In the past, beautiful female celebrities advertised cosmetics and naturally, sales were boosted. However, over the past few years, male stars have began flaunting their flawless complexions in cosmetic advertisements.
The streets of Myeongdong in Seoul are lined with numerous cosmetics stores. In front of each of these stores are life-size cardboard cutouts of the stars and if you look carefully, you’ll notice that most of them are male. It appears they chose the models appropriately as female fans wander from store to store in order to purchase face masks which feature the face of their favorite stars.
When former soccer star Ahn Jung Hwan, actors Ahn Jae Won and Hyun Bin began modeling for cosmetic brands it came as a big shock in the cosmetic industry because makeup models were exclusively female. Being a model for cosmetics used to be a good gauge in determining the popularity of a female star. But times have changed and the door has opened wide for male stars to enter into the cosmetics advertising industry.
Today, the majority of the male cosmetic models are singers, more specifically, idol stars. The more female fans you have as a male idol, the higher chance you have in being an advertisement model. Also, the brands that they represent are not high-end brands but rather “pharmacy”-like brands.
These male idol models include Kim Hyun Joong (The Face Shop), 2PM‘s Nichkhun (It’s Skin),TVXQ (Missha), Rain (Nature Republic), CNBLUE (Holika Holika/Olive Young), Lee Seung Gi (The Saem), JYJ (Tony Moly/Nature Republic) and F.T. Island (Baviphat). These are but a few of the male singers who are modeling or have modeled for cosmetics in the past. As for actors, Kim Soo Hyun(Beyond), Song Joong Ki (Tony Moly), Won Bin (The Shop), Jang Geun Suk (Nature Republic), and Jung Il Woo (Holika Holika) are some of the names who have participated as cosmetic models.
The strategy for using male stars as marketing for women’s products has been highly successful.
[Unrelated part to JYJ omitted]
JYJ3 
thats called idol-effect… 😀 hh
Very smart effective marketing …fans are mostly female and naturally attracted to male….
(ofc there are exceptions….come on women do like female idols too (no pun intended!)…)
And I want JYJ face masks …..their faces on my face….ooh la la!!!!Wish there’ll be a Tony Moly in TO…
‘i want JYJ face mask..their faces on my face’…heheh….we are sharing the same dreams….:)
This is our reality….unless a miracle happened and we get the real deal….LOL!!!!!
Hey, imagine the Tony Moly lipstick on you…well you are so close to having the 3 boys kissing your lips….be happy for the meantime. Use your imagination to the fullest.. 🙂
@ Jess,
The lipsticks have to be in casings that are identical to their lips…and the way to put them on is to smooch your lips on them…
Imagine having Chun’s voluptious lips on yours???? Well …you did say to imagine to the fullest…LOL!!!
@ hey Didi,
Good idea! I will tell the GM about this. More sales will come, lipsticks sold out in no time. 🙂
@ Jess,
I think Tony Moly will have a hard time replinishing the lipstick stocks with all the smoochings that JYJ fans gonna do …
On a serious note, are you acquainted to the GM? If so, I will seriously throw you more viable ideas….
@didi,
Hi dear, I’m only in touch with Tony Moly Malaysia and giving them ideas and comments to improve the websites. They wanted feedbacks from JYJ fans so they know what the fans really wants. You can help me, could really use your ideas too. They will feedback to HQ as well. This is me, when I want to pursue something on Chunnie or JYJ, I will go all the way to support them. Acdg to them still not confirmed dates yet for the promotional trip by JYJ. Once they have it, I let you know. You come over to Malaysia? Ok?
Hi Jess, cool that you could do something for them thro’ Tony Moly…Bravo!!! Here are my ideas for TM….
TM’s concept to me seems to be cutesie whootsie and affordable. Going with that theme, and incorporating JYJ’s image,
TM should capitalise on JYJ’s individual preferences in terms of favorite fruits, musical instruments, flowers, colors, season, animals etc.. The other important aspect too is that their products must reflect their wholesome image of being humble, natural, sincere and artistic by having products that are green, organic , no testing on animals and sourced from sustainable sources…..
So, the examples of containers for JYJ products (besides the identical lip shaped cases for lipsticks) could be for Chun’s lines are eggplants , his favorite dog breed, in white and other favorite colors and winter designs. For JJ, with apples, spring, cats, black and white, and Junsu in autumn designs, soccer, cats, etc……..Cheers!!!
Jess would love to go to Malaysia but only if I’m able to chat with Chunnie…
My kind of dream FM is just sitting face to face and chat with him!!!
I dunno that JYJ also part of Tony Moly Cosmetic. The seen one advertisement poster either.
Hey,Tony Moly is in the process of changing all the posters and ad to JYJ soon , by this month. I spoked to them recently. So be patient, we will surely see it this month. So excited.
Did you really..cool!!!
it is just because our boys have their own loyal followers all over the countries..
every brand that they endorsed and anything that they wear will be sold out like hot cakes…..
i don’t like female idols,don’t listen to them and not interessted in anything they do so using femles is a waste on me,guys promoting things will catch my eye and i would be interessted to have a look..and not just idols
And Samsung home appliance – Refrigerator – for kitchen ! also using male idols – Psy & Lee SK.
Ha..ha…ha… 😛
Not only limited to CF, in 2010 Beijing, a lady exclusive department store hire 1500 young male with good looking to serve at the lingerie department !
One day JYJ film lingerie, i will speechless, perhaps 😀
**situation is not same as male lingerie sales in Middle East .
Wow, I was just thinking about …lingerie maybe too much. perhaps with men undergarment , that will be a hot hot topic if JYJ were to advertise partly of the thongs or boxer shorts from the waist showing the brand name….I think a lot gals would faint. Will be a sell out products, I bet the crazy fans will wear the boxershorts to sleep as well….hahaha….
@Jess Tay
ha..ha…just like David Beckham CF ? 😀
i hope …hope… hope…Junsu let his hyungs members do first …ha..ha…haa.
he is still a kid to me 😛
@JYJ global listener & @ jess…hahhaha…imagining!!!!
and the advertisment should be rated as above 18?
Hmm… Maybe we should include children underwear with Mickey and Minnie Mouse print. Then fans from all ages can view the ad and product. Will guarantee to sell like hot cakes.
And imagine all the fans wanting the dvds of the CF, nominate it for the Best Short Film and Best Actors Awards
and they won at Seoul International Film Awards, BIFF and every other Awards in Korea….right under SM’s nose…LOL!!!!!
Song Joong Ki is Tony Moly’s model too! great! ^^
Joong Ki and our Chunnie are good friends now after SKKS. Would be nice to see them in same drama again.
Jyj has already endorsed Nature’s Republic’ s cosmetics last year. I was so excited to have photos taken with their cutouts outside NR’s store in Myeongdong, bought some good and affordable stuff amid frenzy fans waiting to pay and taking pic with those cutouts. Freebies like cotton puffs with our guys pic were given too.
This time around, it’ll be better for TM as our guys are more popular and hotter!
waa…. seems like everyone here can be sales and marketing executive for each company that have our jyj as their models so that we can provie jyj globally….
And all your ideas are really amazing…..
Support 100%……
I just don’t get it…Really!..JGS is also a cosmetic brand model ??? With that weird look ?? I would not want to buy that cosmetic brand. Sorry for my ranting.