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HERA HOMME, the leader of Korea's men's grooming market

PRESS RELEASES 2014-12-24

The exhibition <A ROOM OF HIS OWN: Masculinity in Korea and the Middle East >will be held from December 19 (Fri) to January 25 (Sun) at Art Sonje Center, Sogyeok-dong, Seoul.

Focusing on the social position and role of men who live in modern society, this exhibition weighs up the cultural specialty of modern discourse on men by exploring the ways artists have sought to represent men in Korea and the Middle East. There is also space for discussion and cultural and artistic exchange between the Middle East and Korea regarding the concept of masculinity and how it's understood.

In particular, the exhibition formed a zone with HERA HOMME, the leader of Korea's men's cosmetics market, and visualized 'grooming', which has been established as a new style keyword. This HERA ZONE was formed with photos of 19 AMOREPACIFIC employees who are producers and consumers leading trend for men's beauty in Korea. Plus, the exhibition also shows various interpretations of how men's ideal image has changed. The exhibition has attracted many visitors, highlighting the way Korean men's thinking on appearance is changing. HERA HOMME is the first domestic commercial brand to sponsor an exhibition of this kind.

"We decided to sponsor the exhibition A ROOM OF HIS OWN because of the way it fits with the brand image of HERA HOMME, which is leading market for men's cosmetics and is a trend setter in Korea. Through our HERA ZONE, we intended to show that grooming is no longer only optional, but a must-do for self-expression and satisfaction," said a source from HERA HOMME.

With 25 artists taking part in this exhibition from Korea, Turkey, Iraq, Oman, Lebanon, Israel, Palestine, and Afghanistan, A ROOM OF HIS OWN is held at the Art Sonje Center. For more info, visit the official website.