AmorePacific partners up with LG Household to showcase 'K-beauty' innovation

It's the first time that cosmetics competitors have joined forces for a venture like this and China is the right place to go right now as consumers have taken to Korean packaging innovation and the creative use of celebrities in beauty. 

In South Korea, AmorePacific and LG Household & Health Care dominate the personal care market but the brands still have a way to go in conquering China, hence this move to boost their visibility.

Since launching its Air Cushion line in 2008, AmorePacific’s Cushion compact has taken 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.

Popularity​

Korean beauty is also having an effect globally, according to a 2013 survey conducted by the Korea Tourism Organization, more than 50% of the foreign visitors to Korea have purchased Korean cosmetics products.

Among Korean cosmetics products, Cushion is now creating a global beauty trend beyond its domestic popularity.

One to watch​

As of January 2015, AmorePacific offers a total of 19 Cushion products from its 13 brands in more than ten countries in the Asian and North American regions, leading the ‘globalization’ of the Korean-born Cushion.

“Cushion, created from AmorePacific’s innovative technology, is a revolutionary product that is changing the make-up routines of women across the world and is going to be at the centre of global beauty trend in 2015,”​ says Suh Kyung-Bae, Chairman & CEO AmorePacific Group.

“AmorePacific will continue to pioneer and lead the global Cushion market with the company’s unparalleled technology and superior products,”​ he adds.