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

December 9, 2012: 12:00 AM EST
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.
Somang Yang, "Pretty boys and dancing divas give South Korean cosmetics Asian appeal", Reuters, December 09, 2012, © Thomson Reuters
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