Laneige Neo Cushion
2019
Laneige Neo Cushion project was a passion-driven journey to craft a design icon that harmonizes elegance with practical usability. Our mission was to break free from the repetitive designs that had saturated the market for years and to deliver a fresh, innovative approach for a new generation. We aimed to ensure that our design vision remained pure and consistent from the initial concept all the way through to the final product in consumers' hands.
To bring this vision to life, we reimagined the development process and partnered with new manufacturers to guarantee exceptional quality. We tackled common issues faced by previous products, creating a cushion that’s effortless to refill and user-friendly for both left- and right-handed individuals. The result? The Neo Cushion soared in popularity upon its launch, becoming a bestseller with over 5 million units sold in just a few years, a testament to its groundbreaking design and functionality.
photo - cloudandco
YOO
“When I received the design brief, I visited a Sephora store in Bellevue, Washington, with my partner to examine the existing products. I realized that the cosmetic packaging, which had once inspired my work with mobile phone CMF (Color, Material, Finish) and form factors, had remained unchanged for decades. This insight led me to strongly advocate for including developers and manufacturers experienced in mobile technology to drive a fresh innovation in this cosmetic packaging project.The breakthrough came after a decisive meeting with the company's top decision-makers, which led to the implementation of my proposal. The close and effective collaboration with the Laneige design team was crucial in navigating this challenging decision, ultimately leading to the project's success.”
