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    Cosmetics Increase Young People's Self-confidence

    6/28/19 | 9:30 AM time

    The IKW and the Dutch Cosmetic Association have investigated the importance of beauty care

    Recently, the Dutch Cosmetics Association (NVC) conducted a study that investigated the role of cosmetic products for young people. According the International Cosmetic and Toiletry Association (IKW) from Germany, the organisation based its work on the 2016 study "Jugend ungeschminkt" ("Youth Undisguised") by the German association. When they compared the results, the IKW identified a number of similarities between both young people from Germany and from the Netherlands.

    The Everyday Life of Young People

    As the IKW describes in its press release, there are a number of uncontrollable events in the lives of young people. In particular, during puberty, this can be the appearance of pimples or unpleasant body odour. However, young people subconsciously associate these with other negative events over which they have no control. This could be, for example, the divorce of their parents or politically turbulent times.

    Cosmetics Help Young People Regain Control

    According to the IKW, cosmetic items may offer young people security and control in this context. A pimple can be covered with the right product and annoying body odour fought with deodorant. Meaning that these products help them regain their self-confidence. The results of the two studies also show this. More than 80 per cent of participants from both countries said they felt more confident when wearing cosmetics. Particularly the frequency of use shows how important these products are: For example, 90 per cent of girls in both countries stated that they use deodorant daily. Among the boys, the figure was about 75 per cent.

    Interest in Stability

    Some 80 per cent of young people in Germany and the Netherlands stated that they hope for stability and security in the future. Nevertheless, in Germany the answers were strongly dependent on the participants' social circumstances: If they were from a sheltered environment, they were confident about the future. Conversely, young people with more complicated family situations were less self-confident and were looking for constants in their lives.

    In the Netherlands, the youth, in contrast, are more willing to give up on fulfilling their own dreams and adapt to social norms - regardless of their social circumstances. Aiming for creating stability, 66 per cent of the study participants stated that they behaved according to the expectations in their environments and more than half of the young people did not want to attract negative public attention.

    In both countries, cosmetics are a constant companion in this search for stability and control, as they give young people the chance to exercise greater autonomy and influence over their own lives, according to the IKW.

    Source: IKW, photo: Adobe Stock / oneinchpunch

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