Air Cushion Makeup Trending in Korea

In a video post on Euromonitor International’s website, “Air Cushions Taking the Color Cosmetics Market in Korea by Storm,” Euromonitor research analyst Minji Kim discusses what may be the beauty industry’s next big trend.

“Although it was first launched in 2008, Air Cushion has recently become the biggest trend in facial makeup in South Korea after the huge sensation created by BB creams," said Kim. She added that thanks to these products, the sales value of color cosmetics grew by 11% in 2013. Describing the product, Kim reported "It is basically like a liquid foundation but the product is soaked in a sponge, together with sun protection, makeup base and moisturizers." The idea is that the product can be patted onto the users’ face, so its packaging is more like a compact powder case than a tube or bottle.

“There are three major reasons why Air Cushion is so popular. First, it is multifunctional. Second, it provides coverage yet feels light on the skin. That is important, as summer can be very hot and humid in South Korea. Finally, Air Cushion gives a natural look, which is in line with current trends in the country," explained Kim.

Based on this success, AmorePacific, which owns the Iope brand, launched Air Cushion products under its other brands, Hera and Lirikos. Other domestic players then jumped on the Air Cushion bandwagon. "Product innovations and marketing campaigns to support these beauty trends are becoming more essential for market players to survive in the fast-changing beauty and personal care market. So, manufacturers would do well to invest in developing innovative products rather than just simply relying on their brand image,” Kim concluded.

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