Korea - Fertile market for the cosmetic industry
Korean standard beauty is no stranger in recent years, along with the popularity of skin care products and makeup trends in the media.From the "zoombie" mask, animal mask, the "glass skin" trend ... All of these marketing campaigns build the image of Korean girls with flawless perfect skin.
South Korea is the cradle of many beauty trends.
This image is not only recognized by fans of Korean beauty trends or beauty bloggers but also proved by the amount of beauty products consumed annually in this country.South Korea is one of the ten most exciting beauty markets in the world with a turnover of more than 13 billion USD (nearly 295 trillion) in 2017.
According to a report of Mintel Market Research Company, the global sales of Korean skin care products is expected to reach 7.2 billion USD (about 163 trillion VND) by 2020. With 2020.The shimmering advertising images of K-Pop stars appear everywhere, or the 10-step skin care, beauty process has become a cultural phenomenon here.
This is also one of the most cosmetic countries in the world.
From ancient philosophy to the need to take care of modern times
The Koreans have focused special attention to their appearance.
Koreans have had a philosophy that said: "Your body is the number one asset you own in this world".For a long time, people have clearly conceived about appreciating themselves, especially for women.If the standard of appearance for men is "not too fat, neat hair, decent dress", then women still have countless other issues.And in a culture that attaches great importance to beauty, beauty products are born inevitable.
Today, rare Korean women go to the street with bare face.If one day without make-up, they will face countless questions like "Why are you looking so pale today?"Or "Looks like you are very tired, right?".If a female employee meets customers or partners, especially male customers, they are also encouraged to make up a bit, because "a beautiful face will make it easier to create sympathy".
Makeup has become an indispensable part of everyday life.
Beauty has never been enough
Most Koreans are fortunate to own a naturally bright white skin.But white is not enough, cosmetic brands are still directing consumers to a healthy and youthful skin.
April Skin, one of the famous Korean cosmetic brands, has recently launched products like Perfect Magic Face Starter, with the promise of a perfect make-up layer, no pores, no roughness.
Cosmetic brands are constantly launching new product lines orienting beauty needs.
Meanwhile, Skin1004 introduces a skin care solution for twentieth students, recommending that "your skin is getting weaker every day, and you need a solution immediately for those problems."
And then the right chin of V-line, right eyelids, full sexy lips ... Hundreds of trends, thousands of other beauty facilities increasingly drag women into an uninterrupted swirl.Many people also come to plastic surgery to "save" the situation.
Inadvertently, these ads make women more inferior about their defects.
Invisible pressure in a society who loves beauty
In 2017, South Korea ranked 118/144 in the gender equality survey of the World Economic Forum, considering issues such as salary equality and maternity regime ... This country ranked in position.relatively modest, lower than neighboring countries like China, Malaysia, Singapore and Cambodia.One of the burdens also pressed on the shoulder of women is the pressure of appearance.
Being caught by these ads every day, even beautiful women cannot avoid the desire to change their beauty.
In order to help reduce this pressure for women, the Seoul government announced that it would stop advertising plastic surgery activities at subway stations by 2022, after thousands of criticisms were sent and required.Remove these posters.
President Moon Jea-in is also considering not mandatory to accompany personal photos in the resume, which should have been done for decades.The government of this country is trying to end the era that women do not get a job, not respected or be despised for their appearance.Everyone has their own values, they have the right to live their own life, not the pressure of society.
Many people think that advertising restrictions will help women reduce pressure.
Source: South China Morning Post