▲

 

SEOUL, Sept. 15 (Yonhap) -- B.READY, Amorepacific's men's cosmetics brand, is launching "True Tone Cover Lotion 24H Long Wear," a new product designed to adhere lightly and evenly to the skin while maintaining a natural-looking complexion for an extended period.

 

B.READY has been developing the men's cover lotion category since 2023, when it launched "True Tone Lotion," a 3-in-1 product combining skin care, sun protection and complexion coverage. 

 

The brand has grown cover lotion into one of its flagship categories by reflecting men's demand for convenient products that provide a natural-looking finish. The new "True Tone Cover Lotion 24H Long Wear" adds a powder function to the existing three-in-one features, evolving it into a four-in-one product.

 

The new product is designed to reduce common inconveniences men experience when using base makeup, such as a heavy feel and transfer, while enhancing natural coverage and staying power. It was co-developed with men's beauty creator "Tibet Dongsaeng," incorporating the real-world experiences of male consumers into the product development process.

 

"True Tone Cover Lotion 24H Long Wear" provides ultra-thin coverage that adheres evenly to the skin, naturally correcting skin tone and blemishes. It adheres 36 percent thinner than the brand's foundation and provides 24-hour coverage, allowing users to maintain a natural-looking complexion without feeling weighed down.

 

▲ This image provided by B.READY, Amorepacific's men's cosmetics brand, shows its "True Tone Cover Lotion 24H Long Wear," a new product designed to adhere lightly and evenly to the skin while maintaining a natural-looking complexion for an extended period. (PHOTO NOT FOR SALE)(Yonhap)

 

Another feature is its color selection tailored to men's skin tones. Using Amorepacific's "Custom Match" skin-tone measurement system, the company analyzed the skin tones of 716 men and developed two shades: No. 21.5 for lighter skin and No. 24.5 for darker skin.

 

The product also contains niacinamide, LHA, nano nine-layer hyaluronic acid and madecassoside to help care for pores, dead skin cells, hydration and skin soothing. It also offers SPF 50+ PA+++ protection against ultraviolet rays for convenient everyday use.

 

A B.READY official said, "Since the launch of 'True Tone Lotion' in 2023, we have continued to introduce cover lotions that allow men to care for their skin more easily and naturally. This new product enhances natural coverage, lightweight application and staying power, and we will continue to develop products based on detailed analysis of men's skin and their user experiences."

 

"True Tone Cover Lotion 24H Long Wear" will first be available online and offline at Olive Young, with sales expanding to major online channels, including Naver and Musinsa, starting in October.

[ⓒ K-VIBE. 무단전재-재배포 금지]