The cosmetic market for functional products, such as sunblock. whitening, multi-functional products, was rapidly growing due to the growth of leisure time and the consumers’ increasing need for anti-aging and beauty. Amore Pacific’s IOPE SBU launched an innovative multi- functional product called “Air Cushion” which combines sunblock, makeup base, and foundation in 2008. This case study covers how Amore Pacific was able to create a new product category called “Cushion” with the launch of an innovative product, carrying out systematic market research activities based on consumers’ need and subsequent effective 4P strategy. This case study focuses on the success factors that enabled the creation of new product category in terms of synergy between R&D and marketing in the process of new product development and it discusses the implications and future tasks that Amore Pacific is facing.