With its patented cushion technology, South Korean cosmetics giant AmorePacific is expanding its global business to lead the "Korean beauty" trend.

In 2008, the company introduced the world's first multifunctional cushion-type cosmetics that have gained immense popularity in global markets.

It has since filed patent applications across the world including in its homeland South Korea and in China, Japan and the United States to protect the technology.

The patented product comes in a makeup compact with lightweight liquid formula including foundation, sunscreen and makeup base optimally applied with a special cell sponge.

Also in 2008, the company unveiled the world's first multifunctional stamp-type sunscreen that features a special container for stability and portability with a fresh formula in water-in-oil type emulsion.

Up to date, the company has filed 24 patent applications and has been granted seven in South Korea, and plans to file another 27 applications overseas.

It now has a related patent in China called "UV blocking cosmetic composition prepared by being impregnated in urethane foam" that was granted late last year.

By stabilizing cosmetic ingredients in a polyurethane puff, the technology is used in many AmorePacific's products including Laneige BB Cushion and Sulwhasoo Evenfair Perfecting Cushion, all of which feature different ingredients and benefits.

Aside from that technology, AmorePacific's cushion-type products use many other innovative technologies including Cell Trap technology that prevents liquid from flowing out and sweat-proof technology that allows high molecules form a strong networking structure for long-lasting makeup.

Last year, AmorePacific won the Korea Technology Innovation Management Award and Korea Technology Award with its innovative makeup products. Its cushion-type products were also accredited by beauty experts and consumers, and won the Cosmo Beauty Awards in the best UV protector category.

Kang Hak-Hee, CTO and director of the company's R&D center, noted that the patents "protect innovative and progressive AmorePacific technologies".

"AmorePacific will continue to drive for innovation and develop products that match our consumer needs," he said.

Recently the company found a rising preference among global consumers for its cushion-type cosmetics. As of June, it had sold more than 14 million cushion-type products globally. The most welcoming markets include South Korea, Japan, China, the US and Southeast Asia.

In particular, Laneige BB Cushion has been sensational in the Chinese market. The product contains a brightening component, making it particularly appealing to Chinese consumers who want whitening care for moisturized and flawless skin. It is currently available in more than 300 top-tier department stores in China.

AmorePacific's cushion-type products and numerous related technologies not only brought innovation to the global industry but also changed the beauty and makeup routines of many consumers.

With cushion-type products providing multifunctional benefits including brightening, cooling, base makeup, sweat proofing, and UV protection, consumers don't have to use multiple products. Moreover, it simplifies the daily makeup routine and allows quick and easy touch-ups throughout the day.

AmorePacific will continue its innovation and investment in R&D beyond the cushion-type products to meet the needs of Asian beauty.

zhuanti@chinadaily.com.cn

(China Daily USA 07/24/2013 page14)