ETUDE HOUSE China announced the launch of new Precious Mineral Any Cushion on May 6. This new cushion allows users to easily and instantly cover up skin imperfections at anywhere and anytime and keeps the skin looking bright for 8 hours without darkening. Since it began being sold in China in May, it has become a big hit and has even earned a cute pet name. 。

The launching event was held at a café in Shanghai, China. A PR video starring Krystal who is a spokesmodel of ETUDE HOUSE and a member of K-pop girl group f(x) was shown at the entrance and the lovely ETUDE HOUSE-styled ambience of the café engaged both the mind and the eyes of female participants.

Members of the media invited to the event tried Precious Mineral Any Cushion as well as other cushion products of ETUDE HOUSE and took part in the presentation about the new product led by an ETUDE HOUSE official. They also watched a lovely brand music film (MV) featuring Krystal and the Korean musician Beenzino.

There is one more eye-catching aspect of ETUDE HOUSE Precious Mineral Any Cushion that was released in China. It is a limited edition with an illustration of Dreaming Swan. The unique illustration with a feminine touch and usage of varying colors from renowned Australian high-fashion illustrator Kerrie Hess was magical enough to make the cushion a must-have item among customers. Plus, it gave an inspiration to participants to decorate their cellphones using the DIY materials that were prepared.

Meanwhile, ETUDE HOUSE introduced two more types of cushion where R&D technologies of AMOREPACIFIC Group have intensified efforts, besides Precious Mineral Any Cushion and they are Precious Mineral Moist Any Cushion and Magic Any Cushion. Precious Mineral Moist Any Cushion is a moisture-enriched cream cushion with 4 times higher level of moisture content than old cushion products whereas Magic Any Cushion is a new multi-color cushion that leaves a dewy glow for brighter skin complexion. We hope that Chinese customers will choose and try one of them.