Amore Pacific teams up with AOMG’s Gray, Code Kunst, LOCO to draw in male consumers

Amore Pacific is making an effort to boost the sales of its products to young males. It is targeting the growing cosmetics market for males. Thus, it has teamed up with three Korean rappers to attract the said population.

Amore Pacific recruited AOMG record label’s popular rappers - Gray, Code Kunst, and Loco. With its latest campaign featuring the said artists that have big influences on the young generation because of the work and talent that they have, the leading beauty product manufacturer is hoping to encourage male citizens to use their items to express themselves.

As per Aju Business Daily, in the older generation, young men started using BB creams and foundation to make themselves look better, and in this MZ generation, more men are using beauty products and ultimately breaking the idea that make-ups are just for women.

In fact, another beauty products maker, CJ Olive Young, recently reported that in the last three years, its annual average growth rate for sales of male beauty products is around 28%. Moreover, the male cosmetics market in South Korea increased from KRW730 billion in 2010 to KRW1.4 trillion in 2020, as per the global market research firm Euromonitor’s data.

It was added that a typical Korean male cosmetic consumer spent about $45 per year, on average, on beauty products. These figures just showed how much this particular market is thriving, and more males are no longer biased about the usage of beauty products.

At any rate, Amore Pacific is launching its “BOYS BE READY” campaign featuring Gray, Code Kunst, and Loco. The three will be promoting Amore Pacific’s makeup products for males. As part of the campaign, the three rappers will also release a track to encourage men to get ready, think positively, and express themselves.

"We have prepared this campaign for boring, urban men in hopes that they will respect themselves and bravely express their identity," Kim Yong Woo, Amore Pacific's grooming division head, said earlier this week. “‘BE READY’ products rebranded in the blue will be released through an online shopping mall run by Musinsa which is favored by MZ generations.”

Meanwhile, Amore Pacific also received an award at the 2023 Consumer Electronics Show. It is one of the recipients of the CES Innovation Award, which it received four years in a row now.

"Being the recipient of the Innovation Award for four years in a row is the outcome of the persistent R&D efforts that go into developing tailored technologies for our customers,” Amore Pacific’s R&I Center’s head, Park Young Ho, said in a statement. “We will continue to devote ourselves to offering our global customers the best and the most products."