Ch1. So, what is ‘Cushion’?

#Cushion

2015.02.23

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https://stories.amorepacific.com/en/ch1-so-what-is-cushio

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Talking about AMOREPACIFIC’s special Cushion technology and the innovation behind it

How Much Do You Know about the Cushion?

Chapter 1. So, what is ‘Cushion’?

AMOREPACIFIC introduced the world's first Cushion in 2008. Starting with IOPE, 13 brands have launched their own Cushions with distinctive features, including HERA UV MIST CUSHION, LANEIGE Snow BB Soothing Cushion, AMOREPACIFIC TREATMENT COLOR CONTROL CUSHION and LIRIKOS MARINE UV WATER CUSHION.
AMOREPACIFIC’s innovative technology brought the Cushion craze to a global audience and changed the world’s makeup culture. So, it’s worth finding out and being able to speak knowledgably about the Cushion.
In Chapter 1 of How Much Do You Know about the Cushion, we introduce some basic terms related to the Cushion and some of our brand’s most popular Cushions.

It is a new type of makeup product in which face makeup products such as sunblock, makeup base and foundation are soaked into a special sponge. Plus, it’s available as a compact.

Why was the Cushion developed?

It is not easy to carry around conventional foundation and sunblock type products that come in a glass bottle, making it difficult to fix makeup on the go. To make up for this weakness, AMOREPACIFIC developed a non-flow fluid type product that is light, and yet does not go patchy when reapplied. This insight lay behind the creation of a whole new makeup product – the Cushion.

What benefits did the Cushion offer?

It covers skin imperfections, corrects skin tone and protects the skin against harmful UV rays – all with a compact shape that makes it easy to fix makeup without having to carry around a heavy foundation bottle. With the Cushion, you can do makeup using the built-in puff anywhere – just like you're applying a powder.

Cell-trap technology inspired from the stamp

To develop a lightweight fluid that neither runs down nor goes patchy when reapplied, AMOREPACIFIC R&D Center researched and developed pioneering cell-trap technology. While exploring ways to develop non-flow fluid, researchers drew inspiration from the humble stamp. Cell trap technology is a technology that traps fluid in a sponge using microfine dispersion technology. Fluid is soaked into a special sponge with about 800,000 holes and put it in a compact for portability. The first product made using this cell trap technology was a unique, stamp type sunblock – an unprecedented achievement.

Aircell puff using urethane to improve product quality

AMOREPACIFIC upgraded the overall quality of the Cushion using a special aircell puff. The aircell puff absorbs moisture about 1.6 times better than the synthetic latex puff – while also giving a unique cooling effect. Although there is no change in skin temperature when using the hands to apply the liquid product, which is available in either a tube or bottle, once the aircell puff is used to pick up the fluid soaked in the sponge and apply it on the skin, the skin temperature falls about 3℃.

No.1 Cushion in Korea
IOPE AIR CUSHION

• Launched in April 2008
• Recommended to
Customers who want quick and easy makeup, yet with a dewy shine on the skin
• Benefits
- It helps protect the skin against harmful UV rays and do makeup at once, while creating dewy, glowing skin
- It not only cares of pores but also improves skin suppleness to create a smooth skin complexion
• Launched in Korea, the U.S., Japan and Taiwan
• Remarks
- It has surpassed 200 billion KRW in sales
- Selected as one of the top 10 hit products in Korea in 2014
- Ranked 1st amongst all IOPE products in the repurchase rate
Completes men's skin
IOPE Men AIR CUSHION

• Launched in February 2014
• Recommended to
Male customers who want to cover skin imperfections without looking unnatural
• Benefits
- It covers skin imperfections to make the skin look clean and yet natural
- It minimizes the sticky feeling that is peculiar to sunblock while giving the skin an instant cooling effect
• Launched in Korea
• Remarks
- It has about twice as many male customers in their 20s as other products
- Its sales have more than tripled compared with last year

Capturing the hearts of Asian beauties
LANEIGE Snow BB Soothing Cushion

• Launched in January 2012
• Recommended to
Customers who want to create dewy, flawless skin
• Benefits

- With its powerful sweatproof effect, it keeps the skin soft and flawless over 12 hours MelacrusherTM helps create clean, clear and flawless skin

- Over 30% moisture and optimal mineral water provide moisture to the skin while cooling it down
• Launched in Korea, China, Hong Kong, Taiwan, the U.S., Singapore, Malaysia, Thailand and Vietnam
• Remarks

- It became a global million-selling product (more than 5 million Cushions sold) in the first year after its launch

- Its sales in the global market take 60% of total sales

- 1.4 million units were sold in the first year after it was launched in China

- If you stacked every LANEIGE Snow BB Soothing Cushion sold as of the first half of 2014, the resultant tower would reach 13 times the height of Mt. Everest

- It is the most-sold product among all LANEIGE products in the global market
The Cushion that celebrities love
HERA UV MIST CUSHION

• Launched in April 2012
• Recommended to
Recommend to select and use the product that best meets the needs of the specific skin type
• Benefits
- It is a deep hydration Cushion with mineral clay water that makes the skin look radiant and filled with moisture
- The 30% mineral clay water that replaced conventional pure water delivers fresh moisture to the - skin together with an instant cooling sensation
- It moisturizes the skin as though the mist has been sprayed to make the skin look moist and radiant
• Launched in Korea
• Remarks
- One HERA UV MIST CUSHION has been sold every 2 seconds since its launch (more than 12 million Cushions sold)
- Though it has not been marketed in countries other than Korea, it is popular in China and Japan
- It is said that the celebrity Paris Hilton has been using it ever since her Korean friend gave it to her as a gift
- It has been much loved by Korean celebrities and makeup artists

Makes the skin look firm and glow with moisture
LIRIKOS MARINE UV WATER CUSHION

• Launched in May 2012
• Recommended to
Customers who want natural, dewy skin
• Benefits

- With over 30% of MARINE HYDRO AMPOULE, which is the best-known moisturizer of LIRIKOS, it gives high coverage and a dewy, radiant finish

- It delivers powerful sun protection (SPF50+/PA+++), whitening, cooling and anti-wrinkle effects in one go while wearing makeup!
• Launched in Korea
• Remarks

- The best-selling product in LIRIKOS makeup category in 2014 (157,000 Cushions sold)

- Particularly popular with female customers in their 30s and 40s
Skin-fitting, moist Cushion master in coverage
VERITE UV MULTI CUSHION

• Launched in October 2012
• Recommended to

Customers who want a skin-fitting textured Cushion that offers beautiful color with perfect coverage
• Benefits

- It does not go cakey over 24 hours, thanks to the new skin-fitting coverage NET technology developed in cooperation with Yale University

- Ceramide, hyaluronic acid and patented moisturizing ingredient Aqualixir help the skin absorb moisture while creating bright, glowing skin

- It moisturizes the skin to give cooling, whitening, sun protection effects as well as high coverage, while at the same time improving wrinkles and skin complexion
• Launched in Korea
• Remarks

- It surpassed 100 billion KRW in accumulated sales

- It ranked 1st in the Cushion category at the Allure Beauty Awards

Skincare in a compact
AP TREATMENT COLOR CONTROL CUSHION

• Launched in January 2013
• Recommended to
All skin types (especially those with dry skin)
• Benefits
- It not only gives an excellent coverage, but also takes care of the skin with the powerful moisturizing effect of bamboo sap and the skin-soothing effect of green tea
- With its strong skincare benefits, this multi cushion makes the skin look healthier and glowing
• Launched in Korea, the U.S. and Hong Kong
• Remarks
- It was selected as one of six 2013 GENIUS AWARD winning products by the Elle USA in recognition of its excellence
For flawless, yet natural no-makeup look
eSpoir NUDE CUSHION

• Launched in February 2013
• Recommended to
Customers who want to create fresh-looking skin without a sticky feeling
• Benefits
- It feels as light as air, but fits well onto the skin to keep makeup in place for a long time
- Bamboo sap rich in mineral and hyaluronic acid keep the skin moist inside and soft outside
• Launched in Korea
• Remarks
- It featured in the beauty product list of the magazine Beauty+
- It was selected as a good all-in-one makeup item by Get it Beauty
- It has been selected as the best beauty item in many online shopping malls
- The preferred Cushion amongst beauty gurus

For flawless, perfect skin
Sulwhasoo Perfecting Cushion

• Launched in May 2013
• Recommended to
- Customers who want to cover skin imperfections as well as fine wrinkles
- Customers who prefer natural, healthy-looking radiant skin
• Benefits
- With remarkable coverage and long-lasting hydration, it gives healthy resilience and radiance to create flawless looking skin
- Film Polymer Technology keeps makeup fresh with the just-applied look over 12 hours
- Apricot seed herbal moisturizer is contained only in Perfecting Cushion to make the skin look smoother, firmer and suppler
• Launched in Korea, China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, Vietnam, Indonesia and the U.S.
• Remarks
- Luxurious beauty item famous worldwide
- It is a million-selling product with more than 1 million Cushions sold in 2014 in the first year after its launch
- It won many awards in Korea and other countries, including the Editor's Pick at the 2013 Allure Best of Beauty Awards and the most popular makeup product award from the Chinese DU SHI KUAI BAO
To become more beautiful with each pat
ETUDE HOUSE Precious Mineral Any Cushion

• Launched in September 2013
• Recommended to
Customers who want soft, smooth and bright skin
• Benefits
- Pearl mineral powder helps create and keep bright, clear and dullness-free skin for a long time
- Sebum control powder absorbs oil on the skin to keep the skin smooth and soft without feeling sticky
- It is a 6-in-1 product giving UV protection, moisturizing, anti-wrinkle, tone improvement, whitening and sebum-absorbing effects
• Launched in all the countries where ETUDE HOUSE has launched, including Korea, China, Singapore and Japan, and 8 countries in which it has agents
• Remarks
- The first production run (200,000 Cushions) sold out in just one month after its launch
- It has won many awards in Korea including the Sure 13th Beauty Awards, the 2013 Beauty Awards of Lady Kyunghyang and Ceci 2014 Beauty Star Awards

For younger looking skin with volume and dimension
HANYUL Luminant Cushion

• Launched in April 2014
• Recommended to
Good for all skin types; customers in their 20s, 30s and 40s
• Benefits
- With Pearlescent™ Volume Formula, it casts luminance and adds volume and dimension for skin that looks young from any angle
- It has triple functions that are 12 hour coverage of pores and wrinkles, whitening and anti-wrinkle effect and UV protection
• Launched in Korea
• Remarks
- It is available only through mart and home shopping channels
- It ranked highest in 3rd Quarter 2014 sales at 6 Korean home shopping channels, including CJ TV Shopping and GS Shop
For skin that feels moist inside and soft outside
primera Watery CC Cushion

• Launched in May 2014
• Recommended to
Sensitive skin and skin that looks oily but feels dry inside
• Benefits

- It keeps the skin moisturized with skincare ingredients in the best-selling Alpine Berry Watery Cream of primera

- It covers skin imperfections and redness to create clean, bright skin
• Launched in Korea
• Remarks
- Mild formula with 5-free system (free of talc, tar colorant, synthetic fragrance, mineral oil and animal ingredients)
- It is especially good to use in summer when the skin can get oily easily

To keep the skin moisturized 24 hours in dry weather
innisfree AMPOULE INTENSE CUSHION (Winter Cushion)

• Launched in October 2014
• Recommended to
Dry skin
• Benefits
- Ampoule Intense ComplexTM with Jeju green tea seed oil forms a powerful moisture barrier on the skin to keep to skin moisturized for a long time
- With the help of ampoule, it restores the natural light of the skin to make it look like it’s glowing from within
- It is applied in a thin, even layer without going cakey – even when reapplied – to fill the skin with replenishing moisture
• Launched in Korea, China, Hong Kong and Singapore
• Remarks
- It was selected as the HIT ITEM of October 2014 by Powder Room, an influential beauty community
60-second AMPOULE INTENSE CUSHION CF achieved one million views on YouTube
- Makeup tutorial using AMPOULE INTENSE CUSHION and Pony's Beauty Diary (three video clips) achieved one million views on YouTube
For bright, beautiful peachy skin
Mamonde Cover Powder Cushion

• Launched in March 2015
• Recommended to
Customers who liked convenience of the Cushion, but have not use it because of the poor coverage or sticky feeling left on the skin
• Benefits
- Peach Blossom Powder spreads out the reflected light to create bright skin tinted with lovely peach color without darkening
- A new Cushion that makes the skin as soft as peach fuzz for skin that feels like it's coated with powder, while the peach blossom extract keeps the skin feeling moist inside
- Primer, makeup base, foundation, concealer and powder in one compact
- It gives perfect coverage and applies on in a lightweight, thin coat with ultrathin film formula
• It will be launched in Korea (March 2015) and China (in 2016)
• Remarks
- It is pink-based (cool tone) for peachy skin
- It gives a light, matte finish, unlike other Cushions that usually give glow/shine to the skin
- With concealer and primer ingredients, it perfectly covers any redness or bumps on the skin

We have learned about the most famous Cushions of AMOREPACIFIC Group's brands.
Do you see the specific features and special qualities of each product?
In the next chapter of How Much Do You Know about the Cushion, we will give some figures showing the difference the Cushion can make.
Please look forward to reading more of How Much Do You Know about the Cushion.

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