Etude House taps popular Malaysian personalities to give brand a human touch

Etude Malaysia wants to add a sense of realism to the brand and offer a human touch by featuring localised and relatable faces. Through its Etude Darling digital marketing campaign done in collaboration with Brandthink Malaysia, the brand picked GoXuan radio announcer Lovell Jia, Dissy Channel talent Madeleine Ang, and TikTok star Vanessa Ben Reynauld.

The personalities, also known as “Darling”, embody the brand’s DNA of being sweet and playful, as well as its pink attitude. According to Etude Malaysia, the suitability of the individuals and the product highlight of the month are also taken into consideration when appointing the personality for its Etude Darling campaign.

The Darlings act as a monthly cover star who will front some of its day-to-day contests and Etude Live sessions. They will also be featured on Etude TV, a big umbrella to a variety of video series that touches on various topics such as edu-beauty and make up challenges, moving beyond mere product releases and news. Each Darling will also film an introductory video to showcase their unique and fun personality.

A range of notable series under Etude Live includes the “Try Test”, which allows audience members to see how Etude products function in a fun and non-conventional way in every day life. Meanwhile, “Unbox Me” is a virtual product experience for viewers to get the first view of Etude’s new and highlighted products of the month with Etude Darling, while “Get The Look” is a series focusing on make up tutorials so audiences can learn how to recreate specific looks at home using the brand’s products. There is also the series “IG Takeover” which features a tour of new store openings, on-ground activations and events featuring Etude Darlings and other talents.

In a statement to A+M, MD and creative director of Brandthink, Jui Hong Teoh, said the latest digital marketing campaign is part of a bigger strategy of building an Etude TV channel that would be part of a larger communication effort to its community. 

“Creatively, the concept is inspired by live TV, and live streaming that has grown in popularity in China. Each episode in the series showcases our personalities but more importantly showcase how the Etude products seamlessly fit into our personalities' lifestyles,” he added.

Each personality was picked based on how relevant they may be to audiences, Teoh said, adding that they were also selected to fit a wide range of customers. They are young, forward thinking, have a very positive outlook and demeanour that fits the brand’s bright positive attitude. 

“We love that they have successes in different fields and we hope that with future darlings, we can showcase and highlight the diversity of our audience base,” he added.

According to him, the primary effort of Etude Darling is to grow the beauty brand’s community and enable them to learn more about integrating cosmetics into their daily lives. Growing the community will also lead to the intended effect of increasing both brand love as well as sales in stores and online. “More importantly, growing our community would also mean that our audience stay as consumers for a long time,” he added.

Additionally, the campaign will also be an effort for Etude House to grow its YouTube channel and experiment with TikTok. “Our Etude Darlings also record Tiktok videos for us, and would also promote the entire campaign across social channels including their own Tiktok. Tiktok is a channel we are currently experimenting with and are keen to discover how we can effectively empower that channel to meet business objectives,” he added.

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