Now that's a campaign! IOPE's zero gravity test 'proves' air cushion compact works anywhere

By Michelle Yeomans contact

- Last updated on GMT

Now that's a campaign! IOPE's zero gravity test 'proves' air cushion compact works anywhere

Related tags: South korea, Advertising

Inspired by the space film 'Gravity', South Korean brand, IOPE has devised a stunt where a model tests whether its air cushion compact can cope in zero gravity conditions.

In IOPE’s latest ad campaign, a model applies make-up in zero gravity conditions on board a NASA style operation plane that soars into the sky before plunging to earth for 30 seconds.

It aims to demonstrate that IOPE’s Air Cushion, which the brand claims is the secret to Korean women’s smooth complexions, 'can be applied and functional anywhere'.

The advert was created by Korean advertising agency Innored and has been viewed nearly four million times on YouTube since going live at the beginning of July.

Owned by Amorepacific, it is estimated that one IOPE Air Cushion is sold every 30 seconds across Asia.

Cushion comfort

The influence of Korean beauty has seen IOPE's cushion compact take off, attracting worldwide attention and revolutionizing the make-up routine for women.

The ‘Cushion’ refers to a make-up compact built with specially-designed urethane foam that safely contains and preserves make-up liquid comprised of foundation, sunscreen and skin care formula.

It has been a popular product in Korea for convenience and according to global research firm TNS Korea, 75% of Korean women have used or are currently using cushion products.

It is also said to have changed the make-up habits of Korean women by reducing the steps and time needed in creating the skin-looks they prefer.

The power of K-beauty 

Cosmetic companies in South Korea have been enlisting male K-pop icons of late in an effort to expand beyond its borders and take on the global giants like L'Oreal and Unilever across the continent.

Chinese tourists in particular, are seeking out high street beauty brands advertised by K-pop stars, as well as department stores for higher-end brands.

South Korean men for example, spend $900 million a year on beauty products, more than a fifth of the global total and it is cosmetic companies like Amorepacific and LG Household & Healthcare that want to establish themselves as premium products, with a distinctly Asian sensibility.

"Cosmetics sales are said to mirror the popularity of Korean cultural exports, so K-pop stars are the best way to market our products​," said Kim Hee-jeong, marketing manager of LG Household's The Face Shop, which has over 1,000 overseas stores.

For the region's young consumers who have been raised on K-pop, the metro-sexual appeal of South Korean boy bands like 2PM, Big Bang and Super Junior, are said to be a quality Western or Japanese competitors cannot deliver.

Related topics: Brand Innovation

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