Hera Black Cushion Wins Top Overall Luxury Makeup
Dec 24, 2024
AmorePacific Contemporary Beauty Brand Hera's Black Cushion Foundation (hereinafter referred to as Black Cushion) topped the sales of luxury makeup, proving the dignity of Korea's representative cushion.
Although the luxury makeup market is a category that does not fluctuate in sales due to high customer loyalty to brands and products, Hera Black Cushion has set a meaningful record of being the number one overall route sales, including all makeup categories such as lip and face.
The black cushion, which was launched in 2017, is continuously gaining popularity as it evolves to enable more complete and comfortable skin expression through the renewal launch in April this year. It has maintained the status of Korea's No. 1 cushion for seven consecutive years, and in February this year, it exceeded 10 million cumulative sales as a single makeup product. In addition, it exceeded 100,000 cumulative reviews for the first time in the entire luxury beauty category of Naver Store during the same period, maintaining an average rating of 4.8 points, proving the high satisfaction and popularity of customers with black cushions.
Beyond leading the domestic makeup market, Black Cushion continues to make progress in Japan. Sales grew 49% in the third quarter of this year compared to the same period last year after entering the Japanese market, and sales of cushion refill products from customers' repurchases grew 122% in two months as of October this year, steadily securing loyal customers in Japan. It was able to quickly settle down by launching a local-only color (No. 22C1) tailored to the characteristics of Japanese customers, and implementing strategies tailored to local customers.
Meanwhile, Hera Black Cushion Foundation has become a brand bestseller with high love from customers based on its thin adhesion, persistence, and coverage right after its launch. It is AmorePacific's first makeup cushion, and it is said to have changed the makeup culture because it is highly portable and can freely apply any makeup anytime, anywhere.
Although the luxury makeup market is a category that does not fluctuate in sales due to high customer loyalty to brands and products, Hera Black Cushion has set a meaningful record of being the number one overall route sales, including all makeup categories such as lip and face.
The black cushion, which was launched in 2017, is continuously gaining popularity as it evolves to enable more complete and comfortable skin expression through the renewal launch in April this year. It has maintained the status of Korea's No. 1 cushion for seven consecutive years, and in February this year, it exceeded 10 million cumulative sales as a single makeup product. In addition, it exceeded 100,000 cumulative reviews for the first time in the entire luxury beauty category of Naver Store during the same period, maintaining an average rating of 4.8 points, proving the high satisfaction and popularity of customers with black cushions.
Beyond leading the domestic makeup market, Black Cushion continues to make progress in Japan. Sales grew 49% in the third quarter of this year compared to the same period last year after entering the Japanese market, and sales of cushion refill products from customers' repurchases grew 122% in two months as of October this year, steadily securing loyal customers in Japan. It was able to quickly settle down by launching a local-only color (No. 22C1) tailored to the characteristics of Japanese customers, and implementing strategies tailored to local customers.
Meanwhile, Hera Black Cushion Foundation has become a brand bestseller with high love from customers based on its thin adhesion, persistence, and coverage right after its launch. It is AmorePacific's first makeup cushion, and it is said to have changed the makeup culture because it is highly portable and can freely apply any makeup anytime, anywhere.
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