Male hair and skin care is big on video

By Natasha Spencer

- Last updated on GMT

Male grooming in APAC uses video

Related tags: Skin care, Advertising, Japan

As the male grooming sector pairs evolving regimes with digital channels, the hair and skin care segments are thriving.

Grooming awards

Male hair care was the main attraction at this year’s Gatsby Creative Awards, a leading Asian video advertising competition.

Gatsby, a men’s grooming brand from Mandom, a Japanese manufacturer and distributor of hair care, skin care, perfumes, and deodorants, created the awards in 2006 to celebrate the male grooming segment.

In total, the competition received  1,472 video adverts from students in Hong Kong, Indonesia, Japan, South Korea, Malaysia, Mongolia, Singapore, Taiwan, Thailand and the US. These were then narrowed down to 25, which were shown at a final screening on 28th January at  Harajuku Quest Hall in Tokyo, Japan.

Korea's Ajou University team, ‘ADengers’ were announced as the winners of the Greatest Gatsby Award at the event for their video entitled ‘The Last Pride of Man 2’, which featured its Spiky Edge hair wax.

Now in its 11th year, the winning video will be broadcast on Korean TV and exhibited at the Cannes Festival of Creativity, and will also receive additional prize money and gifts.

And it’s not only hair that’s proving popular...

Male consumers in APAC are embracing the grooming trend, particularly in Korea, where brands have transformed their existing K-Beauty and K-Pop trends for the male market.

Grooming routines for men are now growing in prominence, especially when it comes to skin care.

Euromonitor International reported how skin care products specifically targeted at men are seeing a considerable rise in popularity with sales soaring 86% in 2010 - 2015. In South Korea, men are typically spending £25 per year.

To enhance their advertising efforts to this sector, global brands such as AmorePacific are utilising the power of social media site YouTube to build a trusted community and encourage the male demographic to progress their beauty regimes.  

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