CEO’s guide to impression management
Non-surgery methods to change your look dramatically
By Bahk Eun-ji
President Lee Myung-bak wears glasses in order to avoid looking too edgy, as his eyes are sharp and small. The glasses somehow cover his sharp eyes, giving the president a more rounded, friendlier look. Samsung Group Chairman Lee Kun-hee keeps clear and smooth skin, even though he is in 70s.
Leadership, drive, and determination are the essential attributes that CEOs had to possess in the past. They are still important, but there is one more requirement that became increasingly essential nowadays: good look.
CEOs are literally the walking billboard of the companies. People observe their whereabouts and movements through the media that shape the corporation’s image.
It is also true for leaders of small- and mid-size firms, as they have to meet a lot of people in person to run their businesses.
Aside from a few young entrepreneurs, most of CEOs and executives are over 40s on average. Because of many Koreans’ desire to look younger than his or her age, CEOs in 40s are also want wrinkleless, clear skin as well as well-shaped body.
Some leaders would even opt for plastic surgeries and permanent makeup, but most leave them as the last options thanks to the availability of non-surgery methods for improving their first impression.
Yakson House is famous for their unique, special technique, Golki therapy. Golki therapy refers to bone therapy that stimulates bone and muscles using hands. It was invented by the firm’s president Lee Byoung-chul, who paved the road of new aesthetic program in Korea.
Yakson’s method is basically to strengthen bones with hand massage by experienced therapists. The more bones get stimulated, the stronger it becomes because they absorb calcium better, according to the aesthetics house. In that sense, it is mainly for beauty but takes care of health at the same time.
The most renowned program among CEOs at Yakson House is “Facial Balance Care”.
“If CEO has an unbalanced face, he or she could give a poor impression to others that can affect business deals,” says Kim Hyoun-sook, CEO of Yakson House.
She said people with a well-balanced face tend to look honest and trustful. The regular male customers to Yakson House account for up to 30 percent of the total visitors.
Another popular program among business leaders is “Golf Care,” the name that instantly catches ears of golf enthusiasts.
Golfers exercise one side of their bodies that ruins balance of bones and muscles and often suffer from pain in shoulders, legs and thighs after playing.
Yakson’s program is focused on restoring the balance of golfers’ bodies and helping their tense muscles to rest.
“Customers getting the golf care end up having a good posture that leads to hit the ball further” said Kim.
She added that most of male customers at the house are in their 40s who usually shuns exercising. Yakson’s programs stimulate muscles and bones like exercising does.
“What the customers have to do is lying on the bed, follow the directions and give themselves to the hands of the therapists.” Kim said.
Clear and bright skin is as important as bone therapy for good impression.
Kiele is the spa house that offers body massage as well as facial cares. Its most unique treatments for CEOs and executives are manicure and pedicure.
It may be hard to imagine a male customers sitting on a chair in front of nail specialists and give their hands to them for get their nails painted. However, many CEOs began to have interest in nail care, as hands are the part of the body that gets exposed often.
For male customers feeling uncomfortable for getting treatments next to female customers, Kiele offers separate rooms for men. In the tranquil and cozy ambience, customers can also get good rest.
The most popular hand care at Kiele is “Spa Manicure” that consists of several processes.
Therapists soak their hands to soften dead skin cells, exfoliate them with high-quality moisturizer mixed with finely grained crystals and put various colors of nail polish. For male customers, nail hardener is applied instead of color polish.
Kiele is also proud of the quality of their service thanks to well educated nailists and therapists.
“We put the biggest emphasis on making customers feel comfortable. The quality of service at Kiele can never vary from individual to individual, even if customers are high profile persons,” says Han Ji-sook, an experienced nailist at Kiele.
She said that all therapists and nailists are well educated with service, techniques and even beauty products they are using. Plus, they are told not to be interested in the customers’ privacy, which many high-profile clients think is a sensitive issue.
“That is the reason why many CEOs enjoy the programs and relax their body at this house.” She added.