On October 25, 2011, SHINee became the new endorsers of Etude House.

On January 4, 2013, f(x)'s Sulli and Krystal joined SHINee and became the new models of Etude House until 2014.[11]

Female idols from girl groups like Joy of Red Velvet and temporary girl group I.O.I, have done pictorials to promote the brand's newly released lines until 2017.[12]

On March 14, 2018, Red Velvet has been chosen as the newest Brand Model of Etude House.[13]

Animals Testing

If you love Korean beauty brands, you're not alone. This Korean brand has started to develop its products follow its aim to be the top country brand of the cosmetics. However, as effective as these products are, many of these brands aren't necessarily cruelty-free.[14] For beauty cosmetics "Cruelty-free" is a label for products that do not harm or kill animals. Products that are tested on animals can cause pain and death of millions of animals are not considered cruelty-free. For example, the Korean brands that sell in China are required to test on animals, meaning they aren't cruelty-free. These include popular labels like Etude House.[15]

References

  1. ^ "Our Brands > Cosmetics > ETUDE" (in Korean). En.amorepacific.com. Retrieved 2013-10-30. 
  2. ^ "Etude House > Brand Story". etudehouse.com. Retrieved 2013-10-30. 
  3. ^ a b c "Company History". etudehouse.com. Retrieved 21 November 2017. 
  4. ^ "Company History". etudehouse.com. Retrieved 2013-10-30. 
  5. ^ Judge, Lindsay (April 9, 2018). "ETUDE House opens first store in the UAE". Friday Magazine. Retrieved May 24, 2018. 
  6. ^ "Korean beauty brand ETUDE HOUSE opens its doors in UAE and Kuwait". Alshaya. March 25, 2018. Retrieved May 24, 2018. 
  7. ^ "Etude House's first store in Middle East opens in Dubai". Yonhap News. March 19, 2018. Retrieved May 24, 2018. 
  8. ^ etude.co.kr. "에뛰드-에뛰드 스토리". www.etude.co.kr. 
  9. ^ "Faces of ETUDE" (in Korean). etude.sg. Retrieved 2013-10-30. 
  10. ^ "2NE1 to return as Etude House model'". allkpop. 14 April 2010. Retrieved 2013-10-30. 
  11. ^ "Krystal and Sulli to join SHINee as models for 'Etude House' in 2013". allkpop. 4 January 2013. Retrieved 2013-10-30. 
  12. ^ "[단독] 아이오아이, 에뛰드 모델 됐다…단숨에 톱 걸그룹 등극". 4 April 2016. Retrieved 2016-04-04. 
  13. ^ "에뛰드하우스, 새 모델로 걸그룹 레드벨벳 발탁". 이투데이 (in Korean). 2018-03-14. Retrieved 2018-03-14. 
  14. ^ Ashley (October 2, 2017). "Ethical Brands: 6 Cruelty-free Korean beauty brands to know". Marie France Asia. Retrieved May 24, 2018. 
  15. ^ Kira (July 24, 2015). "A Guide to Cruelty-Free Korean Beauty". Medium. Retrieved May 24, 2018. 

External links

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