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Korea|Chanel’s First Mens Makeup Launches in South Korea

Sep 12, 2018.Stephanie WuSeoul, KR
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Chanel’s first ever male cosmetics has launched on September 1st in South Korea with Korean actor Lee Dong-wook chosen as the face of the campaign.
3 products have already been introduced - eyebrow pencils in four shades, tinted fluid foundation in four shades, and matte moisturising lip balm. The line will be presented globally in other countries starting in November, also on the official EC site and will be available in January 2019 in Chanel’s boutiques.
In a company statement, “By creating Boy de Chanel, its first makeup line for men, Chanel reaffirms the ever-changing codes of an unchanging vision: Beauty is not a matter of gender, it is a matter of style.”
No longer is the world of cosmetics soley catered to women. According to Allied Market Research, Men personal care market is expected to garner US$166 billion by 2022, during the forecast period 2016 to 2022. Grooming products have gained a substantial momentum with companies increasingly presenting male cosmetics such as Japanese brand, FIVEISM x THREE recently and at Tom Ford as early as 2013. Other than luxury brands, more affordable lines such as British brand, MMUK are globally available at EC mall asos.com. Though other major brands such as Covergirl and Maybelline have been inviting male beauty gurus as their spokespersons, a legacy brand like Chanel stepping into the men’s beauty market will surely create an awakening for the both the market and consumers.

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