The pioneer of the cushion compact is taking its game changing beauty technology to the next level.
 
AmorePacific recently unveiled an upgraded cushion to beauty editors at a special press event in New York City. On hand were executives from Korea as well as US, including Bradley Horowitz, president and CEO of AmorePacific US, and R&D staffers from the company’s Cushion Lab (a.k.a. C-Lab) who are continually exploring new ways to maximize the benefits of the cushion compact, which debuted in 2008.
 
That launch eight years ago resonated with Korean consumers. In fact, in a survey of 800 Korean women conducted in 2015 by the TNS Korea, 75% have used or are using cushion products and 55% depend solely on cushion for base makeup.
 
According to AmorePacific’s estimates (based on data from Euromonitor and Kantar) global cushion market sales were $1.1 billion in 2015, up 27% from 2014.
 
The popularity of the cushion has traveled from East to West.
 
In the US, AmorePacific’s cushion recorded annual sales growth of 68% YoY in 2015. The company said cushions exceeded the 80 million unit sales mark in 2015, and was set to top 100 million in the second half of 2016.  
 
The newly updated cushion has a more refined formula due to ultra-fine dispersion technology that reduced the particle size by more than 30%.  As a result, the formula is lighter than foundation and allows for a more natural and lightweight expression, said AmorePacific.
 
In addition, the dispersion technology enables optimal infusion of botanical skin care ingredients that deliver benefits like moisturization, anti-aging and brightening too.
 
Also, a new “3D sponge” cuts down on application time. It deposits the new formula resulting in a light, beautiful finish that at one time would have taken several steps to achieve, Hajin Jung, a senior researcher at AmorePacific’s C-Lab, told Happi through an interpreter.
 
Compared to existing sponges, the 3D sponge has enhanced durability and formula retention. In fact, the sponge’s advanced structure consistently releases the same amount of cushion formula onto the air puff until the very last drop, leading to even application and ease-of-use, noted Jung.
 
In the US, AmorePacific’s Cushion options deliver a range of benefits across its top-selling brands. These include the AmorePacific Flagship Cushion infused with moisture-rich bamboo sap for healthy-looking and glowing skin including Color Control Cushion Compact, Resort Collection Sun Protection Cushion and newly introduced Age Correcting Foundation Cushion; Sulwhasoo Cushion featuring Watercolor Technology that diffuses pigment in water instead of oil to achieve radiant coverage; Laneige’s BB Cushion, one of the most popular K-beauty products for Asian women in their 20s and 30s; and Iope Air Cushion which contains bio ingredients for healthy skin.
 
In the US, the enhanced cushions will be incorporated into the Laneige and Iope lines first, according to AmorePacific, which is aiming to further increase its already impressive usage rates; the firm boasts that in 2015, it sold one cushion every second across Asia and North America.