Armed With Love And Red Makeup, "Decoration" Invaded The Korean Army.

In Korea, rough skin, dark complexion and small head. modelling It is no longer the key word of the new generation of servicemen. From camouflage oil, whitening cream to foot care cream, they use skin care products and cosmetics as much as women, and wear wigs when they go out. Korean "finishing people" Upsurge It also swept the army. There are fears that this will affect military training and troops. atmosphere But some people think that this will enable the soldiers to be more active and confident during their service.

Young Korean soldiers believe that traditional oil paints hurt their skin, so they use camouflage oil with skin care in field training.

In a military indoor class in Hua Chuan, Gangwon, South Korea, the soldiers who just woke up in their personal belongings boxes took out face wash milk to wash the area, while soldiers who used their soap to wash their faces were rare.

Many of the soldiers who are preparing for field training also come up with "eye shadow" color cosmetics for women rather than traditional camouflage oil. Because they found that the skin smear on the face of the army's cosmetic ointment would become rough, so eye shadow instead of cosmetic ointment.

Korean soldiers are becoming more and more beautiful. The typical military image of rough skin, dark complexion and head shape is no longer the pride of the new generation of servicemen. The cosmetics they use are no less than that of women. While they go out or on vacation, they also wear collective wig, and even some soldiers buy muscle enhancers to shape their bodies. The latest wave of "finishing up" among young people has swept the army.

From wig to foot cream

Cosmetics company Innisfree launched camouflage camouflage oil camouflage Extreme Power camouflage oil for soldiers. This special camouflage oil is made from Jeju green tea, charcoal and red pine juice, and is divided into three colors: green, black and brown. Innisfree said that many people pointed out that the army's camouflage oil was hard to wash away after training, and that the oil was not good for the skin, so it was specially developed. "Besides camouflage, the camouflage oil also has the effect of refreshing skin, inhibiting sebum secretion and supplying nutrition." In December last year, camouflage oil became popular after the launch of online shopping, and began to market in March this year.

Cosmetics companies and shopping websites also offer a full range of skin care products. For example, the value of 63 thousand and 500 won (about 350 yuan) is the perfect package for military products, including cushioning senior insoles, electronic watches, 3 kinds of cosmetics, waterproof insoles, heel protection pads, and protective creams. Another kind of "no need to worry about a suit" is a product that prevents blisters and heel cracks on the walking path. The first pack of the army includes facial cleanser, shower gel, mask, lotion, bath towel, etc. Some shopping websites also sell military underwear and socks.

Besides skin care and hairdressing, hairstyle is equally important. More and more soldiers wear wigs during their holidays. Kim, a 22 year old soldier serving in Jeonnam, bought a wig of Lee Jun Ki's hairstyle in a shop before he took the vacation. "Apart from me, 3 to 4 soldiers in our army have bought wigs," Kim said. "The troops recently located in Chuncheon, Gangwon, collectively ordered 10 wigs," said Funnywig, director of human rights in Beijing.

In addition, influenced by Korean movie stars' body build, soldiers take muscle builders for faster shape. Kun6club, a special shop selling muscle enhancers, said: "last year, 20% of the total muscle strength was sold to soldiers." "2 years ago, only one of our companies sold muscle enhancers to soldiers, but now there are 5 such companies, so the price competition among companies is not fierce," said Luo Yingzhi, head of Heavymass, who first published a muscle enhancer advertisement in defense daily 2 years ago.

Cosmetics dealers aim at military opportunities

With the trend of military makeup, cosmetics sales in military stores are also increasing. After the listing of Innisfree camouflage oil, the sales volume increased by 100% in the month. As of the end of 9, a total of more than 76000 products were sold, which was the best seller in the stores near the army and universities. Between 1 and July this year, sales of Amore Pacific, which supplied cosmetics to more than 1100 army stores nationwide, increased by 85% over the same period last year. As cosmetics sold well in the army, MiSSHA, a cosmetics company operating more than 30 stores in the air force and Navy, began supplying cosmetics to more than 2100 army stores this year. "Sales of army cosmetics increased by an average of 15% per month," Li Huiying, an agent of MiSSHA propaganda group, said. Recently, the mask that replenish the face is most popular.

In most cases, skin care products are sent by military girlfriends or parents. Now more soldiers choose to buy their own groups, so there are many special shopping websites for soldiers. The sales of "mx7" barracks in the shopping mall in Nancheng accounted for 20% of the total sales. Bai Yanxi, the head of mx7, said: "before the mother or girlfriend sent the items needed, and the military direct orders have reached more than 60% recently."

Market research shows that if the generals regard the target customers as a group, not only can they ensure a fixed number of customers in the long term, their market potential can not be ignored.