Cosmetic brands are targeting soldiers to secure future customers in the growing male cosmetics market
April 16, 2013 Leave a comment
2013-04-15 19:58
Cosmetic brands targeting soldiers
Cosmetic brands are targeting soldiers to secure future customers in the growing male cosmetics market.
Lab Series, a male cosmetic brand affiliated with Estee Lauder, introduced a military membership service dubbed “LS Army,” designed exclusively for soldiers in service.
Those who sign up for membership will receive a 3,000 won telephone coupon with their first purchase. If they buy products worth more than 90,000 won, free delivery to their bases will be offered. The service is available only in Korea where army service is mandatory for all qualified male citizens.
“More Korean men realize they need to take care of their skin in the army, because the skin visibly gets worse with tough army schedules,” said Kimmie Kim, communications manager at Estee Lauder Korea.“In the past men were passive in selecting cosmetics, but now they have certain preferences in cosmetics. So we thought we could secure future consumers if we captured customers from the moment they are in the army.”
Biotherm Homme, the male skin brand line under France-based L’Oreal SA, has also introduced a “military club,” which offers soldiers a regular mailing service, special cosmetic gifts and events.
“The club members are growing at a double-digit rate. We will put more effort into gathering members online and offline,” said Kwon Kyoung-mi at Biotherm Homme.
Innisfree, the Faceshop, Tonymoly, the Saem and Skinfood have also introduced products for soldiers, including three color skin cover creams for use as camouflage.
Euromonitor, a global research company, forecast that the Korean male cosmetic market will grow by up to 120 percent in the next five years.
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