I read some articles about Korean cosmetic business which says that Korean make-up firm The Face Shop has seen sales boom over the past several months for a line of 14 products including moisturisers, face packs and cleansers made from the grain and water drained after washing polished rice.
And CJ Lion Beauty Care in October revamped its “Enjoy Your Rice Day” line of hair care and beauty products, hoping to cash in on the beauty craze.
Beauty-mad South Korea is one of Asia’s biggest cosmetics markets, where even male conscripts spend time and money to look good. Plastic surgery is also common.
“Since the Joseon Dynasty in Korea (1392-1910), rice and rice water in particular were known to be effective for whitening and moisturising,” said Roh Suk-ji, executive director of product planning at The Face Shop.
Rice-based cleansers are among the top sellers, with some 40,000 products sold a month, Roh said.
CJ Lion is marketing its rice-based products as good for sensitive skins.
“We decided to release products based on this ingredient because our ancestors used to rinse their hair with rice water and it has great moisturising effects,” said Kim Jee-yun, assistant brand manager of CJ Lion.
The Face Shop, which has stores in 18 countries, started exporting the rice-based cosmetics to other parts of Asia.
In Asia’s biggest economy of Japan, water run-off from rinsing polished rice has been used around homes for years.
Surge in demand
In South Korea’s entertainment business - where looks are as important as talent - few have been as honest. But surgery is becoming more and more common.
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Up to 20% choosing to go under the surgeon’s knife are men
A petrol station is currently running a promotional campaign called “Dreams Come True”, in which customers can win prizes for filling up their tanks. One of the prizes is a chance to undergo plastic surgery.
Kwan Ki Yong, chairman of SeouSeoul petrol stations, says it shows how mainstream surgery has become. The promotion has led to a 20% surge in customers.
“There is one plastic surgery clinic for every building in this neighbourhood,” he said. “I think the density of so many clinics here with top class surgeons has really removed taboos associated with plastic surgery.”
With just a few clicks on a computer, a doctor can use digital imagery to show his patients how surgery can enhance their looks.
Career boost
More men than ever before are convinced it can improve their career prospects. And as operations have become cheaper, increasing numbers are going under the knife.
Dr Choi Oh Kyu, a cosmetic surgeon, explains why. “In my clinic, about 15 to 20% of patients are men. It is a big increase,” he said. “I think it’s because they’re placing more importance on their appearance, especially after the Asian financial crisis, when it became harder to find jobs.
“Also, a lot of middle-aged men come in wanting to look younger. These days, in business, the mature look is no longer an asset. Everyone wants to look younger.”
The beauty industry is big business in South Korea. Up-market spas specialise in luxury treatments like oxygen therapy for over-worked professionals.
Chung Seung Eun, the general manager of Boon Spa, said: “More men are coming to spas like mine for their beauty treatments. Appearance is very important in South Korea. Korean businessmen are meeting many people every day and so they want to look their best.”
As Korea’s job market becomes more competitive, enhancing your looks - both naturally and artificially - can give you a cutting edge over your rivals.
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