WHAT KOREA’S UR­BAN WOMEN WANT

Mul­ti­func­tional cos­met­ics that help them look con­fi­dent while they go forth and con­quer at work and in life. Hera, Amorepa­cific’s first premium brand, which de­buted here last month, is made for women like them.

Herworld (Singapore) - - CONTENTS -

Hera spe­cialises in mul­ti­func­tional cos­met­ics for the busy over­achiever.

Hera – named af­ter the Greek god­dess who rep­re­sents the ideal female and was launched in 1995 in Seoul – has a name for the mod­ern pro­fes­sional: “Seoulista”. “She’s fem­i­nine, ca­reer­driven, looks af­ter her­self, knows what she wants,” says Eu­nim Lee, Hera’s managing direc­tor, who was at the brand’s first South­east Asian open­ing at Takashimaya D.S. in May.

“When we cre­ated Hera, we vi­su­alised what she, an in­ter­na­tional woman, not just a Korean, would want from her cos­met­ics: they should have multi-ben­e­fits – be por­ta­ble, fuss-free, last­ing (be­cause busy women have no time to keep touch­ing up), and should suit women every­where,” says Lee. That’s why Hera’s UV Mist Cush­ion Cover, for in­stance, is lightweight enough to wear com­fort­ably in our hu­mid­ity as well as in only-hu­mid-at-times Seoul, re­tains mois­ture, and pro­vides UV and an­tiox­i­dant pro­tec­tion. That’s also why its best-sell­ing Black Cush­ion foun­da­tion now gives a semi­matte fin­ish in­stead of a dewy one, be­cause the for­mer works on every­one, every­where.

“Hera also has fash­ion­able colours that re­flect trends in Europe and Asia, so the Seoulista can switch things up from of­fice to club. Yet there will al­ways be a wide range of grown-up chic colours for ev­ery­day wear.”

Cell Essence, $80

Used af­ter cleans­ing, the milky essence, which mim­ics and boosts skin’s own mois­tur­is­ing func­tions, preps skin for skin­care.

Rosy-satin Cream, $120

Hera’s best-sell­ing day and night mois­turiser is de­signed to give skin the soft, vel­vety feel of rose petals.

Oil Serum Magic For­mula, $115

A light gel that dis­solves into a wa­tery essence, which in turn be­comes a light fa­cial oil. Use in place of serum, or be­fore makeup for a glowy fin­ish.

Magic Starter SPF25/PA++, $62, in four shades

A mul­ti­task­ing primer that mois­turises, smooths, con­ceals red­ness and sal­low­ness, and pre­vents makeup from cak­ing or dulling.

Rouge Holic Shine, $45, in 24 shades

This lip­stick con­ceals lips’ nat­u­ral hue so it stays colour-true to what’s in the tube.

Rouge Holic Ex­cep­tional, $46, in 20 shades

Glides like silk over lips and hits the sweet spot be­tween com­fort and colour pay­off.

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