The trade show, which takes place in April, welcomes industry professionals from across the beauty supply chain, and event organisers state that male grooming will be one of the hot topics up for discussion.
“By using on average 13.4 cosmetics daily, and this from their teens, South Korean women hold the absolute record. But men also have specially targeted cosmetic lines (lightening creams, to achieve the much desired porcelain complexion), and sales are on the up,” event organisers stated.
It’s the “third growth segment in this country ‘like no other’, where beauty is a real social benchmark.”
According to the event organisers, Korea is a particularly pertinent country in which to focus on the growing dominance of the male grooming category.
It is, they state, “the country where men spend the most on skin care products. They purchase, alone, every year, the equivalent of EUR 500 million on beauty products, i.e., a fifth of the world’s production.”
Indeed, many of the major brands in the country’s cosmetics market have already developed and launched successful skin care lines explicitly for men, including AmorePacific, IOPE and Innisfree.
MakeUp in Seoul
The wider theme across the event is set to be innovation, according to the organisers, with the rise of the male grooming segment just one aspect of this discussion.
“Asia is now at the forefront of innovation in this sector,” the event’s organisers assert.
Focus will also be given to the rise of naturals and wellness claims, and the upcoming trends in the APAC region’s more dominant economies, such as China and Japan.
Event organisers state that the event is set to be bigger than previously, confirming the ever-rising profile of Korean beauty on the APAC and wider global scene, with numbers of registered exhibitors up 20% on last year.