|▲ I’m the Groodopter. Aim at the men who are stylish (Photo=Freeqration)|
[Zenith News=Hyerin Lee] The era when make-up is considered to be only women's is over. The time has come to capture the heart of men beyond women's.
Men are very interested in the men's beauty market. Men who invest in their looks, such as fashion and beauty, are called 'grooming people', and more men have recently come into contact with new products of interest, with the newly coined term 'groodopter' by mixing 'early-adopter.’
According to Mobile Research Open Survey's 'Male Grooming Trend Report 2019', a survey of 500 men aged 20-39 found that about 70% of the respondents thought 'self-managing through beauty products is necessary’. Each male uses an average of eight beauty products, with an increase in those using products such as perfume, sunscreen and lip balm compared to the year before. This shows that men's perception of cosmetics and management has changed.
"Because I'm a Man" has become an old saying. Last year, the size of domestic men's cosmetics market reached about 1.2 trillion Won, the highest in the world. Overseas beauty brand Chanel also opened a beauty boutique exclusively for male customers in September last year in South Korea for the first time in the world with the launch of 'Boy De Chanel'. In addition, Lee Dong-wook, an actor who is widely loved by Japan and China, has drawn attention by being appointed as a campaign model, not just an honorary ambassador. This seems to be recognizing the influence of Korea's trend-setting and K-beauty markets, which are spreading around the world.
As such, awareness of men's beauty market is changing. Beyond the reason that ‘looks are competitive’, which has been a growth engine, for men, visuals are turning into parts that express their individuality and sense.
|▲ I’m the Groodopter. Aim at the men who are stylish (Photo=Pixabay)|
The product line is also diversifying with the increasing interest. As of 2016, the number of male products at Health & Beauty stores in Korea was 630 (Olive Young) and 121 (Lalavla), but it increased to 740 (Olive Young) and 222 (Lalavla) in 2018. Along with base products for skin tone, the product line is gradually expanding into items for detailed makeup, such as eyebrow and color lip balm.
According to Olive Young in particular, sales of color lip balm for men during the year increased 16 times year-on-year and base products increased about 30%. This shows that the demand and interest in male-only tinted products has increased.
|▲ I’m the Groodopter. Aim at the men who are stylish (Photo=Chanel)|
The beauty industry is also busy in line with the evolving perception of male consumers. Previous male product lines were located in the corner of the store, and were nothing more than basic products such as simple toners and lotions. Recently, however, the men's product section has gone further from taking over a part of the store, leading to promotions, pop-up stores and launching brands.
South Korean brands, which have realized the possibility of exploring new fields, are also focusing on the men's beauty market. Recently, Amorepacific released 'Bro & Tips', while Innisfree released the original male essence for the first time in six years. Also, Aekyung Industrial launched 'Sneaky' and HAZZYS broke the perception that it is a fashion brand by launching 'HAZZYS Men Skin Care Rule 429.'
The beauty market has entered the age of men. From the grooming people to groodopter, it now stands on the borderline that goes to the genderless trend which would tear down the border of men and women. We imagine the expansion of the men's beauty market and the men who will unfold their own charms in a freer gaze.
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