lEKRaanM.dpufCushion products, which are being touted as a must-have item in Korea, have become an essential multifunctional product found in nearly every makeup bag in Asia, according to AmorePacific. Is the trend about to spread, globally?
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Cushion refers to “A makeup compact built with a specially-designed urethane foam that safely contains and preserves makeup liquid comprised of foundation, sunscreen and skincare formula,” accordin g to AmorePacific, which says it first launched the Cushion category in Hong Kong in 2012 with its Laneige BB Cushion.

AmorePacific reports that global sales of its Cushion products under its brands are expected to exceed 50 million units in January 2015. With the total sales of Cushion products increasing 105% YoY to 26 million units, the company’s Cushion was sold every 1.2 seconds in 2014.
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The sales of the Cushion products outside of Korea also surged, by 140% YoY. The three largest markets outside of Korea are Mainland China, Taiwan and Hong Kong.

Photo: A selection of Cushion products for sale in Asia, courtesy of AmorePacific

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