Why are male stars the models for female cosmetics?

In the past, beautiful female
celebrities advertised cosmetics
and naturally, sales were
boosted. However, over the past
few years, male stars have
began flaunting their flawless
complexions in cosmetic
advertisements.
The streets of Myeongdong in
Seoul are lined with numerous
cosmetics stores. In front of
each of these stores are life-size
cardboard cutouts of the stars
and if you look carefully, you’ll
notice that most of them are
male. It appears they chose the
models appropriately as female
fans wander from store to store
in order to purchase face masks
which feature the face of their
favorite stars.
When former soccer star Ahn
Jung Hwan , actors Ahn Jae Won
and Hyun Bin began modeling
for cosmetic brands it came as a
big shock in the cosmetic
industry because makeup
models were exclusively female.
Being a model for cosmetics
used to be a good gauge in
determining the popularity of a
female star. But times have
changed and the door has
opened wide for male stars to
enter into the cosmetics
advertising industry.
Today, the majority of the male
cosmetic models are singers,
more specifically, idol stars. The
more female fans you have as a
male idol, the higher chance you
have in being
an advertisement model. Also,
the brands that they represent
are not high-end brands but
rather “pharmacy”-like brands.
These male idol models include
Kim Hyun Joong (The Face
Shop), 2PM ‘s Nichkhun (It’s
Skin), TVXQ (Missha), Rain
(Nature Republic), CNBLUE
(Holika Holika/Olive Young), Lee
Seung Gi (The Saem), JYJ (Tony
Moly/Nature Republic) and F.T.
Island (Baviphat). These are but
a few of the male singers who
are modeling or have modeled
for cosmetics in the past. As for
actors, Kim Soo Hyun (Beyond),
Song Joong Ki (Tony Moly), Won
Bin (The Shop), Jang Geun Suk
(Nature Republic), and Jung Il
Woo (Holika Holika) are some of
the names who have
participated as cosmetic models.
The strategy for using male stars
as marketing for women’s
products has been highly
successful. For instance, when
actor So Ji Sub began modeling
for the undergarment brand
Vivien, requests for posters and
calendars came flooding which
in turn led to an increase in
sales. Eventually, So Ji Sub’s
contract was extended for one
more year.
On the opposite end of the
spectrum, female stars have
been modeling for primarily
male market products as well.
Before, it was only male stars
advertising alcoholic beverages,
but today, it’s hard to see a
male star advertising soju.
Pushing the idea of “ women you
would like to have a drink with “,
female stars including Moon
Chae Won , SECRET, Shin Se
Kyung, Lee Hyori, and Han Ga
In are seen on various soju
posters and print advertisement
in every Korean eatery.

Source : www.allkpop.com

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