For S. Korean men, makeup a foundation for success

Article here. "Male-dominated country", indeed! If it's so "male-dominated", how come men and not women are forced to serve in the armed forces? Excerpt:

'SEOUL, South Korea -- Cho Won-hyuk stands in front of his bedroom mirror and spreads dollops of yellow-brown makeup over his forehead, nose, chin and cheeks until his skin is flawless. Then he goes to work with a black pencil, highlighting his eyebrows until they're thicker, bolder.
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...This socially conservative, male-dominated country, with a mandatory two-year military conscription for men, has become the male makeup capital of the world....
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Kim Jong-hoon, a 27-year-old tech industry worker in Paju, said the endless media exposure to famous men with perfect skin helped steer his progression from soap and water to an elaborate regime that includes as many as eight steps, from cleanser to eye cream and lotion to a small amount of makeup powder.'