Controversial British journalist Piers Morgan recently hosted pro-Israeli and pro-Palestinian activists on his show ‘Piers Morgan Uncensored’, who in a heated debate tried to explain their opposing viewpoints. As is often the case, the debate ended in an even greater conflict, stronger misunderstanding, and a few viral clips that swept social media. In one of them, American journalist, entrepreneur, and pro-Israeli activist Emily Austin caught the attention of part of the audience not only with her boldness in a verbal clash with pro-Palestinian activist Hasan Piker but also with one, in this context, frivolous detail – her flawless complexion. Crystal clear, even skin smooth as glass (English: glass skin) is the best advertisement for her cosmetics brand People’s Beauty, but also for obvious non-invasive cosmetic treatments. Besides her winning mindset, ambition, social media presence, and fervent activism (whatever one thinks of her views), this 22-year-old is an archetypal representative of Generation Z and because her face, her glass skin, is a status symbol. This is precisely the thesis of an article recently published by Business Insider, claiming that flawless facial features and perfect skin are the new social currency, with young women responsible for the explosion of non-invasive treatments. This is a product of cohabitation with social media, especially Instagram, Snapchat, and TikTok – their perfectly perfected filters have turned users into cover models (by that I mean faces retouched with Photoshop) so they wanted to look like that in real life.
Explosion of Botox
The desire for perfection has spurred increased demand for non-invasive, anti-aging treatments such as Botox, fillers, and a wave of innovations in aesthetic medicine and cosmetology. Last year, the global market for non-invasive aesthetic treatments was valued at $19.44 billion, and by 2033, it will exceed $39.3 billion. From 2019 to 2022, such treatments in America grew at a rate of 18 percent, and the demand for Botox skyrocketed by 73 percent. The American organization Academy of Facial and Reconstructive Surgery stated in its 2022 report that Generation Z has the most influence on the increase in demand, even more than the older population, which has traditionally been the largest ‘consumer’ of such services. As many as 75 percent of plastic surgeons reported an increase in clients younger than 30 years old, who typically seek Botox injections in the forehead or lip augmentation. Their primary goal? Improving selfies, writes Business Insider. As early as 2019, the media recorded an increase in interest among young people, especially women, for aesthetic corrections.
The New Yorker then announced a new era of Instagram faces (The Age of Instagram Face) popularized by the Kardashian sisters and other influencers. As it reported at the time, young women wanted to have their rounded high cheekbones, cat-like eyes, and full lips, and at some point, they all began to look alike. Five years later, especially after interactions became more frequent in the virtual world, the trend intensified. Increased availability, reduced stigma, and the pressure to look good because otherwise, you are a loser have led to an explosion of facial corrections. As philosophy professor at the University of Warwick Heather Widdows told Business Insider, although everyone is aware that no one looks like they do on Instagram, they still constantly compare their real bodies to others’ profiles.
Spreading Like a Plague
Unreal Instagram faces have a devastating effect on the self-esteem of young people, causing body dysmorphia to spread like a plague, and users of filters on social media, studies say, do not shy away from the idea of correcting ‘imperfections’ on their faces with cosmetic treatments or plastic surgery. Specifically, in 2020, as many as 90 percent of women aged 18 to 30 used filters, and a 2022 study showed that ‘filter users’ are prone to cosmetic treatments. Social media has destigmatized the work of dermatologists, cosmetologists, and aesthetic surgeons who share client experiences on their profiles from entering the salon/operating room, during recovery, to the final result. These processes have been normalized, and clients have begun to perceive visiting an aesthetician as going to the dentist or hairdresser. Furthermore, trends in the world of aesthetic corrections have made treatments more accessible, less complicated, and less invasive. Previously, not much could be done to look younger, smoother, and more rested, but today it is not necessary to go under the knife for a facelift; one can simply use a break at work/university for a touch-up. As Business Insider continues, in the 90s, a ‘smooth’ face without expression was ‘in’ (corrections were invasive, more permanent like surgical facelifts), in the 2010s, duck lips or lips like a duck were popular, and today aesthetic trends lean towards the idea of ‘me, but better’. Just as the world was obsessed with body image at the beginning of the new millennium, today it is with anti-aging, and the fear of wrinkles is felt by younger consumers. The marketing company Circana reveals, Business Week reports, that one in five Generation Z representatives uses anti-wrinkle serums, and more and more combine cosmetics with non-invasive treatments.
