The discovery of The Face Shop also shows this crucial change of the makeup advertising history by using the male main character for its advertisements instead of female. Kim Soo Hyun, a famous Korean star, is the official ambassador of The Face Shop. Looking around the store, you will find that every wall of The Face Shop has displayed Kim Soo Hyun's advertisements.
And he was not the only male in The Face Shop’s history, before him, other male icons such as Kim Hyun Joon also became the spokesperson of BB cream and facial lotion. Because most of The Face Shop’s makeups cater for both men and women, the advertisers also changed their strategies. They make their products look more neutral and suitable for all genders by using the color tones of blue or green. Such advertisements are sending people the message that it is okay for men to care about their appearance and try to be more beautiful.
