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Air Cushion Make Up Essay

739 words - 3 pages

Next Up: CC Creams
The first mass CC cream to be introduced in the U.S., the biggest market in the world for color cosmetics (by retail sales), was Olay Total Effects CC Tone Correcting Line, which arrived on shelves toward the end of 2012. The brand claims to treat seven signs of aging, as well as providing color correction and UV protection. It hits all the right spots, but in multiple categories—and that might encourage brand cannibalization trends going forward.
The CC development is clever, and like BB, the trend originally came from Asia. In effect, CC creams have taken a concept that has worked extremely well and given it a marketing overhaul just at the moment when demand was ...view middle of the document...

The idea of the Air Cushion comes from a stamp that can be patted and pressed on the users’ face, so its packagilimited distribution channel and brand awareness. Then, the brand expanded to the home shopping channel, which really helped the sales of the Air Cushion. As a result, Iope overtook Sulwahsoo as the number 1 brand in facial makeup in 2013. Based on this success, AmorePacific [which owns the Iope brand] launched Air Cushion products under its other brands such as Hera and Lirikos. So other domestic players such as LG Household and Health Care also jumped onto the Air Cushion bandwagon with their own brands. With the increase of [brands developing] Air Cushion products, this inspired consumers to see it as a must-have item, which further drove the popularity of the Air Cushion.
“Looking ahead, market players are expected to continue to expanding the Air Cushion products. In early 2014, AmorePacific launched a men’s Air Cushion under its Iope brand to tap into the fast-growing men’s market in South Korea. Air Cushion is also expanding to overseas markets, with the...

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