Grooming is about details

By Kim Bo-eun

The market for women’s cosmetics and fashion products is diminishing, but men are making up for it.

Sales on the men’s floor in the EAST building of Galleria, a luxury department store in Cheongdam-dong in Gangnam, rose an average of 30 percent year on year during the first three quarters of this year. The renovation of the seventh floor of the main Shinsegae Department Store in Hoehyeon-dong as a "men's floor" also reflects the increasing demand.

Grooming and style are no longer considered female domains, but part of a disciplined lifestyle that enhances everyone’s quality of life.

As more men pay attention to appearance, W decided to look at grooming trends among various age groups. W interviewed one representative of each age group to get diverse perspectives: men in their 30s, 40s and 50s.

Ryo Chuh-yeop, researcher at the Agency for Defense Development- 30s

At first glance, 30-year-old Ryo Chuh-yeop looks like a model or someone working in the fashion industry. One can imagine the level of surprise when the team found out that Ryo, with his slender figure, fine skin and well-groomed look, was a researcher at the Agency for Defense Development.

At the café where the interview took place, Ryo ordered iced tea instead of coffee, saying he was trying to reduce his caffeine intake.

Ryo says the nature of his job, which requires long hours of solving algorithms in front of a computer at his secluded workplace in Daejeon, makes him pay more attention to his appearance. He showed W a picture of his colleagues on his phone – the majority of whom were pot-bellied academics.

“Although I always had some interest in grooming, I think I started taking it more seriously when I began working here,” he said. “Grooming, for me, means having a disciplined lifestyle.”

Ryo gets up at 6:30 a.m. and heads to the gym for his hourlong daily workout. After showering, he applies several skin-care products, from both men’s and women’s lines, and adds a layer of sunscreen. He then sets some time aside before he goes to work to decide his plans for the day.

“When I still have work to do after I come home, I will deliberately refrain from changing into a sweat suit so that I won’t get too relaxed,” he said.

Ryo usually shops at department stores about once a month and buys high-quality items that he can wear for a long time. He will spend money on good clothes if they are worth the cost.

“I think I try to look clean, neat and fashionable,” he said. “I don’t wear any accessories except for a watch, but I try to vary my style with colors. For instance, I would wear a deep-violet shirt or highlight a plain shirt with a tie,” he said.

Ryo's tip

A well-built body is not something that one acquires overnight. Start working out at an early age. Ryo recommends swimming – which, he says, helps him stay in shape and build muscles. He is a subscriber to “Men’s Health” magazine, where he gets information on skin care and fashion.

Shin Dong-heon, editor-in-chief of LEON Korea- 40s

A tall, imposing figure swept into the small meeting room at the office of LEON in Nonhyeon-dong where the W team was waiting. The 41-year-old Shin Dong-heon lived up to what you might expect a men’s magazine’s editor-in-chief would look like. Dressed in jeans and sneakers, he was stylish in a casual way with his wavy hair and neatly trimmed moustache and beard.

“Stylish?” Shin asked. “Who, me? Nah, I don’t think so. Style isn’t something that can be attained so easily. It requires constant effort – I learn from our fashion articles all the time.”

Shin recently started taking an interest in suits. Because of the casual dress code at his workplace, he rarely sported them in the past. While he had written numerous articles about suits, he realized he needed practice in real life.

“It’s all about mastering the basics,” he said. “You can start incorporating other elements once you attain an understanding of the classic suit.”

Shin tried everything from off-the-rack suits to slightly altered suits and tailored suits before determining the best option for him.

“You’ve got to start thinking and exploring,” he says. “This is perhaps the most essential part of grooming.”

Taking up a hobby can be a way to start putting together a new look, he said. If you decide you want to ride a Harley Davidson, for example, you will naturally start looking for items to complete the biker look.

“People say you shouldn’t judge a book by its cover, but of course people are going to judge you by your appearance when they first meet you,” he said. “That’s basically the only thing that tells them about you.

And that’s why you need to take care of your appearance. At the same time, you need to try to develop a sense of style that reflects your attitude and personality.”

Shin usually comes to the office in T-shirt and jeans, but will slip on a jacket for more formal schedules. A small boutonniere, a floral decoration on the lapel of his jacket, adds some flair. He likes to shop at stores specializing in men’s products in the neighborhoods of Sinsa-dong, Hannamdong and Cheongdam-dong.

Shin's tip

Men in their 40s will probably have a fairly large closetful of clothes that they’ve accumulated since their 20s. Most people will continue wearing what they had been wearing up until then, but it is important that they stock up on new clothes that are right for their age group. When you start paying attention to clothes, you will naturally start improving your overall look.

Cho Kap-ho, senior vice president at LG Chem - 50s

A middle-aged man with handsome features awaited the W team in his office, overlooking Yeouido, on a weekday afternoon. Smartly dressed in a plum-colored shirt and gray pants, the senior vice president at LG Chem welcomed the reporters into his room.

The 55-year-old Cho Kap-ho, like every other day, had gotten up at 5 a.m., gone for his daily workout at the gym, applied various skin-care products, had a nutrition-packed breakfast, and had been spending his day at work.

Cho, whose skin appeared firm and youthful, pays meticulous attention to maintaining it. He uses women’s skin-care products – known to be milder than men’s – ranging from toner to lotion to moisturizing cream. He keeps a full set at the office, as well as in his car, so he can reapply them throughout the day.

Sunscreen is also a must at all times. He constantly reaches for hand cream to keep his hands moist and wrinkle-free. In the summer, Cho applies face masks at home about twice a month.

Apart from his hourlong morning workouts, Cho also makes an effort to exercise at the office. On top of one of his cabinets are dumbbells and a hand gripper, which he

picks up every few hours.

While shopping is torture for many men, Cho takes the time to go out and buy his own clothes. From Dongdaemun to department stores, if he is able to find quality, he will get it – regardless of price. He stands proud when friends wearing expensive brands ask him where he got his clothes – which are, most of the time, not of designer brands.

“It’s not so much about money, but finding and establishing a color of your own, in which you can feel comfortable,” he said.

Cho says his grooming efforts exert a positive influence on his family life, as it

involves constant communication with his wife as he seeks her input.

“When I was in my 20s, I would sometimes go without shaving for a whole week, but it didn’t feel good,” Cho said. “I realized that taking care of my body and appearance has a lot to do with developing a sound mind.”

Cho's tip

There is no excuse for older men to go around with hairs protruding out of their nostrils and ears. It doesn’t seem like a big deal, but it is – trim and groom!

It’s also important for men in their 50s to be mindful of their body odor, as people start to smell as they age, according to Cho.

Also, when washing your face or applying skin-care products, make upward motions with your hands. This will help lift otherwise sagging skin.