CNI Luxury Conference Day 2 – Evolution of Appearance



The beauty market of Korea doesn’t just stop at glowing skin with facial masks. As Suzy Menkes said on the second day of Conde Nast International Luxury Conference, Gangnam in Seoul is occupied by Plastic Surgeries. And Sang Hoon Park, facial bone contouring specialist and also the head doctor of ID Hospital is at the spearhead of this movement. From the perspective of Luxury item, where cosmetic surgeries are looked up and desired by people, it’s now threatening the accessory market.


“Plastic surgery is soaked into our daily lives and it’s just too common to walk on the street with compression on face in Korea. Such people from the states or Europe might think that those people are injured, but not in Korea. Changing face in Asia was a magic and it became a legend in the Asian literature, then science in the medieval time and finally ‘Beauty’. Western people may say “Why did she get her nose done?” but Asian people will say “Why didn’t she get her nose done?”, said Dr Park.


Dr Park chose improvement of physical and psychological beauty, as the main reason of cosmetic surgery’s popularization. According to his studies, about 27 to 34 percent of people have had plastic surgeries and it’s even more popular amongst young adults to be able to have better job opportunities.


“In Asia, identification picture is essential in resumes and people usually spend money for this professional shooting. Meaning, the interviewers of companies wish to see their interviewees’ appearances. Korean parents think it’s their responsibility to support and help their children to be more competitive in the employment market. Since looking is a vital sector, they pay the surgery fee for their children”, said Dr Park.


Can plastic surgery compete in the luxury industry? Dr Park separated cosmetic surgery into two different types. Cosmetic surgery for survival is done for people who want to overcome their facial concerns and be adapted in the society. And also Plastic surgery for self-satisfaction is to become more beautiful with self-confidence. Due to Dr Park, former doesn’t compete with the luxury industry but the latter does.


“What would you do with $5,000? Would you buy a handbag or rather have plastic surgery? These two are on the same linear. Potential luxury clients are my potential patients, they are competing. With the development of economy, Asians tend to show higher tendency to spend more on their selves. This expenditure goes to luxury and moves to beauty, then comes to the cosmetic surgery sector. Technical innovation will lead the surgeries to better result and less pain. And just as the beauty products, plastic surgery will also be more globalized”, said Dr Park, mentioning Korea is promoting the cosmetic surgery tax-free subsequent for next five years.