BIRGIT HUBER
The German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW), Germany

Abstract

The German Cosmetic, Toiletry, Perfumery and Detergent Association (IKW) presents results of youth study “Youth undisguised” – The self-perception and self-esteem of adolescents and young adults, conducted by rheingold salon.

There are many studies that examine the values, preferences or media use of adolescents and young adults.

However, the actual transition to adulthood is often neglected. What are the concerns and hardships involved in becoming a man or a woman? How do young people deal with the typical mood swings during puberty or burgeoning sexuality? How do they develop self-esteem and confidence with regard to how they are perceived by others?

The development of self-esteem in these turbulent times is the focus of this in-depth psychologogicalrepresentative study with adolescents and young adults between 14 and 21 years of age, which rheingold salon has conducted for the German Cosmetic, Toiletry, Perfumery and Detergent Association. We were not only interested in the values of young people, but the underlying reasons: Why and how did they emerge? Furthermore, we wanted to find out which role the body and/or the physical appearance play in the mind of this target audience. What influence does taking care of their appearance have on their self-esteem? Can cosmetics and beauty products support young people in their phase of self-discovery?

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