Home' Spa and Clinic : SPA Vol-69 Autumn 2017 Contents COLOUR
any aesthetics and wellness experts are pointing the finger
at selfies and social media in general for a discernible
increase in the number of clients/patients presenting with
body image issues, including fixating on “flaws” that don’t exist, or
at least are blown way out of proportion with the reality.
How people appear in photos is definitely driving demand for
surgical and non-surgical procedures such as to address sagging necks
and double chins, nose reshaping/refinement, volumising the mid face
area for more youthful and striking contours, and augmenting lips.
But the biggest aesthetic consumer demand in ter ms of being
camera-ready has been – even more than erasing lines and wrinkles
– to achieve as even-toned, dewy, luminous-looking and youthful
skin as possible.
Enter camera-ready makeup, a fast-growing area of the
professional aesthetics industry.
If you’re not already on board with serv ices to show your clients
how to choose the best products and master techniques to enhance
their best features, downplay their less flattering ones and achieve
that luminous glow that will “pop” in photos, you might want to
consider getting with the program ASAP!
Whether you invest in makeup training for the enthusiastic of
your therapists, employ a dedicated makeup artist or hold special
events for clients with visiting MUAs showing the tricks of camera-
ready makeup - and selling those products - you will surely create a
new client base and blooming new branch to your biz.
For clients who do not want to undergo procedures to physically
alter their appearance, or can’t afford them, showing them what
makeup textures and colours best suit them and how to apply them
strategically can be a powerful tool in addressing their concerns,
and enhancing both their looks and self-esteem.
The process should also include education that much of what we
see on social media and in glossy magazines is digitally altered to
enhance the subject’s appearance, such as with Photoshop or filters
– ergo, people shouldn’t be so hard on themselves!
As well, start collecting tips from experts re how to get the best
results when taking selfies or posing for a photographer, and share
them with your clients.
Dr Meaghan Heckenberg, a spokesperson for the Australasian
College of Cosmetic Surgeons (ACCS), says the influence of
social media has created much higher expectations among her
patients about what can be achieved with their appearance: “The
Kardashian phenomenon has influenced us in this respect for sure.”
But, she emphasises, people need to keep in mind that teams of
makeup artists and hairstylists are employed by celebrities whose
look they aspire to.
“I just watched a one-minute video on Instagram featuring
Victoria Beckham,” says Dr Heckenberg. “Six people were credited
at the end of it and there were 18 takes edited to blend together, to
look like it was a continuous story.
“ She looked perfect in ever y three-second take. It looked effortless
– but I know it is not. Look at how many people were required to
make Victoria Beckham look perfect for a 60 second video!”
BESCULPTURED.COM.AU (FOR DR HECKENBERG); ACCS.ORG AU
HOW SELFIES ARE CHANGING
Selfies have been around as long as photography itself. But the
practice — and the buzzword — only became mainstream after recent
improvements in smartphone camera design and the rising popularity
of image hosting sites such as Instagram, Snapchat and What’sApp.
Today, over a million selfies are taken each day, with the
average person taking three per day. It’s no wonder consumers
are increasingly looking for products that can deliver flawless,
luminous, photo-ready skin and makeup — a trend that beauty and
personal care companies should take a closer look at.
Brands are releasing products with cameras in mind, and the
term “HD [high definition] makeup” spiked in 2015, according to
Google Trends. How can we define the category?
“Selfie beauty is the whole preoccupation of consumers about
their image, about their needs and how they’re perceived in the
The rise and rise of the Selfie Generation
(and it’s not just “the young ones”!) has
made people far more critical of their own
and others’ appearance than at any time
in history. Time to embrace “camera-ready”
makeup. By Jenni Gilbert.
86 | SPA+CLINIC
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