Cosmetics Model Rival “Innisfree Yoona VS Etude House Sandara Park” Who Is The Winner?… Transformations According To Various Concepts, Outstanding “Sandara Park”

15 seconds is too short a time for a product to make an impact in the minds of a consumer, thus leaving an impression is not an easy task. Selecting the best brand models is the key to achieving this, particularly for cosmetic brands. Establishing a model that is perfect for a brand is a great help in establishing a brand image.

SK II “Im Su Jeong,” Biotherm “Gong Hyo Jin,” Benefit “Eugene” are just a few of the many models that were chosen to represent domestic cosmetic brands. Their charms helped introduce various products and making an impact on sales.

Beauty companies put a lot in store in star image, like concentrating on building a brand image through marketing. Two rival roadshop brands’ image models, Etude House’s 2NE1 member “Sandara Park,” and Innisfree’s SNSD member “Yoona” are generating a great interest among consumers.

Producing Different Atmospheres According To Various Make-Up Products Endorsed, “Sandara Park”

Girl group 2NE1 member, Sandara Park‘s charisma during performances, and her fun and bubbly personality, was deemed to be a perfect match to Etude House’s image. In particular, Etude House‘s products endorsed by Sandara Park, is eliciting the most favorable responses from consumers aged 18-24, showing a success in their fun-filled campaigns.

A lot of consumers have already associated Etude House with their brand models who have cute and youthful imaged, but they determined that they are attracted to Sandara Park‘s bright, bubbly, and fun personality, which is unique among the other image models, who are also endorsing roadshop cosmetic brands.

In addition, products endorsed by the brand model, were all directly advertised through social network updates and cable television interviews, resulting to more popularity from consumers and online bloggers, making most products come up to different Best Item lists.

As Etude House’s main brand advertising model, Sandara Park, gets to show a fresh, youthful and feminine side, which she doesn’t show as a performer as she has a different on-stage persona. As a cosmetics brand endorser, she gets to feature a different charm and atmosphere that draws not only consumers, but the general public as well.

As an idol singer, Sandara Park shows off an explosive performance, added by her charisma with her fresh and unique looks, but through Etude House’s recently released line of skin care products, she shows off another side of her charms. Called the “Skin Malgem Gymnastics,” which had a music video-like production, Sandara Park with her clear skin and endorsing a product to achieve the effect, showed off an image that appealed greatly to consumers. In the CM, she teaches an easy-to-follow dance that is also useful in applying the product to one’s face. When the YouTube video was made available to the public, it received a lot of attention and an explosive reaction.

Yoona, Pure Image Suited For A Clean, Natural Concept

Girl group SNSD member, Yoona, was determined to be suited best to a pure, clean, and clear image, which is suitable to the line of products she endorses through Innisfree. But while Sandara Park’s make-up personality, with her fresh and young image, can endorse a variety of products with different concepts, consumers feel that Yoona is too limited as a brand model and endorses products that complement her pure image.

* T/N: Omitted non-related parts. Please let us avoid bashing in the comments. These statements were the sentiments of the original Korean writer, and does not reflect upon OhDara. We love Dara, but we also like and respect Yoona. ^^ *


Source: Brand Biz

Translated by: BlackjackBelle@OhDara/ SlaveTranslator@WeLoveDara

Comments on: "Article: Cosmetics Model Rival “Innisfree Yoona VS Etude House Sandara Park” Who Is The Winner?… Transformations According To Various Concepts, Outstanding “Sandara Park”" (60)

  1. szinstarangel said:

    park shin hye is better than b*tch dara, dara is an old fox ugly.
    park shin hye should work for Etude House.

    Park shin hye >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>> Dara.

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  8. Ann Saturinas said:

    DARA THE BEST!!!!!!!!!!!!!!!!!!!!!! ❤

  9. i feel bad fo yoona’s fan for believing that she is a natural beauty.. when in truth she really isn’t..

  10. cheneechee said:

    ETUDE and DARA won my skin ❤

  11. ckjack_bla said:

    Speaking of Etude… Why is the cover photo of Etude Philippines Facebook is Shinee? Isn’t it supposed to be Dara? ^^;

  12. appleistheman said:

    Daraa-unnie for the win!! She’s a chameleon! ❤

  13. Dara+Etude = match made in heaven^^

    I really wish they would show more of “Etude Dara”
    on 2ne1’s Japan promo’s… even if she can’t speak
    Japanese if she look very pretty ~ all she have to do
    is stand on the side and smile… and all is well!^^

  14. sizukatamagoci said:

    i like this article..of course dara..she is the best..thanks admin for sharing,,:))

  15. congrats dara! ur the best 🙂

  16. i’m going with Yoona, she has increased sales for Innis for about 2 years. she must be doing something right, anyways, all her commercials are adorable as well,

    • Actually, Étude’s sales have increased considerably after Dara headlined their campaign. The figure I came across is 35 % over the same period the year before last. One other point raised was how several of their products frequently make it to the best seller lists of on line shops plus the influx of foreign buyers which also account for their store’s high visibility abroad. Plus the recognition and accolades their campaigns earn at advertising awards are partly influenced by the effectivity of the model chosen.

  17. etude’s impressive creativity and marketing + the perfect product endorser, goddess dara = sure winner, big profit!……….etude hit the jackpot when they got goddess dee…………..
    love dara and love etude

  18. of course Dara… she can portray different types in Etude commercial and proven effective endorser….

  19. She’s an effective endorser coz she uses the product. I’m full of doubt with Cfs but Dara made me buy all the product she endorses coz she gave the crave She is one of a kind and unique endorser in S.Korea, as of now I cannot name an idol/endorser who is as good as Dara when endorsing products.haha.

    As for Etude it’s been my beauty product for a year. XD it’s really good. I’ve noticed it, they’ve been spoiling Dara. If we couldn’t see Dara acting feminine on 2ne1, they are giving us drop dead gorgeous Dara in their Etude concepts, who all fans knows she is from the start. Congrats!

    PS: of all pic they could gab, why that pic? lol

  20. amainekochan said:

    Seriously though, these 2 must have the most celebrity fanboys in Kpop 🙂

  21. i am curious how these two effect the actual sales of the products!
    he!he! im so into numbers these past few months.

  22. for us DARA lovers,its not a surprise ….at first we are all smitten by her unexplainable charm and beauty,its like whenever i saw her pictures or shes performing ,what ever she does…dont know but all words like shes beautiful,cute,charming…shes fun to watch,her beauty makes you happy…plus her eyes…that tells it all…ETUDE is really lucky … DARA can endorse anything coz she had this very powerful,convincing charm,only few celeb have it ..and DARA is one of them…hope more cf in the DARA can buy her DREAM HOUSE for her loving family….

  23. How old is yoona? My god they look the same age…goddess D is a vampire…good job etude dara FTW

  24. Dara4ever said:

    Ofc0urse its Dara-unnie! She can portray all the c0ncepts that etude h0use c0me in mind!! It means she have a versatile beauty! Credit to ETUDE for giving us the diffrnt side of dara..!a perfect match!

  25. i don’t came here to hate Yoona or something. I Admit that Dara is more beautiful than Yoona But Yoona can’t act well more than Dara. I love Dara alot. But i’m saying the truth it’s just my opinion. Dara is born with natural beautiful and easy out going person. While Yoona born to be a little natural. Yoona is very skinny while Dara is not. Dara is alittle more chubbier than yoona. If you compared all over the girl groups in korea, I probably choose Dara alot. Becoz she always catches my eyes and heart whenever i look this face. I Love Respect Yoona and I Love Dara.

  26. of cousre dara win why because is true about her

  27. amainekochan said:

    Dara wins hands down. Hehehe…. Natural charm..NATURAL BEAUTY. We’ve known Dara since her teens and that’s what you call flawless, ageless beauty.

  28. Dara is the best. Funny, beautiful, sweet, and humble. 🙂

  29. For me Vampire Dee aka Dara Bright Dara FTW<3333
    and Etude cf is EPIC!!!!more epic cf, please? ^^

  30. oh dara….im in love with u…dont ever leave…i’ll never let you go ohh… (to the tune of OH CAROL)..haha…Goddess Dee FTW!!!

  31. right that’s Goddess D-ara ^^

  32. duh!! of course dara will win if only yoona will be the rival!! gosh dara is so elite!! snsd has been in the business for 6 yrs but dara and 2ne1 only 3 with the very limited shows come to think of it if they their the most powerful.. group a group w/o phonographic scandal!! only talent, unique personality, and charisma!! 2ne1 is the best!!!!

  33. stan1234 said:

    does anyone know how long dara has been an endorser for Etude?

    • BlackjackBelle said:

      A little over a year. ^^ 2NE1 became Etude endorsers as a group first, around May 2010 until the last campaign around August, if I’m not mistaken. Then Dara became a solo endorser, starting around December 2010 first for the Miss Tangerine campaign which was launched January-February 2011. ^.^

  34. Perfect partnership..
    Dara’s power as an endorser!
    She is very effective and she delivers every single time!
    I love ETUDE for always trying out different concept all the time.
    Besides, Dara has no problem with it, she does pull it off anyway, 😛
    DARA and ETUDE FTW!!
    More CF etude please!! 😀

  35. Foxycandy said:

    of course no doubt dara win… i used etude coz dara and her different image in etude. and Yoona just being her self perfect beauty n for me consumer thinking she’s already like that without the cosmetic so the cosmetic not gonna help me to look like her.

  36. Etude always had brilliant ideas and concepts for their products and I really like how it brings out the best of Dara. 🙂 Congrats to Etude and Dee for a job well done. I really hope they could do the sexy and sultry but wholesome concept next time. Probably for RED LIPSTICK pls? LOL

    • Dara in a cute bunny suit! I’ve been dreaming of this for a long time.

      I’m not a lesbian. just to be clear. lol

  37. daragonlove said:

    if i only look at the photos, i would think that dara and yoona has the same age…

  38. I think they both are effective beauty product endorsers. Both are very pretty and goddess-like. But how Dara can amazingly pull off every weird style that they put on her is what makes her more effective, coz she looks beautiful either way. But I think if Yoona does those weird styles, I think she’d look great too, it’s just that we aren’t use to seeing her like that. 🙂
    I really like Yoona. ❤ AND I LOVE DARA. Hahaha ^^

    P.S. Actually,I think what makes Dara a more effective endorser is because she promotes her CFs, endorses the Etude products, etc in her Me2day. PR Director right there. Haha

    • ur the writter from asianfanfic ryt?hehehe aside from asianfanfic which down at the moment where else can i read ur masterpiece?jhehhehe

      back to the topic hehehe what can i say dara is the B-E-S-T hehehe she’s perfect with or with our make up and she can portray different role from clumsy to girly to classic and foxy….

  39. ckjack_bla said:

    I’m glad that Dara is not limited to an “ideal girl image” coz it puts constraints in developing her potentials. What makes her a good endorser is that, she has the ability to portray herself in many ways (fragile/dorky/pretty/fierce/smexy etc.). Dara FTW!!!

  40. I’d go for Dara. I love 2NE1 and Etude House. That’s why I keep coming back to Etude House to buy their products. They have affordable and cute stuffs. HAHAHAHA. ❤

  41. hehe. Dara is a very effective endorser, but credit to Etude also for very ingenious ways of promoting the products that is able to highlight Dara’s strengths. It’s a perfect partnership, and Etude made the right decision in extending her contract.
    While it seems like all Yoona does is look at the camera and smile for Innisfree. hehe. But she’s pretty herself and has great skin too.

    • I really think that Etude and Dara are a great match. ^^ They both complement each other. Plus they make us fans happy! Haha! We get to see feminine, cute Dara, which we hardly ever see during 2ne1 promos. XD

      • Yes! And i love so much how Etude has taken care of Dara. They really trust her by making her the face of Etude even in other countries. Makes me so proud and happy as a fan.
        It is a perfect partnership. Etude found a model who can represent their wide array of products (makeup to skin care) to ladies ranging from teens to even 30 somethings, while Dara gets to show her other sides that she’s not able to show given her role as a sort of tomboyish fierce girl in 2NE1.

    • Nope Yoona definitely works hard at promoting Innisfree outside of Innisfree commercials and Innisfree fan meeting events! She used Innisfree products while shooting Family Outing (Innisfree was featured in three episodes of Family Outing because she was seen using them before going to sleep), she carries Innisfree hankerchiefs around during SM concerts, and she gets Innisfree products for the other SNSD members. As a result, Innisfree’s revenue increased by 64% in the summer of 2011 as compared to the same period a year before.

      Dara’s a great model as well because she seems like someone who really uses the products she endorses on her own.

  42. bravo etude!! bravo!! dara is really an effective endorser..

  43. dorkirabbit said:

    like it dara the great endorser

  44. So that means,,, Dara is the most effective beauty endorser forever! yay 🙂 *throws confetti*

  45. dara unni jjang.. who might thing think that she is already in late twenies?? dara unnie go go go!!

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