ETUDE House MY partners Hershey's for chocolate-inspired makeup collection

ETUDE House Malaysia has rolled out an online campaign for Valentine's Day titled "PLAY CUPID", in collaboration with Hershey's. The campaign plays on the art of chocolate gifting to loved ones and features six products comprised of two eye shadows palettes, two eye shadow brushes and two powder rouge tints.

The cosmetics and skincare brand also ran a giveaway via its agency BRANDTHINK Malaysia to allow customers to surprise their loved ones with a special chocolate box featuring a personalised love letter from the winner, a pack of Play Cupid Conversation Cards, and Hershey's mini chocolates.

In a statement to A+M, ETUDE House's spokesperson said it promoted the ETUDE House x Hershey's Collection by sending a love letter to 30 influencers, surprising them with Hershey's chocolates, as well as the full set of the makeup collection. The package also included specially created ETUDE House Conversation Cards designed to encourage deeper conversations around the dinner table with their partners.

Additionally, the campaign also encouraged fans to send love letters, with the winning entries rewarded with a special Valentine’s Day gift that was prepared by ETUDE House Malaysia. The makeup collection is being sold on Lazada, Shopee and Hermo.

When asked why it chose to partner Hershey's in particular, the spokesperson said ETUDE House has always collaborated with brands to come up with exciting collaborations to surprise them. These include the partnerships with Warner Bros. for this year's Chinese New Year Tom & Jerry collection, as well as the collaboration with Disney for exclusive collections of Daisy Duck and Olaf. In celebration of Valentine's Day, ETUDE House also created a Spotify playlist to get couples in the mood for the special occasion.