{"id":23884,"date":"2026-05-07T09:00:53","date_gmt":"2026-05-07T00:00:53","guid":{"rendered":"https:\/\/dev.stories.amorepacific.com\/en\/?p=23884"},"modified":"2026-05-08T14:40:35","modified_gmt":"2026-05-08T05:40:35","slug":"amorepacific-black-cushion-mesh-powder","status":"publish","type":"post","link":"https:\/\/dev.stories.amorepacific.com\/en\/amorepacific-black-cushion-mesh-powder\/","title":{"rendered":"Project Name : &#8216;P&#8217; Cushion"},"content":{"rendered":"<div class=\"wp-post-series-box series-staff-columnyun-ji-lee\">\n\t\t\t<input id=\"collapsible-series-staff-columnyun-ji-lee6a02852924c41\" class=\"wp-post-series-box__toggle_checkbox\" type=\"checkbox\">\n\t\n\t<label\n\t\tclass=\"wp-post-series-box__label\"\n\t\t\t\t\tfor=\"collapsible-series-staff-columnyun-ji-lee6a02852924c41\"\n\t\t\ttabindex=\"0\"\n\t\t\t\t>\n\t\t<p class=\"wp-post-series-box__name wp-post-series-name\">\n\t\t\tThis is post 1 of 1 in the series <em>&ldquo;Staff Column(Yoonji Lee)&rdquo;<\/em>\t\t<\/p>\n\t\t\t<\/label>\n\n\t<\/div>\n<div class=\"stories_column_wrap coulumn main-tit\">\n<div class=\"responsive_txt tit_area\"> <\/div>\n<div class=\"profile_area flex_area\">\n<div class=\"profile_text\">\n<p class=\"ftc80\">Columnist<\/p>\n<p class=\"ftc80\"><strong>Yoonji Lee<\/strong> <span class=\"fz12\">HERA BM Team, Amorepacific<\/span><\/p>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap artist\">\n<div class=\"flex_area flex_text_left bgf2\" style=\"padding: 3% 4%; gap: 30px; justify-content: flex-start;\">\n<div class=\"text_area\">\n<div class=\"responsive_txt\">\n<p class=\"fz17 fw600 lh12 border-round inblock taC\" style=\"width: 160px;\">Editor&#8217;s Note<\/p>\n<\/div>\n<\/div>\n<p><br class=\"onlyM\" \/><\/p>\n<div class=\"text_area\">\n<div class=\"responsive_txt\">\n<p class=\"fz17\">This piece traces the journey from a moment of serendipitous inspiration to its realization as a tangible form.<br \/>\nTo all fellow BMs who strive every day to bring new value into the world, I would like to extend my encouragement.<br \/>\nI believe that every moment of intense deliberation and patient endurance we have poured into our work carries meaning in and of itself.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\" style=\"width: 100%; margin: 0 auto;\">\n<div style=\"text-align: center;\"><img decoding=\"async\" style=\"width: 100%;\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/04\/as_260430_ee-lyj_img01.jpg\" alt=\"\ud5e4\ub77c \ucfe0\uc158 \uc81c\ud488 \uc774\ubbf8\uc9c0\" \/><\/div>\n<p class=\"img_desc_bottom2\">(Source: STUDIO13 \/ Brand Creative Team 2)<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw500 lh12\"><span class=\"fz60 ftf-grotesk\">1 <\/span><span class=\"bold\">Unexpected Inspiration, and the Aesthetics of Simplicity<\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div style=\"text-align: center; margin-bottom: 20px;\">\n<blockquote class=\"instagram-media\" data-instgrm-captioned data-instgrm-permalink=\"https:\/\/www.instagram.com\/p\/DC0PH9tsqGU\/?utm_source=ig_embed&amp;utm_campaign=loading\" data-instgrm-version=\"14\" style=\" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);\">\n<div style=\"padding:16px;\"> <a href=\"https:\/\/www.instagram.com\/p\/DC0PH9tsqGU\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;\" target=\"_blank\"> <\/p>\n<div style=\" display: flex; flex-direction: row; align-items: center;\">\n<div style=\"background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 40px; margin-right: 14px; width: 40px;\"><\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 100px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 60px;\"><\/div>\n<\/div>\n<\/div>\n<div style=\"padding: 19% 0;\"><\/div>\n<div style=\"display:block; height:50px; margin:0 auto 12px; width:50px;\"><svg width=\"50px\" height=\"50px\" viewBox=\"0 0 60 60\" version=\"1.1\" xmlns=\"https:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"https:\/\/www.w3.org\/1999\/xlink\"><g stroke=\"none\" stroke-width=\"1\" fill=\"none\" fill-rule=\"evenodd\"><g transform=\"translate(-511.000000, -20.000000)\" fill=\"#000000\"><g><path d=\"M556.869,30.41 ... (\uc0dd\ub7b5\ub41c SVG \ud328\uc2a4) ... 570.82,37.631\"><\/path><\/g><\/g><\/g><\/svg><\/div>\n<div style=\"padding-top: 8px;\">\n<div style=\" color:#3897f0; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;\">Instagram\uc5d0\uc11c \uc774 \uac8c\uc2dc\ubb3c \ubcf4\uae30<\/div>\n<\/div>\n<div style=\"padding: 12.5% 0;\"><\/div>\n<div style=\"display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;\">\n<div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);\"><\/div>\n<div style=\"background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;\"><\/div>\n<div style=\"background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);\"><\/div>\n<\/div>\n<div style=\"margin-left: 8px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)\"><\/div>\n<\/div>\n<div style=\"margin-left: auto;\">\n<div style=\" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);\"><\/div>\n<div style=\" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);\"><\/div>\n<div style=\" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);\"><\/div>\n<\/div>\n<\/div>\n<div style=\"display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;\">\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;\"><\/div>\n<div style=\" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;\"><\/div>\n<\/div>\n<p><\/a><\/p>\n<p style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;\"><a href=\"https:\/\/www.instagram.com\/p\/DC0PH9tsqGU\/?utm_source=ig_embed&amp;utm_campaign=loading\" style=\" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;\" target=\"_blank\">\uc720 \ud034\uc988 \uc628 \ub354 \ube14\ub7ed(@youquizontheblock)\ub2d8\uc758 \uacf5\uc720 \uac8c\uc2dc\ubb3c<\/a><\/p>\n<\/div>\n<\/blockquote>\n<p>        <script async src=\"\/\/www.instagram.com\/embed.js\"><\/script><\/p>\n<p class=\"img_desc_bottom2\" style=\"margin-top: 10px;\">\n<\/p><\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>One evening, I happened to come across an interview video of actress Hyun-Jung Go. It had been fifteen years since she last appeared on a talk show, and what caught my eye was neither dazzling jewelry nor an artificially striking glow. It was the quietly commanding presence of The Row\u2019s signature restrained styling, and above all, the skin itself: a calm, refined texture as if subtly finished with an ultra-fine powder.<\/p>\n<p>&nbsp;<\/p>\n<p>In that moment, I found myself thinking: &#8220;Perhaps this is the beauty our time truly aspires to.&#8221; Not a kind of beauty that keeps adding layers to assert itself, but one that exists in restraint \u2014 in the deliberate removal of everything unnecessary. That was the seed of this project: a desire to take this aesthetic of simplicity beyond mere formulation and extend it into design, sensory experience, and ultimately into the daily rituals of our customers.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw500 lh12\"><span class=\"fz60 ftf-grotesk\">2 <\/span><span class=\"bold\">A Brand&#8217;s Calling and Its Challenge<\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\" style=\"max-width: 100%; margin: 0 auto; margin-bottom: 20px;\">\n<div style=\"text-align: center;\"><img decoding=\"async\" style=\"width: 100%;\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/04\/as_260430_ee-lyj_img03_0c397e.jpg\" alt=\"You've never felt before\" \/><\/div>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>Leading the market is not about following the crowd. It means defining and proposing an unarticulated desire that consumers have not yet recognized. For HERA, a brand that has continuously proven itself at the very pinnacle of Korea\u2019s face makeup market, &#8216;complacency&#8217; would mean &#8216;stagnation.&#8217; We had no choice but to think one step ahead, toward what comes next.<\/p>\n<p><\/p>\n<p>The shift was already underway in the market. Customers increasingly seeking maximum efficiency now want &#8216;the best results from the fewest possible steps.&#8217; And as they began to view enlarged &#8216;pores&#8217; as one of the earliest signs of aging, a new aspiration emerged: &#8216;Blur Skin,&#8217; a smooth, refined, pore-minimizing look that creates a clean, youthful impression.<\/p>\n<p><\/p>\n<p>The decisive key to achieving Blur Skin turned out to be &#8216;powder.&#8217; But without overcoming powder\u2019s long-standing limitations \u2014 dryness and a heavy, cakey feel \u2014 true innovation would remain out of reach. And so we began to imagine an entirely new base makeup category: one that combines HERA\u2019s unrivaled cushion expertise with the unmistakable B&#038;A that powder can deliver.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw500 lh12\"><span class=\"fz60 ftf-grotesk\">3 <\/span><span class=\"bold\">Nurturing the &#8216;Ugly Duckling&#8217; Called Innovation<\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"img_area\" style=\"width: 100%; margin: 0 auto;\">\n<div style=\"text-align: center;\"><img decoding=\"async\" style=\"width: 100%;\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/04\/as_260430_ee-lyj_img04.jpg\" alt=\"\ud5e4\ub77c \ucfe0\uc158 \uc81c\ud488 \uc774\ubbf8\uc9c0\" \/><\/div>\n<p class=\"img_desc_bottom2\">(Source: AI-generated image)<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>Bringing something into the world that has never existed before is, at times, a lonely and grueling process. There were moments when everything we had prepared, after countless rounds of deliberation and trial and error, sat on the conference room table looking like an &#8216;ugly duckling.&#8217; If I\u2019m honest, those were the times that weighed on me the most. Sharp feedback came from every direction, and more than once, it shook my resolve. But looking back, every question and every doubt were the most rigorous real-world validation we could have gone through before stepping onto the larger stage of the market.<\/p>\n<p><\/p>\n<p>Working through questions like &#8220;Can a cushion in a powder formula actually work?&#8221; and &#8220;Will customers truly want this?&#8221; wasn\u2019t failure; it was the invaluable process of honing the product into something more resilient and more distinctly our own.<\/p>\n<p><\/p>\n<p>The role of a BM, I believe, is to be the last one still believing in the power of that unfamiliar possibility, and to clear the path so it can fully come into its own. All those hours of deliberation, of turning internal doubt into conviction, built up layer by layer into &#8216;originality&#8217; that could only have been ours.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\" style=\"padding-left: 40px;\">\n<p class=\"fz30 fw500 lh12\"><span class=\"fz60 ftf-grotesk\">4 <\/span><span class=\"bold\">In Closing: A Journey Made Possible Together<\/span><\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<p>Through this project, I am reminded once again: innovation is never completed by one person\u2019s conviction alone. Without the colleagues who willingly joined this seemingly reckless journey of &#8216;transforming powder into a cushion format,&#8217; this product would never have seen the light of day.<\/p>\n<p><\/p>\n<p>This product is only just taking its first steps into the world, and alongside the excitement, the fear of how it will be received is just as real. That said, what I know for certain is this: we thought hard together about &#8216;what comes next,&#8217; and we did everything in our power to find the answer in a way that is unmistakably HERA.<\/p>\n<p><\/p>\n<p>I offer my deepest respect and gratitude to every colleague who worked tirelessly, day and night, to turn what seemed impossible into something real.<\/p>\n<\/div>\n<\/div>\n<p>&nbsp;<\/p>\n<div class=\"stories_column_wrap coulumn inner1020\">\n<div class=\"responsive_txt\">\n<table class=\"Employee\">\n<tbody>\n<tr>\n<td class=\"emp-photo-col\" style=\"padding: 0px;\" rowspan=\"2\"><img decoding=\"async\" class=\"emp-photo mo_hide\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/04\/as-newprofile_lyj.png\" alt=\"\ud504\ub85c\ud544 \uc0ac\uc9c4\" \/><\/td>\n<td class=\"emp-profile-col\" style=\"border-bottom: 0px solid #eee; padding-bottom: 0px;\">\n<div class=\"cell-inner\"><img decoding=\"async\" class=\"emp-photo pc_hide mo_view mo_photo\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2026\/04\/as-newprofile_lyj.png\" alt=\"\ud504\ub85c\ud544 \uc0ac\uc9c4\" \/><\/p>\n<h2 class=\"emp-name\">Yoonji Lee<\/h2>\n<\/div>\n<\/td>\n<td class=\"emp-note-col mo_hide\" style=\"border-bottom: 0px solid #eee;\">\n<div class=\"cell-inner\" style=\"padding-top: 10px;\">\n<h2 class=\"emp-name\">\u00a0<\/h2>\n<\/div>\n<\/td>\n<\/tr>\n<tr>\n<td class=\"emp-profile-col\" style=\"border-top: 0px solid #eee;\">\n<div class=\"emp-title\">Amorepacific<span class=\"emp-meta1\">HERA Brand Management Team<\/span><\/div>\n<div class=\"cell-inner\">\n<div class=\"emp-meta2\">12-Year Makeup Brand Manager<\/div>\n<div class=\"emp-meta2\"><a href=\"mailto:comm_strategy@amorepacific.com\"> <img decoding=\"async\" style=\"height: 24px; vertical-align: middle; margin-left: 10px; float: right;\" src=\"https:\/\/stories.amorepacific.com\/wp-content\/uploads\/2025\/08\/icon_email_w.webp\" alt=\"\uba54\uc77c\" \/> <\/a><\/div>\n<\/div>\n<\/td>\n<td class=\"emp-note-col\" style=\"border-top: 0px solid #eee;\">\n<div class=\"cell-inner\" style=\"padding-top: 0px;\">\n<ul class=\"emp-bullets\">\n<li style=\"font-size: 14px; line-height: 20px;\">Joining Amorepacific as a new recruit in Makeup BM, I have spent my career exploring the essence of face makeup.\n<\/li>\n<li style=\"font-size: 14px; line-height: 20px;\">My work goes beyond skin expression; it is about shaping the impression and distinctive atmosphere a person projects, and finding meaning in translating a product\u2019s world into something that lives in a customer\u2019s everyday life.<\/li>\n<\/ul>\n<\/div>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>This is post 1 of 1 in the series &ldquo;Staff Column(Yoonji Lee)&rdquo; Columnist Yoonji Lee HERA BM Team, Amorepacific &nbsp; Editor&#8217;s Note This piece traces the journey from a moment of serendipitous inspiration to its realization as a tangible form. To all fellow BMs who strive every day to bring new value into the world, [&hellip;]<\/p>\n","protected":false},"author":58,"featured_media":23903,"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":[6,1252],"tags":[1471,220,1262,1449,1410,1469,1470,1465,1472,450,1466,1467,1468],"post_series":[1464],"class_list":["post-23884","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inspire","category-trend","tag-aesthetics-of-restraint","tag-amorepacific","tag-amorepacific-stories","tag-amorepacific-story","tag-amorepacificlog","tag-black-cushion-mesh-powder","tag-blur-skin","tag-bms-sincerity","tag-cushioning-of-powder","tag-hera","tag-originality","tag-ritual","tag-ugly-duckling","post_series-staff-columnyun-ji-lee"],"aioseo_notices":[],"acf":[],"jetpack_featured_media_url":"https:\/\/dev.stories.amorepacific.com\/en\/wp-content\/uploads\/sites\/2\/2026\/05\/amorepacificlog_Yoonjilee_500x329-eng.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23884","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\/58"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/comments?post=23884"}],"version-history":[{"count":18,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23884\/revisions"}],"predecessor-version":[{"id":23944,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/posts\/23884\/revisions\/23944"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media\/23903"}],"wp:attachment":[{"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/media?parent=23884"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/categories?post=23884"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/tags?post=23884"},{"taxonomy":"post_series","embeddable":true,"href":"https:\/\/dev.stories.amorepacific.com\/en\/wp-json\/wp\/v2\/post_series?post=23884"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}