Yeonjak Launches Two ‘Night Foundation’ Cushions... Targeting the Chinese Makeup Market

[Asia Economy Reporter Lee Seung-jin] Shinsegae International's high-performance skincare brand 'Yeonjak' announced on the 17th that it has newly launched two types of balm-type cushion foundations that are lightly adherent and do not easily smudge, targeting the Chinese market.

This product was developed targeting the rapidly recovering consumer sentiment in the Chinese market. The plan is to increase market share within China by adding base makeup products to the skincare products that are already receiving positive responses in China.

According to the ‘China Color Cosmetics Market Analysis’ report recently released by KOTRA, the size of the Chinese color cosmetics market is steadily increasing due to rising individual incomes and the expansion of SNS. In particular, as the lifestyle of Chinese people becomes faster, the demand for cushion compacts that can be used quickly and conveniently is rapidly increasing. According to this report, cushion products rank second among base makeup products in China, following foundation, showing high preference.

Accordingly, Yeonjak developed a balm-type cushion foundation targeting Chinese millennials who prefer bright and natural flawless skin makeup like Koreans. Yeonjak’s ‘Airy Cream Cover Balm Foundation’ features a light application and a moist cream texture. It effectively prevents darkening, a phenomenon where the color dulls over time, and is convenient as the makeup does not smudge or transfer even when wearing a mask, which has become essential when going out. It contains needleflower extract, a rare flower blooming in clean high mountain areas, to enhance moisture retention.

The ‘Smoothing Cover Compact Foundation’ is a product that smoothly fills in skin contours and uneven textures, helping to express clean skin. It naturally covers skin concerns such as skin tone, redness, blemishes, and pores. It contains Yeonjak’s proprietary ingredient Whole Plant Effect (Jeoncho Complex) and fragrance, providing a refreshing and pleasant feeling when used.

The containers are each coated in sophisticated black and blue colors to add luxury, with gold decorations and gold foil logos as accents. The water-drop-shaped cushion puff is designed not only as a design element but also functionally to allow delicate and thorough application even on curved areas such as around the nostrils and eyes.

A Yeonjak official from Shinsegae International said, “As we have been steadily increasing recognition in China with products like Jeoncho Concentrate and Baeknyeoncho Moisture Cream, we plan to continue nurturing additional hit products,” adding, “Since this product was developed to target millennials who consider cost-effectiveness in terms of quality, efficacy, and design, we expect a good response.”

This content was produced with the assistance of AI translation services.