On November 6th 2020, 『グッとラック!』(“Gutto Luck!”), an information variety show on Japanese TV network TBS, had a special on the recent trend towards normalization of middle-aged men putting makeup on in Japanese society.

Korean-born celebrity and model Mika Ahn (AKA Anmika in Japan), a regular member of the show, made a comment that went viral:

This should give them an idea how much work it is for women to look good.

Mika Ahn, on "Gutto Luck!"

Anmika in the studio of "Gutto Luck!":

According to the episode, many men have been forced to notice their aging after seeing themselves on the video screen during virtual sessions while working from home due to the Covid-19 pandemic.

By putting makeup on, they realized that they could alter their impressions on the screen such as enhancing eye lines or hiding flaws.

During the show, the studio audiences were in awe at the difference shown in before-and-after images of the men with makeup on.

Anmika made a noteworthy comment supporting this new trend among Japanese men:

You know, I have this “7, 6, 5 rule theory in first impressions” which I teach in my etiquette workshop. One’s first impression is determined during the first 7 seconds which would last for about 6 months by a 50% probability. When you think about that, obviously, you would want to create a healthy, energetic first impression of yourself to others, right?

Mika Ahn, on "Gutto Luck!"

Anmika also expressed her opinion from a woman’s perspective:

It upsets me to hear men say that women take so long to get ready, because men always expect women to look presentable. It is contradictory. They should know what it takes to maintain the standards they impose on us.

Mika Ahn, on "Gutto Luck!"

Her honest opinions went viral and many viewers left supportive comments on social media such as:

  • “Anmika was so on point about this”
  • “Totally agree. Men should know how much work it takes and effort goes into our beauty and makeup to look presentable”

Up until now, maintaining one’s looks was considered to apply only to women in Japanese society, a notion which inevitably made it hard for men to empathize with women in this matter.

However, a desire to look better, or make a better impression is something universal and gender-neutral.

This new trend could be an initiative of a new era for both men and women to explore makeup options and skincare for themselves!

By - Mugi.