Launched in March 2008, IOPE AIR CUSHION is AMOREPACIFIC's first innovative stamp-type multifunctional makeup pact. The 4-in-1 liquid (UV protection + makeup base + primer + foundation) found in 80,000 Air Cells with Cell-Trap technology is an icon of innovation that has completely changed the makeup routine for women all over the world.

Much loved by customers since it was first launched on the market, last year it reached KRW 0.2 trillion in sales, which means that IOPE sold one AIR CUSHION every 4 seconds. In January of this year, it broke the 20 million mark as a single item, proving its status once again as the No.1 cushion in Korea.

IOPE AIR CUSHION has brought about innovation in what is generally a monotonous makeup market, bringing about a revolution in the makeup culture of women. This April, it was upgraded once again: it now comes in a wider choice, allowing customers to get the skin they want. IOPE AIR CUSHION XP line is available in two types: Intense Cover and Matte Finish, both giving the same dewy glow with a lighter texture. The launch means IOPE AIR CUSHION XP now comes in five types: Natural, Cover, Intense Cover, Matt and Shimmer. This shows how IOPE is dedicated to fulfilling the different needs of customers.

It didn't take me long to realize that AIR CUSHION is a tremendous hit in the market, with its appeal reaching customers of different ages. It is even more popular abroad. One of the challenges in my role is to understand the depth of innovation and novelty that AIR CUSHION represents.

Customer needs are becoming ever more specialized and they get fed up more and more easily. Ultimately, what they want is something that's new and fresh. And, given this context, we found a perfect solution to address their needs via customized communication and inter-departmental collaboration. We plan to develop video contents and visuals that show the appeal of AIR CUSHION as the first and innovative and release them through many different on/offline channels, such as V-loggers (YouTube). In the first half of the year, we will open a pop-up store exclusively for AIR CUSHION to interact with customers in person.

I have friends who are now first-time mothers. Some of them are working moms and some are stay-at-home moms. We talk about what we go through, the difficulties we face as new mothers and also offer encouragement and support to each other. They all say that they have to look after their baby when they get ready for work or when going out and that, as you can appreciate, it can be a bit chaotic at that time. They tell me that AIR CUSHION is a must because it helps them do makeup quickly, no matter what the weather. So, they hold their baby in one arm and put AIR CUSHION inside a spare diaper bag whenever they get ready to go out. When I became a new mother last year, I realized for myself just how great benefits were from using AIR CUSHION. (Laughter)

1. Exceptional coverage that hides any skin imperfections
2. 12-hour long cushion that gives a beautiful dewy glow to the skin
3. Triple functions: whitening, UV protection and anti-wrinkle

HERA Cushion is a leader in the high-end cushion compact category. Even though it hasn't yet been released globally, global customers love it and it has become the go-to beauty product of choice for discerning global shoppers. HERA UV MIST CUSHION reached KRW 10 billion in sales in 50 days, and millions were sold within the first four months, helping it exceed KRW 0.1 trillion in sales in the first two years after its launch in 2012. And, it is still setting new records with every moment. HERA UV MIST CUSHION is a truly true mega hit, with one sold every two seconds.

The conventional cushion has the appeal of being a multi-functional foundation with UV protection, but HERA UV MIST CUSHION goes beyond being just a multi-functional foundation. It spurred the growth of a whole new makeup type and category, with the keywords being a foundation that creates moist, glowing skin.

UV MIST CUSHION is one of the products for which customers voluntarily post reviews. I heard that last September, Chinese tourists specially came to the store carrying a picture of HERA UV MIST CUSHION ULTRA MOISTURE. And, this was not long after it was launched.

I was surprised at how popular it was among Chinese customers. We neither promoted nor paid for big advertisements because it was quite new at that time and, moreover, HERA had not even made its debut in China. They even gave it a nickname, Black Pearl Cushion, because the top part of the UV MIST CUSHION ULTRA MOISTURE case has a dark, pearlescent aurora that's suggestive of black pearl. As the manager, I felt proud of its popularity among Chinese customers.

HERA is planning to have its global debut soon. I'd like to contribute to the successful global debut of HERA. Of course, sales matter, but I want to let the world know that AMOREPACIFIC is the originator of the cushion and a true powerhouse when it comes to the cushion. Our innovation is inimitable.

New recruits are usually assigned to Makeup BM in brand, and there are not many BMs with experience of makeup product development. I want to hand down my experience and knowhow as Makeup BM to junior BMs.

1. Creating beautiful, moist and radiant skin
2. A wide portfolio of cushions developed in line with customer needs
3. Cushions that continue to evolve and upgrade through R&D

It is often said there are two beauty ideals: Western and Eastern. Sulwhasoo cushion is more suited to creating the elegant, gracious Eastern beauty ideal, rather than the glitzy Western beauty ideal. What's more, it brings out the skin's natural beauty to the fullest when applied.

Sulwhasoo Perfecting Cushion was released in 9 countries, including Korea, China, Hong Kong, Taiwan and Singapore, since its official launch in 2013 and is now recognized worldwide as a luxurious beauty item.

Perfecting Cushion has been particularly well received in global markets. Sulwhasoo First Care Activating Serum and Concentrated Ginseng Renewing Cream are our most popular skincare products abroad and Perfecting Cushion one of Sulwhasoo's world leading makeup products. Global customers are very satisfied with the coverage and texture of Perfecting Cushion.
We developed specific shades for the new Perfecting Cushion Brightening that best suit the skin color of local customers in a bid to increase the appeal in global markets. In countries where the weather is hot like in Southeast Asia, customers do not like a heavy, sticky texture because it runs down and can cling to the hair. So, we developed Perfecting Cushion Brightening to give a more matte, fresh finish. Travelling to different countries to listen to the voice of local customers and developing a product based on what they said were a very special experience for me.

It was difficult to make all designs and products within a single, shared concept. But, creating a product with a special design unique to Sulwhasoo really fulfilled me. I have been in the job for five years and there still are challenges to address. Bringing products to market means undertaking collaboration with many departments, such as the R&D Center, Design, QA and Manufacturing Technology Team, and if one thing goes wrong, it could endanger the whole launch schedule. But, still, we make good products because we have great chemistry. I am glad that our efforts have paid off with positive customer reviews about Perfecting Cushion Brightening.

Our cushion has gone global thanks all the love from customers worldwide. I would like to provide full support in terms of training and promotion so that it can enhance its presence in the global market. I pledge to work harder to make our cushion the world leader in the global market. Plus, I'd like to introduce even better products to customers. Sulwhasoo will make the best products for customers seeking something new and fresh.

1. A cushion packed with the ingredient heritage of Sulwhasoo
2. Choose between healthy, supple skin and bright, gorgeous skin, depending on your needs
3. Luxurious cushion with exquisitely designed packaging, ingredients and fragrance