Kim : The Cushion was first developed using liquid-immersed shape. In 2010, the R&D Center developed Cell-trap Tech that stabilized low viscosity fluid in a cell through the optimization of dispersion/immersion/mass production technologies. This technology paved the way for IOPE AIR CUSHION SUNBLOCK EX to be developed in 2010 and, using Mist Transfer Tech that sprays ultrafine dispersed particles in a thin, light layer, HERA UV MIST CUSHION was created in 2012.
We have continued with research and development to offer a Cushion that features a moist texture, while still offering thorough, perfect coverage. And we have developed Cushions of several kinds, including the world-famous LANEIGE Snow BB Soothing Cushion. By expanding our channels, we have been able to lead the growth of the Cushion category. Beginning in 2013, we have provided customers with various benefits through the enhancements and diversification we achieved in Cushion functions. Then, from 2014, we have continued to expand the Cushion category into color makeup, encompassing blusher, eyeliner, highlighter as well as homme Cushion and Sun Cushion.

Kim : A good many Cushions have passed through my hands since I became involved in the development of the Cushion in 2008. And every one of them is dear to me. (Laughter) IOPE AIR CUSHION is a little more special because it was the first Cushion I worked on, and HERA UV MIST CUSHION means a lot to me as I had to go through all sorts of difficulties before it was put on the market. At that time, HERA MIST UV CUSHION was scheduled to be launched on March 1. And I travelled back and forth to the R&D Center and Osan Beauty Campus, even on the weekends, because something unexpected came up. After much meandering, it made a debut. Now it's much loved, the hard times have faded. I have engaged in the development and advancement of the entire HERA MIST Cushion lines (including Natural, Cover and Ultra Moisture) and I have a strong affection for it because of the way my colleagues and I have worked on it from the very beginning.

Kim : It was not easy to obtain permission from the Ministry of Food and Drug Safety because the Cushion was an entirely new category. Traditional cosmetic products were categorized as either lotions, creams, balms or cakes, and the Cushion was not applicable to any of them. We worked together with the Regulatory Affairs Team and the Analysis Research Team to get the first ever Cushion registered with the goverment. Members of the Analysis Research Team were of big help in proving the safety through their analysis of sponge standards and harmful substances. This helped us set a Cushion standard. In cooperation with many teams, we were able to get the Cushion accredited as 'a lotion settled in a sponge.'

Kim : The success of products is not up to the efforts of individual researchers. Products are only able to win the hearts of customers when related departments communicate with each other, work together and have team chemistry. Plus, the more tests we do to learn the wants of customers and develop products accordingly, the more likely products are to be a hit. And I think, in this regard, individuals and the whole company can grow only when we all work toward one goal and cooperate with each other.

Choi : The puff has gained increasing importance in recent years. This year, the Applicator Research Team studying tools and patch mask, was newly organized. When I first began research on the puff in 2010, customers were reluctant to use the puff. At that time, the puff was used mostly for power type products. The foundation puff was so difficult to use that only makeup artists used it. That was because the puff absorbs fluid and it was only provided separately. Customers would not have seen any reason to use it. But things have changed in recent years. I am surprised how different customers see it now. I think that the direction of research and products change depending on the voice of the customer.
When it comes to makeup, how makeup is applied on the skin is as important as what is applied. And this is why the applicator is important when doing makeup. Even when the same product is used, customers feel they are inadequate and want to do it better, while makeup artists make the skin look perfect. And the importance of the applicator has increased because of how customers view it. From customers and how they use the Cushion, I learned that they expect much more from the puff and there are areas we can improve. And we therefore need to continue studying puff materials and how to make the puff better.

Choi : Since the puff touches the skin, its texture is important. Only when it is pleasing to the touch will customers want to use the puff on their skin and see how it helps do makeup. In this regard, I touch many kinds of material, feel them on the face and use together with the fluid when studying the puff. Each material has different a texture and feel.
All the Cushions of AMOREPACIFIC Group brands use the same puff, made from the same material. But its color differs depending on brand identity. As if by magic, the texture varies with color. Blue, pink and brown-toned puffs feel softer and much denser.

Choi : We are now familiar with the puff in blue, but at first many asked why the blue was used, whether it had to be blue in color. Some even said that it is too showy. The first version was in conventional beige. But, when the puff gets stained with, for example, mascara or any other substances while fixing makeup, it doesn't look good to the eye. And some customers asked us whether mold had formed. We checked and it was not mold. Anyhow, we changed the color to blue, as it does not look too dirty even when it gets stained. It has now become an iconic color of the Cushion puff. There is a reason behind our color choice. After all, everything happens for a reason. (Laughter)