Etude Malaysia Celebrates Local ‘Darlings’ With Etude Darling

Etude Malaysia has rolled out a series of digital marketing projects called “Etude Darling” featuring up and coming local personalities to front some of their social content every month. The on-going project aims to add a sense of realism to the brand with a more human touch and by adding a localised and relatable voice and face to the brand to fit the community. 

Done in collaboration with its agency BRANDTHINK Malaysia, the selection of each Etude Darling or ‘Darlings’ as they are known, are individuals who would also embody the brand’s DNA “sweet, playful, and pink attitude” while letting their personality and creativity shine through. Etude Darling acts as a collaborative effort between the brand and the Darlings. The suitability of the individuals and the product highlight of the month are also taken into consideration.

Etude Darling has since featured ‘Darling’ GoXuan Radio Announcer, Lovell Jia (@lovell_jia), Dissy Channel talent Madeleine Ang also known as OkokokMou (@okokokmou), and coming soon, up and rising singer and TikTok star, Vanessa Ben Reynauld (@vanessalovesfood)

JULY DARLING, LOVELL

“Etude Darling is a great platform for our fans to get inspired by local personalities whom they can relate to. We want to work with different individuals to collaborate on creating fun contents that involve reviews, product experience, product education. It’s also a space where they can inspire the fans with their creativity and allow the fans to get closer to them through Etude Malaysia,” said ETUDE Malaysia's Marketing Manager, Jow Tin Yen.

The ‘Darling’ acts as a monthly cover star who will front some of Etude’s monthly day-to-day contents and ETUDE LIVE sessions. They will also be featured on ETUDE TV, a big umbrella to a variety of video series that touches on different content from Edu-beauty to entertaining makeup challenges that brings the audience through a journey beyond product releases and news. Each ‘Darling’ will also have their get-to-know-me introductory video to bring out their unique and fun personality.

AUGUST DARLING, OKOKOKMOU

Notable series under ETUDE TV is ‘Try Test’, an engaging series that allows the audience to see how Etude product functions in everyday life but in a fun nonconventional way; ’Unbox Me!’, a virtual product experience for viewers to get the first view of Etude’s new and highlighted products of the month with Etude Darling; ‘Get The Look’ - a series focusing on makeup tutorial-based contents to teach the audience how to recreate specific looks at home using Etude products; and ‘IG Takeover’, a tour or walkthrough to new store openings, on-ground activations and events featuring Etude Darling or other talents to hosts.

SEPTEMBER DARLING, VANESSA REYNAULD

Etude Malaysia has collaborated with BRANDTHINK Malaysia for three years since it arrived in Malaysia back in 2017. The partnership has seen many milestones throughout the years with campaigns and projects such as 100K Instagram followers with enamel pins, Etude x Hershey’s ‘Play Cupid’ Valentine’s Day campaign, and more recently ‘Etude’s Welcome To Wonderland’, a whimsical birthday online to offline campaign to celebrate the brand’s 3rd-anniversary in August, amongst many others.

More Videos

UNBOX ME! WITH LOVELL | ETUDE TV

TRY TEST WITH OKOKOKMOU | ETUDE TV

GET THE LOOK ‘PINK HEART’ MAKEUP WITH OKOKOKMOU | ETUDE TV