AmorePacific’s Cushion compact sees global popularity take off

The ‘Cushion’ refers to a make-up compact built with specially-designed urethane foam that safely contains and preserves make-up liquid comprised of foundation, sunscreen and skin care formula.

It has been a popular product in Korea for convenience and according to global research firm TNS Korea, 75% of Korean women have used or are currently using Cushion products.

It is also said to have changed the make-up habits of Korean women by reducing the steps and time needed in creating the skin-looks they prefer, with many saying the Cushion is their sole base make-up product.

Popularity​

The popularity within the country is also having an effect globally, such as the influence of K-Beauty (Korean beauty), as according to a 2013 survey conducted by the Korea Tourism Organization, more than 50% of the foreign visitors to Korea have purchased Korean cosmetics products.

Among Korean cosmetics products, Cushion is now creating a global beauty trend beyond its domestic popularity.

As a result of this AmorePacific says 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 these products increasing 105% YoY to 26 million units, an AmorePacific Cushion was sold every 1.2 seconds in 2014. In particular, the sales of the products outside of Korea surged approximately 140% YoY.

One to watch​

As of January 2015, the Korean cosmetics maker 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.

“Cushion, created from AmorePacific’s innovative technology, is a revolutionary product that is changing the make-up routines of women across the world and is going to be at the centre of global beauty trend in 2015,”​ says Suh Kyung-Bae, Chairman & CEO AmorePacific Group.

“AmorePacific will continue to pioneer and lead the global Cushion market with the company’s unparalleled technology and superior products,”​ he adds.