Philips trusts Korean male opinion on facial devices in determining rollout

According to the electronic manufacturer, this market was specifically chosen as South Korean men are leading the way in terms of per capita spending on cosmetics.

“[Companies] see Korea as the biggest cosmetics market for men, which is mature enough to embrace such a product​,” says Park Young-mi, who promotes Philips Korea at the Seoul-based public relations agency KorCom Porter Novelli. 

Adding to its’ range of products made for complexion-conscious men, Philips has priced the device at KRW239,000 ($223), which comes with two brushes, one for normal skin and the other for extra sensitive.

The company says when moved over the skin, the vibrating brush can remove both dirt and dead skin cells. It also claims that the subtle vibrations from the brush can help increase blood circulation in the face and improve appearance, appealing to complexion-conscious men.

Boost in male cosmetics​

According to Euromonitor, the cosmetics market for men in Korea has enjoyed an average annual growth of 10% over the past few years.

The market researcher estimates South Korean men to have spent about US$836 million in 2013. Other analysts reveal that most cosmetics stores in Seoul feature a men’s section offering products like escargot serum and even color cosmetics for men serving mandatory two-year military service.

They report that the trend is becoming so popular that it has spawned a nickname for the pretty boys – 'the grooming tribe', with entire TV shows even devoted to male makeovers.

Brands up the ante to keep up with demand​

Japanese brand SKII recently launched its first global men’s line in South Korea where the facial treatment essence goes for $140 a bottle. At the company's boutique spa in Seoul, male clients are said to regularly shell out anywhere from $225 to $450 for facial and body treatments.

Meanwhile, new male staff at a training session for Korean Air, were treated to a 'image making' class, whereby professionals advised on how best to apply skin care products, sunscreen and BB creams.