De-influencing: It Needs to Happen

By Lily P

Ever since quarantine began and everything shifted to the digital realm, the rise in online communication has led to multiple social media platforms skyrocketing. Apps such as TikTok, Instagram, YouTube, and Snapchat have gained immense popularity during lockdown as they were some of the few ways for people to stay connected and entertained. Consequently, these popular social media platforms have fostered diverse communities for creators producing all sorts of content. From daredevils recording their risky stunts to people vlogging their daily lives, there is one particular genre that has come to be seen as backhanded: influencers.

As their name suggests, influencers play a role on social media where they primarily promote beauty-related products. Fashion, makeup, trinkets, skincare, self-care, accessories, and fitness usually fall into this category. The primary job of an influencer is to record themselves trying out the latest beauty trends, often providing over-exaggerated responses about how the product is a “necessity” or “a game changer.” Influencers are typically seen as “It Girls” online—young women who are attractive, healthy, and lead a well-rounded lifestyle, making them ideal candidates for sponsorship by beauty companies.

This is where consumerism begins. Every year, a new It Girl emerges on social media, receiving all the sponsorships and PR packages to promote products, and her job becomes to post about how great everything is. The more they are sponsored, the more popular they become, leading them to significant fame and contributing to rampant consumerism. This cycle affects multiple creators on social media, causing a big rise in the products they promote, most of which belong to an extensive range of beauty items.

Since many tweens and teenagers (ages 9-17) are active on these social media apps, their developing minds are influenced by these influencers normalizing overconsumption of beauty products. It’s now considered normal to own five different foundations, have an eleven-step skincare routine, and possess four serums, which likely don’t do much, by the age of 12. You can see girls as young as 8 walking into cosmetic stores such as Ulta and Sephora, spending an incredible amount of money on products they don’t even need yet. Adult shoppers have taken notice of these changes and often feel annoyed, as many of these young shoppers don’t know how to be “respectful” or “courteous” toward employees and shelved products. This has caused considerable controversy among netizens online.

You might be wondering, “Where does de-influencing come into play?” To answer that, one simple negative response to a product—for example, a lip gloss that a celebrity didn’t like—can deter many consumers from making a purchase. It’s akin to seeing a negative review about mold in a hotel that was hidden. Honest reviews of popular products can have a significant impact, especially when shared on social media. Many people have shared that they experienced breakouts due to a lengthy skincare routine, and when they reduced the number of products they used, their skin cleared up.

Even though everyone is unique regarding beauty, younger generations should understand that they don’t need an extensive array of beauty products, especially at a young age. People shouldn’t feel pressured to conform to trends based on the number of skincare steps they follow, the latest perfume they buy, or a limited-edition lip gloss they own. At this age, it doesn’t matter, and it shouldn’t matter at all. Excessive consumerism at such a young age is extremely costly and should not be influenced on young minds, especially if it creates pressure on girls to own these items. Since influencers are often attractive and promote products as essential for beauty, many teens may perceive these products as necessities to feel pretty, which could lead to insecurity.

The standardized expectations set by these influencers and what they showcase on social media should not continue. De-influencing multiple brands and products could help eliminate the idea of over-consumerism among young women and minds.