Main production units, Korea, of course, with headquarters just a few minutes from the Seoul International Airport, but also China. More than 80 people in the first unit and +300 in the second, Sponge & Puff World (S&P World) will achieve this year a turnover of twenty million dollars. Main markets, Korea with about 40% of sales, followed by the U.S. (25%) and Europe. (20%).
“Today, explains James Moon, Commercial Director, what matters for us is to offer and sell a sponge or a powder puff with its applicator or it support, on a turnkey basis. The markets of sponges or powder puff alone are extremely competitive and the number of producers is on the rise.” This means lots of innovations to come up with for this major Korean player in his field.
Innovate, a second nature
“Innovation has become a second nature,” agrees Moon. “We never stop devising on the shape a new sponge or a puff will take for such and such applicator.” The company has also developed a network of partners specialized in plastic injection with whom it develops new make-up cases and applicator concepts. Latest innovations to date, a whole range of rollers fitted with small cylindrical sponges but also Pen-Tip/Brush applicators for lip gloss, eyeliners or eye-shadows. Not to mention Brush-on-tubes and, of course, a variety of powder jars. “You couldn’t believe the shapes we invent every day for our sponges!” we were told at S&P World.
“In fact,” stresses Moon, “the leading position we have acquired over the years can be explained by both the quality and consistency of our products but also the flexibility and timeliness of our deliveries. The concept of ‘time to market’ is also our everyday philosophy.”