More and more Korean men are willing to do everything they can to make themselves look good. This trend has prompted the fashion and beauty industry to focus on the emerging men's grooming market, as the women's beauty market has reached saturation point.
Beauty product makers have recently released a number of shampoos for men. Elastine has introduced Elastine Homme, a scalp-care product exclusively for men, and CJ has released CJ Lion shampoo, also formulated for men. Even men's hair styling devices are appearing. Unix's X1 Sports Style and World Electronics' CNS men's hair styling kits are designed to help men with short hair to easily style their looks.
Body-shaping underwear is no longer considered just for women. Body Shapers has begun marketing Nipper for men, which makes the belly and waist look slimmer. In the men's body care product department, L'Oreal's Biotherm Homme has released Abdosculpt body gel and slimming patch. "We released them last year, and have received a good response from male consumers," Biotherm Homme said.
The Face, Korea's no. 3 cosmetics company, last year saw men's products account for over 10 percent of its total sales. The proportion of male shoppers in online shopping malls has gradually increased to more than 30 percent.
"As looks are being considered an element of competitiveness in society, basic cosmetics like whitening and anti-aging items are getting more popular among men. Some men who like to style themselves even use light make-up products," an industry insider said.