What's up male makeup models?
I just realized this a month ago.. I really am sheep.
While I was showering this morning I was listing down all the cosmetic brands that I want to visit for my December trip to Seoul and then it hit me. All these places have male models as their front "man"!
Starting off with the ones available here in the Philippines.
Here's Lee Minho for Etude House...
Although Etude House also has 2NE1 as their model...
When you go to their shop, the first person you'll see is Lee Minho.
Next ... Exhibit B.. is Face Shop... with Kim Hyunjoong. With the success of his recent drama "Playful Kiss" I'm actually not surprised with this marketing move for Face Shop.
I really don't like the brand... I swear, I don't like their chalky eyeshadows nor do I like their overpriced mediocre lip products... But when I saw them change their forefront man from Bae Yongjun to Kim Hyunjoong... just like a woman in a trance I found myself stepping inside a store.
But the magic ended there.. on his face coz of course I didn't buy anything. But still, this thing works! Just like the previously mentioned brand, The Face Shop also has a woman endorser in the form of Jeon Jihyun of the whole "My Sassy Girl" rage...
Again, although she is still the endorser for the colour cosmetics, the first thing you'll see in the window when you walk by is the huge face of Kim Hyunjoong.
Other brands that do this are:
Baviphat... not yet available in the Philippines but just like Face Shop, Etude House, etc... it's a mass market brand pretty much targeted towards teenagers.
Baviphat hired F.T. Island. A Korean band that's super popular with the young crowd because of their charismatic and cute personalities..
There's also It's Skin with 2PM. This is again, not available here... 2PM is a boy band with a beastly image... So I don't know how they're able to pose with makeup. Haha!
There's also the newbie... Holika Holika.
I really think this is a Korean ripoff of the Japanese drug store brand Majolica Majorca which is under Shiseido.
It has the same eerie concept that you might find with Kate Cosmetics as well.
They used pop rock band CN Blue as their image models... They actually look good with the concept. Not as weird as the 2PM one. Haha
Also.. last but not the least is ...
OF COURSE TONY MOLY with SONG JOONGKI-my-husband! HAHA
It's actually not only done in Korea but in Japan as well... Here's Jun Matsumoto for Fasio...
He is part of the boyband Arashi...
And here he is endorsing a mascaliner... A mascara and eyeliner in one! (I think it's really an innovative product! I don't know it's because of Matsumoto Jun that I've been brainwashed to think that way!)
If you would notice, all the brands that use these tactics are mass market brands you would consider as drugstore brands and such... As a conclusion from this observation this is because these brands are targeted towards a younger audience and is playing up on the "fan girl" side in every girl...
More exclusive brands such as IOPE, IsaKnox, SK II wouldn't even use such male models because the target market for those brands are more on the career women in their 30s. I doubt that there are a lot of 30+ year old fan girls. (Although I think I'll still be one until the age of 60!)
In the end... This tactic really works I can personally say that it does judging from my Face Shop story, same with Tony Moly. I wouldn't even go inside a Tony Moly store before but because I want to see more of my husband, Song Joongki's face.... I definitely will. I might even buy a thing or two just to receive some merchandise with his face on it~!
Hahahaha!
4 comments:
So will human heart nature go for gwapo models as well soon? Hahaha.
-Maymay
Hahaha! As devi said... It won't work here in the Philippines. Chances are.. like if we were to use Piolo Pascual.. it can be super successful or it might make our stuff TOO mass market.. I dunno. Just random thoughts.
Interesting stuff. Hmm, guys as beauty endorsers.
Yup yup! it works for me and my psyche. haha!
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