Cosmetics and skincare brand ETUDE House Malaysia has partnered with homegrown designer pins brand Lebihlah, to celebrate the milestone of 100,000 Instagram followers since its Malaysian launch in August 2017. As part of the collaboration, customers will receive a limited-edition enamel pin designed in collaboration by ETUDE House via its communications agency BRANDTHINK Malaysia and Lebihlah.
The four pin designs represent ETUDE's Beauty House, the brand's slogan "Life is Sweet", make up lovers and a 100k pin. In a statement to A+M, ETUDE House's spokesperson said pins are now in trend and is an object that relates to its customers and fan base. It also aims to show support for local brands through its partnership with Lebihlah. The spokesperson added that ETUDE House constantly strives to be relevant to consumers by speaking their language and showing how its products can value add and fit into their daily lives.
"It is true that growth in followers almost never guarantees growth in actual sales. Which is why at ETUDE House, we are more focused on growing our customer base," the spokeperson said. According to her, the brand has seen its number of followers grow as a correlation of its customer base instead of the other way around.
"This is why we invest our efforts in communicating with customers and not simply to grow followers. As our customer base grows, more of them are opting to stay in touch through social media and we use social media as a platform to educate and to connect, as well as using its tools to grow sales both offline in our boutiques as well as online through our eCommerce partners," the spokesperson added.
ETUDE House Malaysia's marketing manager, Jow Tin Yen, said it is highly encouraged by the growth of its fans in Malaysia and is very encouraged by how its fans have received the brand in Malaysia over the past two years.
"We have been fortunate to develop an engaged fan base that loves our fun positive content on our platform and continue to support both offline in our retail stores and online via eCommerce partners such as Lazada, Shopee and Hermo," Jow said. She added that its collaboration with Lebihlah is part of its continuous efforts to remain anchored locally to its customers in Malaysia, and to develop partnerships that align with ETUDE House as a fun, creative and quirky brand.