Cushion Compacts, the past and future of a success story!

doc. Samwha

Cushions Compacts are a real phenomenon in the beauty industry’s history and certainly every Asian woman concerned about her beauty has tried this “must-have” to, most of the time, adopt it. The Amore Pacific Group announced a few weeks ago that its cumulated sales of Cushions had reached and exceeded last year the 100 million unit mark, worldwide, since the launch of this technology nearly ten years ago. A “Success Story”, which is clearly not finished, far from it! What does the future actually look like for Cushion Compacts? This topic will be debated on Thursday, April 6 from 11:15 am to 12:30 pm in the presence of Florence Bernardin, Information & Inspiration, Charles-Emmanuel Gounod, Beautyworld Connections, Gérald Martines, In.Signes, Steve Kim, Pumptech, Thomas Hwang, Samwha and Jeff Lim, Hana.

The saga first started in South Korea in March 2008 when the IOPE brand, part of the AmorePacific Group, launched its Air Cushion Compact, the very first in the lineage.
The AmorePacific Group had been working for several years on the development of what was to become a best seller in Asia, influencing the biggest beauty brands in the world.

“Because this new concept was an immediate success,” emphasises Gérald Martines, founder and President of In.Signes. “Koreans women went crazy for it and were desperate to get one of these small nomadic and so practical compact allowing them to easily achieve a flawless complexion, with quick and easy touch-ups during the day.”

doc. Amore Pacific

The Korean Group then expanded the concept with a range of twenty products sold by thirteen of its brands in more than ten countries. By the end of 2014 fifty million units had been sold, and a Compact Cushion was adopted every 1.2 seconds, making it a staggering world-wide success. Cushions now account for more than 40% of the complexion market in Korea.

“Yet strangely enough, explains says Gérald Martines, this ‘new make-up product’ featured no significant technical innovation: Waterproof compacts were had already been on the market for decades and had never truly emerged; BB and CC creams – choice products for Cushions –, were already popular but under other forms of distribution systems… And even the concept of placing a liquid foundation in a sealed compact had been experimented ten years before in the US but was not as successful as expected.”

doc. Samwha

Why such a success?

The stroke of genius of Cushion Compact creators was actually to identify the latent needs of Asian consumers for a new use, combining a simple ‘time saving’ gesture, with immediate results and a professional quality, building on the proven benefits of BB and CC creams, of which it multiplies the advantages through the combination of a smart ‘all in one’ and nomadic packaging.

In short, an innovation gesture, meeting a real user expectation, combining a proven formula (BB creams, with indeed a few adjustments), to a packaging designed to cleverly take into account the constraints of a nomadic use. In short a lesson of innovation to ponder… and reproduce.

Adopted by more and more Brands

“Compact cushions are available in Europe since 2012, and brands have gradually adopted them, as was evidenced with the launch of the “Miracle Cushion” by Lancôme in January 2015.

Meanwhile, second generation cushion compacts are already on the market, offering a simpler gesture and a more efficient sealing system. But it took some time to educate brands and show them the advantages of cushion compacts.

What are the prospects for Cushion Compacts? This topic will be debated on Thursday, April 6 from 11:15 am to 12:30 pm in the presence of Florence Bernardin, Information & Inspiration, Charles-Emmanuel Gounod, Beautyworld Connections, Gérald Martines, In.Signes, Steve Kim, Pumptech, Thomas Hwang, Samwha and Jeff Lim, Hana.