Behind the "cosmetic heat" of the summer youth: Who is selling "appearance anxiety"?

"Early and early beauty", "plastic surgery must be early". With the rise of the medical beauty industry, the cosmetic army has also begun to show a trend of aging. The reporter visited and found that during the summer vacation, the beauty and plastic surgery department of major hospitals in Jiangsu was full, and some popular projects of private institutions even ranked winter vacation. According to data from the "White Paper of the Medical and American Industry in 2021", today, the "post -95s" and "post -00s" have occupied half of the medical beauty consumer market, and the trend of cosmetic surgery is becoming more and more obvious. Behind the "cosmetic heat" in the summer, who is selling "appearance anxiety"? How should we guide?

Tuyuan Vision China

Each consultant has different degrees of appearance anxiety

In the nearly five years of medical beauty consulting in a large private cosmetic institution in Nanjing, Liangwei has served a variety of young and beautiful people. She told reporters that some people have plastic surgery to fill the "defect" and eliminate inferiority. Some people are to please partners and save their relationship. Some are just to "win" in the group photo ... "Almost every visitor There are different degrees of appearance anxiety. "

A 21 -year -old girl found Liang Wei's rhinoplasty. The other party took out her mobile phone to show two or three net red photos, "it takes this height." Compared with young customers who are plastic surgery at a certain part of the net red, Liang Wei has seen too many, and most of them show her a photo or screenshot, "want to be exactly the same." She has also seen the partner's plastic surgery, and the other party always emphasizes, "If you have double eyelids, it will be more beautiful."

Wang Qingqing, deputy chief physician of the Department of Plastic Surgery of Jiangsu Maternal and Child Health Hospital, was a girl who was still studying in a middle school. "The girl insisted on a thin face. The mother did not listen to how she persuaded, and the parents were almost in the" crying "state. "In Wang Qingqing's view, the girl's masseter muscles are not large nor hard, and the outline of the face is normal." Children's parents are not income, and they spend three or four thousand thin faces every half a year.

Wang Qingqing told reporters that in the 18th year of the industry, he also remedy many cases that lacked relevant qualifications such as black clinics and beauty salons to do failure. "Some consultants are still in school, and they will choose The cheap black clinic is counterproductive. "He also persuaded a lot of young people who came to consult:" Some little girls are still developing, so they propose breast augmentation and liposuction. There are no wrinkles on their faces to remove wrinkles. Some children will also hold a star's photo and ask us to "draw a scoop", which makes people cry and laugh. "

Any plastic surgery, including the so -called micro -plastic surgery, must have trauma, there must be risks, scars, and complications. "If you think about it, you will regret it after you do it. It is difficult to recover." This is what Wang Qingqing often emphasizes the beauty seekers who come to consult. But now, there are many medical advertisements on the Internet, and most of them emphasize the effects of plastic surgery, but the risks are not mentioned.

"Now the commercialization of the medical beauty plastic surgery industry is getting higher and higher. In order to profit, some institutions will deliberately dilute the trauma and complications caused by plastic surgery, so that the beauty seekers bear a lot of unnecessary risks. Listening to cause irreparable losses. "Wang Qingqing reminded that young people's height, weight, and bones are constantly changing. After the surgery continues to develop after cosmetic surgery, it may affect the cosmetic effect and even healthy. "With the development of the bones, the unbelievable nose may become three -dimensional; after retreating baby fat, maybe no longer need to be thin." Wang Qingqing said that if it is not necessary orthodontic treatment, but simply changing the change of changes The desire of beauty, prematurely to "swords" for the body, may violate the law of growth and laid hidden safety hazards for the body.

Costing psychological needs, social media to help

Who is the "cosmetic wave boom"? "Today's social network platforms, all kinds of sharing posts about medical beauty and cosmetic surgery, and even publicity posts have aimed at the youth groups." "As soon as teenagers open their mobile phones and tablets, they can get medical information, and even receive exquisite packaging medical advertisements."

The reporter searched on multiple social media and short video apps and found that "summer vacation cosmetic surgery", "summer vacation becomes beautiful" and "thin summer vacation" are hot topics for nearly two months. Double eyelids, facial filling, rhinoplasty, chin, liposuction ... Open the most popular social media apps, and immediately check the hottest medical beauty projects nowadays. The cases before and after surgery, the different prices provided by various hospitals are all available, which is dizzying. Some people in the industry have reported that some platforms even buy some traffic bloggers to write the experience of successful cosmetic surgery and counterattack in life.

"After 00, the cosmetic surgery costs more than 100,000", this is a post published by a university in Nanjing on the social platform. Born in 2002, she entered the plastic surgeon for the first time at the age of 16. At that time, the first medical surgery she came into contact with was "eye comprehensive", including the "double eyelid" surgery that was familiar with. After the age of 18, she tried the surgery of face -lifting needles, rectification, nose synthesis, etc. These surgery had spent more than 100,000 before and after the operation, and there were many young envy in the comment area under the post.

Liang Wei said that in the past two years, more and more consultants have said that the purpose of their plastic surgery is to not want to go to work, want to harvest traffic on the face value, "go to the Internet celebrity and live broadcast." The influence of "appearance demonstrations" such as red anchors, they think that their appearance is not perfect, and they want to become like celebrities and net reds, and even compare each other to be proud of cosmetic surgery. "The psychological factors of adolescent pile cosmetic plastic surgery are worthy of attention." Huang Yan, a youth psychologist of Nanjing Children's Hospital, said that young people are in the stage of psychological development of "self -identity" and chaotic characters. What status and how to work hard to become their ideal people, etc., and so on. "They are more concerned about their companions' views on themselves. If they feel that because of their poor appearance, they can not get their expectations in the social process. Self -doubt, want to change the image of yourself in the eyes of others through medical aesthetics.

In addition, young people have less social experience and often do not understand the principles of business operations. "They generally lack resistance to marketing advertisements of medical and beauty institutions, and they are easy to be 'routine' and fall into the" cosmetic heat 'consumption trap. "Gao Yanli said Essence The unstable values ​​and aesthetics of adolescents and aesthetics will be affected as the trend changes. "Before maturity, young people are not sure what is suitable for them. And with the growth of age and aesthetic changes, the single eyelids that are 18 years old may not like. At the age of 28, I feel that compared with thousands of eyelids. Specialty. "

Young people need to establish the correct aesthetics, and the youth itself is beautiful

Behind medical beauty, we must also discuss the aesthetic direction. For example, the hump nose, which was once regarded as a pathological state, became the "good heart" of countless men after a movie fire; the popular "sharp chin" was abandoned in just a few years and became synonymous with outdated ... Mowing

"There is no objective standard for aesthetics. A person can be beautiful in one way, and it can be cute in a 100,000 way. For aesthetics, it is more important to be cute. Now the aesthetic standardization and modeling are nothing more than a new merchant's new one. Marketing means today can be 'white thin young', and tomorrow can be another aesthetic style. Young people are not deeply involved in the world. They lack a deep understanding of this. If the so -called standards are blindly pursued and blindfolded with the waves, they will embark on the road of excessive medical beauty. . "Professor Pan Zhichang, a famous aestheticist and director of the Aesthetic and Cultural Communication Research Center of Nanjing University, said that beauty is a cultural phenomenon and also decides many factors from the inside to outside. In fact, "beauty" does not exist.

"In the past, we all said 'others like beauty', but we must realize that many times the 'like' of others is actually affected by many external factors. Among them, the publicity of social media and business institutions that help the flames, so We should say "The one that suits me is beauty '. Everyone's beauty is different from others. You are first unique, you are more beautiful."

"The anxiety of adolescents, the deep reason is that they are more on -the -surface when pursuing self -worth, and they are affected by appearance and money." It is said that now, the pursuit of the value of young people and the tendency of material orientation and surfaceization. He suggested to further strengthen the education and publicity of socialist core values, guide young people to establish the outlook on life and benefit others, deepen the values ​​of adolescents, linked individual values ​​with the development of others and national countries, and guide teenagers to get out of the surface of the values. , Maternalized 的. "At the same time, strengthen the supervision of the content industry, standardize the publicity of adolescent beauty projects, and encourage industry self -discipline, while cracking down on narrow and extreme business guidance of the pursuit of the value of young people." In addition, strengthen family education guidance, improve parents' guidance ability, build a solid capacity Protect the last line of defense of the child.

Relevant departments are also acting. Wang Xuekun, a member of the National Committee of the Chinese People's Political Consultative Conference, pointed out that rectifying the aging and flooding of medical beauty. Only by adhering to systemic arrangements and a nationwide chess can reduce the adverse effects of medical and beauty institutions that have been profitable on the youth groups. In response to the age of medical beauty, the state has also released relevant governance documents. In August last year, the website of the State Administration of Market Supervision issued an announcement on soliciting the "Guide to Medical Beauty Advertising Law Enforcement (Draft for Soliciting Opinions)", which mentioned that it will focus on cracking down on "appearance anxiety", using advertising spokespersons to recommend medical beauty, etc. Advertising chaos. The medical beauty industry may usher in the era of strong supervision.

(In response to the interviewees, Liang Wei and Wang Qingqing were named Hua)

Xinhua Daily · Jiaojiao Reporter Wang Tian Xuejue reporter Yang Yizhen

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