Shivali be university),Karnataka, India ABSTRACT: The purpose is

 

 

Shivali Kaushik Sharma

Shwetha.D

 

Student, School of business studies and
social sciences, Christ (deemed to be university),Karnataka, India

Student, School of business studies and
social sciences, Christ (deemed to be university),Karnataka, India

 

ABSTRACT:

                        The purpose is to study why the South Korean market
targets the men for cosmetic industry more than their women. This study was
made by referring to various journal articles, blogs and interviews. In which
the people interviewed (mostly men) tell how it is very important for them
maintain a flawless facade to impress people around them, be it their partner
or their bosses. Not only the men but women are also equally affected by the
idea of having flawless skin, even they wait to get plastic surgeries done to westernize
their looks, mainly their eyes. Data is collected through literature study and
blogs. The result says that South Korean men are the biggest buyer of cosmetic
products as it brings confidence within them. Even though the men here are the
highest consumers of cosmetics, the women are no different even they are so
beauty conscious. Plastic surgery has become very common and simple on South
Korea.

 

Keywords: Korean men and women, cosmetic product, consumers, South
Korea

 

1.INTRODUCTION:

 

                     The cosmetic industry
throughout the world was always considered a girls only Territory but with time
things have been changing; now we see even men using makeup. Makeup is no more
a taboo amongst men, for that matter they have been recently using it more than
even the women in one country, South Korea. In traditional Korean society,
makeup was broadly defined as care not only for external self but also internal
self. So, this lead men and women to become overly conscious about how they looked
thereby are creating a unique culture in cosmetics and accessories. Their
diverse cosmetics tradition has a lot to contribute from the past, that they
have a museum called “The Coreana Cosmetics Museum” solely dedicated for makeup
related items, with more than 5300 cosmetics-related items on display. The
Korean Times states that Korean makeup history started in the three kingdom (57
B.C. – 668) and reached with great heights during the Goreyeo kingdom
(918-1392). During these time people were interested in self- grooming and
beautification.  And in the end of 19 century, new makeup styles and
cosmetics product became in western culture, making Korea’s cosmetics famous
all over the world.

 

 

 

2. LITERATURE REVIEW:

 

 

                                       Patrick Hatch (2017)
talks about why cosmetics are so important to the men of South Korea. Heo
Jeong-nam a South Korean native explains how important it is to him to have a
flawless skin and keep it away from damage. He thinks that he can approach a
girl only if he is confident and makeup seems to give him that confidence. The
article also says that the sales of men’s skin care grew 86% in the last five
years. Since it is necessary for the South Korean men to serve the military at
least for 2 years, men are worried about their skin the most during that
period. This gave rise to the need for a brand to make its own SPF 50 military
camouflage which is gentler on the skin. South Korea is said to have the
highest capita rate of cosmetics surgery in the world and is a lucrative market
for cosmetics companies.

                                     Melissa
Douglas (2016)
in
her blog talks about her experience of teaching the students of South Korea and
their behavior towards makeup. She being a person brought up in the west finds
it astonishing how outer beauty is so important to them over the beauty of
inner self. Often times when she tried talking to the students about the same
she was looked at as if she was out of her mind. Also plastic surgery to fix
parts of their faces seems to be the trend right now in South Korea. It is so
much a part of their trend that Korea is called the plastic surgery capital of
the world and going out to get a plastic surgery is so common and as simple as
it is to go out to grab a coffee from Starbucks. Surprisingly plastic surgeries
seem to be the driving force among school going women as they are the presents
for graduating. Beauty as important a status symbol as wealth. Moreover all of
this is just to hide their true ethnicity and to have westernized looks. The
blog writer concludes sadly stating that inner beauty is the only thing that
does not translate.

 

                                    In her article Kathy Novak
(2015) talks about how the men in South Korea are upgrading from just buying
aftershaves and lotions. Unlike the men of the world Korean men have been
buying a lot of cosmetics to improve their skin and maintain its flawlessness
and smooth texture because in South Korea appearance is everything. It is so
important that they have a proverb that says “If you buy something, you must
choose the one which has a good appearance.” Generally people when hiring look
which university have graduated from and qualifications etc. whereas there is
one thing that can set you apart from the others in South Korea that is
appearance. An analyst at Euromonitor, said that the local companies of South
Korea are competing fiercely for male customers. Amorepacific a popular for the
special military line for men said that men develop interest in cosmetics
during their military service period due to frequent outdoor activities that
requires sun protection and skin care.

 

                                    In her article Carol
Eugene Park (2017) talks about how the Western beauty culture has influenced
the native Koreans apart from the traditional Korean beauty culture. While the
Korean pop idols have been setting beauty trends and standards, the Western
beauty trends are not that far from influencing the Koreans. The South Koreans
envy and idolize Western facial features. It is not just about being beautiful
in South Korea anymore but also about possessing western facial features.
Facial features that Koreans don’t naturally posses are given artificially
through plastic surgeries. South Korea is said to have the highest number of
plastic surgery procedures per capita, as stated by the International Society
of Aesthetic Plastic Surgery. The most common procedure is “blepharoplasty” a
double eyelid surgery which is usually done for a defined crease on the eyelids.
Even though born and brought up in other countries, many people with Korean
roots are expected to follow their traditional Korean beauty standards.

 

                                     In her article Liza Born (2014) talks
about what is the take of the women, on male cosmetics in South Korea. The male
dominated country of South Korea has become the makeup capital of the world.
Even though there are only 19 million men in South Korea, 21% of the global
skin care sales come from the male cosmetics of South Korea. In the recent
times appeared has become so important in South Korea because over the last
decade the competition for jobs, romance and advancement has become the new way
living. In 2002 almost every man in South Korea wanted to be like Ahn Jung-Hwan,
and every woman wanted to be with him .Why? Because he very good looking and
had flawless skin which made him an instant sensation. Women feel that they
have more in common with men who use makeup.

 

 

3.
CONCLUSION:  

 

                 Korea has an Ancient
history of cosmetics use, but today the cosmetics industry has become the most
important industry in South Korea. More than the women the men of South Korea
have become the target of the cosmetic industry. With the growing importance
for good looks and flawless skin the Koreans are turning towards plastic
surgery as their only way towards beautification. Now that they are open to
plastic surgeries, it is no more just about being pretty but also greatly about
having western facial features. Men of South Korea have moved from just
aftershaves and lotions to anti-aging products, Botox injections and laser
treatments. Also the men of South Korea are seen diving into the cosmetic
industry face first to get ahead in life. Only time will tell if male cosmetics
catch on in other countries as well, but now trend remains a commonplace in
South Korea.

 

 

4.
REFERENCES:

 

(2017, August 26). Retrieved from
https://en.wikipedia.org/wiki/Cosmetics_in_Korea.
Ah-Young,C.(2013,January31).Retrievedfrom
http://koreatimes.co.kr/www/news/culture/2013/01/135_129776.html.
Born, L. (2014, February 25). Retrieved from
https://firsttoknow.com/men-makeup-where-world-more-than-women/.
Douglas, M. (2016, October 31). Retrieved from
https://www.huffingtonpost.com/melissa-douglas/story_b_12685348.html.
Hatch, P. (2017, January 16). Retrieved from http://www.smh.com.au/business/world-business/south-korean-men-are-wearing-makeup-and-its-serious-business-20161228-gtivin.html.
Novak, K. (2015, October 4). Retrieved from
http://money.cnn.com/2015/10/04/news/south-korea-men-cosmetics/index.html.
Park, C. E. (2017, March 5). Retrieved from
https://thevarsity.ca/2017/03/05/for-many-south-koreans-beauty-standards-represent-a-cultural-struggle/.