Why Tik Tok's skin tips go around a thousand times over on Instagram

In the

videos,

nobody demands the most beautiful photo, the

background

the perfect smile ... “Agile stories are told, with music and dance.

When I discovered it, I said to myself: 'I'm going to take advantage of it to give some serious information.'

And it worked.

At first, only teenagers followed me, so acne was a recurring issue.

Later, the age of my followers increased, but the skin continues to be a concern in vogue, especially due to its deterioration due to the use of

.

I've also done something about psoriasis, because I suffer from it myself ”.

This is Álvaro Fernández,

(a skin care prescriber, although he deals with health issues in general), a 33-year-old who triumphs in the latest social network (the one in which we all pretend to be Rosalía).

• All the keys to a vegan January are in the new issue of BUENAVIDA.

  Get it tomorrow at newsstands, free, with EL PAÍS

If there are those who divide 2020 into January, February and coronavirus, the most optimistic opt for January, February and Tik Tok.

Deep down, it's a bit the same, because it all started when they sent us home to protect us from infection.

“In March, with the quarantine, Tik Tok was the most downloaded application in the world.

And the content on facial care on all social networks skyrocketed ”, surprises Anjara Santiago,

of L'Oréal Cosmética Activa Western Europe.

.

And his advice penetrated.

Whether it was due to the time that we had left, the closure of beauty centers or the need to look handsome in such unfortunate times, self-care began a golden stage that has not yet ended, with a new breed of prescribers on the front line.

Sonia Pavlicevic,

at Isdin, defines

“They are people who may not be good at taking a pretty Instagram photo, but with an amazing ability to tell things.

And

.

Pharmacists with a million followers ?!

You will not see it in another social network ”.

Fernández has 499,500, to be exact (on Instagram,

125,000).

“I started last June, but I don't consider myself an

I am a pharmacist who gives advice on what he knows, ”he says.

During the day, he works in a pharmacy in Alcalá de Henares (Madrid).

In the afternoons, he records clips in which he mixes rosacea and Bad Bunny.

Brands have been interested in him.

And he warns: "I do not promote anything that I do not know before and already know that it works."

A business that dodges the crisis

According to the influence report of the company specialized in its measurement Traackr,

.

But not in all its aspects.

In fact, "fewer

were published

, compared to 2019, in all categories, except skin care, which increased by 13%."

Analysts also associate the rise of the

movement with

the beginning of the quarantine.

And if

active

, messages,

(loyalty) and the viewing of videos on skin hygiene (on any social network)

are compared

with makeup and hair care, the superiority of the former has no discussion.

In addition, settle the report, Tik Tok is the absolute queen, and the only platform where the sponsored content on fashion and beauty has increased: almost double that in 2019, while on Instagram, YouTube and Twitter there have been drops of between the 17% and 65%.

Among the companies that have opted the most for it, Traackr highlights CeraVe, the brand of products with ceramides for cleaning and basic hydration of the skin, from the L'Oréal group.

Santiago, responsible for its

strategy

in Spain, affirms: “Our sales have increased by 95% compared to the previous year.

And Tik Tok has undoubtedly contributed to this. "

Although their products were already a phenomenon in the United States, they came to our country thanks to

who mentioned their lotions organically (without paying), says Santiago, who sees in this platform

front of an Instagram, for example, which is recreated in packaging or texture.

“At Tik Tok there are 10-year-old girls and boys who know how to do a facial cleansing routine perfectly,” says Pavlicevic.

And a lot of man with a toiletry bag about to explode.

Enjoy this and other stories in the new issue of BUENAVIDA, which you can find this Saturday at newsstands, for free, with EL PAÍS.