Since the global success of BB and CC creams in the West, brands and manufacturers are on the lookout for the next successful innovation coming from South Korea and cushion has the potential to take this route. Cushion compacts carry many benefits of what consumers look for in facial cosmetics, including long wear, flawless coverage, added benefits and easy-to-use format.
In South Korea, this format is especially appealing since it enables users to achieve the dewy look (Chok Chok), the most desirable face look South Korean women want to achieve, thanks to the light and natural coverage as well as added benefits it provides.
However, companies will have to address specificity of Westerners’ skin needs and tones as well as improved coverage, which is key to retaining attention in the facial cosmetics arena in the West. Some cushions may fail in providing enough coverage, which is already a frustration encountered with BB and CC creams in some countries in Europe.
Cushion compacts are taking off in the West
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