Fashion, beauty get big DIY makeover

By Rachel Lee

Do-it-yourself initiatives are flourishing.

The fashion and beauty sector is following the trend set by Swedish furniture brand IKEA to satisfy diverse consumer needs and tastes in tight economic times.

According to retailer Gmarket, sales of such products have increased over the past few years — 20, 13 and 22 percent in 2013, 2014 and 2015 (January 1-June 7), respectively. Of all the categories, fashion and beauty has shown big rises — up 17 percent last year and 15 percent during the first six months this year.

Over the last three to four years, more people are turning to DIY products, thanks to lower cost, and they’re also showing their creations via social networking, which has nourished the market, a Gmarket spokesperson said. Especially fashion is doing a good job as consumers can show their taste and individuality.

Uniqlo “UTme”

The Japanese fast-fashion giant has proved again it is a great place to go T-shirt shopping by introducing the UTme service. Launched in Japan last year, UTme landed here two months ago and is available at the Jamsil Lotte World and Myeongdong branches in Seoul.

Using machines at the aforementioned stores, the service gives customers freedom to create, print and buy their own designs at reasonable prices — 29,900 won for adults and 24,900 won for children. The service is available in three countries — Japan, Korea and the United States.

“We’ve launched the service to meet the demand from consumers who are expressing their individuality and even their own values through what they wear,” a Uniqlo spokesperson said. “It’s about ‘my own T-shirt’ design that makes you stand out from the crowd.”

UT, the Uniqlo T-shirt brand launched in 2003, has assembled a wide range of content from pop culture — from art and music to movies and anime — and produced tools for free expression.

Mise en scene “Hello Bubble Foam Color” Korean women now care about their hair in the same way they care about their skin, with the tide turning toward self-care hair products, especially when purse strings are tightened.

According to hair-care brand Mise en scene, sales of DIY product Hello Bubble Foam Color reached a whopping 3 billion won in just four months since its launch in April, 2012. The product package includes a plastic cape, gloves, a manual, a sachet of hair dye, treatment and conditioner and the “secret magic ampoule” that protects hair from damage.

The product, featured on TV show “Get It Beauty” last week, enables customers to change their hair color for 6,500 won. And the recent collaboration with idol group Girl's Day has made the product the “it” buy of the season among savvy shoppers.

“What’s called ‘self-beauty’ is a big trend among women in their 20s and 30s who opt for rational consumption and hair color is one of the major factors that affect the overall look and style,” said brand manager Yang Jun-woo. “Therefore, more women choose to change their hair color themselves at home, and we expect to see more women becoming part of the ‘self-beauty’ tribe who believe hair itself can make a difference.”

Hello Bubble Foam Color is available in nine colors.

Adidas “mi adidas”

Sportswear brand Adidas has gone further with “mi adidas,” a customization platform introduced in 2004 that creates shoes with personalized colors and materials.

Now the online store is open in Korea and the program gives more options, ranging from football boots and basketball shoes to Originals designs including Superstar and Stan Smith.

Customers can choose their favorite color for the base, strap, laces and soles. Embroidery as well as design, pattern and materials are optional. Finished products can be shared via SNS, including Facebook and Twitter.

Lustria “Jewelry Tattoo”

Gilded temporary tattoos are a must-have, especially during summer. Decorative gold and silver body jewelry — including chain bracelets and necklaces — has become a beauty and fashion phenomenon around the world.

At Paris Fashion Week last year, models for Dries Van Noten sported painted-on gold lip rings with metallic foil effect.

Dior designed a limited-edition set of temporary tattoo cuffs, earrings and bracelets made of 24-carat gold in 2012.

Newly launched Jewelry Tattoo brand Lustria's press-on pieces offer an assorted set that looks remarkably real, and it is also easy to use. The tattoos transfer onto clean, dry skin with a bit of water and take about 20 seconds to set.

Removal is simple. Using baby oil or make-up remover, saturate the tattoo for about 45 seconds and rub away with a cloth, tissue or cotton ball.

“Jewelry Tattoo has become one of the hottest trends amongst fashion brands in the U.S. and are being loved by many women and men as a means of expressing themselves,” Lustria APAC Regional Director Dylan Park said. “Similar to, but also different from the nail arts, people enjoy jewelry tattoos as kinds of accessories, but also use temporary tattoos to express their emotions.”

For more information, visit

www.lustria.com

Swarovski “Charm Bracelet”

The Austrian jewelry maker is one of the DIY leaders.

Its Charm Bracelet, introduced in the spring and summer 2015 collection, offers 20 charms ranging from animal designs to heart and cross shapes. The braided leather bracelets are available in white and light blue and sell for 130,000 won and 145,000 won, respectively.

“From last year we saw DIY jewelry become more popular since it can show your personality,” said Lee Jee-yun, communication manager. “You can create the most exclusive bracelet by yourself with our crystal charms.”