The way teen girls feel about their appearance can change on a dime. A kind word, a cruel one, even how many “likes” their latest selfie receives, can impact the way they feel in the moment. At YouthBeat, we track the way youth are feeling about their looks every year.
Over the past few years, teen girls’ feelings about their looks have fluctuated, and in the first half of 2015 they’re not feeling as great as they could. Top 2 box agreement that “I am happy with the way I look” is down from a high of 55% in 2013 to just 47% this year. Compare that to 61% of teen boys who are currently happy with their appearance, and the percentage seems even starker.
In this climate of acceptance of others—even as last month’s New York Fashion Week was inclusive of various sizes, shapes, combinations of features, and gender identities—our teen girls aren’t feeling as good about their looks as the adults who love them might hope.
One marketer, Dove, has launched a new “Change One Thing” campaign that aims to move teen girls’ self-esteem needle in the right direction. The spot features a series of teen girls, each speaking a wish for a different physical feature, followed by another teen girl with that desired feature, speaking her own wish. The point is that, well, the grass is always greener the other side…in the looks department (reminding teen viewers that someone desperately wishes they could look like YOU). The campaign is part of Dove’s overarching Campaign for Real Beauty, and consistent with its spots targeting adults, features layperson consumers, rather than professional models. The new campaign also coincides with a Dove + Pinterest partnership in which 80 self-esteem boosting pins are available for teens.
Another approach is to take real-life images out of the mix altogether. Bitstrips, the online comic creation tool, allows teens (and adults) to create virtual avatars, usually with enough identifying features to look roughly like the creator. The projection into cartoon style makes features less detailed, glossing over the one little thing that one might nitpick, and focusing on all of the things the creator loves about himself or herself. Here, the author’s Bitmoji (a similar cartoon avatar, suitable for using in messages) delivers a positive self-affirmation.
How can your brand help? Closely examine every facet of your messaging to teens, especially girls. What kind of standards of beauty are you promoting? What kind of self-talk are you encouraging? The village needs to pay more attention to these teen girls, who are still children. Be a positive voice for them.