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Beauty made easy

The Korean beauty wave is still riding strong and high, driven, in part, by fans who spend hours in front of their television, bawling their eyes out watching the latest Korean drama while yearning to emulate the actresses’ near flawless good looks.

The Korean beauty wave is still riding strong and high, driven, in part, by fans who spend hours in front of their television, bawling their eyes out watching the latest Korean drama while yearning to emulate the actresses’ near flawless good looks.

This has inspired a range of inventive beauty products, with the latest trending innovation being the Cushion compact pioneered by Korean beauty conglomerate AmorePacific Group, which launched the first Cushion product, the IOPE Air Cushion, in 2008.

Kim Kyung-nam, Cushion category lead at AmorePacific R&D Centre, was the lead researcher for all AmorePacific brands’ Cushion offerings, some of which include Laneige BB Cushion, Sulwhasoo Evenfair Perfecting Cushion, innisfree Long Wear Cushion and Etude House Precious Mineral Any Cushion.

“The idea of creating a Cushion product came from thinking about what our customers need and what they want,” said Kim at a recent media event in Singapore.

“After much research and many surveys, we found out that customers want three things: Sun care (protection), a multi-functional (purpose) and a natural look.”

AmorePacific realised the need to have a product that allowed for quick, easy, and hassle-free touch-ups and began looking into designing the Cushion compact in January 2007 — a multi-functional sun protection product without the hassle of conventional tube or pump-type offerings.

The solution was inspired by the humble ink-pad stamp. Based on how stamps make impressions on paper, the team began to look for technologies that could help control the fluidity and stability of the liquid formula.

The product has since gained a reputation not just for its convenience and portability, but also for how it promotes skin health, a recent study by global research firm TNS Korea showed. The Cushion formula spreads evenly with a skin-fitting texture and provides a nourishing, moisturising effect to deliver a natural, beautiful finish.

There is also no need to wash the cushioned puff after every use. “Each puff is designed to safely last the entire duration of the Cushion,” said Phoebe Huh, senior associate of AmorePacific Group’s Global PR Team. “The formula is a water-in-oil type, which is designed to (guard) against germs and bacteria, so technically, it prevents any bacteria from entering the sponge.” Of course, if you were to drop it on the floor, you should wash it carefully, as you would your make-up brushes.

As of January, AmorePacific has sold 50 million units covering 19 Cushion products from its 13 brands, including four — Laneige, Sulwhasoo, innisfree and Etude House — that are available in Singapore.

There are currently no plans to bring in the other well-loved AmorePacific brands, such as IOPE, AmorePacific and Mamonde. But consumers can look forward to a selection of Cushion products from the company, such as the launch of Laneige’s Cushion Highlighter and Sulwhasoo’s Perfecting Cushion Brightening in July.

Katherine Sek, commercial general manager of AmorePacific Singapore, believes that the trend is here to stay. “Singaporean customers are interested in the K-beauty wave, which is typified by clear and flawless-looking skin,” she said. “AmorePacific Cushion products, with its natural coverage, cooling and sweat-proof functions, as well as UV blocking properties, are perfectly suited to Singapore’s warmer climate, and has always been well-received by the Singapore market.”

She added: “We’ve brought in the largest number of AmorePacific brands in the ASEAN region, and have set up a local R&D centre to address those needs. In 2015, we will continue to aggressively market Cushion from all four brands.”

Lancome is also the first Western luxury brand to feature a Cushion product of its own: The Blanc Expert Cushion. The French cosmetic brand in March launched four shades along with four new shade extensions, which include two darker shades available next month.

Winston Seow, brand manager of Lancome Singapore, noted that the response “has been very encouraging” and that “it isn’t just about Korean brands … driving this trend”.

“With the launch of Lancome’s Cushion foundation, it is also pushing (the) preferred and in-demand dewy skin look,” he said. “The Korean trend, as opposed to the Korean beauty trend, is certainly popular and it is certainly one of the drivers of pop culture at the moment.”

That said, even though Cushion compacts contain a sun protection factor, you should still slap on sunscreen before polishing your look, said make-up artist Larry Yeo, who holds a specialist diploma in cosmetic science. He added that most do not apply enough foundation to get the protection coverage it offers, and should, in fact, use sunscreen as a primer.

“A Cushion is like a foundation and most people sheer it out too much to receive a good dosage of UV protection. A Cushion with SPF properties is great for touching up too.”

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EIGHT CUSHION COMPACTS TO CHOOSE FROM

Sulwhasoo Evenfair Perfecting Cushion, S$74, Sulwhasoo counters

Apricot–kernel oil improves skin elasticity, while herbal extracts of peony, white lily and lotus increase skin’s moisture level by more than 40 per cent.

Etude House Precious Mineral Magic Any Cushion SPF50+/PA+++, S$32, Etude House stores

The latest shade in lavender helps brighten skin with a yellow undertone, and will come in handy when you are down and out but have to look presentable.

TheFaceShop Cushion Screen Cell – Natural, S$42.90, TheFaceShop outlets

This is formulated with a high–definition blurring powder to cover imperfections and flaws while offering natural coverage.

Lancome Blanc Expert Cushion, S$55 (refill) and S$20 (case),

Lancome boutique and counters

With each application, the sponge cushion releases just the right amount of colour, while ingredients such as pine extract and adenosine work to prevent spots from forming and diminish fine lines.

innisfree Long Wear Cushion SPF50+/PA+++, S$34, innisfree stores

The brand’s Long Wear Cushion is a lifesaver in this heat and humidity, as it contains sebum control powder to prevent us from looking like an oil slick by mid-day.

VDL Beauty Metal Cushion Foundation SPF50+/PA+++ , S$52, VDL outlets

This moisturising foundation contains prune water and is high in antioxidants, which prevent skin damage caused by free radicals.

Laneige BB Cushion , S$59, Laneige stores

and counters

It is easy to see why Laneige’s BB Cushion is in every woman’s make-up pouch. It moisturises, brightens and protects with SPF50+/PA+++. It is water resistant and cools and refreshes skin that is irritated by heat. Clinical tests have shown that skin temperature drops by four degrees Celsius right after application.

PureHeal’s Galactomyces 27 Cover Cushion ,S$43, Sephora stores

This Korean brand offers four types of Cushion compacts to target different skincare needs. The Galactomyces 27 Cover Cushion, for instance, brightens dull skin.

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