Analysis of Male Celebrity Makeup and Hair style in Chinese Cosmetics Advertising

Cai , Xinxin; Choi, Eun-mi

Journal of the Korean Society of Cosmetology 2020;26(1):75-81.
Published online February 28, 2020.

중국 화장품 광고에 표현된 남성 연예인의 메이크업과 헤어스타일 분석

차이신신, 최은미

Analysis of Male Celebrity Makeup and Hair style in Chinese Cosmetics Advertising

Xinxin Cai , Eun-mi Choi

Abstract

With the development of The Times and variety shows, imitating stars has become a natural phenomenon. In order to grasp the understanding of the development of male hair style and makeup and the change trend in the future, we analyze the hair style and makeup of male stars in the current popular and dominant cosmetics advertisements. The results suggest that from 2010 to 2019, male celebrity images have changed from masculine to feminine, with the length of hair styles changing and men now preferring longer styles. Hair colors are more personal and varied. Makeup has changed from basic makeup to color makeup, and it can be seen that from the previous strong masculine makeup changes to present feminine beauty makeup. Through this research and analysis of the changes of the stars hair and makeup, the results will be used as the basic data to develop cosmetics, and as the basic materials to predict the new hair and makeup trends.

Key Words: Chinese male celebrity, Hair style, Makeup