Next up for air cushion compacts

Published: 2-Jun-2015
Packaging Colour Cosmetics

How have cushion foundations evolved and which other categories can use this concept?

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Cast your mind back to 2007 – the year in which Harry Potter and the Deathly Hallows hit bookstore shelves and Steve Jobs unveiled a nifty little device called the iPhone. It was a time when the word ‘cushion’ was most commonly associated with ‘couch’ and the year South Korean beauty giant AmorePacific began developing a make-up compact featuring a specially designed urethane foam to contain and preserve liquid make-up. Fast-forward to 2015 and I would be surprised if anyone in the beauty industry can now hear ‘cushion’ without thinking ‘foundation’.

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  • Companies:
  • Euromonitor International
  • Amorepacific GROUP
  • Mintel International Group
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