by Younger generations have been known to share their extensive skincare habits online. Generation Z, those born between the mid-1990s and early 2010s, and the cohort that comes after them, known as Generation Alpha, seem to be trying to stave off the aging effects of time. Even children as young as 10 are pressuring their parents to buy them expensive, anti-aging products.
In the latest example of this interest, gen Z has adopted another technique to stave off wrinkles: oddly shaped straws. The 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 views.
The consumer expert
‘The reach of social media is huge…TikTok has millions of videos”
Josie O’Briendirector of health and beauty consumer insights at consumer analysts Kantar
The number of teenage girls using skin care has increased … prematurely using anti-aging products and valuing beauty and looking young more. Access to social media will have a big impact here. TikTok, in particular, has millions of videos dedicated to this topic, and we are starting to see the younger generation of influencers coming through: it is now the children of the Kardashian family sharing skin care routines online.
Kantar data tells us that teenagers are using social media specifically for skin care and makeup recommendations. So they have access to that information, whether it’s relevant or not.
Another factor is the in-store experience. The ability to try samples, products that stand out on the shelf, and nice scents are big deciding factors for young people when choosing skincare. Brands such as Drunken Elephant and Sol de Janeiro are viral among this demographic at the moment, and if you look at the products you can see why they would appeal to young people.
The Family Doctor
‘Social media has a huge impact on how we see ourselves’
Dr Ross Perry, medical director of Cosmedics skin and GP clinics
Some aspects of this are positive and others not so positive. The increase in younger people using sunscreen is positive and it is hoped that awareness will continue well into adulthood.
Why are young people more interested in anti-aging products? Social media is a big factor. Everything is aimed at looking as good as we can. That pressure is now in marketing, 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 is no evidence to suggest that these anti-wrinkle straws work at all. I totally agree that constant cultivation of the lips and juicing through 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. But [the straw] It’s a popular social media gimmick and a complete waste of money.
The psychologist
‘The dentist has now announced Botox’
Philippa Diedrichsprofessor of psychology at the University of the West of England
Feminine identity is very much situated in terms of looking and looking a certain way and the beauty standards that culture and societies place on us. We know that girls and women, as well as people who are gender diverse, are particularly affected. Historically, women have been pressured to look a certain way because they are embodied in the culture. There is a lot of pressure to manipulate and modify their bodies.
Related: ‘It’s shocking’: the rise in UK children seeking anti-ageing products
As a result, we see a high rate of self-objectification among growing women and young girls. They have internalized this societal pressure and see their bodies as objects to be modified. They spend a lot of time focused on their appearance. It’s because girls are silly and naive or frivolous, but there’s a cultural pressure to do it, and they see people who conform to these standards. They are often held up as the most rewarded in society.
Cosmetic procedures are also more accessible financially and in terms of who offers them. For example, Botox is now advertised by the dentist.
The dermatologist
‘It’s driven by brands and it’s good that it’s now a luxury accessory’
Dr Emma Wedgeworthof the British Cosmetic Dermatology Group
Unlike smoking or drinking, skin care is seen as an innocent way to play at being older. It is not as obvious as makeup. I think brands encourage it, and like the fact that it’s a luxury accessory and a lot of myths are being dispelled. People are told that they have to do certain things to keep their skin healthy and sometimes brand exposure is good.
It reflects our obsession with aging as a society. We are supposed as a society to evolve and become more enlightened but we are failing in terms of the value we place on older people and maturity.
