innisfree China successfully held the launch event for new My Cushion at Shanghai 21st Century Minsheng Art Museum on August 8. My Cushion is a customizable concept product, which offers the widest range of choices: 14 types of foundation, three types of beauty tools and 100 types of cushion cases. Customers can choose depending on their skin type and preference, and make their own cushion.

innisfree model Yoona and 400 Chinese reporters, beauty bloggers, makeup artists, experts and celebrities came to celebrate, and their presence surely heightened expectations for My Cushion. The event was also broadcast live on Chinese mainstream online media platforms such as iQiyi, Tencent and Youku to more than five million Internet users.

The launch event hall was decorated with an artistic flourish

Along with the My Cushion launch event, innisfree unveiled the innisfree Cushion Museum, which introduces the development background and story of the cushion foundation. Brand keywords and the history of innisfree are presented on the 1st floor and there is also a display of the various innisfree cushion products that have been released to date. In addition, never-seen-before pictures of Yoona backstage at the set for the commercial are also exhibited.

The exhibition hall is colored to match the concept of innisfree My Cushion. It shows that the cushion foundation can be more than cosmetic product: either as a fashion item or perhaps as part of the room interior.

Make your own cushion: My Cushion

The launch event began with the welcoming speech by innisfree China GM Fillip Cai, who introduced the history of innisfree, current trends and best-selling items. Cai said that the times have changed and that customers now take part in the development of cosmetic products, with My Cushion a perfect example. Alongside him, marketing director Christine Hyejin Lee explained how to make My Cushion. Lee noted that innisfree made 100 types of cushion case with inspiration taken from the beautiful nature of Jeju Island and that all of them are light and as slim as 22.5mm. She advised to choose the right type of puff depending on the desired skin look, whether you’re going for dewy glowing skin or a natural look.

Lastly, the My Cushion commercial film was screened and Yoona took the stage. She signed her autograph on the cushion she picked, the blue and white striped No.13, and added that the limited edition of My Cushion with her autograph on it will be available through the innisfree flagship store in T-mall.

innisfree Cushion Museum

On the 2nd floor of innisfree Cushion Museum, a big 4m-long Wishing Tree stands right at the center with colorful cushion cases hanging. Around it stand the beautiful Rainbow Wall, the Gallery of Cushion Pictures and the World of Flowers with green cushion cases. A Cushion ATM is located on-site to allow customers to have fun making their own cushion with the touch of a button: they choose the foundation, puff and case according to the guidance, print and then hand the receipt to get the cushion of their choice on the spot.

Cushion ATM is available in some innisfree stores located in Beijing (@Joy City, August 30–September 4), Shanghai (Raffles City, September 13–18) and Shenzhen (Pacific Department, September 24–30) and innisfree Cushion Museum situated in Shanghai 21st Century Minsheng Art Museum will be open free until September 13 celebrating the 5th anniversary of innisfree China. We'd recommend you to visit there, if you have a plan to go to China.