총 40페이지

Cover Story
asmen’sskincareandmakeuptutorialshaveattracted
over the Korean brand “Style Nanda,” recognizing
more attention to men’s beauty and have gotten more
its unique style and color cosmetics that captivate
than 1 million views. Na Myeong-chae, a student at
worldwide customers. Other K-beauty companies are
Chuncheon National University of Education, said, “I
also launching their brands and arranging makeup
think many men are interested in makeup because it
classes or beauty festivals all over the world. From
helps accentuate external advantages. In fact, I felt a
July 7 to 8 this year, K-beauty Color Festival was
differenceinself-confidencewhenIworemakeup.In
launchedinHoChiMinhCity,Vietnam.About5,000
this respect, I think there are a lot of positive aspects
Vietnamese fans attended the show, which proved
whenmenusemake-up.”
their huge interest in K-beauty. To match the diverse
In fact, the size of the Korean men’s cosmetics
skin tones for worldwide customers, Korean brands
market is also growing. According to the Joong-Ang
increase their diversity in base makeup products by
Ilbo, the male cosmetics market in Korea last year
launchingfoundationsthathavedarkerorlightertones
reached 1.28 trillion won (US$88 million). Also,
comparedtothedomesticones.
according to Olive Young, the Korean Health &
Furthermore, the tour package called the “Korean
BeautyStore,malecosmeticssaleshaveincreasedby
beauty package” came along. This package, which is
about40percentannually.
for K-beauty fans, includes visits to K-beauty brand
Korean beauty companies are launching various
stores and experiences on Korean beauty care. To
makeup products for men. Recently, Korea’s beauty
attract the foreign tourists who come to Korea for
company, Aekyung Corporation, released a product
makeup products, most of the stores in Myeongdong
called “SNEAKY” in August. It is a BB cream for
employ foreign staffs. “About 80 to 90 percent of
men who enjoy natural makeup. Korean beauty
our customers consist of foreigners. Because of this,
company Dashu also launched “All-in-one Cream,”
we hire Japanese and Chinese staff that are good
whichcansimplifycomplexskincare,andsellsmen’s
at foreign languages,” said one of the workers at
eyebrowgroomingkitandlipbalmforlightstyling.
Banilaco’sMyeongdongstore.
The number of men working in the beauty industry
is continuously increasing. In fact, unlike in the past
Thesecretsofpopularity
when there were only female employees at cosmetic
shops, there have also been many male employees in
recentyears.“Ithinkthatasmenaremoreinterested
Koreancosmeticswithcosteffectiveness
in beauty these days, demand for male employees in
2018SecondQuarterForeignDirectSalesforOnline
beauty shops is increasing. Actually, there seems to
Markets
be a lot of male employees not only at our shop but
alsootherbeautystoresinKorea,”amaleemployeeat
Korea
230billionwon
53.7% ?
Cosmetics
OliveYoung’sGangnamstoresaid.
(US$203million)
ⓒStatistics
57billionwon
68.9% ?
FashionRelatedProducts
K-beautyspreadingthroughouttheworld
(US$51million)
The popularity of K-beauty not only applies to
12billionwon
79.2% ?
ElectronicDevices
domestic markets but is a worldwide sensation.
(US$10million)
Thanks to this, the amount of exports reached the
largest on record. According to Statistics Korea,
Today’s K-beauty market is gaining popularity
Korean makeup products garnered 658 billion won
because most Korean cosmetic products are cost-
(US$593 million) from foreign direct sales for online
effective. Foreign brands such as Yves Saint Laurent
markets in the second quarter of 2018. This holds
and Chanel are famous, but most of their products
73.7 percent from the online market sales for Korean
are very expensive. However, domestic beauty
productsandisa53.7percentincreasefromlastyear,
brands such as Innisfree and The Face Shop, which
an 8.6 percent increase from last quarter. Export
have successfully entered overseas markets, can be
countries expanded from East Asia and ASEAN to
purchasedatrelativelylowprices.
Arabcountries,Europe,andAmerica.
“Die Welt,” one of Germany’s influential daily
Theworld’slargestcosmeticscompany,L’Oreal,took
newspapers,notedthatoneofthereasonswhyKorean
19
NOVEMBER 2018

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