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Companies & industry

Hwa Sung, make-up innovation at the heart of the strategy

The Korean company, Hwa Sung, a designer/manufacturer of plastic pencils and applicators for colour cosmetics, continues to win new customers around the globe each year. There is actually no secret recipe. Innovation is at the heart of the company’s strategy. Not a day, not a week goes by without the Development Services – headed by Kim E.H, VP Global Sales & Marketing – thinking about an improvement to make on their existing products or a major technological development on both the applicator and the formula type. Overview of the latest launches...

It may be recalled that Hwa Sung specialized in the production of pencils and plastic applicators in the early 1980s to actually begin its series of “two and three in one” in 2004. Today it also offers, along with formulas, multi-compartment make-up cases and closures, combined or single lipgloss and mascaras...

On the industrial side, the Korean company owns a factory in the outskirts of Seoul, employs 100 people and will achieve this year a turnover of 34.5 million U.S. dollars (compared to the 20 million posted n 2012!). Hwa Sung has operations mainly in Korea (60% of its business), but continues to increase its penetration in the US, which represents 80 per cent of its export sales, and is now targeting Europe.

On the side of recent launches in which the company was involved:

  • for Anastasia Beverly Hills, an eyebrow pencil with a super slim Brush, and a diameter of 1.6 but yet a hard moulded texture. The fine pencil tip mimics the appearance of tiny hairs.

Anastasia - Super slim eye brow pencil with brush

Anastasia - Super slim eye brow pencil with brush

  • as for Stila, this innovative waterproof brush pen applicator, can help define natural looking brows, its felt tip guarantees an easy smudge- and crease-proof application that stays on all day.

Stila - waterproof brush pen applicator

Stila - waterproof brush pen applicator

  • for smashbox is a triangular eye brow pencil with a gel to define a full coloured or thin line. The coloured or clear brow gel is perfect to set eyebrow hairs.

smashbox - triangular eye brow pencil with gel

smashbox - triangular eye brow pencil with gel

  • Finally, for Korea’s Aritaum, this slim lipstick with its smudge tip will be perfect to blend the formula while achieving colour gradients on the lips.

Aritaum - slim lipstick with smugger tip

Aritaum - slim lipstick with smugger tip

Jean-Yves Bourgeois

© 2014 - Premium Beauty News -
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