By: Casha Doemland
For the last few years, Korean Beauty, also known as K-beauty, has taken the beauty world by storm, worldwide. From face masks and serums to BB creams and cosmetics, the K-Beauty category has racked up to $225 million in sales in the US alone, according to the market research of Kline.
One of the companies making waves is Etude House, who enjoys pink energy with a happy, bubbly heart.
Cosmetics, just like fashion, release collections and lines either seasonally or annually, and for ETUDE’s Colorful Drawing 2018 Spring Collection, they brought on ohSeven Co., Ltd. in Seoul, Korea to produce the packaging.
“Etude House is a conglomerate of many designers, so we collaborated with them on the newest collection systematically,” starts Sukyoo Bae, Manager at ohSeven. “The brand image at the company is clear, lovely, bubbly and cute. However, this project differed a little, and they wanted to try a more mature theme. Our mission was to make ‘Colorful Drawing’ look like a product of Etude House, but more lyrical and calm with watercolors.
“Etude House’s designer essentially delivered concepts to us, confirmed by the company and then proceeded to develop their products and the colors while we simultaneously designed the packaging.”
From the lipstick and eyeliner packaging to the branding photos themselves, the Colorful Drawing Collection features strategically painted brushstrokes in varying colors, both of which contrast and compliment. In the center of each package is the name of the collection in bold, black font, with the name of the product in a pink script below it.
“We were so inspired by spring because it’s the season of life and freshness,” adds Bae.
Sounds easy enough, right?
The watercolors proved to be the most challenging part of the entire project. At first, ohSeven tried to tackle the designs digitally in a few different ways, only to discover the looks were never quite right. So, they returned to the old fashioned way with watercolor on paper and then scanned it into the computer, finally obtaining the results they wanted.
“We had to design this project in a way that still represented Etude House,” says Bae. “We had to find the right way to mediate the mood of the watercolor and with the brand.”
With pops of pink, yellow and blue, Etude House’s newest collection caught the eye of beauty bloggers and vloggers all around the world like The Beauty Breakdown, Milkiss and Jasmineitor as they raved and reviewed about the products and packaging alike.
Why wouldn’t they? K-beauty popularity isn’t just because of the playful and vibrant packaging, or the fact that bloggers showcase mad love all the time. K-beauty has and continues to sweep the beauty world because of the advancements in their products and formulas, from the ingredients for even the most sensitive of skin to regimes and routines that start at an early age instead of when the problem arises. Lastly, most K-beauty products are affordable, which means you don’t have to break the bank to pamper yourself.
And if you can make a splash with your packaging? Even better.
LA-based and Georgia-bred, Casha Doemland spends her days crafting poetry and freelance writing. Over the last two years, she’s been published in a variety of publications and zines around the world. When she’s not nerding out with words, you can catch her watching a classic film, trekking around the globe or hanging out with a four-pound Pomeranian.
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