“Skin care and make-up are two dominant trends on social media,” says cultural historian and media scientist. Everyday routines are particularly popular: Influencers* give an insight into their bathroom and well-lit things. In addition, the pandemic has boosted skin and hair care in particular. So while there were hardly any occasions to shine with dramatically made-up eyes in the evening, more people devoted themselves to a detailed care routine.
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A Kit Full Of Skin Care
“I’ve been doing this for a year; it’s become a pandemic hobby because I’m at home so much,” says the teacher, who runs the account on Instagram. Berger experimented with different active ingredients to combat problems such as skin dryness. “I’m already spending more money on it than I used to, but it’s within limits; the products are economical,” says Berger. The teacher gets inspiration from Instagram, for example, from skincare. Behind the account with over 660,000 followers is the German biology student Leon, who provides information about ingredients and empty marketing promises such as anti-aging.
Leon’s account shows that the current skincare trend has very little in common with the heavy cream jars of decades past. In addition to cleansing products, a skincare routine includes various serums, chemical peels, moisturizers, and essential sunscreen. All this is layered and combined – instead of all-around creams, companies have long been selling products on which individual active ingredients such as niacinamide and retinol. However, companies that earn well from the skin care boom with more critical consumers: Influential influencers demonstrate that very high-priced products do not always contain better ingredients. And the criticism of brands
Ten Minutes Downtime
Even if male skincare gurus inspire millions of followers on social media – specialized skin care is still predominantly a woman’s job. And with it, the accompanying beauty pressure.
Aside from the desire to make their skin glow, many users also emphasize the self-care effect of peeling and smearing. Laying a face mask on comfortably on the sofa or celebrating a care ritual alone in front of the mirror is simply a strategy for planning a fixed break in everyday life and thus recharging your batteries. “I would take the effect of self-care practice quite seriously,” says cultural scientist Kohout.
Under The Knife
However, part of the global beauty trend is also the increasing number of minimally invasive procedures. Moreover, the pandemic caused another boom, reported the Association of German Aesthetic Plastic Surgeons. Botox and hyaluronic applications are particularly in demand, as well as eyelid tightening and lip corrections.
Cultural scientist observes that the debate about cosmetic surgery de-taboos online. Who goes under the knife and how much it costs – this has not been discussed publicly for a long time. On the other hand, social media promotes visibility of what has been done: Beauty can involve a lot of work and costs money. “I think it’s positive that this debate is getting underway, but on the other hand, there’s a stale aftertaste. After all, videos by influencers are often produced by manufacturing companies pursuing a commercial interest. “So you have to look very carefully.”
Skincare is now paying particular attention to her skin. “Since I’ve been dealing with it, I see small things immediately, which annoys me more than before. So whether that always contributes to my well-being. Nonetheless, there is an industry worth billions behind nurturing self-care rituals. “When we talk about skincare, it’s about women, their bodies, and their money.
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