With a new brand positioning, Korea’s Etude House has been making inroads in the global cosmetics market this year.

Previously tagged Princess Fantasy, its new positioning line is Sweet Dream. Its makeover includes more sophisticated visuals in its advertisements and packaging designs, plus a new slogan, “Life is Sweet”. The aim is to symbolise the positive energy and values of people in their 20s as Etude House works toward its vision of becoming the “global No. 1 young makeup brand” through overseas expansion, digital content development, new services and innovative products.

Etude House, owner by Amorepacific has about 230 stores in 12 Asian countries, and by 2020 aims to have increased its number of overseas stores by 50 per cent.

From June, Etude House has been managing a multi-channel network, the Beautizens Club, to support the development of new beauty content creators. This has led to 25 content creators from Asia being chosen as “beautizens” to receive makeup tutorials.

Etude House also has a new mobile app that lets customers administer their account. It also contains digital content that analyses purchasing patterns and draws on age-group general preferences to suggest colours.

In co-operation with the Seoul Metropolitan Rapid Transit Corporation, the brand offers customers the option to pick up their online-ordered products at lockers inside subway stations.