Continuous Male Make-up and Gender Identity

2439 Words Jan 28th, 2018 10 Pages
Men’s cosmetic market has experienced a tremendous growth in recent years. Men are more aware than ever of the trends in grooming themselves. For specific countries, this phenomenon is even greater with the specific culture and context that contains fierce competition as well as intense concern about outside impression. In particular, South Korea is one of the largest consumers of men’s skin care products, claiming about a fifth of worldwide sales. In 2012, South Korea men spent nearly 500 million dollars on skin care products alone. And South Korea is also the “male make-up capital of the world” for consuming 20 percent of the world’s total male cosmetics (Jaeil&Yoon-Jung, 2013). South Korean men have a particular kind of image, including hard-drinking, hard-working and being prepared to fight bravely for their country. A deeply traditional sense of gender has been built because of two years of compulsory military service and centuries of Confucian culture (Lucy, 2012). So it is a little surprising that South Korean men have built new appetite for skincare and make-up and some of them even use BB cream which was…
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