Located in the heart of Garosu-gil, a fashion and beauty street that sets the trends for people in their 20s, the Etude Color Factory Garosu-gil Store is a space where customers can explore personalized color services, discover their own unique tones, and immerse themselves in the Etude brand experience.
Concept
After descending the staircase behind the dynamic entrance show window—displaying a spectrum of colors—customers naturally flow through the store to experience three main color zones: Check Your Color, where they determine their personal color type through a draping service; Find Your Look, where they try on Etude’s nine trendy signature makeup looks; Make Your Color, where they create custom lipsticks in perfect shades, complete with personalized messages and pretty packaging
The updated store introduces Personal Lipstick Production, allowing customers to choose lipstick shades that suit their skin tone, select a case design, and engrave a personalized message.
This experience-focused service highlights Etude’s color expertise, elevating the brand’s image and maximizing the immersive experience through thoughtful spatial design. From the Color Finder & Draping Makeup Bar, which helps customers identify their skin tone, to the Counseling Space, where they find their ideal colors, and the Open Lab, which showcases the lipstick-making process through a transparent show window—every corner of the store invites customers to explore the full world of Etude.
The eye-catching, colorful moving show window captures the excitement of the Color Factory, while its trendy aesthetic naturally draws in visitors. Inside, elements like pink and rose-gold tones, soft arches, and unified brand visuals elevate Etude’s signature loveliness into a more refined mood. Product displays showcasing the full color spectrum and playful photo zones invite customers to enjoy interactive experiences—from self-makeup trials to selfie moments.
