'10 minutes decide your charm'

L’Oreal manager underscores importance of cleansing; hair setting is secondary

By Park Si-soo

Park Kang-wook, brand general manager of L’Oreal Korea, said boosting attractiveness should start with making your skin clean and free from beauty products.

“How to wash is much more important than what to apply,” Park told The Korea Times recently at the firm’s office in Samseong-dong, southern Seoul. “I spend at least twice as much time washing my face, hair and body than applying something to them.”

Many women seem to be well aware of the importance of cleansing but it is unlikely that men do, said the 34-year-old who looked younger than his age thanks to his stylish fashion and hairdo.

Park joined L’Oreal, the world’s biggest cosmetics brand, in 2004 and has built extensive field experience in hair products. He was dispatched to the firm’s international headquarters in Paris between 2011 and 2013. He is currently in charge of brand management of Kerastase, a hair treatment and styling brand.

He said hair style decides men’s charm.

“There are many elements that affect women’s charm, including hair style, skin color and body shape among others. For men, however, I would like to say hair style is everything,” he said. “And thorough cleansing of hair and scalp is the very first step to have a stylish hairdo.”

Park said he washes his hair with multiple cleaning and treatment products twice a day ― morning and night.

The second step is finding hair setting products that match characteristics of one’s hair and scalp, he said, referring to dry, oily and mixed hair and scalp.

“The use of mismatched products can cause problems with the hair and scalp,” he said. “There are various ways people can check their characteristics on their own. But I recommend checking through a specialist because it’s safe and accurate.”

The manager said L’Oreal had developed technologies that slow down hair loss for genetic reasons, but didn’t give detailed information.

Asked about his morning ritual to be stylish at the office, Park said waking up early makes it possible.

“Perhaps 10 minutes would be enough,” he said. “You may think it is short, but it’s long enough to make a big difference in style.”