Li Mei Foong
Jan 14, 2019

Beauty out of the box: keeping up with the modern Asian woman

From 'Escape the Corset' to the #MeToo movement, women around Asia are pursuing broader freedoms, rights and methods of expression. This includes reclaiming the definition of beauty. And brands are in a unique position to respond and engage.

Bae Eun-jeong, who uses the online name Lina Bae, uploaded a video in June 2018 called 'I am not pretty', in which she urges girls not to compare themselves to images in the media, to her YouTube channel as part of the 'Escape the Corset' movement in South Korea

Barefaced, with bowl haircuts This is the new look of feminism in South Korea. As part of the Escape the Corset’ movement, women have been destroying their makeup products and cutting their hair short to protest the “embellishment labour”extended hair and make-up routinesthat they are expected to take part in every day.

In South Korea, beauty and makeup are not skin-deep, but rooted in patriarchal systems that pressure women to maintain unrealistic beauty...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Mobile and connected-TV apps hit by growing fraud and brand-safety violations
Premium
2 days ago

Mobile and connected-TV apps hit by growing fraud ...

Mobile app brand-safety violations increased by 194% over the last year, while the number of fraudulent connected-TV and mobile apps has more than doubled.

Premium
Legal complaint filed in connection with confrontation at GroupM offices
Premium
2 days ago

Legal complaint filed in connection with confrontati...

A dispute that resulted in a public argument outside WPP's Shanghai offices last October has now led to an official civil complaint.

Premium
Honesty at heart of how brands should respond to data breaches
Premium
2 days ago

Honesty at heart of how brands should respond to ...

Taking a people-first approach, admitting wrong and explaining to customers exactly what has been exposed among best practices on how to deal best with a data breach.

Premium
Are you more 'productive' and 'creative' when travelling for work?
Premium
2 days ago

Are you more 'productive' and 'creative' when ...

Two thirds of business travellers say they are.