1. Asian men were hesitant to groom in past because of the stigma and masculinity.

As there was a
concept that cosmetics, make up only belonged to women. There has been always a social
pressure on men if he go for such grooming stuff, the society will not accept him as straight.
Nowadays modern men believe in grooming themselves because men seek it as social status
and today we all know looks do matter when it comes to presenting yourself. One should be
well groomed and properly dressed in order to be successful in professional and personal life.
Asia is being considered as driver of this market because of the compound annual growth rate in
this region. There are a number of opportunities for upcoming brands in this region. This might
be ironic because Asians are late adopters of all consumer products from luxuries to all other
products, same goes for cosmetics as well. Moreover the growing popularity of men grooming in
this region is another driving factor for grooming products in this region.

2. South Korea is being lead market in this industry because of several reasons firstly, South Korea
has a very high rate of competition and to be successful in that country one must be competitive
enough to get accepted by the society. One of the major factors in being competitive is your
grooming and presentation. Moreover, men in South Korea serve in military during their duty
they need sunblock; cleanser etc. so there is very high demand for such products in that region
making it the biggest market in Asian region. Also brands in South Korea used celebrity
endorsements to promote their brands such as K-Pop, K-Drama and K-Beauty. They hired those
celebrities as their brand ambassador who have following around the globe for example BTS
band member.

3. There can be three segments in South Korea which are as follows:

Segment Name Segment Comprises of Marketing Strategy

Devotees Celebrity Followers We can hire popular celebrities as brand
ambassador in order to promote the
brand in this segment. Moreover
advertisements on print media, billboards
should also have their favorite celebrity
on it. For effective promotion we can
introduce celebrity meet up campaigns
For Example Buy ABC perfume and get a
chance to win Cristiano Ronaldo or any
famous celebrity.
Persistent Survivor in Highly competitive In order to target this segment we must
environment focus on their needs. One of their basic
needs is to have good looks which are an
essential part of their culture. Products
like face serum, deep cleanser and other
beauty products which can make them
look attractive should penetrated in to
 the market.
Commando Military Men They are on duty for at least 6 months
and during that period of time they need
products that can be used for effective
care of skin and beauty. Moreover they
can set up theme if these products that it
looks that these are specially made for
men.

4. The reinvented barber shops are very important for the men grooming in every region and these
go beyond just cutting and trimming hairs and beard. These salons provide all services that are
essential for men grooming. To make customer relaxed many salons offer them comfortable
environment with a glass of scotch and then ask them for services they want. From getting a
trending hairstyle to relaxing yourself in a Jacuzzi or losing your body fat in Sauna bath all of
these services are available at these reinvented barber shops a.k.a. men salons.

5. Through advancement in technology first we can effectively target the consumers who avoid
face to face interaction (a lot of people in Asia prefer this medium). In this era customers can
make online purchase of their desired products it also facilitates men who are hesitant in buying
those products can order it at their doorstep. Moreover as the technology advances, brand can
introduces virtual camera filters of the results one can get by using their products. This factor is
very common in women cosmetics however it’s yet to be introduced in men cosmetic industry.
It will allow the buyer to test the product virtually through filters and if it satisfies her only then
she should buy it. Through cross-country opportunity brands can expand their customer base by
tapping the untapped opportunities and moving to new countries to get successful in the
business. Through cross industry opportunities brands can do venture with different companies
from any other industry related to men grooming. Such as L’Oreal did with Philips this will
benefit both of the industries.

6. As the CMO I will target the YUMMY segment because they are more towards care of their
beauty and skin. Moreover they want to look sexy and perfectly groomed in order to do so they
will focus on every minor detail of their body. So I think lip gloss will be the best product for
their lips. By doing this I can indirectly target NOMU and JOOBEAK because as the case suggest
they follow fashion trend to look younger. As far as the brand name is concerned I will introduce
a new brand name rather than extension in the current product line.

7. Never put all of your eggs in one basket, while this is very old but popular saying when it comes
to investment and doing business. In order to maximize the profit brand should create a 2 nd
Korea. Too much focus on Korea is not just a bubble which will burst after sometime. China,
India, Japan, Pakistan can also be benchmark for male beauty trends. Bollywood industry has
produced a number of handsome hunk actors and models with followers in Millions which can
be hired as a brand ambassador. Moreover, the open mildness and trend regarding men
grooming has shifted in these south Asian countries as well.