The new Sulwhasoo Perfecting Cushion reinterprets the brand’s heritage sculptural lines in skincare design with a more elegant and sophisticated tone. The soothing ivory color, elegant side silhouette, minimalist jewelry-like gold-tone metal, and sharply engraved brand logo capture Sulwhasoo’s refined sense of luxury.
Concept
The Perfecting Cushion design echoes the elegant curves of existing Sulwhasoo products, creating a silhouette that enhances grip and ease of use. The delicate gold edging along the sides highlights the form. The horizontal logo accent in the center improves usability while drawing inspiration from the bold horizontal lines found in traditional Korean hairpins, garment ties, and lock mechanisms—symbols of closure, completion, and finality.
Launched in June 2020, the Sulwhasoo Perfecting Cushion targets luxury consumers, with content developed to reflect the lifestyle of the Sulwhasoo persona. Instagram content was styled around three time-based episodes that imagined a day in the life of the persona, incorporating both model shots and product visuals. Unlike previous content that emphasized product features, this campaign aimed to engage customers more intimately by highlighting fashion and lifestyle alongside the product.
