AmorePacific’s affordable makeup brand Etude House opened its Shanghai flagship store on Aug. 8.

Under the theme “Princess Palace,” the store has added a touch of fantasy to the interior that is mostly painted in pink and white.

Upon arrival, visitors walk down the “pink carpet,” then look into the “Princess Mirror” after trying on products stacked on the “Pink Castle” shelves. A “Pink Pumpkin Coach” loaded with make-up tools is also installed in a corner.

Those who want to experience the latest Korean make-up trends can also receive the services of a professional make-up artist stationed there.

Etude House’s brand ambassadors Minho and Key from boy band SHINee attended the opening ceremony.

(baejisook@heraldcorp.com)