Etude capitalises on MBTI hype in Korea with new customisable eye shadow palette

By Hui Ling Dang

- Last updated on GMT

Etude has launched a new eye shadow product that allows consumers to customise their own palette. ©Etude
Etude has launched a new eye shadow product that allows consumers to customise their own palette. ©Etude

Related tags K-Beauty customisation Amorepacific Colour cosmetics

K-beauty brand Etude has launched a new eye shadow product that allows consumers to customise their own palette, tapping into personal colour and personality test trends that have taken South Korea by storm in recent times.

Particularly among millennials and Gen Zs, the hype about Myers-Briggs Type Indicator (MBTI) personality test has been sensational, and has become a prevalent part of the country’s pop culture, where companies spanning food, entertainment and cosmetics sectors have played into the trend.

On January 29, Etude announced the launch of a new eye shadow product called “MBTEye (My Best Tone Eye) Palette”.

The Amorepacific-owned brand said that the product concept encapsulates both the personal colour analysis​ and MBTI trends.  

According to Etude, the MBTEye Palette can be configured with up to 14 colours, and is suitable for use as both eye shadow and blusher. Each piece in the palette can be customised to fit an individual’s skin tone.

The brand plans to release more colours in the future.

This new product is a combination of Etude’s unique concept and answer to consumer needs. It can be changed in various ways depending on the customer’s makeup concept, and caters to consumers who prefer makeup items that match their tone.”

At the same time, there are three basic configurations, designed based on MBTI tendencies, available for consumers to consider.

Specifically, “My Favourite I” comes with classic shades of brown and is best suited for people with Warm Autumn as their personal colour; “It’s not E but I” is composed of pink-rise shades that are recommended for those with Cool Summer skin tones; and “Everyone’s E-deal type” consists of coral beige colours that go well with Warm Spring skin tones.

The MBTEye Palette debuted with a special exhibition at Olive Young, with various launch promotions set to be activated throughout February.

Expanding line-up

Etude will also be rolling out three new colours of its hero lip product Fixing Tint, as well as Glaze Plump Gloss, an easy-to-wear lip gloss and plumper.

The Glaze Plump Gloss contains “milky way-like” pearls. When applied on top of Fixing Tint, it helps to resolve dryness and enable the appearance of fuller, glossy lips.

“Users can choose the degree of plumping effect by colour, so it is good for beginners who are not familiar with the plumping function,” ​the brand said.

In addition, its Curl Fix Mascara, reportedly the best-selling item in Olive Young, will be included in a special set with Dewy Glitter, which can be used as a glitter mascara and eye shadow.

The Dewy Glitter features an aurora silver colour with clear and bright glitters to create the K-pop idol “sparkling eyes” look.

All the new products will be released in February alongside promotional activities to commemorate the launch.

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