Younger generations are known to share their extensive skin care habits online. Generation Z, born between the mid-1990s and the early 2010s, and the generation following them, known as Generation Alpha, seem obsessed with halting the aging effects of time. Even 10-year-olds pressure their parents to buy expensive anti-aging products.
In the latest example of this fascination, Gen Z has adopted another technique to stop wrinkles: an interestingly shaped straw. This trend has gone viral on TikTok.
So why are people in their 20s and younger so obsessed with aging? We brought together a panel of experts to share their insights.
consumer expert
‘Access to social media has a huge impact… There are millions of videos on TikTok’
Josie O’Brienhealth and beauty consumer insights director, consumer analysts Weighbridge
We have seen an increase in the number of young girls using skincare…we have seen an increase in the number of girls using anti-aging products prematurely and increasingly valuing beauty and looking youthful. Access to social media will have a big impact here. TikTok in particular has millions of videos dedicated to this topic, and we’re starting to see a younger generation of influencers emerge: the children of the Kardashian family are now sharing their skincare routines online.
Kantar data tells us that young people use social media especially for skin care and makeup advice. So they have access to this information, whether it’s appropriate or not.
Another factor is the in-store experience. The ability to try samples, products that stand out on the shelf, and beautiful scents are big determining factors when choosing skin care for teens. Brands like Drunk Elephant and Sol de Janeiro are currently going viral among this demographic, and if you look at the products you can see why they might appeal to young people.
G.P.
‘Social media greatly affects how we perceive ourselves’
Dr. Ross Perry, Medical Director of Cosmetics skin clinics and general practitioners
Some aspects of this are positive, other elements are less positive. The increase in the number of people using sunscreen at a young age is positive and it is hoped that this awareness will bode well in adulthood.
Why are young people more interested in anti-aging products? A big factor is social media. It all comes down to looking the best we can. There’s this pressure in marketing now, too, and social media has a huge impact on how we perceive ourselves. If people see perfect skin and perfect routines, they are more likely to follow them.
There’s no evidence to show that these anti-wrinkle straws work. I completely agree that constant lip pursing and sucking with a straw can contribute to the appearance of fine lines, especially since this area around the mouth is one of the first places to show signs of aging. However [the straw] It is a gimmick popularized on social media and is an absolute waste of money.
Psychologist
‘Botox is now also used as advertising by dentists’
Phillippa Diedrichsprofessor of psychology at the University of the West of England
Female identity is positioned more in terms of appearance and looking a certain way and the beauty standards that culture and societies impose on us. We know that girls and women, as well as gender diverse people, are particularly affected by this. Historically, there has been pressure on women to look a certain way because they have been objectified in culture. There is a lot of pressure to manipulate and change their bodies.
Relating to: ‘Disturbing’: Increase in children asking for anti-aging products in UK
As a result, we see high rates of self-objectification among women and increasingly younger girls. They have internalized this social pressure and see their bodies as objects to be changed. They spend a lot of time focusing on their appearance. This boils down to girls being stupid, vain, or unimportant, but there is a cultural pressure to do so and girls see people who fit those standards. They are often portrayed as the most rewarded people in society.
Cosmetic procedures are also more accessible financially and in terms of who offers them. For example, botox is now advertised in dentists.
Dermatologist
‘Brands encourage it and like that it has become a luxury accessory.’
Dr. Emma WedgeworthFrom the British Cosmetic Dermatology Group
Unlike smoking and alcohol, skin care is seen as an innocent way to play with old age. It’s not as obvious as makeup. I think brands are promoting this and I like that it has become a luxury accessory and there are a lot of myths floating around. People are told they need to do things to keep their skin healthy, and sometimes that’s good for brands.
This is a reflection of our obsession with aging as a society. As a society we need to evolve and become more enlightened, but we are failing to value older people and maturity.