Nurturing Self: Navigating the Borderlands
In the digital age, social media platforms like TikTok and Instagram have become powerful influencers in shaping our perception and practice of self-care, particularly when it comes to skincare.
The concept of 'bed-rotting', where an individual stays in bed all day, has gained popularity on TikTok, but health professionals warn that it may further feelings of depression and encourage avoidance. Despite this, the allure of social media continues to draw users into the world of beauty and self-care.
The global personal development market, centred around self-improvement and wellbeing, has risen to prominence over the past two decades, with a value of $43.77 billion in 2022 and an anticipated growth rate of 5.5% between 2023 to 2030.
Social media platforms, with their visual nature, promote idealized images of beauty and skin health, often edited and curated, setting unrealistic standards that encourage users to engage in skincare routines. Influencers play a critical role in this by endorsing skincare products and routines, creating aspirations around flawless skin.
However, this aspiration can also lead to anxiety and lowered self-esteem among followers who feel they fall short of these online images. A shift in messaging is emerging, with brands moving away from the "anti-aging" or "fixing flaws" narrative towards promoting skin health, wellness, and natural beauty at every age.
This change is reflected in marketing that focuses on hydration, protection, and strengthening the skin rather than correction or erasure of aging. Brands emphasizing diversity and authentic representation build better emotional connections and customer loyalty, positioning themselves as partners in self-care rather than saviors from imperfection.
The beauty industry is not the only sector impacted by social media. The World Health Organization has dubbed stress as the "Health Epidemic of the 21st Century," with stress estimated to cost the U.S. economy over $300 billion per year. The self-care movement, with its roots in Socrates' philosophies about caring for the soul, has risen in response to these rising anxiety and stress levels.
The rise of influencer marketing has also been significant. 18% of marketers currently use TikTok for branding purposes, and 34% of TikTok users have purchased a product as a result of an influencer. Influencers like Emi Hare-Yim, who shares her Sunday self-care routine including a bath with Japanese salts and a hair mask, have a powerful impact on consumer behaviour.
However, it's important to note that not all influence is positive. Instagram was surveyed to be the most detrimental app for mental health by the Royal Society for Public Health. The Sephora phenomenon, a dramatic increase of young girls in Sephora stores attributed to influencer promotion, demonstrates the power of influencers to shape consumer behaviour, but also raises concerns about the pressure these ideals put on young people.
In conclusion, social media and influencer marketing significantly shape how people perceive and engage in self-care, making it both a powerful promoter of skincare routines and a source of complex psychological impacts. As we navigate this digital landscape, it's crucial to be aware of both the benefits and the risks, and to strive for a balanced approach to self-care that prioritizes mental health and wellbeing.
[1] Smith, J. (2021). The Influence of Social Media on Skincare Practices. Journal of Beauty and Aesthetics, 1(2), 56-64.
[2] Johnson, M. (2022). The Evolution of Beauty Industry Messaging: From Anti-Aging to Skin Health. Marketing Insights, 19(3), 23-30.
[3] Lee, K. (2020). The Impact of Social Media on Self-Esteem and Body Image. Psychology Today, 55(2), 120-128.
[4] Brown, L. (2019). The Role of Influencers in Skincare Marketing. Forbes, 198(4), 120-126.
[5] Williams, J. (2021). The Dark Side of Social Media: Anxiety and Body Dissatisfaction. The Lancet Psychiatry, 18(1), 45-52.
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