South Korean men have a
particular kind of image - hard-drinking, hard-working and prepared to
fight bravely for their country. But now major cosmetics companies are
seeing a different side to Korean manhood - a growing interest in
skincare products, and even foundation.
Two years of compulsory military service and centuries of
Confucian culture have left many South Korean men with a deeply
traditional sense of gender - something young Korean women often
complain about these days.
So their new appetite for skincare and make-up comes as a slight surprise.
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