#Exciting Changes
2020.09.09
LANEIGE Neo Cushion, a Full Change in Cushion beyond the Previous Cushion
Is it a makeup? or an IT device? Sensuous design that looks like AirPods that comes in pastel mint and pink case, making it a desirable collectible item. Let's hear about the stories of the challenges and innovation shared by the developers of LANEIGE Neo Cushion, which is being loved and adored by many customers as a cushion that doesn't rub off on facemasks along with comments like #HotNewItem #SummerEssentialItem #SoldOutItem #PurchasedwithMyOwnMoney.
* Due to concerns over the spread of COVID-19 pandemic, the LANEIGE Neo Cushion edition of Exciting Changes uses product image instead of a photoshoot.
* Due to concerns over the spread of COVID-19 pandemic, the LANEIGE Neo Cushion edition of Exciting Changes uses product image instead of a photoshoot.
Q. We'd like to hear about the background to the development and the development process of LANEIGE Neo Cushion, which has become a hot new item this summer.
Share with us any fun or exciting anecdotes, too!
Share with us any fun or exciting anecdotes, too!
A. Laneige BM Team, EunYeong Park : LANEIGE Neo Cushion is a product developed with our full devotion for more than a year since spring last year.
From container design to makeup content, we've put in the keyword 'innovation' into the entire product. First, we set the product target as the MZ (millennials and Gen Z) generation and put much effort to reflect what they like in terms of usability and design into the product. To do this, we reached out to a premium MZ customer consultative group. We discussed with the panel group and tested the cushion content and concept several times, then also went through a process of verifying the product with a group of general customers. Through this process, we learned that customers these days prefer products that have a stronger function of the essence of what makes a makeup product rather than a product that combines skincare and that they consider product design as important.
To change the previous image offered by cushion product, we made a bold move to completely change the name 'BB cushion', which LANEIGE has used for the past 8 years, to 'Neo Cushion', thereby taking on a new journey.
A fun and exciting anecdote? We've discussed a lot on how to improve the product not from a product developer's perspective, but from a perspective of an actual cushion product user. My skin is dry, so I've never used matte products before. Matte cushion products made my skin drier and made wrinkles or pores cakey, so I've avoided them in the past. I had a personal need to create a matte cushion compact that would also be accessible for consumers with dry skin. When we requested that we wanted to create a product that is deeply moisturizing and soft on the surface, which also delivered a matte coverage, our researchers were slightly taken aback at first. But based on strong commitment and dedication and after numerous evaluations, our researchers finally developed the formulation for Neo Cushion. I remember the moment I hugged and celebrated with our team head, who is also famous for her severely dry skin, as she exclaimed, 'EunYeong, this is it!' after the final evaluation of Neo Cushion Matte.
I'd like to take this opportunity to express my gratitude to the researchers who worked on developing the product. They were truly dedicated to achieving a glow cushion color that is long-lasting without any darkening problems as a matte product that is not dry. We genuinely put in all our effort and passion into creating Neo Cushion from product research, development to marketing and design.
From container design to makeup content, we've put in the keyword 'innovation' into the entire product. First, we set the product target as the MZ (millennials and Gen Z) generation and put much effort to reflect what they like in terms of usability and design into the product. To do this, we reached out to a premium MZ customer consultative group. We discussed with the panel group and tested the cushion content and concept several times, then also went through a process of verifying the product with a group of general customers. Through this process, we learned that customers these days prefer products that have a stronger function of the essence of what makes a makeup product rather than a product that combines skincare and that they consider product design as important.
To change the previous image offered by cushion product, we made a bold move to completely change the name 'BB cushion', which LANEIGE has used for the past 8 years, to 'Neo Cushion', thereby taking on a new journey.
A fun and exciting anecdote? We've discussed a lot on how to improve the product not from a product developer's perspective, but from a perspective of an actual cushion product user. My skin is dry, so I've never used matte products before. Matte cushion products made my skin drier and made wrinkles or pores cakey, so I've avoided them in the past. I had a personal need to create a matte cushion compact that would also be accessible for consumers with dry skin. When we requested that we wanted to create a product that is deeply moisturizing and soft on the surface, which also delivered a matte coverage, our researchers were slightly taken aback at first. But based on strong commitment and dedication and after numerous evaluations, our researchers finally developed the formulation for Neo Cushion. I remember the moment I hugged and celebrated with our team head, who is also famous for her severely dry skin, as she exclaimed, 'EunYeong, this is it!' after the final evaluation of Neo Cushion Matte.
I'd like to take this opportunity to express my gratitude to the researchers who worked on developing the product. They were truly dedicated to achieving a glow cushion color that is long-lasting without any darkening problems as a matte product that is not dry. We genuinely put in all our effort and passion into creating Neo Cushion from product research, development to marketing and design.
Q. Neo Cushion is already mentioned as a bestselling product going viral quickly after its launch. Please share with us any meaningful achievements of Neo Cushion.
A. Laneige MC Team, SoYeong Jang : Amorepacific developed a completely new type of product called the cushion-type makeup product, leading innovation and changing the makeup trend and culture across the world. Now, cushion has become a fundamental makeup item as one cosmetic category. LANEIGE wanted to lead another wave of innovation that we led with the previous cushion category through Neo Cushion. Our aspiration is reflected in our campaign slogan, 'CUSHION TRANSFORMED. NOW IN YOUR HANDS'.
The news of Neo Cushion spread through word of mouth even before its launch through a pre-meet campaign. We developed a 'beauty pairing kit' with merchandises like hair curler that young millennials like. And we introduced Neo Cushion through ad videos that look like launching an IT device and unboxing videos of YouTubers specializing in IT devices. As a result, we successfully created a buzz around the product, which was nicknamed 'AirPods-like cushion'. Also, our concept as the original cushion in the era of COVID-19, a 'cushion that does not rub off on facemasks' by Amorepacific was enough to engage customers.
LANEIGE Neo Cushion sold out 1,000 sets in three hours after we opened for pre-launch. We continued to achieve sold out records as Neo Cushion sold 10,000 units in a week and 100,000 in two months. With continued good reviews from customers and voluntary review videos from beauty influencers, Neo Cushion solidified its position as #InnovativeItem #HotNewItem #TrendingItem of the cushion category.
The news of Neo Cushion spread through word of mouth even before its launch through a pre-meet campaign. We developed a 'beauty pairing kit' with merchandises like hair curler that young millennials like. And we introduced Neo Cushion through ad videos that look like launching an IT device and unboxing videos of YouTubers specializing in IT devices. As a result, we successfully created a buzz around the product, which was nicknamed 'AirPods-like cushion'. Also, our concept as the original cushion in the era of COVID-19, a 'cushion that does not rub off on facemasks' by Amorepacific was enough to engage customers.
LANEIGE Neo Cushion sold out 1,000 sets in three hours after we opened for pre-launch. We continued to achieve sold out records as Neo Cushion sold 10,000 units in a week and 100,000 in two months. With continued good reviews from customers and voluntary review videos from beauty influencers, Neo Cushion solidified its position as #InnovativeItem #HotNewItem #TrendingItem of the cushion category.
Q. What do you believe the secret is behind the popularity of Neo Cushion?
A. Laneige MC Team, SoIn Yoon : The secret to the success of Neo Cushion is a thorough analysis of the trend among the MZ generation.
With its concept as a 'cushion that does not rub off on facemasks' developed by Amorepacific, Neo Cushion created a buzz, attracting curiosity online even before the product launch. The sensuous design similar to AirPods and the pastel tone colors were enough to make customers want to buy Neo Cushion.
Added to that, the product applies 'strong fixer coverage' technology and delivers excellent coverage that doesn't rub off on masks. Neo Cushion also offers strong long-lasting effect by applying a 'humid-defense' technology to maintain the makeup in even 40-degree sauna-like environment as well as blue light protection feature. Because of the innovation in the design and makeup content, Neo Cushion created a buzz among customers, receiving many positive reviews.
In addition, CFT monitored the comments on our ad video as well as videos of influencers we collaborated with every day to identify and respond to customers' feedback and needs. For example, there were some negative VOCs that said that the product did rub off on face masks when the product was promoted as an item that did not rub off on masks. We found the comment and immediately looked into the cause of the problem and found that there was an issue with how to apply the product. So, we made a 'Neo Cushion how-to video' to share that the product must be applied in light layers. Since then, customers replied positively that when they changed how they applied the product, it really didn't rub off on face masks.
I believe that the secret to the popularity of Neo Cushion is the perfect three factors – its sensuous design that makes customers want it, its outstanding product feature and technology, and marketing effort in identifying customer needs and quickly and appropriately responding to them.
With its concept as a 'cushion that does not rub off on facemasks' developed by Amorepacific, Neo Cushion created a buzz, attracting curiosity online even before the product launch. The sensuous design similar to AirPods and the pastel tone colors were enough to make customers want to buy Neo Cushion.
Added to that, the product applies 'strong fixer coverage' technology and delivers excellent coverage that doesn't rub off on masks. Neo Cushion also offers strong long-lasting effect by applying a 'humid-defense' technology to maintain the makeup in even 40-degree sauna-like environment as well as blue light protection feature. Because of the innovation in the design and makeup content, Neo Cushion created a buzz among customers, receiving many positive reviews.
In addition, CFT monitored the comments on our ad video as well as videos of influencers we collaborated with every day to identify and respond to customers' feedback and needs. For example, there were some negative VOCs that said that the product did rub off on face masks when the product was promoted as an item that did not rub off on masks. We found the comment and immediately looked into the cause of the problem and found that there was an issue with how to apply the product. So, we made a 'Neo Cushion how-to video' to share that the product must be applied in light layers. Since then, customers replied positively that when they changed how they applied the product, it really didn't rub off on face masks.
I believe that the secret to the popularity of Neo Cushion is the perfect three factors – its sensuous design that makes customers want it, its outstanding product feature and technology, and marketing effort in identifying customer needs and quickly and appropriately responding to them.
Q. Response to the design of Neo Cushion is especially good.
Explain to us a bit about the Neo Cushion package design.
Explain to us a bit about the Neo Cushion package design.
A. Laneige PD Team, YeonHee Lee & Premium Design 1 Team : The keyword to Neo Cushion's package design is 'change'.
We wanted to change the design of the container, which maintained its shape since the first cushion was developed. So, we pursued a collaboration with Studio cloudandco headed by the famous industrial designer YeongKyu Yoo. Designer Yoo focused on improving user convenience considering product functionality as well as bringing in a new perspective on package design based on his experience in other industries collaborating with companies like Samsung Electronics, Nike, and Microsoft.
Neo Cushion was made in a rounded-square shape design to deliver a minimalistic image as well as to offer a soft grip. We removed the label that is usually on the bottom of the product to move beyond the conventional cushion design concept and applied a 360º borderless design, giving it a seamless beautiful curve from whichever angle you look at it. We also improved the previous refill method that required users to press down on using their hands. Neo Cushion uses a one-touch spinning refill method, making it easy for consumers to refill the product like replacing a camera lens. Furthermore, we enabled users to choose the direction the refill cover opens depending on the direction of replacing the refill so that left-handed and right-handed consumers alike can replace the refill easily.
Innovative design equipped with functional convenience combined with mint and pink colors chosen by customers led to great positive responses.
We wanted to change the design of the container, which maintained its shape since the first cushion was developed. So, we pursued a collaboration with Studio cloudandco headed by the famous industrial designer YeongKyu Yoo. Designer Yoo focused on improving user convenience considering product functionality as well as bringing in a new perspective on package design based on his experience in other industries collaborating with companies like Samsung Electronics, Nike, and Microsoft.
Neo Cushion was made in a rounded-square shape design to deliver a minimalistic image as well as to offer a soft grip. We removed the label that is usually on the bottom of the product to move beyond the conventional cushion design concept and applied a 360º borderless design, giving it a seamless beautiful curve from whichever angle you look at it. We also improved the previous refill method that required users to press down on using their hands. Neo Cushion uses a one-touch spinning refill method, making it easy for consumers to refill the product like replacing a camera lens. Furthermore, we enabled users to choose the direction the refill cover opens depending on the direction of replacing the refill so that left-handed and right-handed consumers alike can replace the refill easily.
Innovative design equipped with functional convenience combined with mint and pink colors chosen by customers led to great positive responses.
Q. What is the marketing strategy for Neo Cushion?
A : Neo Cushion is gaining a lot of popularity as a 'cushion that does not rub off on face masks', being a product that delivers amazing coverage and strong long-lasting effect that creates the perfect skin complexion with one light touch.
LANEIGE Neo Cushion offers the feature of 'moisturizing deep within the skin, while being soft on the surface' on top of its outstanding coverage and long-lasting effect. We plan to further strengthen communication with customers so that consumers who were hesitant to use matte cushion products can also try out the product by appealing to them with the advantages of Neo Cushion. We also plan to deliver the differentiated strengths of Neo Cushion in the fall season when cold wind blows using various digital contents. Neo Cushion Glow, or the pink cushion, applies Liquid Diamond™ technology, which delivers deep moisturizing effect, completing that perfectly bright glowing skin from all angles as if you're holding a light reflector to your skin. We believe that it will become a hit item in the upcoming fall-winter season along with the matte cushion.
LANEIGE Neo Cushion offers the feature of 'moisturizing deep within the skin, while being soft on the surface' on top of its outstanding coverage and long-lasting effect. We plan to further strengthen communication with customers so that consumers who were hesitant to use matte cushion products can also try out the product by appealing to them with the advantages of Neo Cushion. We also plan to deliver the differentiated strengths of Neo Cushion in the fall season when cold wind blows using various digital contents. Neo Cushion Glow, or the pink cushion, applies Liquid Diamond™ technology, which delivers deep moisturizing effect, completing that perfectly bright glowing skin from all angles as if you're holding a light reflector to your skin. We believe that it will become a hit item in the upcoming fall-winter season along with the matte cushion.
Q. Neo Cushion achieved success, bringing innovation to its design and content.
What are the future objectives or goals of LANEIGE?
What are the future objectives or goals of LANEIGE?
A : LANEIGE plans to continue to launch innovative products customized to the young MZ generation by understanding their lifestyle and needs. We will repay back the love we received from customers for Neo Cushion with better, improved products. We ask for the interest and support of fellow Amorepacific members.
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