This article comes from the WeChat public account: DT Finance (ID: DTcaijing), author: Zheng Xiaohui, editor: Tang Yeqin, design: Zheng Shuya, Qi Tonghui, original title: "Nearly 80% of college students started doing it before their freshman year. Why are young people addicted to it? 》, title picture from: Visual China
How do young people care for their skin now? DT Finance randomly interviewed a friend:
Morning: moisturizing water + astaxanthin or vitamin C + sunscreen;
Night: makeup remover + facial cleanser + essence water + lotion + A alcohol + eye cream + acne cream + lip balm, body lotion and salicylic acid are counted separately.
This is not the most complicated example. Watching the skin care process shared by people on social platforms often contains many obscure nouns. If you have visited the dressing tables and storage cabinets of several young people, you will be able to experience this complicated and incomprehensible feeling. We want to know why skin care is becoming more and more complicated for young people who see through consumerism in ? represents what kind of consumption logic for young people?
exquisite skin care display, you need to use 20 skin care products at a time
I believe many friends have watched the "Immersive Skin Care" video. Since last fall, many beauty bloggers have used "immersive" videos to show off their makeup and skin care processes. At the beginning of each video, the blogger will type "Immersive Skin Care" five typing, and then typing the product while showing the audience a wide range of skin care products, as well as various dazzling techniques.
DT Finance found the 20 "Immersive Skin Care" notes with the highest interactions in April to July on Xiaohongshu, and counted the skin care parts and the number of skin care products in the video. Among the 20 videos of
, 14 are full-face skin care, 5 are local skin care, and 1 is full-body skin care. Under different skin care modes, bloggers will also subdivide skin care scenarios. For example, skin care for the whole face can be divided into different scenarios such as hydration and anti-aging, cleaning pores, and first aid after sunlight.
The number of skin care products that everyone uses is also quite considerable. Among all-face skin care, the blogger with the most supplies used 15 skin care products, including 3 makeup remover products, 4 facial masks, and 4 essences. In the local skin care video, bloggers used 11 skin care products and cleaned them in total twice for the skin care process of "strawberry nose" just to remove blackheads.
Based on these popular "immersive skin care" notes, DT Finance has compiled the most common skin care procedures and corresponding skin care products.
Most of the products used by bloggers strictly follow the makeup removal category-cleaning-appliance-water-dairy-cream-cream- process. In the
makeup removal process, bloggers will use products of different textures, and the eyes and lips should be removed separately; in the cleaning process, facial cleanser is only the basics, and deeper levels, you need to use facial mask/ mud film and blackhead export liquid, and eyes should also use eye wash liquid alone; and in the application process, in addition to facial mask and lip mask , you can also apply hand mask and foot mask simultaneously, and take multiple steps.
Before applying milk and cream, you usually spray or spray various water on your face, which can be used to moisturize, promote seepage, and anti-aging.
The current skin care trend is like "experimenting" the bloggers' cumbersome processes in the video "Immersive Skin Care" may be a bit exaggerated, but it is also a trend in the skin care industry today - skin care is becoming more and more complicated.
Even if you are not a skin care enthusiast, you will probably feel the obvious changes from the advertisements. In the past, skin care advertisements were mostly slogans such as "You are beautiful", "Skin and you become more beautiful the more you become", and "You deserve it", plus a flawless face, telling you that you can become beautiful after using this skin care product. Today's skin care advertisements include "deep hydration expert", "three-dimensional apple skin", "improve redness", "wrinkle fading"... products can only solve individual skin problems in a targeted manner.
This seems to be an improvement. Skin care products are no longer just a general story of becoming beautiful. The competition between brands is no longer just a moving marketing slogan, but a real product effect.But from another perspective, in the previous version of the skin care story, consumers only need to buy one or two products; now each product only solves a single problem, and becoming a systematic problem that requires the joint efforts of multiple skin care products.
In this complex system, to pursue beauty, you must master the functional matching between various skin care products, and learn various ingredients that are difficult to pronounce. Skin care seems to be "doing experiments".
A large number of skin care products emphasize ingredients and specific effects, consumers either actively or passively become ingredient parties.
huge amount of calculations and Ipsos released the "2022 Beauty Insight Report on Beauty Ingredients Trends" shows that compared with the first half of 2021, the sales of beauty industry products on Douyin in the second half of 2021 increased by 108%, and the sales of beauty ingredient products increased by 367%.
According to TikTok and Ipsos data, the most popular and most promising ingredients in 2021 are mainly divided into four categories: chemistry, plants, traditional Chinese medicine and flower books, and their effects are mainly concentrated in anti-aging, moisturizing, whitening and soothing and repairing.
supports diverse beauty on the social platform, , but some consensus seems to have formed on the standards for skin beauty - it does not need to be white to cold white, but it is not sallow, no dull, no spots, no acne marks, no blackheads, elastic skin, collagen , etc. If you want to become beautiful and achieve compound standards, you have to combine various ingredients. This trend is also mentioned in the above report of
. Consumers of ingredient are more inclined to amplify single effects and achieve multiple effects through ingredient combinations.
In the list of ingredients matching, looking around, they are all unintelligible nouns: moisturizing and moisturizing should be matched with hyaluronic acid and squalane , anti-aging should be matched with retinol and peptides, whitening should be matched with kojic acid, nicotinamide and tumene acid; if you want to whiten and anti-aging, you can add ergothione, ergothione and vitamin C...
The young skin care expert
surprised us that such a complex skin care process is also popular among the post-95s and post-00s.
If you watch a lot of "immersive skin care" or other skin care videos, you will find that the post-00s have become one of the protagonists.
They skillfully tap and introduce the skin care products they are using or using in the dormitory seats and in the bathroom. There are many essences, lotions, and creams that are beyond their age range. Some skin care products that focus on "ingredient skin removal" are a bit too hard for their skin.
On Douyin, users of beauty ingredients aged 18 to 23 also account for a relatively high proportion, exceeding seniors aged 24 to 30, and even about the same as those aged 31 to 40.
002's Xingchen (pseudonym) attributes their "premature skin care" to anxiety among peers: "Now there are more and more beauty and skin care bloggers of my peers, and some of my Xiaohongshu fans even reach 700,000. Seeing them using these skin care products, I feel that I can use them too, and I will worry that others will use them. If I don't use them, I will be as good as others." According to the "2022 College Students' Spring Beauty and Skin Care Insight Report" of the School Fruit Research Institute, nearly 80% of college students started skin care in their freshman year or even earlier.
joins the professional skin care army too early. is the young people who are "willing to be" themselves, but it is also the shaping and "whipping" of young people's skin care cognition by mainstream aesthetics and business routines.
On the one hand, brand marketing subtly implants the importance of skin care into young people's hearts through different packaging methods such as speech, personality, and values. Yang Yangyang (pseudonym) in 1999 replied when asked why colleges started using anti-aging products: "Because anti-aging means starting from the younger you are, the better. Haven't you read those advertisements? You can't slack off when you are young."
On the other hand, the perfect skin illusion brought by social and video media platforms such as Xiaohongshu, B station, and Douyin has become particularly common. 's perfect bare face makes young people begin to have unrealistic expectations for their skin. "Looking at the comparison between the blogger before and after skin care, I really think that I can also establish a scientific step of 'skin replacement'." Xingchen (pseudonym) said."drug-type" skin care methods like
will indeed produce obvious effects.
Yu Jiajia (pseudonym) once felt inferior because of the acne marks on his chin. Later, I accidentally saw the popular science of skin care bloggers on Douban. As the repeated repetition of acid-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft-soft "Later, when the skin is healed, the makeup is more appropriate. If you don't put on makeup and apply lipstick, you will look good. You are very happy when going out every day."
was once popular in the comparison pictures of plastic surgery hospitals, but now it frequently appears in skin care advertising and promotion of beauty bloggers - implies that taking skin care as carefully as doing experiments can be called "plastic surgery".
. For young people, the message conveys is that you only need to spend money on skin care products and rely on your own full efforts to get high returns that can be called plastic surgery.
This is in line with the characteristics of the post-00s and post-95s. is a bit of money but not much money, and has plenty of time, so I am willing to exchange time for money.
According to the "2022 College Students' Spring Beauty and Skin Care Insight Report" of the School Fruit Research Institute, nearly 40% of college students' living expenses exceed 1,500 yuan, and more than 50% of young people spend at least 200 yuan on beauty care per month. In addition to family giving, some of the sources of living expenses come from part-time/side jobs, work-study, scholarships, etc.
Yu Jiajia believes that one of the reasons why he is "outsided" is that his monthly living expenses are not small. "I remember one month I bought 8 bottles of skin care products. When I saw the organic barrel of raw materials, I bought nicotinamide, caffeine , azelaic acid , and salicylic acid. Later, I bought two bottles of olay bottles, Ledun CC and Chengye 377. At that time, it was difficult to control myself, and I was just getting on the top, so I wanted to use different skin care products sooner or later, and I bet on it to become beautiful."
was written at the end
People's consumption of skin care is actually an investment in their own image. Amanda Muller, the author of " Atlantic Monthly ", once observed the rich area of Manhattan for a long time, and finally came to a conclusion that perfect skin has become a common feature of the rich, smooth, clear, uniform and full. It can be said that the skin was once one of the proof symbols of people's lifestyle.
In the past few years, new consumers have emerged, breaking this traditional story of creating identity symbols with consumption, and rational and functional consumption has become the mainstream. The trend of skin care products chasing ingredients and functions is also more obvious. However, as experimental skin care becomes more complex and younger, we may also have to be wary of another story. The endless new skin care products are in the name of "pleasing yourself", adhering to the concept of "rationality" and "science", filling your dressing table and storage cabinet, taking up your time in the morning and evening. "Trying to make yourself better" and "stay young and healthy" may be becoming a new sales rhetoric.
This article comes from the WeChat public account: DT Finance (ID: DTcaijing), author: Zheng Xiaohui, editor: Tang Yeqin, design: Zheng Shuya, Qi Tonghui,
This content is the author's independent view and does not represent the position of Huxiu. Reproduction is not allowed without permission. Please contact the authorization matters. [email protected]
. Those who are changing and wanting to change the world are all in Huxiu APP
