{"id":14674,"date":"2023-04-27T15:51:38","date_gmt":"2023-04-27T15:51:38","guid":{"rendered":"http:\/\/dev.stories.amorepacific.com\/en\/?p=14674"},"modified":"2024-08-13T10:29:38","modified_gmt":"2024-08-13T01:29:38","slug":"the-return-of-makeup","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/the-return-of-makeup\/","title":{"rendered":"The Return of Makeup"},"content":{"rendered":"<style type=\"text\/css\"> body {font-family: NanumGothic, \"Malgun Gothic\", Dotum;} .responsive_imgarea {margin: 0 auto;} .responsive_column_wrap {max-width: 800px;margin: 0 auto !important;} .responsive_column_wrap.full_wrap{max-width:100%;} .responsive_txt {color:#555;font-size: 17px !important;} .responsive_txt.tit{font-size:34px !important; color:#8c5a37;font-weight:600;line-height:1.1;}  .responsive_txt.left_border_box{padding-left:20px;border-left: 2px solid #ccc;font-size:18px !important;color:#131f66;font-weight:500;line-height: 1.5 !important;} .responsive_column_wrap.full_wrap{max-width:100%;padding: 50px 0;background:#f2f2f2;} .responsive_column_wrap.full_wrap .responsive_txt{max-width:790px;margin:0px auto;padding: 0 20px;line-height: 1.5 !important;color:#888;} .img_box {text-align:center;} .img_box img {width: 100%;} .img_box>div {margin: 0 auto;} .img_box>div>p{margin-top: 12px;color: #888 !important;font-size: 12px !important;text-align: center !important;line-height: 1.5 !important;background:#fff;} .img_box>div>p.img_desc{margin-top:0;padding:3px 0;background:#999999;color:#fff !important;;} .img_box.flex{max-width: 800px;margin: 0 auto;display: flex;justify-content: space-between;align-items: flex-start;} .pd4{padding:4px 0;} .fw500{font-weight:500;} .fs14{font-size:14px !important;} .gray{color:#888888 !important;word-break:break-all;} .blue{color:#002aff;} .inblock{display:inline-block;} .underL{text-decoration:underline;} .onlyW{display:block !important;} .onlyM{display:none !important;} @media (max-width:768px) { .responsive_txt {margin: 0;} .onlyW{display:none !important;} .onlyM{display:block !important;} } @media (max-width:500px) { }<\/style>\n<div class=\"responsive_column_wrap\">\n<div class=\"img_box\">\n<div style=\"max-width:800px;\" class=\"onlyW\"> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/b7708f92-bf2f-4ad5-9165-b52170cf6988.jpg\"> <\/div>\n<div class=\"onlyM\"> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/0cd5f618-2750-4f1c-bca7-b3af63a631cc.jpg\"> <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> Welcome April, welcome lighter clothes, and above all, welcome being mask-free (finally!). We\u2019ve forgotten how delightful it was to be able to chat with our colleagues while seeing their mask-less facial expressions. Another delightful finding is that the sales of makeup products for three Amorepacific brands, namely HERA, eSpoir, and ETUDE, have been showing substantial growth. For this report, News Square covers the comeback of color makeup, prompted by the lifting of mask mandates. <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt left_border_box\"> Lip makeup, the hero driving the rapid growth of color makeup sales <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"img_box\" style=\"max-width:620px;margin: 0 auto;\">\n<div>  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/734d4016-4dd3-4570-ac27-cc085cd7b5f9.jpg\" class=\"onlyW\"> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/aec67b6f-4dfb-4cec-80cd-860d49dddf3e.jpg\" class=\"onlyM\"> <\/p>\n<p class=\"img_desc\">\u25b2Open Survey \/ Money S https:\/\/moneys.mt.co.kr\/news\/mwView.php?no=2023030610081374307<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> According to \u2018Beauty Trend Report 2023<sup>*<\/sup>\u2019 published by Open Survey, a consumer data platform, 68% of respondents picked \u2018wearing makeup more often\u2019 as one of the changes they expect to come out of the lifting of mask requirements. The category of makeup that is expected to benefit the most from this changing trend was \u2018lip makeup,\u2019 with 71.6% of respondents saying that they will be putting a greater emphasis on their lips now that they don\u2019t have to wear masks. This could be attributed to the fact that lip makeup is one of the easiest, quickest ways to add a touch of liveliness in the mask-free era. It doesn\u2019t come as a surprise that the growth of the lip makeup sector in all three above-mentioned brands, HERA, eSpoir, and ETUDE, is particularly notable. <\/div>\n<\/div>\n<div class=\"responsive_column_wrap onlyW\">\n<div class=\"img_box flex\" style=\"max-width:800px;\">\n<div style=\"width:35%;max-width:280px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/c86aecdc-21a0-490b-ab85-d24f16608e74.jpg\"> <\/p>\n<p>\u25b2HERA Sensual Powder Matte Lipstick<\/p>\n<\/p><\/div>\n<div style=\"width:30%;max-width:230px; margin-left:5px !important;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/0a02ce9a-6298-417e-bfd8-98278225b805.jpg\"> <\/p>\n<p>\u25b2eSpoir No-Wear Shine<\/p>\n<\/p><\/div>\n<div style=\"width:35%;max-width:280px;margin-left:5px !important;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/4d3c6d23-c84d-4589-937e-2165b46da809.jpg\"> <\/p>\n<p>\u25b2ETUDE Fixing Tint<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap onlyM\">\n<div class=\"img_box\">\n<div style=\"max-width:225px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/c86aecdc-21a0-490b-ab85-d24f16608e74.jpg\"> <\/p>\n<p>\u25b2HERA Sensual Powder Matte Lipstick<\/p>\n<\/p><\/div>\n<p> <\/p>\n<div style=\"max-width:225px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/0a02ce9a-6298-417e-bfd8-98278225b805.jpg\"> <\/p>\n<p>\u25b2eSpoir No-Wear Shine<\/p>\n<\/p><\/div>\n<p> <\/p>\n<div style=\"max-width:225px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/4d3c6d23-c84d-4589-937e-2165b46da809.jpg\"> <\/p>\n<p>\u25b2ETUDE Fixing Tint<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> Specifically, the sales of \u2018Sensual Powder Matte Lipstick\u2019 by HERA, \u2018No-Wear Shine Lipstick\u2019 by eSpoir, and \u2018Fixing Tint\u2019 by ETUDE showed more than a twofold year-on-year growth. The popularity of these three particular products goes to show that consumers tend to prefer natural-color makeup products, regardless of texture or brand. Plus, with the increase in in-office work as well as outdoor activities in light of the spring season, more consumers are considering long-lastingness as one of the important factors when making lip product purchases. <br \/> The three products mentioned above are also perfect for putting on a \u2018layered over-the-lip makeup<sup>**<\/sup>\u2019 look, one of the latest trends in lip makeup, which involves combining multiple lip products with different colors and textures. For the best results, use a matte lip product that is similar to your natural lip color to smudge the lip line, then put on a glossy lipstick, tint, or gloss to add volume for fuller, plumper, overlined lips. <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"img_box\" style=\"max-width:742px;margin: 0 auto;\">\n<div class=\"onlyW\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/6b782752-3f6d-42d9-ac70-d6ba97979be4.jpg\"> <\/p>\n<p>\u25b2The graph shows relative changes by combining the individual number of searches for particular keywords, with 100 being the maximum search volume within the corresponding period.<\/p>\n<\/p><\/div>\n<div class=\"onlyM\"> <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/6f4fbd41-9278-4e21-8377-9c56eb5ac035.jpg\"> <\/p>\n<p>\u25b2The graph shows relative changes by combining the individual number of searches for particular keywords, with 100 being the maximum search volume within the corresponding period.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> A Naver trend graph corroborates the increased consumer interest in lip makeup. In December 2022, when there were talks about a potential lifting of mask mandates, the number of trend queries related to lip makeup reached a peak and continued to maintain the uprising streak, despite having dipped slightly in March.  <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div style=\"width:100%; height:1px; background:rgba(0,0,0,0.2);\"><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> <span class=\"gray fs14\"><sup>*<\/sup> Conducted between January 20-30, 2023; Target: 3,000 women between 25-59 in Korea, US, and Japan<\/span> <br \/> <span class=\"gray fs14\"><sup>**<\/sup> https:\/\/www.harpersbazaar.co.kr\/article\/76102<\/span>   <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt left_border_box\"> Glow Foundation, a steady seller for glowing skin lovers <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"img_box\" style=\"max-width:680px;margin: 0 auto;\">\n<div class=\"onlyW\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/e27f4833-f74c-48f9-8663-55a64643223d.jpg\"> <\/div>\n<div class=\"onlyM\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/573cd1eb-d936-4bce-afc5-6baf8afb1149.jpg\"> <\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> The only color makeup product to be consistently ranked among the 10 most popular product categories on Naver Shopping between January and March this year was the foundation. According to Open Survey research, base makeup came in second (65%) only to lip makeup in \u2018the makeup category consumers will be putting a greater emphasis on\u2019 after mask mandates are lifted. This trend is very much visible in the sales growth of HERA and eSpoir foundation products. <\/div>\n<\/div>\n<div class=\"responsive_column_wrap onlyW\">\n<div class=\"img_box flex\" style=\"max-width:540px;\">\n<div style=\"width:49%;max-width:265px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/511141cf-ca02-467b-934a-c4ab0c8a0aea.jpg\"> <\/p>\n<p>\u25b2HERA Skin Radiant Glow Cushion<\/p>\n<\/p><\/div>\n<div style=\"width:49%;max-width:265px; margin-left:5px !important;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/a3fd449b-237e-4e45-bc63-d7b2e2b2452e.jpg\"> <\/p>\n<p>\u25b2eSpoir Protailor Foundation Be-Glow<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap onlyM\">\n<div class=\"img_box\">\n<div style=\"max-width:225px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/511141cf-ca02-467b-934a-c4ab0c8a0aea.jpg\"> <\/p>\n<p>\u25b2HERA Skin Radiant Glow Cushion<\/p>\n<\/p><\/div>\n<p> <\/p>\n<div style=\"max-width:225px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/a3fd449b-237e-4e45-bc63-d7b2e2b2452e.jpg\"> <\/p>\n<p>\u25b2eSpoir Protailor Foundation Be-Glow<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> In particular, consumers tend to prefer foundation products with a glowing texture, with \u2018Skin Radiant Glow Cushion\u2019 by HERA and \u2018Protailor Foundation Be-Glow\u2019 by eSpoir leading the trend. They no longer have to go out of their way to purchase transfer-resistant matte foundations that won\u2019t leave a stain on their masks and, let\u2019s face it, who can say no to skin that has a healthy, subtly glowing radiance? It\u2019s no wonder \u2018second skin base<sup>*<\/sup>\u2019 makeup that intensifies the natural beauty of the skin has been one of the biggest makeup trends during the first half of the year. Of particular interest among there, one that has been more well-received by makeup enthusiasts is the cushion foundation for its easy-to-use versatility as more consumers continue to look for lighter, natural alternatives. <\/p>\n<p> As for base makeup, we\u2019re seeing a higher demand for products that complement the natural skin tone. Tickets to customization makeup programs, such as <span class=\"underL\">\u2018LANEIGE Bespoke Neo\u2019<\/span> and <span class=\"underL\">\u2018HERA Silky Stay Custom Match,\u2019<\/span> designed to help consumers find the best foundation for their skin tone by comparing more than 100 different colors, are being sold out as we speak. <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div style=\"width:100%; height:1px; background:rgba(0,0,0,0.2);\"><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> <span class=\"gray fs14\"><sup>*<\/sup> https:\/\/www.vogue.co.kr\/2023\/03\/06\/%ED%98%84%EC%8B%A4%EC%97%90%EC%84%A0-%EC%9D%B4%EB%A0%87%EA%B2%8C-2023-s-s-%EB%A6%AC%EC%96%BC%EC%9B%A8%EC%9D%B4-%EB%A9%94%EC%9D%B4%ED%81%AC%EC%97%85-%ED%8A%B8%EB%A0%8C%EB%93%9C\/ <\/span><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt left_border_box\"> Y2K eye makeup, a trip down memory lane <\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> According to Amorepacific BeautyPoint Membership usage data, the best category for eSpoir and ETUDE\u2019s in terms of sales is eye makeup. HERA\u2019s eye makeup sales also grew 25% year-on-year, a small but still significant growth that illustrates that eye makeup is the classic color makeup heroine. The increased consumer interest in makeup has given rise to the retro Y2K eye makeup, characterized by arched brows and shimmering eyes featuring glitter and parts. Think of the look and style prominent in high-teen movies of the 2000s. <\/div>\n<\/div>\n<div class=\"responsive_column_wrap onlyW\">\n<div class=\"img_box flex\" style=\"max-width:720px;\">\n<div style=\"width:69.9%;max-width:479px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/0460145c-2b5a-4c10-8230-fb0d54d2920f.jpg\"> <\/p>\n<p>\u25b2Magazine cuts featuring softly arched eyebrows by HERA and eSpoir.<\/p>\n<\/p><\/div>\n<div style=\"width:35.1%;max-width:240px; margin-left:5px !important;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/45866f24-1718-417f-8093-eecf3d56870c.jpg\"> <\/p>\n<p>\u25b2ETUDE\u2019s take on glitter eyes.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap onlyM\">\n<div class=\"img_box\">\n<div style=\"max-width:350px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/0460145c-2b5a-4c10-8230-fb0d54d2920f.jpg\"> <\/p>\n<p>\u25b2Magazine cuts featuring softly arched eyebrows by HERA and eSpoir.<\/p>\n<\/p><\/div>\n<p> <\/p>\n<div style=\"max-width:225px;\">  <img decoding=\"async\" src=\"http:\/\/dev.stories.amorepacific.com\/wp-content\/uploads\/contents\/45866f24-1718-417f-8093-eecf3d56870c.jpg\"> <\/p>\n<p>\u25b2ETUDE\u2019s take on glitter eyes.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> Of the Y2K-reminiscent styles, the so-called \u2018seagull brows\u2019 seems to have captivated the minds of trend-conscious consumers. Typically, products that allow you to draw delicate lines are ideal for creating meticulously arched brows, and \u2018Brow Designer Auto Pencil\u2019 by HERA and \u2018The Brow Balance Pencil\u2019 by eSpoir do the job impeccably, as their hard formula texture and innovatively slim triangular shape make brow makeup easy even for beginners. <\/p>\n<p> Fancy those glamorously sparkly eyes of your favorite K-Pop girl group? Look no further than the long-lasting, delicate \u2018Shine Fix Eyes Glitter,\u2019 which features water-based ultra-adhesive hologram pearls, released by ETUDE at the beginning of the year. The product is excellent for creating that captivating allure not only on your eyelids, but also at the front of the eyes, on your skin, lips, nose, and even forehead. #glittereye #alluringeye makeup has never been easier! <\/p><\/div>\n<\/div>\n<div class=\"responsive_column_wrap\">\n<div class=\"responsive_txt\"> That wraps up our recap of makeup trends that stood out in the 1st quarter of the year. Makeup is an easy yet unique way to express yourself. With \u2018embellished\u2019 makeup back in trend thanks to the arrival of the mask-free era, the demand for color makeup products is expected to dominate the market, at least for a while. Here\u2019s to a bright, color-full April! <\/div>\n<\/div>\n<div class=\"responsive_column_wrap full_wrap\">\n<div class=\"responsive_txt\">  <span class=\"fw500\">Data source :<\/span> in-house distribution channels, brand performance, Naver trend data, Naver Smartstore data<br \/> <span class=\"fw500\">Data collection period :<\/span>February-March YoY comparison <br \/> <span class=\"fw500\">Image source :<\/span> Amore Mall, Getty Image  <br \/> <span class=\"fw500\">Data provided by :<\/span> Amorepacific Data Marketing Team <br \/> <span class=\"fw500\">Production supervised by :<\/span> Amorepacific Communication Team <\/p>\n<p> <span class=\"fw500\" style=\"color:#b7b7b7;\">* All interviews and manuscripts are copyrighted by News Square.<\/span> <\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Welcome April, welcome lighter clothes, and above all, welcome being mask-free (finally!). We\u2019ve forgotten how delightful it was to be able to chat with our colleagues while seeing their mask-less facial expressions. Another delightful finding is that the sales of makeup products for three Amorepacific brands, namely HERA, eSpoir, and ETUDE, have been showing substantial [&hellip;]<\/p>\n","protected":false},"author":8,"featured_media":14676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_list_apon":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[],"post_series":[],"class_list":["post-14674","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-new-beauty"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/\/contents\/a74d68fe-0473-46ec-8f59-e6de48eab74d.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14674","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=14674"}],"version-history":[{"count":2,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14674\/revisions"}],"predecessor-version":[{"id":19630,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/14674\/revisions\/19630"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/14676"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=14674"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=14674"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=14674"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=14674"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}