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
customerservices@campaignasia.com
or call+852 3175 1913

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 +65 9771 3034
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
How Mindshare helped KFC take on e-sports with AI
Premium
9 hours ago

How Mindshare helped KFC take on e-sports with AI

CASE STUDY: Using AI to engage League of Legends gamers saw KFC's stock rise dramatically in China.

Premium
Fast-changing Cambodia calls for an experimental attitude to marketing
Premium
9 hours ago

Fast-changing Cambodia calls for an experimental ...

We explore a fascinating market that is driving forward on a mixture of traditional "who can shout loudest" techniques; popular KOL campaigns and new highly reactive strategies tailored for the mobile era.

Premium
Maxis tries to make network quality interesting
Premium
10 hours ago

Maxis tries to make network quality interesting

With Ensemble and Initiative, the Malaysian telco takes a good stab at explaining something people generally don't want to hear about.

Premium
YouTube closes 210 accounts over Hong Kong 'influence operations'
Premium
10 hours ago

YouTube closes 210 accounts over Hong Kong ...

Meanwhile, Facebook removed 89 Facebook accounts it said were engaged in “coordinated inauthentic behaviour” in Myanmar.