“No more uncle”: Asian men’s beauty care in the forefront of gender-neutral marketing

• Main Authors: DAE, Ryun Chang, HAN, Jin K.
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2022
• Subjects: Consumer marketing; Consumer behavior; Retail and consumer goods; Market segmentation; Gender-neutral marketing; South Korea; Asian Studies; Marketing; Strategic Management Policy
• Online Access: https://ink.library.smu.edu.sg/cases_coll_all/221; https://smu.sharepoint.com/sites/admin/CMP/cases/SMU-22-BATCH%20%5BPDF-Pic%5D/SMU-22-0015%20%5BAsian%20Men%E2%80%99s%20Beauty%5D/SMU-22-0015%20%5BAsian%20Men%E2%80%99s%20Beauty%5D%20.pdf?CT=1662712155942&OR=ItemsView
• Institution: Singapore Management University

This descriptive case discusses an emerging global market trend and opportunity – the increasing use of beauty products by men, especially those in Asia. “No More Uncle” captures the emotional motivation behind unappealing and/or older-looking men to transform themselves. The case also looks at how the beauty industry may be just one example of a much broader trend and question that companies need to ask – should they adopt gender-neutral marketing when approaching their consumers? Ironically, Asian men were late to beauty care compared to those in Western societies, but they are making up for it by becoming much more aggressive in adopting their products and services. No country is a better example of this than South Korea, which has attained a “lead” market status such as in soap operas, popular music, women’s beauty products and now even men’s beauty care. The case introduces segments such as NOMU (No More Uncle), JUBAEK (Weekend Department Store Warriors), and YUMMY (Young Urban Males) as well as the ZOOM BOOMERS, a new segment that emerged because of the Covid-19 pandemic. The case describes an important retailing venue for beauty care – the updated barbershop, and wraps up with information about new dimensions on which men’s beauty care can innovate and grow. Men’s beauty care represents not only an economically viable industry that is growing almost in double digits but shows dynamic consumer behaviour – marketing should not stick to centuries-old assumptions of gender or else significant opportunities will be lost. Students will learn about the men’s beauty care industry, stereotypes about gender and demand for beauty care products. They will also understand the influence of a lead market, such as South Korea, on other countries, and sustaining growth of the industry. A short fictional narrative film, “The First Timer,” produced especially for this topic, can be used with the case.