The problem is,many people argue,that tweens don’t need these products. They don’t have any skincare “concerns”,such as acne or fine lines or pigmentation. Save the serums for later,experts say,when you need it.
But when do we need it? My mum is 64,has never used a serum,and her face has yet to fall off. We might want our skin to be clearer or younger-looking,more dewy,radiant or glazed,but we don’t require these things to function,to thrive. And yet,we talk about a “skincare routine” as we do exercise or brushing our teeth – a healthy habit,an act of self-care,a wellness ritual.
I’ve often marvelled at how,when a cool beauty brand hypes a new product,people are desperate for it before the drop. They flood the brand’s Instagram with thirsty comments like “omg need”,“take my money” and “i’m so excited I can’t wait to try this”. They don’t need it – they don’t even know what it is yet – but still,they want it.
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In her 2023exposé on cult skincare brand Glossier,journalist Marisa Meltzer explored how the success of such products is as much about marketing as performance. “Is there a perceived sense of prestige?” she asked. “Are cool and influential people wearing the brand? Because,frankly,there’s not a great deal of difference on a chemical or ingredient level between many products.”
I’m such a sucker for this marketing magic. During my 20s,I spent thousands of dollars on “it-girl” skincare and yet,I still had acne. For years I traversed the vicious cycle of breakouts and treatments,my confidence eroding as the promises on the packaging failed me once again.
And still,I adored skincare. I loved going to MECCA and walking home with the dream of a better life in my hot little hands. I was like a grown-up version of the Sephora tween,shelling out my hard-earned cash on potions and serums that weren’t doing anything – and might have been making my skin worse.