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South Korean men have a particular kind of image - hard-drinking, hard-working and prepared to fight bravely for their country. But now major cosmetics companies are seeing a different side to Korean manhood - a growing interest in skincare products, and even foundation.
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Two years of compulsory military service and centuries of Confucian culture have left many South Korean men with a deeply traditional sense of gender - something young Korean women often complain about these days.
So their new appetite for skincare and make-up comes as a slight surprise.
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http://www.bbc.co.uk/news/magazine-20522028
They make them in the old way, with cucumbers
Note: 3 December 2012 Last updated at 00:10 GMT