Cosmetic brands are targeting soldiers to secure future customers in the growing male cosmetics market

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.

About bambooinnovator
Kee Koon Boon (“KB”) is the co-founder and director of HERO Investment Management which provides specialized fund management and investment advisory services to the ARCHEA Asia HERO Innovators Fund (, the only Asian SMID-cap tech-focused fund in the industry. KB is an internationally featured investor rooted in the principles of value investing for over a decade as a fund manager and analyst in the Asian capital markets who started his career at a boutique hedge fund in Singapore where he was with the firm since 2002 and was also part of the core investment committee in significantly outperforming the index in the 10-year-plus-old flagship Asian fund. He was also the portfolio manager for Asia-Pacific equities at Korea’s largest mutual fund company. Prior to setting up the H.E.R.O. Innovators Fund, KB was the Chief Investment Officer & CEO of a Singapore Registered Fund Management Company (RFMC) where he is responsible for listed Asian equity investments. KB had taught accounting at the Singapore Management University (SMU) as a faculty member and also pioneered the 15-week course on Accounting Fraud in Asia as an official module at SMU. KB remains grateful and honored to be invited by Singapore’s financial regulator Monetary Authority of Singapore (MAS) to present to their top management team about implementing a world’s first fact-based forward-looking fraud detection framework to bring about benefits for the capital markets in Singapore and for the public and investment community. KB also served the community in sharing his insights in writing articles about value investing and corporate governance in the media that include Business Times, Straits Times, Jakarta Post, Manual of Ideas, Investopedia, TedXWallStreet. He had also presented in top investment, banking and finance conferences in America, Italy, Sydney, Cape Town, HK, China. He has trained CEOs, entrepreneurs, CFOs, management executives in business strategy & business model innovation in Singapore, HK and China.

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