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Starting this year, the salaries of soldiers have risen significantly, and sergeants now receive 1 million won a month.

As much as that, the purchasing power of military service members has also increased, and it is said that competition in the cosmetics industry targeting them is getting fiercer.



Reporter Kim Soo-young covered the story.



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Various items are on display at Gun Mart, which used to be called PX in the past.



During the Lunar New Year holidays, soldiers whose pay has risen relatively feel free to choose the items they want.



As the government raised the soldier's salary by nearly 50% from last year in terms of welfare, the purchasing power increased.



[Jung Jae-woo/Private Private: (With the rise in military salary), the conditions for self-development have improved a lot, and I think it is very good because the burden of purchasing sports products and cosmetics that I could not normally buy because of the high price has decreased a lot.]



Especially in the cosmetics industry, skin care We are paying attention to soldiers in their 20s who are interested in



In fact, at Gun Mart, cosmetics rank first in terms of sales.



There are as many types of cosmetics as women's cosmetics, from toners and lotions to nourishing creams and mask packs.



Some products are known to be sold in the county more than they are sold outside.



For this reason, not only large companies but also small and medium-sized cosmetics companies are jumping into military supply.



The number of military cosmetics companies doubled from 20 in 2019 to 37 last year.



The profit itself is not large because it is delivered at a low price for the welfare of soldiers, but the brand promotion effect is also aimed at in that it is a customer base that will continue after the discharge.



[Cosmetics industry official: Male customers tend to have high product loyalty, so they tend to continue using the products they encountered in the military.]



By 2025, soldiers will receive up to 2.05 million won for sergeants, including subsidies for social advancement.



The military is emerging as a new market in the cosmetics industry, with increased purchasing power and a generational trait that emphasizes appearance.



(Video coverage: Hwang In-seok, Video editing: Cho Moo-hwan)