Amore collaborates with popular rappers to attract young male consumers

By Park Sae-jin Posted : November 21, 2022, 10:12 Updated : November 21, 2022, 10:12

[Courtesy of Amore Pacific]

SEOUL -- Targeting a growing male cosmetics market, South Korea's leading beauty product maker Amore Pacific has collaborated with popular rappers to launch a campaign that encourages young male consumers to express themselves using various beauty products.
Old generations watch young men using foundation products and BB creams with curious eyes, some seeing MZ generations as unmanly, but more young men adorn themselves. CJ Olive Young, the operator of South Korea's largest beauty and drug store chain, has reported an annual average growth rate of about 28 percent in sales of male beauty products in the last three years.

South Korea's male cosmetics market rose from 730 billion won in 2010 to 1.4 trillion won in 2020, according to Euromonitor, a global market research firm. A South Korean male consumer spent an average of about $45 per year on buying cosmetics products, about ten times larger than that of U.S. and French male consumers. 
Amore Pacific said that the company has collaborated with three rappers -- CODE KUNST, GRAY, and LOCCO -- to launch the "BOYS BE READY" campaign aimed at promoting  "BE READY," a male makeup product brand. The rappers will release a track to send out a message encouraging young men to "get ready to think positive and express yourselves."

"We have prepared this campaign for boring, urban men in hopes that they will respect themselves and bravely express their identity," Amore Pacific's grooming division head Kim Yong-woo said in a statement on November 21. BE READY products rebranded in the blue will be released through an online shopping mall run by Musinsa, which is favored by MZ generations. 
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