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South Korean Men Are Purchasing Cosmetics To Conform To An Appearance-Obsessed Society

by Ji Hyun Joo / Oct 07, 2015 02:48 PM EDT
Skin care products

Skin care products in South Korea are all the rage, with foreigners favoring cosmetics from the country compared to once popular brands from France or Japan, according to the news outlet CNTV.

In the midst of all the attention surrounding South Korean cosmetics products, the industry may have picked up an expected group of consumers along the way — men.

Korean men are spending a ton of money on cosmetic products in order to improve their skin and appearance in an ultra-competitive, appearance-based society, according to CNN News.

“We have a proverb,” stated Alex Taek-Gwang Lee, a cultural analyst at Kyunghee University.

“If you buy something, you must choose the one which has a good appearance.”

This proverb applies to people too. Good looks may even help someone get employed.

“If you want to have a higher salary, you must do the best for your human capital,” explained Lee.

South Korean men are going beyond purchasing just aftershave and lotion. Among Korean men, there has reportedly been an increase in anti-aging products, masks and mists.

“Whenever you do more grooming you feel better,” explained Chris Hong, a business executive, who admitted to spending more time and effort on beauty than his wife.

“I don’t want to be looked at as older.”

As more men are showing interest in cosmetic products, many companies have begun to cater to them.

“Almost all domestic players have launched men’s lines,” stated Minji Kim, an analyst at Euromonitor.

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