According to the findings of the Consumer Trend Center at Seoul National University, 3 out of 10 men in Generation Z use face makeup more than twice a week. (Image: Olive Young)
SEOUL, Sept. 12 (Korea Bizwire) — Male cosmetics brands are focusing on communicating with Generation Z men, who will become power buyers in a few years.
AmorePacific Corp., the nation’s No. 1 cosmetics company which launched its men’s makeup brand BeREADY on Friday, has been working hard to generate Generation Z fandom from the very start of its launch planning stage.
The generation that AmorePacific has noted is “Generation Z” men aged 18 to 24.
According to the findings of the Consumer Trend Center at Seoul National University, 3 out of 10 men in Generation Z use face makeup more than twice a week.
To that end, AmorePacific has created a consensus by communicating with Generation Z through social media such as YouTube, Instagram and Tik Tok.
The members of the BeREADY team produced and appeared on the show themselves, happily introducing the makeup method and process, the Generation Z trends and information on men’s makeup through video clips.
The company is planning to actively reflect responses from social media when developing additional products.
BeREADY chose to produce a five-color male foundation.
The decision was based on a survey of 2,000 Z-generation male customers. The results of the survey showed that “foundation” was chosen as the makeup product that male customers wanted to use the most.
Furthermore, it also released “Wake-Up Live Lip Balm” for men whose dry, lifeless lips are agonizing.
Meanwhile, Aekyung Industrial Co., which is strengthening its beauty business, is striving to communicate with South Korean military personnel who will have significant purchasing power after being discharged from the military.
It recently signed an agreement with the ROK Air Force to deliver male-only cosmetics worth 2.5 billion won (US$2.09 million) over the next five years, as well as daily necessities such as shampoo, toothpaste and soap.
While supporting them with beauty products that the military lack, it is also a strategy to increase brand awareness.
Aekyung has decided to support the UV protection of male cosmetics brand “Sneaky” and cleansing gel. ‘Sneaky’ was launched by Aekyung in March of last year.
Ashley Song (ashley@koreabizwire.com)
