Researching the Aspirational Images Traditionally Set by the Korean Beauty Industry and Ways to Democratize Beauty in South Korea.
IT Cosmetics CEO Calls For Change
Jamie Kern Lima, the CEO of It Cosmetics, calls for an end to unattainable images in advertising.
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In her speech she explains the challenges she had to overcome as a CEO of a cosmetic company who isn't the typical aspirational image. She explains that "investor after investor wouldn't back the brand because she refused to use thin, flaw-free models. One male investor even told her, 'I’m just not sure women will want to buy makeup from someone who looks like you—you know, with your body and weight'". However, the success of It Cosmetics proves that this wasn't true and many women are demanding authenticity. She then asks the hundreds of cosmetic marketing strategists in the room: "I want you to think and answer this question honestly. When you look at the images of models and of beauty for your brand, have they ever made you feel insecure or less-than? Have the images you put out in the world empowered you or disempowered you? How did the images you saw of beauty impact you as a young girl? How do they impact you today? What will you do with the power that is you?”
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Dear Korean Beauty Industry Marketing Strategists,
Although Jamie Kern Lima's speech wasn't directed towards Korean marketing strategists, her speech seemed to align exactly with the purpose of this project and what this website is trying to achieve.
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The Korean beauty industry has made astonishing accomplishments and South Korea could proudly say that it is one of the biggest and most global industry among many other successful South Korean industries. On top of that, it is evident that makeup has the potential to have a positive impact on women. In Kim and Cha's 2006 study, it was found that most women claimed to have a positive experience rather than a negative experience after applying makeup as they felt satisfaction and confidence. Because human physical attractiveness can lead to a psychological change in the individual which had a positive impact on interpersonal relationships and led to high self-esteem and high self efficacy leading to social accomplishments. However, the unattainable images used in cosmetic advertising are indirectly telling women to aspire a look that is almost impossible to achieve.
If you are a marketing strategists in the Korean beauty industry reading this, I urge you to think once more before proposing an idea to sell products. The Korean beauty industry is continuing to grow and globalize, therefore the aspirational images that the Korean beauty industry sets is not only affecting national but is now also affecting consumers at a global level. The Korean beauty industry should acknowledge the power they have to shape consumer’s viewpoints on beauty and self-image and move away from marketing women’s desirability.
I am optimistic that the Korean beauty industry will soon be able to navigate through this dilemma and create a win-win situation where they will be able to maintain successful sales but also help women form healthier relationships with cosmetic products and themselves. As a forefront of beauty innovations, I believe that the South Korean beauty industry will find its way to lead the global beauty industry in a positive way.