YEARS after the knockout of the makeup industry, the makeup community is working to regain its economic growth since the pandemic. Many advocacies have emerged, such as embracing natural beauty, empowering women, and making makeup fit for all skin types.
Back then, makeup had limits, being considered something only women could wear. If a man ever wore makeup back then, he would often be labeled with derogatory terms. Similarly, women who chose to wear makeup faced slut-shaming.
These traits have influenced public perception, leading to the advocacy of makeup as a form of self-expression that any gender can use.
After the pandemic caused a sharp decline in the Philippine makeup industry, leading to financial losses, decreased consumer spending, and widespread business closures, many brands are now working to revitalize the community.
They are launching new products with health benefits for the skin to restore consumer confidence and boost interest in their offerings.
However, there are downsides to this situation; an influx of products with similar claims has led to overconsumption in the market following the rise of influencers in the Philippines.
Sandara Louise Park, a 20-year-old TikTok influencer shared that she plays a crucial role by helping her audience to provide honest reviews and recommendations.
“Through product reviews and personal experiences, I can gain their trust and shape their perceptions about what product is worth it to purchase,” Park said in an exclusive interview with republicasia.
Beauty and lifestyle influencers have the capacity and platform to persuade and impact the decision-making of their audiences by providing true, convincing claims, and benefits of a product; simply because this is their job.
Pauline Isabelle Guanzon, a beauty TikTok influencer shared her sentiments about overconsumption in one of her videos stating that all kinds of consumption vary from one person to another.
“I’m a beauty content creator, I receive PR packages from time to time, [and] I also buy makeups na nire-request sa akin ng followers ko na ayokong ipadala sa akin via PR,” Guanzon said.
“The thing is that we collect makeup to review them, to share our thoughts with you guys. So technically, we are like beauty testers. Personal level.”
Influencers like Sandara and Pauline have the same advocacy: to promote authenticity to their followers because they are building trust beyond the screens.
Makeup overconsumption and who it targets
Gen Zs have a strong tendency to get hooked on a product and repeatedly purchase different items with similar benefits just because their favorite influencer recommended it.
Park stated that a lot of brands had similar products with the same claims and this leads to a cluttered market, making it difficult for consumers to discern which one is worth the hype and benefit.
Makeup overconsumption is often unintentional, stemming from the desire to search for one’s “holy grail” product. This trend predominantly affects younger generations, who may lack sufficient self-control when buying makeup.
“Gen Zs are impulsive buyers. Some of the Gen Zs have a fear of missing out on the trend. “ Park said.
Influencers play a significant part in this specific issue, as they are the face of the products that they promote. Some influencers even get paid to talk good about a product, and when a product is under sponsorship, even false claims may be made.
Consumers increasingly demand transparent reviews to avoid overconsumption. However, Gen Z, in particular, has a constant mindset of staying updated and involved in trending events.
Since they heavily rely on what is seen on the internet, this generation often feels the need to keep up with the latest deals and trends.
Buying makeup as a Gen Z on a budget
This generation is invested in having all new releases of makeup. However, some people should know that purchasing new products, even if you don’t need to, will eventually lead you to waste money rather than saving up for more important or more effective (makeup) products that work for you.
Guanzon mentioned in her video: “If you wear makeup casually, on a daily basis lang, hindi naman kailangan maging sobrang massive ng collection mo,”
“That’s why we exist: for you to dwell on our experiences. It’s the perfect time for you to use us as your guide.”
Meanwhile, Park advised the younger generation to prioritize quality over aesthetics.
“Stop saying “Gusto ko kasi aesthetic”, you don’t need a lot of makeup. Just buy what works for you. Makeup should enhance your natural beauty, not define it,” She said..
True enough, people, regardless of their gender, skin type, and preferences should embrace their unique features and express their creativity in a smart and resourceful way.
Here are some helpful recommendations if you’re a Gen Z on a budget:
- Good skin, less makeup: Invest in makeup that has good skincare benefits as it will eventually lead you to use fewer products.
- Watch reviews and tutorials: Before purchasing a product, make sure it suits your skin type and preferences, and that the shade matches!
- Maximize products and their multiple purposes: Buying products that have two or more uses on one routine is the key to smart buying. You did not just save time but also saved money.
- Wait for payday and double-digit sales: Big discounts and vouchers come during specific times of the month. Make sure you get your favorite items at a fraction price for a more worthy transaction!
- Trends are just trends, so prioritize your necessities: When buying makeup, make sure that it’s something that would suit and benefit your style. Not because a lot of people have it, but you also should always be wise with your purchases.
Always remember that overconsumption of makeup has a significant impact on our environment – excessive packaging wastes and chemical pollutants will deplete and harm our natural resources.
Consume while being SMART: Sustainable, Mindful, Aware, Responsible, and Thorough.
With reports from Alexis Fei Caceres