Jae-hyun Jeong, ETUDE MC Team (Base Category Marketing Communications Lead) I was responsible for crafting the communication message for this new product and devising the overall marketing plan leading up to the launch of the ETUDE Double Lasting Concealer Palette. My tasks included managing communications with Sun-mi, the Director at Chai, a well-known makeup studio in Cheongdam-dong, and our main influencer, Hyo-jin Cho. Additionally, I handled viral influencer campaigns across various channels and planned content for social media.

Hae Shin, ETUDE BM Team (Base Category Development Lead) From the early stages, I took charge of conceptualizing the product and worked closely with Sun-mi, the Director at Chai, our co-developer, to refine its color, texture, and unique features. I also collaborated with colleagues in marketing and design, overseeing the entire development process to ensure the product's smooth launch.

Ye-rim Heo, ETUDE Creative Team (Base Category Product Design Development Lead) I was responsible for designing the container and packaging for the concealer palette. Throughout the development stages, I gathered feedback from related departments and Director Sun-mi, our co-developer, to enhance the design. I also conducted color tests for the packaging materials, supervised mass production, and executed the product’s visual presentation.

Hae Shin This product has many appealing aspects, but if I had to pick just one, it would be the formulation. We invested a lot of time and effort in testing samples from numerous manufacturers to recreate the concealer texture used in actual makeup studios. The formula comes in three different textures—creamy, thick, and powdery—so finding the perfect texture for each function took a while. But the result is a concealer palette that genuinely excels in coverage. Depending on your skin concerns, you can start with the creamy or thick formula for the first layer of coverage and then use the powdery texture for a second layer to lock in coverage and staying power.

Ye-rim Heo I would highlight the silhouette of the product. From the initial stages of designing the container, I wanted to create a silhouette that was comfortable to hold and had a cute, rounded, and voluminous feel. Since we anticipated users would spend a lot of time keeping the product in their palms, with its built-in mirror and mixing zone, we ensured that the edges wouldn’t feel sharp in the hand, enhancing usability. We also made the opening and closing mechanism more intuitive by enlarging the button for easier handling.
Additionally, we opted for a manufacturing method known as ‘marble injection molding,’ where two different colors are randomly patterned over the base color of the plastic. This means no two containers are precisely alike, giving each one a unique and special charm.

Jae-hyun Jeong I think the biggest draw is that it’s a four-shade palette that’s both easy to use and provides robust coverage.
Influencers who received the product praised it as a versatile tool they could carry and use at home or on the go. They were so enthusiastic that they came up with their tips and makeup looks without needing detailed instructions from us, making the collaboration incredibly enjoyable.

Hae Shin The moment when the initial idea for the product was conceived stands out the most. Concealer palettes with a color-correcting concept were already abundant in the market, but we noticed that customers tended to stick to the same shades they always used. So, we decided to focus on creating a palette that excels in coverage. We tried every concealer palette available in department stores, drugstores, and online brands.
Then, Sun-mi, the director at Chai, shared a valuable tip with us: in the shop, even when using concealer for coverage, they often set it with powder to ensure it lasts. No matter how good the coverage, cream or balm-type concealers tend to wear off due to heat or friction over time, but setting them with powder helps lock them in place. We thought incorporating this into a concealer palette would be incredibly useful. The result was indeed a eureka moment!
We also considered making the concealer easy to use anytime, anywhere. The design team faced many challenges, including cost concerns, but ultimately, we created a palette unlike anything else in the world.

Jae-hyun Jeong For me, the most memorable moment was the initial meeting with Director Sun-mi from Chai, beauty YouTuber Hyo-jin Cho, and Hae Shin, who’s here with us.
Typically, it’s challenging to coordinate with busy artists, but this time, we could have an open, honest discussion about our shared concerns, as everyone involved was genuinely passionate about covering skin troubles. We exchanged a wealth of ideas about the shape, color, and texture of the concealer we envisioned. The atmosphere was so lively and friendly that it felt more like chatting with friends than a business meeting. This candid exchange of creative ideas led to a great final product.

Another memorable moment was when Director Sun-mi shared real-time photos and feedback from her customers who tested the product in her shop. She even sent us bare-faced photos of herself testing the concealer, which she felt a bit embarrassed about due to their candid nature, but we were amazed by the product’s effectiveness and had a lot of fun reviewing them.

Ye-rim Heo: My most memorable experience was refining the final design based on feedback from related departments. Initially, the palette was transparent and smaller than it is now, without a mirror or mixing zone. I initially thought the critical point was having the contents clearly visible.

However, after receiving feedback from Hae Shin, Director Sun-mi, and other departments, we decided to incorporate a mirror, mixing zone, and brush into the palette, resulting in its current form. While design aesthetics are essential, the convenience of actual users takes precedence. The process of refining the design through multiple rounds of feedback is what makes product development so fascinating and enjoyable. Developing a product involves much more than just the creative process; many other aspects must be handled. However, communication with the collaborating teams was so smooth this time that even these challenges were enjoyable.

Hae Shin Traditionally, concealers have been marketed with a standardized color and a single texture. With this product, I wanted to showcase the pairing of various textures and the essential colors needed. It allows you to enjoy different makeup looks depending on your daily skin condition and the situation.
Even those who have found concealer challenging will find this product easy to use for their personalized coverage. The formula is smooth and easy to apply with just your fingers, but you can also use a brush for more precise coverage. I also recommend it for touch-ups. In the afternoon, when makeup tends to break down, use a cushion puff to neatly correct only the necessary areas without making the makeup feel heavy or uncomfortable. Now, consider carrying this concealer palette instead of a cushion!

Jae-hyun Jeong ETUDE is a brand that listens closely to customer voices and strives to communicate directly. We make an effort to monitor customer comments and direct messages in real-time. Through close collaboration with artists who hear firsthand from their clients, we’ve worked hard to deliver the product’s unique features and usage tips through various content formats—images, videos, influencer virality, and more.
I have acne-prone skin with large pores, so I’ve often found that using matte foundations, cushions, powders, shading, and blush can lead to a base that feels too heavy. While working on the Double Lasting Artist Concealer Palette, I felt like this was the product I’d been waiting for. It’s thin but has strong coverage and doesn’t settle into pores—that’s its real strength!
Also, I’ve always finished my base makeup with a matte look to avoid that greasy shine because I have oily skin. However, I’ve gained more confidence in achieving thin coverage using this concealer palette. Pairing it with the "Nymph Aura Volumer" product allowed me to reach a dewy, radiant glow that was truly eye-opening!

Ye-rim Heo We wanted to reflect the ability to mix and match according to individual skin types and concerns, even in the packaging. The marbled injection molding, which creates unique patterns, symbolizes that each container is as special as each individual's unique beauty and charm.
This product is designed so that even general customers can achieve a professional level of detailed coverage, similar to what you would get in a makeup shop. The different textures allow for versatile use on other areas of the face. When I tried it in a shop, I was amazed at how well the makeup was set with powder after applying concealer. The inclusion of a powder texture in this palette is fantastic! I recommend using it to create flawless, smooth skin with easy-to-use, high-performance contents.

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