Laneige New Limited Edition X pushBUTTON Collection Available From 7 Aug 2014

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Laneige collaborates with pushBUTTON to release limited edition makeup collection

After the hype of heart-wrenching K-DRAMAs and catchy K-POP tunes, ‘K-BEAUTY‘ is now getting worldwide attention.

Ever since Korean women’s sophisticated style started to gain spotlight, a huge wave of admirers and people wanting to imitate them was born. ‘K-BEAUTY’, the new Korean Wave, is putting focus on what cosmetic products Korean women use, what they wear and how they put everything together effortlessly.

Korean women not only have impeccable fashion style, they also have great skin and great knowledge on beauty, paying attention to the details from head to toe. But, on the other hand, their styling is never too over the top and never too strange.

Most Korean women present themselves as a friendly and approachable girl-next-door that every girl lust after and inspire. To sum up, the core of K-BEAUTY is the perfect mix and match of beauty and fashion.

Laneige strives to create the next wave of K-BEAUTY trend with the launch of “Laneige MEETS FASHION” project.

Laneige X pushBUTTON

Kicking off this project is the collaboration with Park Seung-Geon, Creative Director of popular Korean label, pushBUTTON. Launched in 2003, pushBUTTON has been catching the attention of magazines and fashion editors for its unique and quirky style.

These distinctive characteristics have made the brand popular in Korea, Shanghai and Hong Kong. It has also been featured in established Korean Magazines such as Ceci, ELLE, Grazia, Harper’s BAZAAR, Instyle, Marie Claire, Nylon and Vogue.

Big celebrity names like Rihanna, Gong Hyo Jin and T-Ara’s Jiyeon have been seen in pushBUTTON outfits as well, cementing the brand’s status and popularity in the scene. Wearable designs that can be pulled off easily coupled with its young and vibrant identity was all it took to seal this collaboration.

2014 marks the 5th year of pushBUTTON’s showcase in Seoul Fashion Week, and Laneige was proud to be the official make-up partner. This first-ever partnership attracted the attention of the media and consumers for its seamless blend of fashion and beauty.

The Inspiration

Park Seung-Geon discovered the term “Supernormal Stimulus” and was inspired by the theory behind it. A psychologist defined this concept to be an ‘instinct’ that draws people into artificial things over natural phenomenon.

Main Pattern

For instance, amongst animals, cuckoos lay their eggs in other birds’ nests and the mother of this interrupted nest though becomes an unwilling host, surprisingly hatches the cuckoo’s eggs, which are bigger and brighter than her own eggs. Park Seung-Geon feels that this liking of big, glamorous and better looking ‘stimulation’ resembles the human behaviour.

What Park Seung-Geon took away from this theory is ‘making something average look unfamiliar’. From this, he developed his 2014 F/W collection, to give a ‘new and unfamiliar stimulation’ by twisting small aspects of ‘old things’ that has already been introduced. In that sense, pushbutton’s newest collection feels familiar and yet very new.

The Collection

This limited-edition collection will see the main design pattern of pushBUTTON’s 2014 F/W collection, “Doggie’s playing Leopard” showcased on Laneige best-selling BB Cushion, as well as the popular Serum Intense Lipstick in 4 new colours and a specially designed pushBUTTON Eye Shadow.

The main design patterns were also seen on the Seoul Fashion Week runway earlier this year.

Main Pattern

The Laneige X pushBUTTON collection will be exclusively available at all Laneige Boutiques from 7 August 2014, on a while stocks last basis.

Laneige X pushBUTTON Collaboration

Serum Intense Lipstick ($34)

4 new shades were produced specially for this collaboration.

Pamper your lips with these intense LED colours and moisture-rich serum as it contains 3 types of moisture-sealing formula for long-lasting hydration and 35% skincare ingredients that protect the lips.

pushBUTTON Eye Shadow ($40)

The perfect representation of the collection, encapsulated in a little square.

Featuring the pattern “Doggie’s playing Leopard”, the iconic design pattern of the collection, this eye- shadow features 3 highly-pigmented shades – Pink- Brown, Beige and Hot Pink. Trendy eye colors that go with any style and outfit. Pick a shade and apply it as it is or blend the colors to create your own style of makeup.

BB Cushion ($59)

Available in five shades to suit Asian skin tones: #13 True Beige, #21 Natural Beige, #23 Sand Beige, #31 Brown Beige and #33 Coffee.

Keeping the existing formula, the BB Cushion helps you achieve dewy and radiant skin easily with its 6 benefits. This medium-coverage BB features the

Melacrusher technology to brighten up skin; moisturizes skin with optimal mineral water; has UV protection of SPF50+PA+++; is water-resistant and has a soothing effect on the skin upon application.