“Cover moisture” has been repositioned through an upgrade in both the texture and efficacy of the Sulwhasoo Perfecting Cushion. This enhancement has helped strengthen loyalty among existing customers while attracting new users to one of the brand’s representative entry products. To ensure global competitiveness, improvements were made across ingredients, technology, and shade range. In particular, details such as the introduction of an optimized applicator were refined to elevate the appeal of the overall design.
Concept
In terms of Perfecting Cushion advertising, a more refined brand image is presented by updating the design while retaining the signature round silhouette. A light skin-tone color was chosen to convey high coverage with a porcelain-smooth finish and a soft, feminine feel. Floral and botanical patterns inside the nameplate reflect the identity of the Sulwhasoo cushion, while details of the refill container, sealing sheet, and sponge reinforce the brand’s design language.
