Lee Jin-su is the chief makeup artist who represents the brand HERA at AMOREPACIFIC Makeup Pro Team. With his remarkable activities in various fields, such as visual directing and product development, Lee has become a role model for in-house artists. He is also proactive in promoting AMOREPACIFIC's beauty products and makeup tips through his frequent appearances on TV programs!

I remember actually testing the product before it had even been released, as I was lucky enough to participate in the evaluation of HERA MIST CUSHION back when it was still in the development stage. When I first tried it on a model, I saw that it had finer particles than foundation, and was much more skin-fitting when applied. It also had a cooling effect, implying many changes in terms of its texture, as well as its form. The moment I used it for the first time, I was certain that this product would be a huge hit. When HERA Cushion was first released, I publicized it to other artists, and also participated in the Cushion viral marketing PR video.

Various functions that increase durability such as water ingredients in the Cushion are currently being researched and developed to meet the needs of customers. Yet, the amount of content is slightly too small. I have often heard feedback from others that the quantity of the product is small, even if there is a refill. For this reason, I hope this is addressed in future development.
Plus, there is also a hygiene issue with the puff. The Air-cell puff has good hydrophilic properties, which means that if the surface is smeared with the product, it is not removed thoroughly. It would be great to see some improvements in hygiene due to reuse of the puff.

1. Put three fingers in the loop behind the Air-cell puff to use it!
2. Dip once, touch the center of the face first, and then apply around the edges!
3. Adjust the amount properly because you can make up half your face with only 2/3 of the puff!
4. It's better to spread around your cheeks by lifting them up!

Cat Koh supports global beauty training, media event makeup shows and beauty classes at the AMOREPACIFIC Premium Makeup Team. Koh is spreading the beauty of AMOREPACIFIC to the whole world by also participating in photo shoots for makeup looks in magazines, as well as product development.

Before joining AMOREPACIFIC, I had tried testing IOPE AIR CUSHION with interest. When I joined the company in 2012, I began to predominantly use IOPE, LANEIGE and Mamonde products. The fact is, makeup artists can easily make up a face, even with products that are difficult to handle, because we can apply them using our own professional techniques. But, Cushion products are really innovative and convenient because even regular customers can use them to easily produce the same kind of wonderful results they would get in a makeover from a professional artist.

The biggest change is that I can save a lot of the time required for makeup. The makeup process was so complicated before the Cushion came along, with multiple steps required, such as applying the makeup base, primer, concealer, foundation, and powder. But now it's really convenient because I can easily get my makeup done with just one Cushion. And the best part about the Cushion is that regular customers can easily achieve the detailed layering technique used by artists. Since all women can make up their faces beautifully at their own convenience, even those who had thought makeup was difficult have begun to do make up easily with the Cushion.
It is really convenient that my makeup does not form clumps or flake when I fix it in the afternoon. Up until 10 years ago, we could see women fixing makeup with pacts. But now, I'm proud to see many people taking out AMOREPACIFIC Group Cushion products to fix their makeup.

The Cushion still requires promotion to take it to new customers. The fact is, it's still a new category in the world, perceived by only a minority of people interested in Korean culture. Accordingly, we face many challenges. The ASEAN region, in particular, is hot and humid, so some customers do not like the shiny glow, or feel that the Cushion does not last very long. But, it's still securing awareness and becoming more popular, as it effectively blocks UV rays and allows customers to make up their faces easily. Products like LANEIGE BB Cushion Pore Control, Mamonde Cover Powder Cushion, and IOPE AIR CUSHION XP are being upgraded, so all signs point to our global consumers being able to quickly follow the Cushion trend as well.

There are many products with improved durability, but still the focus is on skin glow, so they are still weaker than foundation in terms of skin-fitting texture. I hope these products get improved to provide better usability. And, while Korean customers are well aware of how to use the Cushion, many global customers do not know that the Cushion must be tapped onto the skin when applied. The Premium Makeup Team, including myself, must make greater effort to let the customers know about these techniques.

I think being a makeup artist is my real vocation. I am especially honored and really proud to be working with my colleagues in contributing to the creation of Korean beauty at AMOREPACIFIC Group, which represents the history of Korean cosmetics itself. I will contribute to spreading Korean beauty to the whole world as an Asian Beauty Creator! Let's all go for it!

1. Coat the part of your face where the hair falls, such as the edges of the face, with some powder!
2. Don't spread or rub, but lightly tap the product onto your skin!
3. Try combining various Cushion products!