Etude is a global cosmetics brand established in 1985 that is distributed in 11 Asian countries, targeting young women aged 16 to 20. Etude’s Sweet Recipe make-up is a spring limited collection that is designed to look like sweet deserts in a world of fairy tales. All make-up items feature motifs that are girls’ favourite desserts and come in a gingerbread-house box from the fairy tale of Hansel and Gretel. The product story is emotionally appealing and communicates that make-up should be playful. A colour palette of pink and brown tones underlines the impact of the packaging design.