Korea's Cushion spurs global beauty trend

REFLECTING their strong global presence, worldwide cumulative sales of AmorePacific Group’s Cushion products for January 2015 are expected to surpass 50 million units. The cosmetic line that redefined how Korean women wear makeup is gaining worldwide attention and is changing the landscape of the global cosmetics industry. 

 

Cushion refers to a makeup compact built with a specially designed urethane foam that safely contains and preserves makeup liquid comprised of foundation, sunscreen and skincare formula. Already popular as the "must-have" item in Korea for easy, flawless skin makeup, Cushion has more recently gained keen attentions in the global cosmetics market. 

 

AmorePacific has 19 Cushion products from its 13 brands in more than ten countries in Asian and North American markets 

 

Total sales in 2014 rose by 105% YoY at 26 million units, indicating a Cushion product was sold every 1.2 seconds during the previous year. Sales outside Korea surged by 140% YoY, fueled mostly by the three largest markets of mainland China, Taiwan, and Hong Kong, where the products have become an essential for every makeup bag.

 

A 2013 survey by the Korea Tourism Organization indicating more than 50% of Korea’s foreign visitors have purchased Korean cosmetics products pointed to the ever-growing popularity of Korean beauty or K-Beauty. Among these products, Cushion is fueling a global beauty trend after hitting Korea by storm and changing the way Korean women wear makeup. A study by global research firm TNS Korea of 800 Korean female consumers revealed that 75% of respondents have used or are currently using Cushion products. 

 

Cushion was chosen because of its portability and convenient approach of creating natural-looking flawless skin. By reducing the steps and time needed, Cushion has modified the makeup habits of Korean women, the survey also revealed. Three quarters (75%) of the respondents  said their makeup routine was shortened since using Cushion, while 76% said Cushion allows them to reapply makeup and sunscreen easily. Of the respondents, 55% use Cushion as sole base makeup product. 

 

More than eight of the ten most-favored brands indicated in the survey, such as the IOPE and LANEIGE, were from the category creator AmorePacific.

 

The IOPE Air Cushion is now one of the best-selling items in the Korean cosmetics market, with sales in 2014 alone exceeding 200 billion KRW. The product’s total sales hit 3.8 billion KRW in the first year it was launched. 

 

Upgrading quality and technology

 

The company started R&D work for Cushion in January 2007. It conducted more than 3,600 tests involving 200 different sponge types, ranging from latex for beddings to those utilized as bath sponges, to develop a multifunction sun protection product that is easier to carry and apply than conventional tube or pump-type counterparts. The trials yielded the IOPE Air Cushion, which was introduced in March 2008. 

 

In line with its principle of Excellent Product Quality, AmorePacific has conducted more than 15 upgrades since launching Cushion to improve both quality and technology. The company has filed for 114 patent applications and registered 13 patents in Korea, China, Japan, US, and Europe. Last year, it automated the entire Cushion production system to prepare for growing demand worldwide without compromising high product quality.  

 

Kyung-ho Choi, manager at Makeup Team 2 of AmorePacific Corp. R&D Center, is involved in upgrading the technology and quality of Cushion products

 

The company has introduced several products with different functional benefits, including the Laneige BB Cushion, Sulwhasoo Evenfair Perfecting Cushion, Innisfree Mineral Melting BB Cushion, and Etude House Precious Mineral Any Cushion. The Laneige BB Cushion series is customizable to target markets to suit local skin conditions. Sales in China alone for 2014 reached about 1.17 million units.  Meanwhile in Hong Kong, Cushion products have dominated markets since the category was launched on May 31, 2012 via the Laneige BB Cushion. 

 

Suh Kyung-Bae, Group chairman and CEO, said, "Cushion, created from AmorePacific Group's innovative technology, is a revolutionary product that is changing the makeup routines of women across the world and is going to be at the center of global beauty trend in 2015. AmorePacific Group will continue to pioneer and lead the global Cushion market with the company's unparalleled technology and superior products." 

 

As of January 2015, AmorePacific offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.