A little after Western brands such as Robinson's
were inspired by the film "Gravity" to test their products in the stratosphere, the fashion for "zero gravity" challenges seems to have reached South Korea. Cosmetics brand IOPE Air Cushion devised a stunt to test whether its makeup (which comes with a little cushioned pad) was quick and easy to apply anywhere-- by sending a model up in a plane and then letting it hurtle steeply towards earth for 30 seconds. If this sounds rather extreme, the point was also to show how the product's moisture coped with the dry air conditions up there. Digital agency Innored was responsible for the video, which has so far been viewed over two million times on Youtube
after going live last week.