By Jane Han
Staff Reporter
Tie-wearing women and lip-glossed men are no longer social taboos, but exemplify the up and coming metrosexual trend that makes marketers wonder if the local consumption swap is just a fad, or here to last.
A recent report by online retailer Interpark showed that, over the past three years, men buying cosmetics jumped 13 percent, while women purchasing athletics equipment went up 9 percent.
The data also indicated that men's jewelry sales hiked 40 percent over the past two years.
All of this, retailers say, opens a new ``in-the-middle'' market for them.
``Before, we had cosmetics for different female skin types, but makers are now putting out completely new lines made just for men,'' said Interpark spokeswoman Kim Sun-ae.
She said men in their 20s-30s are the biggest buyers of ``for men'' color lotion, powder set, mascara and lip gloss, however, now more men in their 40s are also showing interest.
``Before, color lotion was the top seller, but nowadays, they want more than that because society seems to call for clean cut, prettier guys,'' Kim said, adding that facial masks and foam cleansers are also popular.
Ted Kim, spokesman of GS e-Shop, agreed that the country's largest Internet shopping mall is also seeing similar consumer patterns.
``Television dramas and the competitive job markets are some factors that drive this `pretty boy' fad,'' he said. ``And this triggers more male groomers to shop online because they feel embarrassed buying traditional feminine items in regular stores.''
He explained that overall male shopping increased, in which the men to women ratio buying ratio went from 3:7 in 2002 to 5:5 this year.
The shift is also evident in the ladies' department, as Kim of Interpark says more men's wear-type outfits are taking center stage.
``Boxier styles, vests and baggy pants are selling better among women, while guys prefer tighter fitting shirts and pants with fancier designs,'' she said.
On top of clothes, jewelry and cosmetics, Kim added another surefire selling category among lady shoppers is heavy-duty athletics equipment.
``Sales of dumb-bells and other weights have doubled since 2004,'' she said. ``More girls want to stay fit and toned because that defines today's beauty.''
To meet these metrosexual changes, local and overseas manufacturers and marketers are coming up with gender-customized products. Work-out equipment that is easier to use has been made for women, while local and overseas cosmetics makers, including M19, MVOO, Christian Dior and Biotherm, have simplified toiletries for men.
``The change in shopper behavior has been moderately growing for the past couple of years, so we're expecting that the up curve will continue,'' said Kim of GS e-Shop.
He added that the industry is moving away from stereotypes and the fine line between the two genders is thinning.