Review demystifies social media and influencer impacts on young skincare consumers

20 Jul 2022 --- Researchers from Tbilisi State Medical University, Georgia, found that viewers should be skeptical of influencer credibility and at the same time social media exposure to skincare practices at a young age can be beneficial to get a head start. Also, cosmetic surgery trends will always be influenced by media representation.

The findings were a result of a narrative review on the impact of social media on skincare. 

Speaking to PersonalCareInsights, study authors Muskan Joshi and Reuel Abraham under advisor Dr. Natalia Kiladze explain that “we are living in an age where an excess of information is available at the tip of our fingers. This brings up the question of credibility.”

“People having access to a multitude of information from various different sources makes it increasingly important for them to be able to single out dubious information and use [social media] to their advantage,” Abraham says.

Users should be skeptical about influencers giving acne tips and treatments because of the common lack of scientific grounds.Doubting influencer credibility
The review displayed both positive and negative effects of using social media to educate about skincare. Using social media for acne tips and treatments, for example, was discouraged because of the common lack of scientific grounds for some of the claims.

Areeba Hasan suggests that viewers should be careful when trusting influencers.

“With social media usage increasing, it is questionable if we can rely on influencers’ ability to affect how products are marketed. However, recent trends show that, at least when it comes to the products that influencers are promoting on social media, consumer trust in influencers is declining.”

“This is because users and customers are conducting due diligence and scrutinizing the credibility of the influencers,” Hasan says. She explains that paying attention to the transparency displayed by the influencers is equally important. 

Hasan suggests considering beforehand whether or not the item has been featured in advertisements or is just promoted by the influencer. Knowing the potential negative effects of the product is also important.

“We must also recognize that there is no such thing as a universally suitable skincare regimen, so it would be beneficial to pay attention to influencers with skin concerns and lifestyles that are comparable to our own,” she says. 

Muskan Joshi, in turn, adds that the ability to critically analyze the content that viewers are given by influencers is extremely important. “Faith is what binds influencers and their followers, and we need to realize that not everything said can be set in stone,” she warns. 

Getting a head-start
The review detailed how social media representation of skin shapes pre- or mid-pubescent viewers’ (age 9 to 16) skincare habits. 

Dr. Harika Korrapati, one of the corresponding study authors, notes that the representation shapes them into having a positive outlook on their skin problems and managing their conditions. 

“It’s highly important to look into skin influencers sharing reviews on over-the-counter products and also look into dermatologists sharing information about the conditions they face,” Dr. Korrapati says. Cosmetic surgery has seen a steady rise in popularity ever since the dawn of social media.

In light of pre-adolescents who turn to influencers for skincare advice, she explains that although it is a tricky age to grasp all the knowledge, getting a head-start and using social media at a young age to learn about skincare will help them find suitable products.

Daredevil aesthetics
Cosmetic surgery has seen a steady rise in popularity ever since the dawn of social media. It is likely to continue to grow as long as the general population looks up to the beauty ideals set by influential companies and individuals. 

Felcia Reji, an author, adds that “what might be a popular corrective surgery at present might not remain as such in the future, but there will definitely be new ones to take its place.”

Hasan sheds some light on the danger of selling cosmetic surgery to the general public. She points out that while there are dangers connoted to any surgery, cosmetic surgery risks should be given more consideration because they cannot be justified on the basis of health – rather the major risks are incurred for purely aesthetic reasons. 

“A lot changes with time and we can possibly expect a decline in cosmetic surgeries if people embrace real and unadulterated beauty standards. With better awareness, education and health-centered goals, there can surely be a rise in self-satisfied individuals who choose to decline the trend of cosmetic surgery,” Reji concludes.

By Mieke Meintjes