{"id":20019,"date":"2023-06-26T10:04:07","date_gmt":"2023-06-26T01:04:07","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=20019"},"modified":"2025-01-02T16:11:51","modified_gmt":"2025-01-02T07:11:51","slug":"a-beauty-guru-that-creates-playful-makeup-culture-lee-su-youn-president-at-etude","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/a-beauty-guru-that-creates-playful-makeup-culture-lee-su-youn-president-at-etude\/","title":{"rendered":"A Beauty Guru That Creates Playful Makeup Culture \u2013 Lee Su-youn, President at ETUDE"},"content":{"rendered":"<style type=\"text\/css\">\n\t\/* common : S *\/<\/p>\n<p>\t.responsive_column_wrap {\n\t\tmargin: 0;\n\t\tmax-width: 900px;\n\t\tmargin-left: auto;\n\t\tmargin-right: auto;\n\t\tpadding-bottom: 100px;\n\t\tfont-size: 17px;\n\t\tcolor: #555;\n\t\tline-height: 1.65;\n\t\tword-break: keep-all;\n\t}<\/p>\n<p>\t.responsive_column_wrap.zh {\n\t\tword-break: break-all !important;\n\t}<\/p>\n<p>\t.responsive_column_wrap span {\n\t\tmargin: 0;\n\t}<\/p>\n<p>\t.responsive_column_wrap .fw600 {\n\t\tfont-weight: 600;\n\t}<\/p>\n<p>\t.responsive_column_wrap .c111 {\n\t\tcolor: #111;\n\t}<\/p>\n<p>\t.responsive_column_wrap .ptc01 {\n\t\tcolor: #63caf5;\n\t}<\/p>\n<p>\t.responsive_column_wrap .ptc02 {\n\t\tcolor: #30aadd;\n\t}<\/p>\n<p>\t.responsive_column_wrap .fz18 {\n\t\tfont-size: 18px;\n\t}<\/p>\n<p>\t.responsive_column_wrap .fz20 {\n\t\tfont-size: 20px;\n\t}<\/p>\n<p>\t.responsive_column_wrap .underL {\n\t\ttext-decoration: underline;\n\t\ttext-decoration-skip-ink: none;\n\t}<\/p>\n<p>\t.responsive_column_wrap .italic {\n\t\tfont-style: italic;\n\t}<\/p>\n<p>\t.responsive_column_wrap .taL {\n\t\ttext-align: left;\n\t}<\/p>\n<p>\t.responsive_column_wrap .taR {\n\t\ttext-align: right;\n\t}<\/p>\n<p>\t.responsive_column_wrap .taC {\n\t\ttext-align: center;\n\t}<\/p>\n<p>\t.responsive_column_wrap .inner30 {\n\t\tmargin-left: 30px;\n\t\tmargin-right: 30px;\n\t}<\/p>\n<p>\t.responsive_column_wrap .inner50 {\n\t\tmargin-left: 50px;\n\t\tmargin-right: 50px;\n\t}<\/p>\n<p>\t.responsive_column_wrap .hash_text {\n\t\tfont-size: 18px;\n\t\tfont-weight: 600;\n\t\tletter-spacing: -0.02em;\n\t\tcolor: #111;\n\t}<\/p>\n<p>\t.responsive_column_wrap .star {\n\t\tcolor: #30abde;\n\t}<\/p>\n<p>\t.responsive_column_wrap .img_area>div {\n\t\tmargin: 0 auto;\n\t}<\/p>\n<p>\t.responsive_column_wrap .img_area .img_desc {\n\t\tdisplay: block;\n\t\tmargin-top: 10px;\n\t\tfont-size: 16px;\n\t\ttext-align: center;\n\t\tcolor: #888;\n\t}<\/p>\n<p>\t.responsive_column_wrap .box_area {\n\t\tmargin: 0 30px;\n\t\tpadding: 30px;\n\t\tborder: 1px solid #c0c0c0;\n\t\tbox-sizing: border-box;\n\t\tline-height: 1.7;\n\t}<\/p>\n<p>\t.responsive_column_wrap .source_area {\n\t\tmargin: 0 30px;\n\t}<\/p>\n<p>\t.responsive_column_wrap .source_area .box_in {\n\t\tborder-top: 1px solid #999;\n\t\tpadding-top: 5px;\n\t}<\/p>\n<p>\t.responsive_column_wrap .video_area {\n\t\tposition: relative;\n\t}<\/p>\n<p>\t.responsive_column_wrap .video_area iframe {\n\t\tposition: absolute;\n\t\ttop: 0;\n\t\tleft: 0;\n\t\twidth: 100%;\n\t\theight: 100%;\n\t}\n\t\/* common : E *\/<\/p>\n<p>\t.responsive_column_wrap .question_box .text {\n\t\tdisplay: flex;\n\t\talign-items: baseline;\n\t}<\/p>\n<p>\t.responsive_column_wrap .question_box .text::before {\n\t\tcontent: 'Q';\n\t\tflex: 0 0 24px;\n\t\twidth: 24px;\n\t\theight: 24px;\n\t\tmargin-right: 10px;\n\t\tborder-radius: 50%;\n\t\tbackground-color: #ddd;\n\t\ttext-align: center;\n\t\tline-height: 24px;\n\t\tcolor: #fff;\n\t}<\/p>\n<p>\t@media (max-width:768px) {\n\t\t\/* common : S *\/\n\t\t.responsive_column_wrap {\n\t\t\tpadding-bottom: 50px;\n\t\t}\n\t\t.responsive_column_wrap .inner30,\n\t\t.responsive_column_wrap .inner50 {\n\t\t\tmargin-left: 0;\n\t\t\tmargin-right: 0;\n\t\t}\n\t\t.responsive_column_wrap .img_area .img_desc {\n\t\t\tfont-size: 14px;\n\t\t}\n\t\t.responsive_column_wrap .box_area {\n\t\t\tmargin: 0;\n\t\t\tpadding: 15px;\n\t\t}\n\t\t.responsive_column_wrap .source_area {\n\t\t\tmargin: 0;\n\t\t}\n\t\t.responsive_column_wrap .source_area .box_in {\n\t\t\tpadding-top: 2px;\n\t\t}\n\t\t\/* common : E *\/\n\t}\n<\/style>\n<div class=\"responsive_column_wrap\">\n<div class=\"video_area\">\n\t\t<img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/11832715-c6aa-42ff-81f6-3b412eca15fa.jpg\" alt=\"\ube44\ub514\uc624\uc601\uc5ed\"><\/p>\n<p>\t\t<iframe width=\"100%\" height=\"100%\" frameborder=\"0\" allowfullscreen=\"\" src=\"https:\/\/www.youtube.com\/embed\/xRO3h1GQuPs?version=2&amp;autoplay=0&amp;loop=1&amp;autohide=1&amp;controls=1&amp;showinfo=0&amp;rel=0&amp;wmode=opaque\"><\/iframe>\n\t<\/div>\n<p><\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> When did you join Amorepacific? <\/p>\n<\/p><\/div>\n<p>\n\t\tAmorepacific was where I first started my career after graduating from college, and I have been working with Amorepacific Group for 23 years ever since. I was fascinated by the world of makeup, as many teenagers these days are. I even took makeup classes<br \/>\n\t\toutside of school while in college, making friends with people who worked in the industry.<\/p>\n<p>\t\tAmorepacific was already Korea&#8217;s best beauty company then, as it is now, so naturally, it was my dream workplace. After graduating from college, I applied for a position at Amorepacific, and although it was competitive, I got the job. With my dream<br \/>\n\t\tof working at Amorepacific fulfilled, I was motivated to work hard and enjoy my journey here at the company, and here I am now, as the President of ETUDE.\n\t<\/p><\/div>\n<p><\/p>\n<div class=\"img_area inner50\" style=\"text-align:center;\">\n<div>\n\t\t\t<img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/8fc12474-dc35-452f-b8fc-8d3a6e2e7af3.jpg\"><\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> What are some of the works you were responsible for at ETUDE? <\/p>\n<\/p><\/div>\n<p>\n\t\tAfter joining Amorepacific, I worked with various brands, including LANEIGE, Mamonde, and IOPE. Then, about five years ago, I joined the ETUDE. When I took on an executive position, I quickly taught myself the different aspects of the business and<br \/>\n\t\tthought over and over again about how I could make the brand&#8217;s business grow. I realized that I needed to have a thorough understanding of the practical aspects and actively pursue areas where efficiency could be improved. I followed through with that<br \/>\n\t\tmindset. Additionally, my team and I entered into new distribution channels and adopted a new marketing approach in which customers, the brand, and influencers became one to create products and grow the brand. It gave birth to our most loved products<br \/>\n\t\tlike the Shadow Shading contour powder, SOON JUNG sunscreen, and mascaras. We received rave reviews from our customers, and we ranked first in various distribution and sales channels. Our profits also improved. All of this was made possible thanks to<br \/>\n\t\tthe trust and support of the members of the ETUDE team members.\n\t<\/div>\n<p><\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> Please tell us about ETUDE as a brand. <\/p>\n<\/p><\/div>\n<p>\n\t\tETUDE is all about making makeup enjoyable, creating a makeup \u2018play\u2019 culture. The reason we call it \u2018play\u2019 is because we believe makeup is something that is shared and enjoyed together, rather than done alone. That&#8217;s what makes it more fun. Our goal<br \/>\n\t\tis to bring together people who appreciate those aspects of makeup, offering them products and content tailored to their taste, as a curator of their makeup playlist.\n\t<\/div>\n<p><\/p>\n<div class=\"img_area inner50\" style=\"text-align:center;\">\n<div>\n\t\t\t<img decoding=\"async\" src=\"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/b278d8e9-288b-4600-94f5-08539beb8867.jpg\"><\/p><\/div>\n<\/p><\/div>\n<p><\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> Not all brands that collaborate with influencers are successful. But it seems ETUDE has a lot of success cases when it comes to influencer collaborations. What is your secret? <\/p>\n<\/p><\/div>\n<p>\n\t\tETUDE listens closely to the voices of its customers, more than anything. We make the effort to thoroughly understand what they want, what they don&#8217;t like, and what they appreciate. We combine our technical expertise and know-how with the creativity<br \/>\n\t\tof influencers to create products that customers will love. Thankfully, this approach has led to positive testimonials from our customers for collaborations, including \u201cCho Hyo-jin X Shadow Shading,\u201d \u201cDirector Pi X SOON JUNG Sunscreen,\u201d and \u201cCustomer<br \/>\n\t\tX Curl Fix Mascara.\u201d<\/p>\n<p>\t\tWe have had some adventures throughout the process. When we dropped SOON JUNG Sunscreen, all 3,000 units of the initial batch were sold out within 12 hours. Our employees were thrilled with the quick sell-out, but many customers who weren&#8217;t able to<br \/>\n\t\tget their hands on the product left comments on our social media channels as well as Director Pi&#8217;s channels, requesting us to quickly restock the inventory. We had no choice but to open an additional website on Naver the same day. Even that additional<br \/>\n\t\tinventory sold out within 2 minutes.<\/p>\n<p>\t\tAs for the Shadow Shading contour powder, we initially collaborated with influencer Cho Hyo-jin for a single launch contract and developed the product. After its release, however, customers who tried the product started asking on the social media channels<br \/>\n\t\tof ETUDE and Cho Hyo-jin if we could launch a \u201ccool tone\u201d version. As per the request of our customers, we ended up launching Shadow Shading 2.0, \u201cCool-tone Shading.\u201d Customers actively requesting product development, coupled with influencers posting<br \/>\n\t\tabout these processes on their channels, created a buzz even before the launch. This, in turn, led to high sales and created a positive cycle of success.\n\t<\/p><\/div>\n<p><\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> Recently, Kazuha of LE SSERAFIM is the new face of the brand, and she has been doing a great job representing the brand so well. How and why did you choose her as ETUDE&#8217;s new ambassador? <\/p>\n<\/p><\/div>\n<p>\n\t\tWhen we decided to transform our brand keyword into \u2018Makeup Playlist,\u2019 we started looking for a muse who would represent playfulness and healthy joy. Kazuha fit this description perfectly. She really loves ETUDE Curl Fix Mascara and Fixing Tint, so<br \/>\n\t\tour products often show up on LE SSERAFIM&#8217;s YouTube videos, even when they are not paid ads!\n\t<\/div>\n<p><\/p>\n<div class=\"text_area inner50\">\n<div class=\"question_box\">\n<p class=\"text fw600 c111\"> What are some exciting plans that are on the way for the brand? <\/p>\n<\/p><\/div>\n<p>\n\t\tI have actually been with ETUDE only for about 5 years. I was appointed as the Marketing Division Manager in 2018, and last September, I became the President. But ETUDE&#8217;s roots go all the way back to 1985. At that time, Amorepacific had a makeup cosmetics<br \/>\n\t\tbrand called \u2018Oscar,\u2019 which was the first Korean brand to export its highly competitive products overseas. Building on this legacy, ETUDE has since been providing a variety of cosmetics to cater to the makeup needs of teenagers and those in their 20s,<br \/>\n\t\taccumulating unrivaled makeup expertise along the way.<\/p>\n<p>\t\tETUDE will continue to develop innovative, fun products that capture our unique strengths to make makeup easier and more playful for our customers who truly appreciate the art of makeup. We have plans to expand our business not only within Korea but<br \/>\n\t\talso globally, so that we can reach a wider audience.\n\t<\/p><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Amorepacific was where I first started my career after graduating from college, and I have been working with Amorepacific Group for 23 years ever since. I was fascinated by the world of makeup, as many teenagers these days are. I even took makeup classes outside of school while in college, making friends with people who worked in the industry. Amorepacific was already Korea&#8217;s best beauty company then, as it is now, so naturally, it was my dream workplace. After graduating from college, I applied for a position at Amorepacific, and although it was competitive, I got the job. With my dream of working at Amorepacific fulfilled, I was motivated to work hard and enjoy my journey here at the company, and here I am now, as the President of ETUDE.<\/p>\n","protected":false},"author":8,"featured_media":20022,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_list_apon":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[2,3,4],"tags":[],"post_series":[],"class_list":["post-20019","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-heritage","category-heritage-old","category-member"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2023\/07\/f8b2867a-1bcd-420f-a6f3-f11e84cca6d6.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/20019","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=20019"}],"version-history":[{"count":4,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/20019\/revisions"}],"predecessor-version":[{"id":23102,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/20019\/revisions\/23102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/20022"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=20019"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=20019"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=20019"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=20019"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}