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Korea's "Cushion Boom" Changes Global Beauty Trends

-- AMOREPACIFIC Group's Cushion products to exceed 50 million units in cumulative global sales during January 2015
-- Used by 75% of Korean women, the innovative cushion is now creating a global beauty trend beyond its popularity in Korea
AMOREPACIFIC Group
2015-01-21 20:36 6065

HONG KONG, Jan. 21, 2015 /PRNewswire/ -- Craze for Cushion, which started in Korea, is now drawing worldwide attention and revolutionizing the makeup routine for women around the world.

AMOREPACIFIC Group announced today that the global sales of Cushion products under its brands are expected to exceed 50 million units on a cumulative basis during January 2015. With the total sales of Cushion products increasing 105% YoY to 26 million units, an AMOREPACIFIC Group's Cushion was sold every 1.2 seconds in 2014. In particular, the sales of the Cushion products outside of Korea surged a whopping approximately 140% YoY and led a remarkable growth in the global market. The three largest markets outside of Korea comprised Mainland China, Taiwan and Hong Kong, where Cushion products have become an essential for every makeup bag.

Total Sales Volume of AMOREPACIFIC Group’s Cushion Product (unit)
Total Sales Volume of AMOREPACIFIC Group’s Cushion Product (unit)

 

According to 2013 survey conducted by the Korea Tourism Organization, more than 50% of the foreign visitors to Korea have purchased Korean cosmetics products, indicating that the influence of K-Beauty (Korean beauty) is ever-growing. Among the Korean cosmetics products, Cushion, which has changed the way Korean women wear makeup, is now creating a global beauty trend beyond its popularity in Korea.

Another study conducted by the global research firm TNS Korea that interviewed 800 Korean female consumers found that 75% of Korean women have used or are currently using Cushion products. The respondents chose the portability and the convenience of creating the natural-looking flawless skin as their reasons for choosing Cushion.

Moreover, the survey showed that Cushion was in fact has changed the makeup habits of Korean women by reducing the steps and time needed in creating the skin-looks they prefer. 75% said that since using Cushion their makeup routine was shortened, and 76% replied that they were now easily reapplying makeup and sunscreen with Cushions. 55% of women responded that their sole base makeup product was Cushion. The survey showed more than 8 out of 10 most-favored Cushion brands were from the category creator AMOREPACIFIC Group, including IOPE and LANEIGE.

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.

Since the Cushion category was first introduced by AMOREPACIFIC Group in Hong Kong on May 31, 2012 with LANEIGE BB Cushion, Cushion products have taken the territory by storm, with over five Cushion products currently available across the brands under AMOREPACIFIC Group. These include AMOREPACIFIC Treatment CC Cushion, Sulwhasoo Perfecting Cushion, LANEIGE BB Cushion / BB Cushion [Pore Control], Innisfree Longwear / Waterglow / Ample Inense Cushion and ETUDE HOUSE Precious Mineral Any Cushion.

AMOREPACIFIC Group began its research and development for Cushion in January 2007. In order to develop a multi-functional sun protection product that is easier to carry and apply than conventional tube or pump-type products, AMOREPACIFIC Group conducted over 3,600 tests using 200 different types of sponges, ranging from latex used in beddings to types used as bath sponges. From these trials AMOREPACIFIC Group introduced the "IOPE AIR CUSHION®" in March 2008.

Committed to its "Excellent Product Quality" principle, AMOREPACIFIC Group continuously improved the technology and quality of its Cushion products by conducting more than 15 upgrades since the first launch. In addition, AMOREPACIFIC Group has filed for 114 patent applications and registered 13 patents in Korea, China, Japan, US, and Europe. With Cushion, AMOREPACIFIC Group was recognized for the innovativeness of its technology and contribution to the beauty industry. In 2014, AMOREPACIFIC Group succeeded in automating the entire Cushion production procedure. Its new Cushion production system enables the company to respond to the growing demand for the Cushion products globally and manage product quality at the same time.

Based on these efforts, the sales of IOPE AIR CUSHION®, which totaled 3.8 billion KRW in the first year launched, surpassed 200 billion KRW in 2014 alone, becoming one of the best-selling items in the Korean cosmetics market. And with the industry-leading technology, AMOREPACIFIC Group has launched numerous Cushion products with different functional benefits through its brands, such as 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 in particular was re-tailored for each global market to meet local skin conditions. As a result of localized marketing strategy, about 1.17 million units of LANEIGE BB Cushion were sold in China in 2014. As of January 2015, AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions, leading the "globalization" of the Korean-born Cushion. In Hong Kong, all five brands -- AMOREPACIFIC, Sulwhasoo, LANEIGE, Innisfree and ETUDE, utilize the AMOREPACIFIC Group's Cushion technology for related products.   

"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," said Suh Kyung-Bae, Chairman & CEO of AMOREPACIFIC Group. "AMOREPACIFIC Group will continue to pioneer and lead the global Cushion market with the company's unparalleled technology and superior products." he added.

Mr. Kyung-ho Choi, Manager at Makeup Team 2 of AMOREPACIFIC Corp. R&D Center,is explaining the improved technology and quality of its Cushion products.
Mr. Kyung-ho Choi, Manager at Makeup Team 2 of AMOREPACIFIC Corp. R&D Center,is explaining the improved technology and quality of its Cushion products.

 

AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.
AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.

 

AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.
AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.

 

 AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.
AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.

 

AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.
AMOREPACIFIC Group offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions.

About AMOREPACIFIC Group

Since 1945, AMOREPACIFIC Group has had a single, clear mission: to present its unique perception of beauty -- namely "Asian Beauty" -- to the world. As Korea's leading Beauty Company, AMOREPACIFIC Group draws from its deep understanding of both nature and human to pursue harmony between inner and outer beauty. With its portfolio of nearly 30 cosmetics, personal care, and health care brands, AMOREPACIFIC Group is devoted to meeting the various lifestyles and needs of global consumers around the world: Asia, North America, and Europe. AMOREPACIFIC Group's research centers located in Korea, China, and France are dedicated to sustainable R&D that combine the best of natural Asian ingredients and advanced bio-technology. With its world-class products, AMOREPACIFIC Group is acclaimed for the innovative ways in which it is transforming global beauty trends.

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Source: AMOREPACIFIC Group
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