Philips uses Korea as test ground for VisaPure Men

6-May-2014

Philips has released an electric facial-cleaning brush in Korea, called VisaPure Men.

Philips has released an electric facial-cleaning brush in Korea, called VisaPure Men, in order to test the product’s popularity before offering it in other Asian countries. South Korean men lead the world in per capita spending on make- up and cosmetics, making their market second only in size to China for men’s cos- metic products. With annual growth around 10% annually in recent years, the market has rapidly diversified to offer the male equivalents of the full range of cosmetics available for women.

When switched on and moved over the skin, the vibrating brush can remove both dirt and dead skin cells. Philips Korea also claims that the subtle vibrations from the brush can help increase blood circulation in the face and improve appearance, appealing to complexion-conscious men.

Sign up for your free email newsletter

Priced at KRW239,000, the device comes with two brushes, one for normal skin and the other for extra sensitive. Additional brushes for deep cleansing or exfoliating are also available. The cleansing brush is waterproof so men can use it in the shower. Many similar facial brushes are available in Korea for women, with the cheapest starting at KRW50,000.

Companies