Cosmetic company’s brands share in wealth
Six out of 12 brands with the makeup line blended IOPE’s cushion technology into main products by presenting their own hybrid items.
A total of 143,000 cushion products were sold in 2008 in Korea and overseas markets in Asia and North America, including the pioneer IOPE and six follower brands. The number doubled the following year. After a slowdown in 2010, annual sales increased tenfold in three years, to 1.43 million items in 2011. In the first half of this year, 6.13 million items were sold.
Sulwhasoo Perfecting Cushion currently ranks as the No. 2 Sulwhashoo product on the company’s online shopping mall. This creates a synergy between the cushion idea and original K-beauty icon Sulwhasoo’s key technology of fine foundation particles.?
The film polymer technology prevents a “cakey” makeup, while maximizing sheen with oriental herbal ingredients.
A thin and flexible protection film keeps the makeup fresh for as long as 12 hours. Exclusively applied through cushion, its signature oriental herbal moisturizer makes the skin look healthier, with improved elasticity.
This year’s color control (CC) cream boom led AmorePacific, the cosmetic giant’s main force brand in the overseas market, to introduce Treatment Color Control Cushion. It was sold out within two weeks.
CC Cushion ranked fourth on the company’s online store’s best-seller facial makeup chart last week. It is doing well despite relatively expensive price tag of 65,000 won ($58.45). The main ingredient, bamboo sap, differentiates the product from others by using less-purified water. Highly concentrated essential minerals and amino acids help nourish the skin. AmorePacific recently announced it would launch a color No. 100 this month.
Besides the high-end brands, cushion products from other brands also show strength. Picking up its French brand name, Laneige launched the Snow BB Soothing Cushion. Consumers in their 20s show high purchase rates of BB cream, the BB compact with cushion technology that whitens, protects from the sun, is sweat proof and soothes. The focus is on soothing and whitening. The texture is smoother than its gel-cream products and the whitening effect makes skin more natural and fairer. It ranked fifth on the best-seller chart.
Hera introduced its hybrid as a limited edition for the hot and sticky summer. UV Mist Cushion Long Stay lured consumers with sunblock lasting as long as 12 hours. The lightweight oil and polymer coating prevents darkening and smudging, maintaining fresh make-up in humidity.
Amore Pacific’s dermocosmetics brand Verite is available at drugstore chains such as GS Watsons. It’s mainly aimed at consumers with sensitive skin. Although it maintained distribution via home shopping and call sales since 1994, a drugstore line was launched in May.
As a result of cooperation with a French cosmetics research institute, Lirikos brought hydration technology back home in 2008 with its first production line in Korea. It recently merged it with cushion.
As the products mainly orient from deep-sea water and marine ingredients, the cushion stamps its signature hydration ampule, which form a 30 percent liquid foundation. Strongly resistant to water, sweat and sebum, it especially targets consumers during summer as it drops facial temperatures at once and contains high-function sunblock SPF and PA in the 50s.
BY kim ji-yoon [firstname.lastname@example.org]