ETUDE HOUSE held 2016 Pink Play Concert, “Life is Sweet Festival,” at DDP (Dongdaemun Design Plaza) in Seoul, Korea on Saturday, July 2. Now in its sixth year, the Pink Play Concert brought customers together under the brand slogan of “Life is Sweet” to fill them good positive energy while enjoying exciting fun moments.

This concert had a special concept of eight sweet rooms, including Her Lovely Room decorated with Dear My Blooming Lips-Talk and perfumes, Colorful 101 Pencil Room featuring Play 101 Pencil, and Her Beautiful Powder Room for festival makeup service, each providing beauty experience and ETUDE HOUSE products for everyone who attended the concert.

The concert delivered a stream of music throughout first and second sessions over seven hours and Krystal, a member of the Korean girl group f(x) and brand model for ETUDE HOUSE, enjoyed it with many Korean singers. ETUDE HOUSE Pink Play Concert is a famous cultural beauty-and-music event held every year in Korea. It provides fans of ETUDE HOUSE with a great opportunity to experience the brand.