http://news.yahoo.com/korean-men-makeup ... 34289.html
Quote:
SEOUL, South Korea (AP) — Cho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, nose, chin and cheeks until his skin is flawless. Then he goes to work with a black pencil, highlighting his eyebrows until they're thicker, bolder.
"Having a clean, neat face makes you look sophisticated and creates an image that you can handle yourself well," the 24-year-old college student said. "Your appearance matters, so when I wear makeup on special occasions, it makes me more confident."
Cho's meticulous efforts to paint the perfect face are not unusual in South Korea. This socially conservative, male-dominated country, with a mandatory two-year military conscription for men, has become the male makeup capital of the world.
South Korean men spent $495.5 million on skincare last year, accounting for nearly 21 percent of global sales....
The metamorphosis of South Korean men from macho to makeup over the last decade or so can be partly explained by fierce competition for jobs, advancement and romance in a society where, as a popular catchphrase puts it, "appearance is power." Women also have a growing expectation that men will take the time and effort to pamper their skin.
Evidence of this new direction in South Korean masculinity is easy to find. In a crowded Seoul cafe, a young woman takes some lipstick out of her purse and casually applies it to her male companion's lips as they talk. At an upscale apartment building, a male security guard watches the lobby from behind a layer of makeup. Korean Air holds annual male makeup classes for its staff at Incheon International Airport.
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South Korean men are barraged daily with messages in popular media suggesting that flawless skin is a crucial part of any plan to get ahead at work and romance.
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It seems an oddity to me, but I have to admit, Noel Fielding is quite cute.