Age Perception

Have you ever seen those videos of people saying: “This is me when I was in middle school”, and they show a photo of themselves in middle school and they’re super dorky? Then they show a picture of their little sister in middle school and she looks like she could pass as a 16-year-old. Or, when you look back at photos of your grandparents when they were teenagers, do they look like they were in their mid-20s? These examples show the extent to which every generation has a different “look,” making kids appear significantly older or younger than they really are—depending on the era. But what exactly is driving this shift in age perception, especially when trends and fashion change so quickly?

A significant part of this change can be traced back to changes in marketing and aesthetics. Social media has served as a catalyst for ever-changing beauty standards, and it is one of the strongest influences on the change of style and how we perceive age in real-time. Just by the nature of the algorithm, social media allows aesthetics to cycle at a much faster pace than before, and things that once appeared “cool” can suddenly be embarrassing. For example, the heavy makeup and big hairstyles in the 80s may be perceived as older today, while the current obsession with minimalism and “natural” beauty gives off a more youthful look. Not only this, but nostalgia-driven trends such as the “90’s blowout” or bright 80’s fashion that have been resurfacing, can make younger generations look even older. 

A good example of social media's influence on age perception is Lip Smackers advertisements from the 80s, 90s and today. The marketing from the 80s is more mature, suggesting that the chapstick could elevate one’s maturity or appeal. However, by the 90s, Lip Smackers shifted to a more playful, child-like aesthetic. Fast forward to today, the brand has adopted a more modern, minimalistic style. The 80’s marketing reflected the culture of the 80s—an era of individualism, boldness and maturity. The marketing of the 90s was fun, bright and vibrant. Now, self-expression and natural beauty are a primary focus of today’s beauty standards. This cycle occurs because cultural aesthetics are constantly changing. Each generation pushes back against the trends of the ones before it. Products and brands, like Lip Smackers, are constantly evolving to align with the changing expectations of their target audience, many of which are shaped by what is trending on social media platforms. The marketing shifts mirror the idea that age can be defined by the way we present ourselves, which is now influenced by what we see online. 

Ultimately, this age-perception cycle is driven by the rapid pace of cultural trends, which are influenced by the power of social media. Social media constantly reshapes beauty and fashion standards, creating a cycle where older and younger looks are being continuously reinvented. What’s cool one year may be outdated the next, and vice versa.