What is one thing that Kodak, Nokia and Motorola all have in common? They are three world-renowned companies that fell behind the competition from a failure to perceive how the world outside was changing, despite their outstanding technical skills. Essentially, then, they failed because they were content to settle for the present. One cannot follow the pace of the changing world if one settles for the present and does not make any attempts to break new ground.

AMOREPACIFIC's icon of innovation – the 'Cushion' – is constantly evolving in order to be a better product that best meets changing customer needs, rather than staying as it is, and being satisfied with current achievements. A select group of people is taking the initiative to develop the next-generation Cushion that's grounded in the past and present of Cushion. These people are members of the 'AMOREPACIFIC C-lab (Cushion Laboratory)' that will take charge of the future of Cushion, whom we met at the R&D Center MIZIUM.

C-lab is dedicated to studying innovative customer-oriented products based on Cell-trap (Cushion) technology, which is in the R&D Unit's APCS (AMOREPACIFIC Core Solution, crude liquid booster/sleeping mask/ginseng CK anti-aging technology/Cell-trap technology). C-lab was formed in early July to sustain the growth of Cushion products and take the Cushion global by touching the hearts of customers worldwide.

The C-lab develops Cushion products, while also researching the next-generation Cushion that can resolve existing complaints such as durability, coverage and stickiness in light of customer needs. The next-generation Cushion will be upgraded in all respects, including through an upgraded content, container and puff. We are also devoted to research into customized textures for global sites and shades suited to the different skin colors of different races. We plan to proactively develop specialized products by strengthening our research capability in order to provide a lasting foundation for global growth.

The C-lab is particularly focused on the globalization of the Cushion. It's where we research and develop products fit for local customers through working in close cooperation with global research institutes and departments (AP global offices), rather than exporting domestic (Korean) products abroad. We create formulas and shades that are suitable for local markets, whilst also meeting diverse functional frameworks for the purpose of legal compliance. Furthermore, we constantly seek ways to create APCS of other R&D Units, and devise innovative new products that will be the future of AMOREPACIFIC.

The release of so many imitation products onto the market shows the extent to which the Cushion has proved a hit product, redefining itself in the process as a new category of makeup. We expect to see market growth in Korea continue, with original, new products continuing to be released in various types and exteriors under the single name of Cushion. At the same time, existing products will continue to be upgraded and re-released. The Cushion's growth has tremendous growth potential, given how few customers globally are aware of it.

The tremendous growth of our company and its trajectory to go global have meant that there are rightly high expectations for what C-lab will achieve. While I would like to say a huge thank you to all members of C-lab for the great job done so far, if we are to meet firm-wide expectations and achieve growth for both the company and individuals, we must find new and different ideas and methods, and put them into practice with passion.
We must prepare ourselves to meet and to overcome the resistance of our global competitors, as well as the intense competition that we are likely to face from fast-growing cosmetic companies in China. We need to make constant efforts if we are to take the good things we have with us, while discarding old habits whose date has passed. The first Cushion has created small ripples that have altered the history of makeup around the world. Thanks to our role as Asian Beauty Creators, we are certain that the Cushion will create bigger waves in the future, so long as we continue to make great efforts. Let's devote ourselves to achieving the high goals we have set.
We should adopt the best practices of the past, or of those around us. If there are none, we should work with the attitude that we ourselves would become the origin, outset and standard. These efforts will definitely lead the company to become a Great Global Brand Company in five to ten years' time, and members will also become talented individuals with exceptional global competitiveness.