Why students are replacing toys with skincare
Be sure to check out the suggested Huddle question at the bottom of this article to discuss this important topic with your students in class, if you feel it is appropriate.
Skincare spending among teens increased 19% from the past year, with the average 13-17-year-old spending around $122 a year on moisturizers, serums, toners, and more. This jump in beauty spending caught the attention of social media users nationwide, as adults noticed that more young students are using high-end skin care products than ever before. So, what is behind this change in student behavior, and why is it important to note this shift?
According to The Washington Post, social media marketing and influencer trends have had the greatest impact on students’ buying behavior. While shopping for skincare products can be an enjoyable experience, it’s crucial to recognize influencers’ positive impact on promoting good habits, such as influencing us to take care of our skin. However, it’s equally important to be mindful that their influence may unintentionally steer students towards less desirable choices, like spending over $1000 on skincare. Understanding how influencers shape the actions of students allows educators to equip them with the tools to find positive influencers that align with their values and encourage high-character behavior.
Dolls are out, skincare is in
For earlier generations, popular products came from magazines, TV commercials, celebrities, and our classmates. However, the tide has changed for Gen Z and Gen Alpha, who are now taking after trends they see on platforms like TikTok, Instagram, and Pinterest. Parents of 8-13-year-olds, such as Melissa Fuentes, find that skincare from high-end brands like Summer Fridays and Drunk Elephant are making it to the top of students’ wishlists. Fuentes, a parent of a 9-year-old from Coral Springs, Florida, told CNBC, “I would have never imagined that I would be buying moisturizer” for a child.
Students like Fuentes’ daughter follow “skinfluencers,” social media influencers that promote and review skincare products and use high-end products on TikTok and Instagram. To look and act like older students and influencers, younger students are asking for products they see on social media, despite the high price tag and the skincare ingredients that might not be suitable for younger skin.
While skincare products like sunscreen and face masks can be great for self-care, students need to recognize the difference between buying products they enjoy and purchasing products to follow a trend. This is important because buying products to keep up with a trend can be expensive and overwhelming. Students empowered to find influencers that reflect their interests and values will feel free to keep up with trends since those videos will show up less on their feeds.
Social trends affecting student well-being
The influence of social media, particularly platforms like TikTok, Instagram, and YouTube, has created a dynamic where the interests and preferences of tweens and teens are constantly changing. Social media’s influence on student tastes is so strong that 32% of Gen Z social media users have made a purchase due to an influencer’s recommendation. This amplified focus on trends is driven by the “bandwagon effect,” where students participate in a trend because they see their peers doing it.
Not only does this effect impact the products students buy, but it also influences their perceptions of identity and belonging. The pressure to conform to these trends from influencers that don’t match our values and interests can be overwhelming. This can lead to heightened stress among students who feel like they have to buy specific products to fit in. For students that are unable to access these products, they may experience a fear of missing out (FOMO). When students follow influencers that reflect their interests, the pressure that results from FOMO to jump on every trend will lessen as students’ focus shifts to what’s important to them.
A 2021 scientific study found that FOMO can harm students’ well-being, leading to increased distractibility, decline in productivity, and sleep disturbances. Equipping students with the skills to find positive influences and overcome FOMO is essential for their well-being and academic success.
Empowering students to find their influencers
For students, the desire to fit in and keep up with trends might lead to FOMO, where students feel the need to align with specific brands or products to be accepted. However, students don’t need to follow trends to fit in, and can often find a great community simply by finding influencers they align with. Finding your influencer means following and modeling after social media users who reflect our values and interests. When students are empowered to find positive influencers, they will not only make friends on social media with like-minded users but also relieve some of the stress that comes with FOMO, as they will no longer feel the pressure of conforming to trends.
As educators, equipping students with the skills to find their influencers can help prevent the FOMO that scientists discovered can inhibit a student’s ability to focus in the classroom.
Here are some strategies to empower students to find their influencers:
- Encourage students to follow influencers that promote their interests and positive decision-making: Educators can encourage students to post and follow peers that reflect their interests, whether it’s football, painting, playing music, or more. It’s also important to remind students that while they want to follow people that reflect their interests, those people should also model responsible decision-making. That way, students will see fewer posts that pressure them to participate in specific trends and won’t be influenced to make poor decisions that hurt themselves or others.
- Huddle with students on their interests: Talking to students about their interests, online and off, helps educators build a stronger relationship with their students and can help them better understand what students need to be happy and successful. For example, maybe you learn that your student is interested in coding. As an educator, you could connect your students with teachers or peers who share similar interests, helping them find a community where they feel included.
- Remind students that their self-worth is not defined by social media: If a student is unable or not interested in participating in trends such as skincare, remind them that it’s okay! Students don’t have to join in every trend to be happy, and following trends has no determination over self-worth. Let your students know that playing to their core and being the best they can be online and in the classroom is the most important and will have the greatest impact in the long run.
When students successfully follow positive influencers, they will find their online time more enjoyable and improve their overall well-being. To better understand and support your students, check out the #WinAtSocial Lesson, Navigating skincare trends by keeping it simple, and discuss the impact of influencers and peers on skincare product choices with your students.
#WinAtSocial Huddle Question
Huddle with your students
Young students buying luxury skincare products has become a trending topic on social media, with concerns that social media influencers are encouraging students to spend a lot of money on products they may not like or need. This topic raises an important question for students: How much of an impact do you think influencers have on our behavior, such as our spending habits, and what can we do to ensure we’re following positive influencers?
The Social Institute (TSI) is the leader in empowering students by understanding students. Through #WinAtSocial, our gamified, peer-to-peer learning platform, we equip students, educators, and families to navigate their social world – in the classroom and beyond, online and offline – in healthy, high-character ways. Our unique, student-respected approach empowers and equips, rather than scares and restricts. We incorporate timely topics about social media, tech use, and current events that are impacting student well-being and learning. #WinAtSocial Lessons teach life skills for the modern day, capture student voice, and provide school leaders with actionable insights. Through these insights, students play an essential role in school efforts to support their own health, happiness, and future success as we enable high-impact teaching, meaningful family conversations, and a healthy school culture.