Male grooming market growing

Cosmetic sales spike as more men buy beauty products

By Rachel Lee

Women

aren’t the only ones clogging up the cosmetic isles at local stores anymore; an increasing number of men are scooping up their favorite products too. This new trend has Korean cosmetic companies focusing on the image-conscious male.

According to Euromonitor International, the domestic male grooming market has grown by an average of 13 percent over the last six years, reaching total sales of 1 trillion won in 2012.

Korean cosmetics manufacturer, AmorePacific, reports increased sales over the last five years, especially in its male cosmetics brand Laneige Homme, which has increased by 33 percent since 2007.

“The skin care cabinet was reserved for women only, but now both business and consumers regard appearance-conscious men as those who care about themselves rather than homosexual,” Ok Eun-jae, a brand marketing manager at AmorePacific said Friday.

To stay competitive, the manufacturer recently signed rising film star Song Jung-gi as the face of the brand, hoping his sophisticated image and flawless skin will boost sales.

“We believe not only that Song Jung-gi is the perfect role model in the world of male grooming, but that he will also increase brand awareness and create a positive image among women who are the potential buyers of skin care products for men,” Ok said.

IOPE For Men, AmorePacific’s other male cosmetic brand, has picked heartthrob Jang Dong-gun as the new face this year.

Somang Cosmetics, one of the country’s leading cosmetic manufacturers, has also joined the industry’s aggressive marketing strategy.

Korean rapper Psy is now promoting the company’s hit brand, Man with Flowers. The musician was part of the product planning and advertising campaign, which has resulted in much media attention.

“The men’s cosmetics market is increasingly more complex and segmented like the female market so the cosmetics companies are doing their best to make sure their brands and products appeal to men,” a marketing manager at Somang Cosmetics said.

According to industry insiders, although the male market is further subdivided, there are certain products men prefer.

According to the marketing team at AmorePacific Friday, the majority of men tends to prefer all-in-one products, like a toner and aftershave in one. It added that products like Sun BB cream, a moisturizing lotion with sunblock, was one of its best sellers last year.

“I have become more image conscious for the last five years because I could feel my skin drying out and shrinking. Since then, I have bought necessary skin care products myself and tried different brands to see which one suits me best. I don’t even mind using a three-step regime now,” Park Gyu-bum, a 30-year-old office worker said.

“I think men should also care about themselves like women, and I see more of my guy friends beginning to care about their appearance.”

Industry insiders predict the future of the male grooming market will continue to grow and will likely center on multi-purpose products.

“Demand for male basic skin care products has gradually increased in general, but I am not sure about those step-by-step ones, which many male consumers still think is too much,” said Kim Yu-ri, a PR specialist from the skin care brand, ULOS.

“An increasing number of men want good quality products just like women. But since only 5 percent of our total sales are from male grooming products, we do not expect the market to grow significantly but rather gradually over time,” said a marketing manager at Somang Cosmetics.

While women still dominate the beauty world, cosmetic manufacturers say the increase in male cosmetic lines is worth noting and plan to market their brands accordingly to attract new customers and boost sales.