Between global crises and growing up, young people are increasingly focussing on a well-groomed appearance in order to regain control and security. This was the result of the fourth youth study conducted by the German Personal Care and Detergent Industry Association (IKW). The shaping of body and mind is within the sphere of influence of young people. This is why they are intensively worked on and modelled. "Cosmetic products are an important anchor point for young women and men; they boost their self-esteem," says Birgit Huber, Head of the Beauty Care Competence Centre at IKW. "Cosmetics are anything but superficial for them."

Self-modelling against loss of control

Climate crises, wars and inflation are unsettling young adults, as are physical uncertainties and unresolved gender issues. Many have a feeling of loss of control. They therefore stick to a strategy that has already been observed in previous IKW youth studies: They deal with the obvious and model themselves. The hope behind this: With a perfect appearance and the right mindset, they can succeed at anything - including always being happy. 49 per cent explicitly use cosmetic products to show others that they have their life under control with a smooth façade. 55 per cent of those surveyed are even convinced that nobody will notice their potential problems. Even if they show little perseverance in other areas of their lives: When it comes to beauty care, young people stay on the ball. More than 60 per cent consider facial cleansing and face creams important. Oils, cures and hair care treatments are also gaining in importance.

Routines as an aid to life

50 per cent use cosmetic products in particular because cosmetic routines structure their everyday lives, which they also find on social media and especially on TikTok. In addition to beauty routines, there are also tips on choosing a partner and life advice. Almost 30 per cent of young people - including men - therefore carry out certain beauty routines every day and use masks and serums in addition to cleansing and care products. It is striking that they now use a much greater variety of products in almost all product areas than they did a few years ago. Toners, primers, mouthwashes and hair oils are used regularly as a matter of course. The results of the "Jugend ungeschminkt" study by Lönneker and Imdahl Rheingold Salon are based on 34 in-depth psychological interviews and a representative online survey of 1012 young people aged 16 to 24.

Source: IKW