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Beauty channels – a portrait of influencers

4 minutes reading time
11-17 years
Social Media
Foto: pexels.com/RonLach

Radiant skin and shiny hair, perfect nails and stunning make-up – the world of beauty influencers is all about beauty. There is cream and powder, plucking and brushing. And did a lot of shopping.

Beautiful from head to toe? What do beauty influencers actually do?

If you’re wondering what can be designed, cared for and “improved” on such a body, you’ve come to the right place. Beauty influencers know their way around the aisles of a drugstore better than they know their own back pocket. They know what protects against sunburn and what helps afterwards. They know what’s trending this year when it comes to eyebrows and which braid is currently in vogue. You know the difference between foundation and primer. And they are happy to explain it to us.

On the profiles of the beauty declarants, the body becomes a large canvas – and nothing is left to chance. The topics range from basic body care and dealing with minor and major “problems” to elaborate make-up and hair tutorials or dealing with cosmetic surgery.

Who are the beauty influencers?

Since 2012, Dagmar Kazakov alias Dagi Bee has been active on social media channels since 2012 and reaches her YouTube -channel reaches almost 4 million viewers. The Düsseldorf native publishes a mix of fun videos, vlogs and beauty and make-up tutorials. Her videos always give the impression that she is passing on tips to her best friend, seemingly taking her followers right into her private life, inviting them to accompany her on her “pregnancy journey” or taking video tours of her home, which is very approachable and appealing, especially for younger viewers. Dagi Bee not only sells cosmetic products but also oat milk.

The profile is a little more specific xskincare . Biology student Leon takes an in-depth look at the subject of skin care. Around 2019, Leon says he was looking for products to treat his acne – and because no one could help him, he quickly became an expert himself. Almost 1 million people now follow him and learn from him what to do for large pores, reddened skin or fall weather. Leon particularly likes to test products and “expose” less good offers while promoting his own product line.

There is plenty of color in the face at Paula Wolf . Since 2018, the “make-up artist” has been posting videos on social media in which she elaborately designs her face – sometimes with “normal” make-up, but sometimes she also transforms herself into the Grinch, a Disney character or an animal in front of the camera. 6.5 million followers watch her on YouTube alone – and are of course always offered her extensive range of products.

Very classically presented Maxim Giacomo presents make-up tutorials on his profiles: the Berliner recreates the looks of stars, explains how to draw the perfect eyebrow and tests the drugstore to find the perfect eyeshadow. Again, of course, never without warmly recommending their own products.

What fascinates children and young people about the concentrated beauty?

For children and young people in particular, there is a lot in it: On the way to adulthood, not only the body changes, but also the view of it. Young people are often in search of their own identity, also in terms of their appearance. They are more aware of beauty ideals from the media and their peer group and are looking for their own way when it comes to body care and design. How can changing skin be cared for? How do I achieve a certain look? What do I find beautiful, what not? These questions inevitably arise – and beauty influencers offer answers.

Children and young people not only receive instructions, explanations and offers on the way to their own body and self-image, but the appropriate shopping list is also provided.

What should parents pay attention to?

When the range of tubes and jars in the bathroom suddenly explodes and a fixed place has to be set up next to the mirror for the tutorial running on the smartphone, this can sometimes seem a little disconcerting for parents. Depending on your own passion for body care, the often very colorful and sometimes somewhat shrill videos may not always be appealing to adults.

In principle, however, understanding is the order of the day: your child is looking for guidance and support as they grow up, and they will find it on channels like these. Show an interest and take a look at your child’s favorite beauty role models together. You might even learn a thing or two about skin and hair care!

At the same time, however, a certain skepticism is appropriate here. Beauty influencers strongly convey the message that beauty is the most important topic – especially for girls and young women, this can create unrealistic beauty ideals that are neither attainable nor conducive to a healthy self-image. Talk to your child about how photos and recommendations from influencers are created. Promote your child’s media skills by explaining to them how they can view such offers critically and use them consciously. Help your child to distance themselves from unrealistic ideals – and to choose the valuable tips for themselves.

In addition, much of the content on the profiles is aimed at promoting products – be it because an advertising partnership with a cosmetics company is in the background or because it is the company’s own product line. Discuss with your child that these products are not necessarily really good, but are primarily intended to secure the influencer’s income.

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