Generation Z and Generation Alpha may be the youngest demographic groups, but youth, as they say, is wasted on the young. Cosmetic procedures It comes and goes. Dermal fillers It's the new thing for Generation Z. Since 2010, Singaporean Young people have no problems with plastic surgery. In 2010, many teens underwent plastic surgery for problems ranging from double eyelids to breast augmentation. (Heck, even The fish undergoes a plastic surgery in singapore.)
Gen Z may be the first generation to popularize e-cigarettes, facial fillers, and expensive facial products — but the irony is that, according to experts, it makes them look older than millennials. OK.
What procedures are most popular among this generation, and why?
Baby Botox
If you're a regular user of TikTok, you'll see a constant stream of young women showing off their skincare routine. The pressure to conform is high. Teenagers and women in their early 20s are using expensive serums, using anti-wrinkle tape, and even choosing Botox because they want to look younger.
Search for “Baby Botox” in Singapore and you will find a large number of outfits marketing the service to younger customers (i.e. Generation Z). There is also what is called “preventive Botox”, which is “pre-rejuvenation” where Botox is even injected before No visible signs of aging appear!
Botox works by temporarily paralyzing muscles to reduce the appearance of wrinkles and fine lines. These are just temporary measures, which means top-ups will always be necessary to maintain that wrinkle-free look. OK.
Dermatologists warn that excessive and prolonged use of Botox can weaken and flatten muscles, resulting in thinner, more elastic skin, as well as the possibility of recruiting nearby muscles during facial expressions. For example, excessive Botox injections into the forehead can lead to squinting at the nose and wrinkles on its sides. This means that additional Botox may be necessary for these newly recruited muscles.
Last year, data from the American Academy of Facial Plastic and Reconstructive Surgery revealed that 75% of plastic surgeons saw an increase in the number of clients under the age of 30.
Social media skincare for Gen Z
Social media is the main reason why this great anti-aging regimen is being pushed onto teens who don't need it at all. TikTok – or SkinTok – is having a huge impact. “Grow with me” (#grwm) videos are very popular, and often feature expensive skincare products.
It's no surprise that Generation Z looks to social media platforms for skin care tips. They spend a lot of time on it, and they don't usually ask their parents for skin care advice. With so much skincare content online, it can be difficult for shoppers to know who the real experts are.
According to Statista website E-commerce database, the bulk of accounts on TikTok and Instagram consist of micro-influencers with between 1,000 and 10,000 followers. The digitally savvy Generation Z relies on them to shape their purchasing choices and search for products that align with their values and tastes.
A 2023 report by Meta and Bain & Company on the digital consumer landscape in Southeast Asia found that 72% of Generation Z in Singapore prefer to shop online. The emotional engagement of “entertainment shopping” appeals to them because they prefer to buy from content creators who bring a dimension of authenticity to the product. Streamers often showcase products live, which adds more credibility.
They are not only influenced by watching TikTok clips, but also by parasocial relationships. Whether it's interacting with skincare influencers (aka “skin influencers”) or Asian celebrities, it makes Gen Z feel like expensive skincare or even plastic surgery is just a rite of passage.
There is also the pressure to look good in order to compete for attention. Studies have shown Comparing yourself to those you see as better can hurt your self-esteem, which is known as upward social comparison.
Children are the future of the beauty industry
With intense competition between skin care brands for the older generation, companies are now turning to a younger, fresher generation. Young people do not even need advanced skin care for at least another two decades – this is how they build up an early feeling of insecurity!
Young beauty influencers, or “Sephora kids,” have pushed the hashtag #teenageskincare to over 25 million views on TikTok. You can see some sharing their 12-step skincare routine! These are literally children – some of them as young as primary school. What child needs a lot of routine?
Social media users have noticed an increase in the presence of young teens exploring beauty stores like Sephora, specifically for skincare products designed for older women. Some brands, like Drunk Elephant, are a big hit with teens, who consume products like anti-aging retinol cream. It costs over S$100 for a 30ml tub!
Unless prescribed as a treatment for conditions like acne, many dermatologists only recommend retinol use in your 20s. This is because teenage girls' skin tends to naturally regenerate quickly, so the strong effects of retinol may not be necessary. Young skin is usually prone to increased oiliness and hormonal fluctuations, so consistent use of retinol can lead to excessive dryness, redness and irritation. Products meant for aging skin can be too harsh and damaging to the microbiome of young skin.
Generation Z pressure to look good
Why are young people suddenly so preoccupied with their appearance, and why do they take extreme measures? One common explanation points to the pandemic, which has shifted many school activities online. This exposed children to constant scrutiny of their on-screen appearance during Zoom sessions.
In addition, the pervasive influence of social media and parasocial relationships significantly shapes their perceptions of beauty standards and product use. With Gen Z and Alphas constantly glued to their phones, they are bombarded with constant marketing messages. While this represents a lucrative opportunity for skincare brands to tap into new markets, it also poses the risk of fostering unhealthy obsessions among impressionable young minds.
