South Korean Cosmetics Firms Recruit K-Pop Stars As Brand Ambassadors To Asian Markets

South Korean cosmetics companies are enlisting K-pop celebrities to promote their beauty products across Asia. Male K-pop celebrities, including 2PM, Big Bang, and Super Junior, help AmorePacific Corp. and other Korean beauty vendors expand their men’s cosmetics business into Asian markets. While South Korean men spend $900 million each year on beauty products, the growing ranks of middle-class consumers in Asia’s emerging markets represent a huge opportunity for growth for Korean cosmetics companies. Korean beauty vendors also recruit female K-pop stars, such as Girls’ Generation, to push their products in the region.