Has containment killed makeup?

Have they cursed a person and their family over several generations to be entitled to this surge of judgments on social networks? No. They just posted a photo of their face without makeup. "Ladies, what is your delirium to show yourself natural?" ", Tweeted a surfer mocking these" waking heads ". In short, make up! However, he would have to get used to it because, since the end of confinement, the “no make up” or “slow make up” trend is gaining momentum. "The containment did not create it but accelerated it well", specifies Laura Friscourt, deputy director general of Ifop, health, well-being and beauty activities.

According to a survey that we reveal, carried out by the Institute for Cosmetic Slow ( carried out by self-administered questionnaire online from June 9 to 12 with a sample of 3,018 people, representative of the population aged 18 and over residing in mainland France, including 1,603 women ), the number of French women putting on make-up daily is today twice lower (21%) than what it observed in 2017 (42%). "With confinement and teleworking, I had no interest in inflicting this routine on myself," says Alexandra, a 34-year-old administrative agent. Face moisturizer and that was it. It is not much, however, but I felt like I was making a small revolution by going to do my shopping like that. In fact, I realized that I was making up for others. Since the recovery, I have done very little makeup, just a little mascara. "

Especially among youth

In addition, the proportion of women under 65 not wearing make-up or only very occasionally increased from 36% in 2017 to 45% in June 2020. At Ifop, the idea for this survey was born during a seminar organized in May on the impact of confinement on the lives of French women. During this event, the Secretary of State for Gender Equality, Marlène Schiappa, had suggested investigating this subject which raises the question of the ability of women to overcome the injunctions weighing on them on the plan aesthetic.

This detachment from daily makeup (the one that drops the most) is more marked in the younger generations, among the female population of large cities, having a social and cultural level above the average. Older women (65 and over) are therefore the most numerous (46%) who consider that the absence of makeup in public is a form of "carelessness".

Search for authenticity

There are several reasons for this trend. “We are trying to be more authentic, to let our skin breathe and to avoid products that are potentially bad for it. Between 60 and 70% of French women say they have sensitive skin. It is also a form of emancipation from the eyes of others. The evolution of lifestyles, including teleworking, also has something to do with it. But not the wallet. Only 20% of women who no longer wear make-up, or less, explain it by a desire to save money ”, decrypts Laura Friscourt.

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Note, however, that 8% of respondents were influenced by the view of celebrity photos without makeup, published on social networks. One of the most followed on Instagram, Kim Kardashian, does so more and more regularly even if she is the head of a cosmetic brand. The numerous comments which did not fail to accompany this initiative, coming from men as well as women, ranged from adjectives “sublime” to “frightening”…

The decline of lipstick

“For me, it was above all the time saved by not applying makeup and removing makeup that struck me during the confinement. Now, I only put a BB cream that combines a light foundation, for small imperfections, and a facial. Even when the mask is lifted, I will stay like that, ”says Laura, a 23-year-old student.

"I also think that the no make up trend will take hold," says the head of Ifop. It is also global. What has been greatly impacted in the fall in the sale of cosmetics are especially lipstick and skin tone products. Eye makeup, which is most visible when wearing a mask, is less in distress. "