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Men In Asia Increase Use Of Cosmetics, UK And US Men Follow Suit

April 29, 2013: 12:00 AM EST
Men account for 51 percent of the personal grooming market in India and 41 percent in China. In contrast, men account for 22 percent of the makeup and skincare market in the UK and 23 percent in the United States. Market observers claim that men's concern about how their looks can affect their career opportunities is driving the market for men's grooming products. South Korean men, for example, see using cosmetics as a means of improving their looks and enhancing their career. Korean Air even sponsors cosmetics training sessions for its male employees. Although the UK and US markets for male grooming products are currently limited to hand creams and a few facial creams, there are signs of possible market expansion in the future, such as new moisturizers, scrubs, and flash bronzers from Clarins and L'Oréal.
Emily Neil , "Why men are wearing make-up to get ahead at work", New Statesman, April 29, 2013, © New Statesman
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