Beautiful men marketing
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One of the most notable traits in Korea these days is how cosmetics advertisements, which previously have been dominated by female models, are now featuring male stars, especially those that boast a softer masculine beauty.
[Interview : Seo A-yeong, Seoul resident] "I think it's much better to have a male model for cosmetics advertisements than a female model because it makes women want to look pretty from the men's point of view".
At a department store in Sogong-dong, Seoul, the recent trend is breaking down the gender barrier at cosmetic stands, previously the exclusive domain of women.
[Interview : Lim Eun-gyeong, Makeup artist] "He is the centerpiece of our shop".
[Interview : Lee So-yeon, Makeup artist] "They're all very handsome and beautiful men".
From makeovers to professional consultations, customers and employees alike are finding that male makeup artists are very effective at meeting the demands of the market.
Male makeup artists began appearing at cosmetics stores in Korea at the turn of the millenium.
With each passing year, their numbers are increasing.
[Interview : Go Du-nam, Makeup artist] "There weren't that many male makeup artists before. But since female customers are starting to open up more towards male makeup artists, we are going to increase more male employees".
[Interview : Yu Ji-hyeon, Customer] "I come here often to receive consultations from the male makeup artist here. He's great at explaining things I need without me having to ask".
Customers had been averse to receiving service from male makeup artists, but in the last few years these male professionals have built up their reputation.
[Interview : Kang Seung-hyeok, Makeup artist] "I tell our customers about makeup or standards of beauty from a guy's point of view, which I think is very appealing to our consumer base".
[Interview : Heo Ung, Director
Institute of Brand Strategy, Oricom] "Using beautiful men in marketing is a strategy that's very different from the past.
Beautiful men are now attracting female customers and encouraging them to purchase products".
The demand for beautiful men is rising, not only on the TV screen but in everyday life.
They are providing a new impetus to revitalize the Korean economy.
[Interview : Seo A-yeong, Seoul resident] "I think it's much better to have a male model for cosmetics advertisements than a female model because it makes women want to look pretty from the men's point of view".
At a department store in Sogong-dong, Seoul, the recent trend is breaking down the gender barrier at cosmetic stands, previously the exclusive domain of women.
[Interview : Lim Eun-gyeong, Makeup artist] "He is the centerpiece of our shop".
[Interview : Lee So-yeon, Makeup artist] "They're all very handsome and beautiful men".
From makeovers to professional consultations, customers and employees alike are finding that male makeup artists are very effective at meeting the demands of the market.
Male makeup artists began appearing at cosmetics stores in Korea at the turn of the millenium.
With each passing year, their numbers are increasing.
[Interview : Go Du-nam, Makeup artist] "There weren't that many male makeup artists before. But since female customers are starting to open up more towards male makeup artists, we are going to increase more male employees".
[Interview : Yu Ji-hyeon, Customer] "I come here often to receive consultations from the male makeup artist here. He's great at explaining things I need without me having to ask".
Customers had been averse to receiving service from male makeup artists, but in the last few years these male professionals have built up their reputation.
[Interview : Kang Seung-hyeok, Makeup artist] "I tell our customers about makeup or standards of beauty from a guy's point of view, which I think is very appealing to our consumer base".
[Interview : Heo Ung, Director
Institute of Brand Strategy, Oricom] "Using beautiful men in marketing is a strategy that's very different from the past.
Beautiful men are now attracting female customers and encouraging them to purchase products".
The demand for beautiful men is rising, not only on the TV screen but in everyday life.
They are providing a new impetus to revitalize the Korean economy.
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