Korean Air

Korean Air’s personal grooming training now offers makeup lessons for men

Korean Air_male grooming_a680x319

By Raymond Kollau, airlinetrends.com

While the metrosexual trend, featuring David Beckam as its icon, has been coined by Marian Salzman almost a decade ago and has been declared passé many times before, the South Koreans are having none of it. Being one of the most competitive and beauty-conscious countries in the world (plastic surgery is common practice), South Korea is also one of the most ‘attractive’ markets for male cosmetics, with make up for men being the latest craze.

According to Euromonitor, South Korea is the biggest market for male grooming products, accounting for 18 percent of the world’s male cosmetic market in 2011. Eyeliner and so-called BB cream (a foundation like tinted cream that is primer, protector, concealer and skin regulator all in one) are considered perfectly acceptable for male celebrities and for an increasing number of ordinary men.

Male grooming
CNN now reports that South Korea’s flag carrier, Korean Air, has also gotten onto the male cosmetics bandwagon. Last month, 74 new male recruits gathered at the Korean Air flight attendant training center in Seoul to learn all about skin care, makeup and grooming.

The so-called “image making for service men” made sure all the new staff were well versed in the application of sunscreen (to protect skin from premature aging), skin care (to ensure smooth, clean and blemish free faces) and the correct application of BB cream. In the past, Korean Air’s makeup classes have been available only for its female staff, and this marked the first time its male staff received such lessons.

The airline brought in makeup professionals for the occasion, which was geared towards the airline’s new ground staff. Flight attendants did not receive the makeup training. “We plan on continuing the image-enhancing education, including basic makeup training, in the future,” said Korean Air public relations representative Hyun-mook Cho.
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How Korean Air is catering to the growing number of female passengers

Airlines traditionally have been catering to the stereotype male business traveler in his forties, but the growing economic power of women, the greying of society, and the emergence of more travelers from non-Western countries is changing this archetypical passenger. For example, in the U.S. women already make up over 40 percent of business travellers and 50 percent of frequent flyer program members. Although still limited, some airlines have begun to offer specific amenities for female passengers, which go beyond the traditional amenity kit. Lufthansa and Air France publish dedicated lifestyle magazines for premium female passengers with titles such as Woman’s World and Madame, while Asiana offers additional services for expectant mothers, called ‘PreMom’. South Korean flag carrier Korean Air, however, is going the extra mile to cater to the growing number of female passengers, which make up 45 percent of its passengers.

Dedicated lounge area for female passengers
Korean Air recently opened an expanded Prestige Lounge at Incheon International airport. Among the lounge’s features is a dedicated area for female travellers, which to our knowledge, is a first for an airline.

Says Korean Air’s spokeswoman Mi Hyun Kim: “These days more and more female travellers are traveling around the world. In order to respond to their increasing needs, we have designed a special area fully dedicated to female travellers, which includes a female restroom, sleeping room and powder room. Also, female travellers can taste quality food and snacks and change diapers of their babies without any distraction in this area. In the powder room, there is a dressing table with a large mirror and a chair to help female travelers to do their make-up. In the sleeping room, there are two comfortable couch-type chairs which can be reclined upon adjustment.”

Women-only onboard bathroom
Korean Air is also among a handful airlines in the world that have dedicated bathrooms onboard for use by female passengers only. The airline has been offering this ‘ladies-only’ facility, which is available on long-haul aircraft such as A380s, B747s, B777s and A300s, since 2007. Korean Air’s ladies-only lavatory is decorated with pink coloured wallpapers, has a diaper board for babies and provides extra cosmetics.
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