What is beautiful and who actually determines it? Over the centuries, the ideals of beauty have changed a lot over and over again and even at the same time there are great cultural differences in the definition of beauty. Although beauty is something extremely changeable, we are often given a very narrow ideal of beauty by the media and especially the cosmetics and fashion industry. According to Mintel 72% of consumers in the US say society´s idea of beauty is too rigidly defined. While some brands like Dove have been questioning these ideals for years, it’s only recently that we’ve seen a greater diversity of models on a broader scale.
We live in a time when we are influenced not only by advertising, but above all by social media. In addition to what we see there, in recent years we have also been increasingly confronted with our mirror image – whether in photos or in video conferences. What does that do to us? The depiction of ideals and reality distorted by filters while at the same time being confronted with one’s own image brings supposed imperfections more into focus and increases self-doubts. According to The Wall Street Journal 32% of teenage girls who dislike their own body say it makes them feel even worse when they check Instagram.
People are usually looking for a sense of belonging. Advertising that shows a wider variety of people offers more opportunities to identify yourself. According to Mintel 48% of consumers aged 18-24 in the US agree with the statement “it makes me happy to see different types of beauty in advertisements”. Especially among younger consumers, identification with brands is an important point in their purchase decision.
Generation Z is the generation that has grown up in a digitalized world and is completely focused on image-based platforms such as Instagram and TikTok. Their digital personas are of extreme importance to them. In finding the perfect appearance, they break with traditional beauty ideals and define beauty in their own way, celebrating uniqueness and imperfections. At the same time Gen Z members want brands to be reliable, responsible and transparent and their products to be clean and effective while easy to use and providing a playful experience.
Their attitude gives hope for a deeper change and a much more inclusive approach to beauty in the future. Trends such as self-care, inclusivity and personalization are further steps into the right direction. But how can we as cosmetic ingredients supplier support this movement of more body positivity?
At CLR, we have the consumer in mind right from the start of the development of our active ingredients. We analyze which skin problems consumers have and develop solutions. Our aim is not to serve short-lived trends, but to improve people’s well-being and quality of life. With all our expertise, we create active ingredients that are highly effective, sustainable, safe and relevant to the consumer. Our focus ranges from prevention to the treatment of already acute problems, always with a focus on the health of the skin. With this approach, we help people all over the world to feel comfortable in their skin and give them the basis for finding themselves beautiful – however they define beauty for themselves. We can’t take the step of accepting yourself from anyone, but we would like to motivate you not to be an ideal but to be just you!