Teeming with people throughout the day, the newly-opened Etude House store at Plaza Singapura is as adorable as the brand’s girly packaging. Its signature strawberry milk-pink décor theme sets it apart from other Korean beauty stores here: The Face Shop and Beauty Credit have clean lines and a minimalist feel, while Skinfood has vintage vibes but Etude House is infused with a fun, frivolous pink. Its playful facade adds to the brand’s cute factor and never fails to draw attention.
The Plaza Sing store may not have an elaborate shopfront like its counterparts in Korea and Bangkok but it certainly has a special charm of its own. I particularly like the makeup play area and the sparkly raspberry pink traincase on which products are displayed for testing.
Like Sephora@NAC, the store offers generous testers, with duplicate tester products all over the small store. Neatly displayed, the beauty-full pretties are aching to be touched!
A plethora of colours, tones and textures beckons…
Spend only S$50 to obtain a ‘Princess Membership’ that gives you a 7% discount on future purchases. Not difficult, really, when a couple of items easily add up to this amount. ;) A decent range of wearable colours and interesting skincare products make this store a place worth visiting. The prices vary – some eye makeup items are under S$10, while a few BB Creams are just shy of S$40.
The prices are undoubtedly marked up* and soar above the prices in the brand’s native country. I suppose they could be justified somewhat, when you factor in the shipping and take product efficacy into consideration. Personally, it is gratifying to be able to see and touch the products. That experience makes up for the difference to some extent, not to mention being able to purchase the products on the spot. What’s more, Etude House prices are somewhat reasonable, when you compare them with Skinfood and The Face Shop prices here. I do concede that the products are overpriced, whichever way you look at it.
I wondered if Korean actor Lee Min Ho (the brand’s celeb rep) would come to our sunny island to promote the brand. The Etude House people have said no, unfortunately (sorry, BBF fans!).
* For instance, Precious Mineral BB Cream is S$39.90 here but only ₩13,500 (under S$16) in Korea, while a Precious Petit Darling Eyes shadow single is S$7.90 but around S$3.50, when converted to Korean Won!