Christian Dior brings cushion compact technology to luxury cosmetics
The beauty leaders signed a memorandum of understanding yesterday in Seoul that augments the standing strategic partnership between Dior and AmorePacific, reports the Korean Herald.
Bright ideas
The technology innovation Dior is after here comprises a foam sponge that reserves and preserves liquid formula.
“This agreement holds great significance in that our ‘cushion’ technology is appreciated by one of the world’s most respected luxury brand companies and a powerhouse in the global beauty industry,” Shim Sang-bae, president of AmorePacific tells the press.
But the innovation won’t end there. AmorePacific plans to invest in further modern technologies that will enhance the company’s vision of ‘new beauty’, according to the Korean Herald.
“The two global cosmetics giants…expect that this newfound strategic partnership will bring a plethora of innovative beauty experiences to the broader customer base around the world and help both companies to further strengthen their growth trajectory in the global cosmetics market,” that publication notes.
Proliferation
Cushion compacts are reaching more consumers and changing beauty routines worldwide, thanks to deals like this one with Dior.
Three products come together in the prevailing cushion compact: foundation, sunscreen and skin care. “It has been a popular product in Korea for convenience and according to global research firm TNS, 75% of Korean women have used or are currently using cushion products,” reports Michelle Yeomans for Cosmetics Design.
The company has rolled out cushion compact products in 13 of its brands since the IOPE AirCushion first launched in 2008, according to the Herald. Products for both women and men are being marketed in cushions.
The IOPE men’s line includes a cushion compact with a product formualtion that offers blemish coverage as well as UV protection. This venture capitalizes on both the modern technology of beauty and Korea’s ‘grooming-jok’ trend.
Now also, AmorePacific has brought the popular cushion compact to China this month with the opening of IOPE stores in Shanghai and Beijing.
