SOCIAL MEDIA INFLUENCE ON BEAUTY TRENDS

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SOCIAL MEDIA INFLUENCE ON BEAUTY TRENDS

Maganti Upagna

Faculty of Management Studies,

JAIN (Deemed-to-be University)

Bengaluru, India

upagna_mba22@cms.ac.in

Dr. Smita M Gaikwad

Faculty of Management Studies,

JAIN (Deemed-to-be University)

Bengaluru, India

dr.smita_gaikwad@cms.ac.in

ABSTRACT

Social media has greatly influenced the changes of beauty in recent years. An increasing number of people resort to such social media platforms as Instagram or YouTube for inspiration in terms of style, hair, or makeup ideas. The purpose of this research is to prove the vast impact of influencers, especially those on Instagram, YouTube, and Tiktok, on the creation, distribution, and result of beauty trends in the modern digital period. Authentic and relatable content from influencer help to bridge the gap between them and their audience.

However, if beauty ideals are unattainable and self-esteem and body image can suffer greatly from constantly seeing meticulously planned content about beautiful women. Given the global reach of social media, there is also the problem of culture appropriation. The study highlights the complex relationship between beauty trends and social media. This calls for investigations into models that promote healthier beauty standards, responsible content creation; and a more inclusive representation of beauty on these networks.

Key words: Social network, fashion trends, ideal looks, the age of digitization, power

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