It has been a common fashion statement for many couples in South Korea to wear matching outfits. The trend, which has crossed into many Asian countries in recent years has now evolved to the next level.
According to fashion site Very Good Light, Korean men are now buying make-up and skincare products to that match their girlfriends’.
For many Korean couples, wearing matching beauty products gives the same “communal” feeling that couple clothing provides.
It is common knowledge that young Korean men have been used to wearing makeup for years now. Also, the fact that men in the country have grown accustomed to using skincare products makes the trend a little less shocking.
In a survey conducted by the South Korean Ministry of Food and Drug Safety, almost a third of the respondents have used at least a face mask in the month before the poll. Almost 20% claimed to have used BB cream, while 50% admitted having used perfume, sunscreen, and facial foam cleanser in the same period, Korea Herald reports.
With a stroke of marketing genius, Korean beauty product brands were able to aggressively promote the practice during gift-giving holidays. In marketing campaigns, brands began offering products that both the girlfriend and the boyfriend can use. Eventually, the campaign became a massive hit.
The brand The Body Shop, for example, sold their “No-Filter cushion” compacts with the tagline: “The No-Filter Cushion is a product that’s great for using as a couple.”
“April Skin” on the other hand, promoted their couple’s “Lip Treatments” in sets of two, with different flavors (strawberry and milk). The gimmick was to get couples “taste” the full flavor by making out.
“You can get a more romantic experience with your significant other by wanting to kiss each other’s lips even more,” says the product’s marketing tagline.
The trend is expected to grow even more as skincare brands have also begun selling unisex products that use ingredients that are okay for all skin types.
Similar to the matching outfit look, it would be interesting to see the practice cross over to other countries. Will bros from the west ever start wearing lipstick to match their girlfriends’?