Contemporary Seoul beauty brand Hera is set to launch the renewed version of its flagship product, the ‘Black Cushion’.
Since its initial launch in 2017, Hera’s Black Cushion is considered to have surpassed the limitations of conventional cushions which were primarily used only for touch-ups, and maintained its status as the No.1 cushion for 7 consecutive years2. In February of this year, it broke records by surpassing cumulative sales of 10 million units as a single makeup item, firmly establishing itself as a steady-seller for the brand.
Through this renewal, key attributes of base makeup such as coverage, adherence, and skin expression have been further enhanced, and the product name has also been changed to ‘Black Cushion Foundation’, signifying a step-up from the original Black Cushion.
The renewal process was conducted through numerous studies and customer validations based on extensive customer review data accumulated over time. The highly praised ‘ultra-adhesive cover’ function from the previous version was strengthened even further, and significant enhancements in technology has been applied to achieve a smooth ‘soft satin’ skin.
By applying Amorepacific’s exclusive 'MICROZATION TECH', the micro-powder particles have become finer and more delicate, and incorporating the newly developed Stretchable layer technology has resulted in a much more flexible texture. Such texture adheres thinly and lightly to the skin, maintaining a sophisticated skin appearance after makeup without settling into wrinkles or creasing.
A total of 9 different color shades are available to account for various makeup styles and skin tones, applying clear and high-purity pigments to blend naturally with the original skin, resulting in a radiant complexion.
Furthermore, reflecting concerns for the environment, the design has been changed to improve recyclability, with 50% recycled plastic (PCR) applied to the bottom of the external container.
In celebration of the launch of the Black Cushion Foundation, Hera will operate a pop-up store from April 2nd to April 21st at Seongsu-dong (11 Yeonmujang-gil, Seongsu-dong, Seoul). The store allows customers to explore everything from Hera’s cushion heritage that has spearheaded the cushion market to the renewed Black Cushion Foundation. Notably, Hera’s makeup artists will also conduct personalized 1:1 counseling tailored to individual skin types and concerns.
Hera’s Black Cushion Foundation, evolved through the latest technology and know-how, was pre-launched exclusively on Naver on March 25th, and will be available for purchase nationwide from April 1st at department stores, Amore Mall, Kakao Gift, among others.
1) Based on 21.2Q~22.4Q Beaute Research/Domestic department stores, boutiques, e-commerce channels in Prestige Cushion Sales Ranking
2) 17.4Q~23.4Q Brand rankings by sales in Kantar Worldpanel cushion market