South Korean cos­met­ics brands to tar­get men as in­dus­try grows

The China Post - - LIFE - BY YOON SARAH

The old for­mula for men when it came to skin­care was toner, lo­tion and not much else.

That is soon set to change in South Korea.

Fol­low­ing gov­ern­ment fig­ures re­leased last week that re­vealed men in their 20s use an av­er­age 13 cos­met­ics prod­ucts a month, lo­cal com­pa­nies are gear­ing up to hone and ex­pand their men’s skin­care lines.

The men’s cos­met­ics in­dus­try has grown 62.8 per­cent in the past five years, ac­cord­ing to mar­ket statis­tics, to­tal­ing about US$1,030 mil­lion last year.

Large cos­met­ics en­ter­prises are rac­ing to meet this ris­ing de­mand from what Korea has dubbed “groom­ing-jok,’ with “jok” stand­ing for a col­lec­tive group of peo­ple in Korean.

Cos­met­ics em­pire AmorePa­cific Group has al­ready re­leased suc­cess­ful men’s skin­care lines through their brands Laneige, IOPE and In­n­is­free un­der the sub­sidiary ti­tles Laneige Homme, IOPE Men and In­n­is­free for Men.

Laneige Homme’s top- sell­ing pack­age Homme Dual Ac­tion Set 2 con­tains skin toner and essence lo­tion for mid­dle-aged men, while IOPE Men has a Men Air Cush­ion makeup prod­uct of­fer­ing high UV sun pro­tec­tion for those who ac- tively en­gage in sports.

In­n­is­free for Men, which has one of the widest prod­uct ranges for men, also has a Hand­some BB cream for men.

A gov­ern­ment sur­vey showed last week that 20 per­cent of male re­spon­dents aged 15 to 59 had used BB cream at least once in the past month.

AmorePa­cific plans to fo­cus fur­ther em­pha­sis on prod­uct devel­op­ment and mar­ket­ing strate­gies for men, or women buy­ing for men.

Cur­rently, its brand In­n­is­free for Men op­er­ates “In­n­is­free Zone” ta­bles and seats in open ar­eas at base­ball sta­di­ums and has also held large-scale prod­uct sampling events at uni­ver­sity fes­ti­vals.

Ri­val cos­met­ics firm LG House­hold & Health Care also plans to over­haul its men’s prod­uct de­signs and pack­ag­ing in the lat­ter half of this year.

“There is a ris­ing de­mand for an­ti­ag­ing and nutri­tive cos­met­ics prod­ucts among men in the higher age bracket,” said an LG House­hold & Health Care spokesper­son. “We plan to launch prod­uct lines that de­part from the (typ­i­cal for­mula of the) ba­sic skin toner and lo­tion prod­ucts.”

Na­ture Repub­lic Co., a smaller cos­met­ics com­pany, re­vamped its men’s skin­care prod­uct de­sign al­to­gether in Fe­bru­ary, fo­cus­ing on min­i­mal­ist and sleek de­sign.

“Men are more likely than women to con­tinue us­ing the same cos­met­ics prod­ucts,” said a com­pany spokesper­son, adding that “(cos­met­ics) com­pa­nies are striv­ing to ex­pand their re­spec­tive mar­ket shares” through re­search and prod­uct devel­op­ment.

Korea’s top re­tailer Lotte Depart­ment Store re­ported Tues­day a na­tion­wide surge in male shop­pers, up 4 per­cent from the same pe­riod last year.

“We plan to con­tinue to ex­pand stores spe­cial­is­ing in (cos­met­ics and cloth­ing) prod­ucts for men, since we be­lieve their po­ten­tial buy­ing power is huge,” said Ryu Hyun- seok, a mer­chan­diser at Lotte Depart­ment Store.

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