Hello. I'm Shawn Jung from Premium Makeup Team. The year has flown by and it's already the last column of the year. This chapter is about an issue that can arise from time to time in the cosmetics market, men's grooming trends. The term 'grooming' originates from the way grooms used to brush and bathe horses, while nowadays it's become men's term for beauty.

 You might have already heard much about the way Korean men invest a significant portion of their time and money in their appearance. According to a men's cosmetics market research report, the average purchase amount of Korean men is the highest in the world! This clearly shows that Korean men are a critical consumer group and sample in the global grooming and cosmetics market.

 As a result of their on-going investment to boost their competitiveness in appearance, Korean oppas are forever hot in the Chinese and Southeast Asian market. Thanks to the Korean Wave, Korean men are perceived to have relatively (and only relatively!) clear skin and great style. So today I would like to use this opportunity to find out more about male grooming in Korean oppa scale.

 Before getting into men's grooming market, I would like to discuss global fashion trends. By any chance, have you heard of the trend titled "genderless"? This trend doesn't distinguish gender; it transcends the gender perception of male and female and emphasizes androgynous appeal. You can understand it easily if you look through recent fashion shows or photos. Before, there used to be more images of smart and dandy styles that focus on masculinity, but recently more men are opting for bold colors. Colors are developing into a means of self expression rather than symbolizing gender.

 It has become easier for men to liberate themselves to shop for cosmetics as much as they want as accessibility has been enhanced through information on social media channels such as Instagram or Facebook and as mobile payments have become much more convenient, as exemplified in Korea by Naver Pay. There is also a growing number of offline stores in Korea including Olive Young, LOHB's and ARITAUM that are preparing men's grooming section which widely opens its doors for men to consume cosmetics.

 The men's cosmetics sector is releasing more categories than simple skincare or BB cream. MEN AIR CUSHION released by IOPE in 2014 is one of the best examples of a steady seller in the men's grooming market. Besides cushion foundations, a diverse range of products, including hair and scalp, body, deodorant and shaving products, are popular in the men's cosmetics market. It can be easily discovered that many men actually have certain parts of their appearance which they really care for. It is largely similar to the pattern in women's cosmetics consumption, but we can see that men have their own area of interest and concern. I hope our distribution channels will soon be able to provide products and services for men.

 Among this year's many Korean music competition reality shows, one show that caught everyone's attention was Produce 101. With their gorgeous appearance, outstanding dancing and singing performances, the boys captured the hearts of many girls and became a big-time Korean idol group that appears in every TV show as they made their official debut.

 Like Wanna One, if you observe the makeup trends in recent Korean male idol groups, you'll be able to find a large difference compared to that of even just a few years ago. Makeup for Korean male idol groups in the early 2010s used to emphasize masculinity with toned-down skin, strong eyebrows and smokey eyes. 2PM, SHINee, EXO and BEAST are such examples.

 How does it look in the photos? They are actually very active until now, but their makeup then looks a little awkward now, doesn't it? Now, shall we look at makeup on 2017 big-time Wanna One? In line with general makeup trends for Korean female idol groups, many are wearing bright skin makeup. Instead of strong smokey eye makeup or shading, they are willing to choose eye or lip makeup with more hue. This tendency can now be easily spotted among other Korean male idol groups, besides Wanna One, as well as among actors and ordinary young men.

 innisfree has recently carried out an active marketing campaign with Wanna One as their model. Jeju Volcanic Color Clay Mask has made a successful product placement in Produce 101, and in early November, each member did a photo shoot wearing the lip color they chose and named, which attracted customers' attention. So, maybe we'll be soon be able to see guys with vibrantly tinted lips on the streets.

 Our company's premium brands have entered many countries, including China and ASEAN nations. This has offered me various opportunities to meet with customers in different countries and indirectly experience their culture through work. I found out that Korean oppas were popular, as I mentioned earlier. This never means that Korean men have made a good impression on global audience, but that people in other countries see tidy men who care about their looks with a positive attitude. This is why they are curious about skincare routine or grooming makeup methods by Korean men who invest in their appearance. Of course there are many people who want to find out what they do for skin care or which product they use. As the trend goes, workers in the Chinese service industry such as hotels or airlines started to pay attention to the importance of grooming and therefore there are variety of training programs and contents provided for them.

 This is a new coinage from the word 'tajingji (她經濟)' which signifies women's independent economic power and vigorous buying power. Increasing income has naturally leveled up the spending power, and a wide range of products are selected by customers. A research by KOTRA Beijing Office discovered that preference on consumption categories vary by age group as listed in the table below. The research also showed the rising attention towards beauty by men in the Chinese market.

 The Chinese men's cosmetics market is enjoying steady growth with an annual average of 16.2% which makes it a major market. Do you remember the time around 2011 when the grooming trend was sweeping Korea? The scene where the Korean men's cosmetics market was booming with brands like Lab Series, Biotherm and LANEIGE Homme will soon reappear in the Chinese market. In fact, I saw many male customers visiting Biotherm while I was working on site at a department store on a business trip to China. I wish our products would be able to draw attention in this big market with high potential and marketability. And as an Amorepacific makeup artist, I will continue my research on ever-changing trends in the men's grooming market to share with you. Thank you.