Kubwerera kusukulu: Kuphunzira kuwoneka bwino

Chaka Chatsopano, Chatsopano Ine

Anthu ena amalakalaka kuphika okha pomwe ena amalakalaka wophunzitsa kapena ndege yabizinesi. Cholinga changa chachinsinsi ndikuti ndikhale ndi zodzikongoletsera / wopanga nkhope. M'maloto anga, m'mawa uliwonse munthuyu amabwera pakhomo panga, nakhala pansi pamaso pagalasi, ndikukonzekeretsa nkhope yanga tsikulo.

Kwa anthu otchuka ndi ena omwe ali ndi akaunti yayikulu kapena zina zopezera chuma chambiri komanso / kapena mphamvu (taganizirani Mkonzi wa Chief of Vogue Magazine) iyi ndi gawo wamba lazomwe amachita tsiku ndi tsiku, kwa tonsefe - ngati tikufuna "mawonekedwe, ”Ziyenera kukhala chizolowezi chazomwe mukuchita.

Osanditcha Kuti Ndi Narcissist

Palibe amene amanditcha kuti narcissist chifukwa ndimagwira ntchito kasanu pamlungu, ndimakonda kukacheza ndi dokotala wa mano, ndimakhala ndi manicurist pa liwiro, kudziwa dzina la wogulitsa nsapato ku Bloomingdale, ndipo ndili ndi dzina loyamba ndi wapakhomo ku Saks; komabe, kukambirana kutembenukira pakuwunika maziko abwino kwambiri, mithunzi ya diso, kukonza pamaso ndi machitidwe azisamaliro za khungu, yankho limakhala locheperako kapena lothandiza.

Kukongola ndi chiyani?

Iwo omwe amasinkhasinkha za kufunikira kwa "kukongola" ayenera kuzindikira kuti makampaniwa ndi amtengo wapatali mabiliyoni amadola ndipo amathandizidwa ndi abambo ndi amai. Ena amati kukongola ndi chida chandale komanso zachuma chomwe chimatikakamiza kuti tigwiritse ntchito nthawi, ndalama ndi khama lathu mbali ina ya moyo yopanda phindu komanso yopanda phindu pagulu.

Ofufuza ena amalumikiza kukongola ndi mafashoni, ndipo kuwoneka bwino kumakhala "chisonyezo," kutengera momwe munthu aliri ndi chuma chifukwa, malinga ndi Nancy Etcoff, "Ngati munthu ali wa mafashoni, ndiye kuti munthuyo amakhala ndi ndalama zomwe amawononga kuti asinthe kapena zovala zake monga malamulo a mafashoni ”(1999, Survival of the Prettiest).

Kaya kukongola ndi mafashoni mwanjira zandale zitha kutsutsidwa; komabe, kukhalapo ndi kukula kwa makampani sikungatsutsike. Zida ndi zida zaluso zomwe zimatithandizira kukulitsa mbali zabwino za mawonekedwe athu sizilinso zapamwamba koma, zakhala zofunikira. Kaya nthawi, ndalama ndi khama logwiritsidwa ntchito "pakuchita nawo nkhope" zimawerengedwa ngati zandale kapena ulendo wopitilira muyeso, chowonadi ndichakuti - mawonekedwe athu, mawonekedwe athu akumva bwino, komanso mwayi wathu wosankhidwa ntchito / Kukwezeleza, tsiku, kapena wokwatirana naye.

Lingaliro lodzala bwino loti "kukongola kumangokhala khungu," zikuyenera kukhala zowona, komabe, popanda kuwoneka bwino mwina sikungakhale kotheka kupeza mikhalidwe ina ndi zikhalidwe za munthu - monga kukoma mtima ndi luntha.

Pali nthawi zina pamene timangofuna kuti tiwoneke bwino, ndipo pamwambowu, pamakhala njira zotsimikizika zasayansi zomwe zimawoneka zokopa. Tikawoneka bwino komanso tikumva bwino, ndikuwoneka ngati "okoma mtima," titha kukhala ndi chidaliro chowonjezera kutithandiza kutenga mphindi kapena chochitika chofunikira. Pamapeto pa tsikulo, kukongola ndi mafashoni zimangokhudza momwe tikumvera osati zomwe akutichitira panja.

Kusiyanasiyana

Makampani okongoletsa sikuti amangodzipaka zokha, utoto wa tsitsi ndi mafuta onunkhiritsa, koma amapangira zonunkhiritsa, mankhwala otsukira mano komanso sopo. Sikuti zimangokhala za ma salon okha, koma zimaphatikizaponso malo ometera, ma franchise opititsa patsogolo, kutikita minofu ndi malo opumira. Ndizochita zonse ndi ntchito ndi cholinga chotithandiza kuwoneka, kumva komanso kununkhira bwino… momwe timafunira (kapena momwe tiyenera) kufunira akatswiri / zifukwa zathu.

Zakale, zokongola zimayendetsedwa ndi otchuka; lero, azimayi 82 pa XNUMX aliwonse amakhulupirira kuti media media imayendetsa zochitika. Kuyenda kwazidziwitso kumabweretsa malingaliro ndi malingaliro kuchokera kwa otchuka, komanso kuchokera kwa abwenzi, abwenzi a anzawo ndi chilengedwe chonse cha anthu omwe sitikudziwa kapena kutidziwa.

Kuyang'ana bwino kumatenga khama ndipo pali gulu lonse lazogulitsa ndi ntchito zomwe tili nazo kuti zitithandize kukwaniritsa cholinga chathu. M'nkhokweyi muli zodzoladzola, kusamalira khungu, makongoletsedwe a tsitsi, kupaka tsitsi, kuchotsa tsitsi, kukulitsa tsitsi, masaloni amisomali, malo owotchera khungu, kutikita minofu ndi malo opumira, zosankha zambirimbiri zosamba, zopangira ndevu, mafuta onunkhira, zonunkhira, ndi zina zambiri.

Mu 2015 makampaniwa adapanga $ 56.2 biliyoni ku US. Kusamalira tsitsi ndi gawo lalikulu kwambiri lokhala ndi malo 86,000. Kusamalira khungu ndikumapeto kwachiwiri ndipo kukula kukuyembekezeka kufika $ 11 biliyoni pofika kumapeto kwa 2018. Gawo lalikulu lakukula limachokera pakudziwitsidwa kofunikanso kwa chisamaliro cha khungu pakati pa amuna.

Gawo la Msika

Magawo Makampani Okongola ku US	Gawo Lamsika ndi Ndalama
tsitsi Care	peresenti 4
Chisamaliro chakhungu	peresenti 23.7
Zodzoladzola	peresenti 14.6
Mafuta onunkhiritsa	peresenti 9.5
Zodzudzula, zotsutsa zotsukira zachikazi	peresenti 8.5
Ukhondo wa Mlomo	peresenti 5.6
Zina	peresenti 14.1

 

Mu 2016, msika wazodzikongoletsa wapadziko lonse udakula pafupifupi 4%. Kupanga zodzikongoletsera ndi zokongoletsa kumayang'aniridwa ndi mabungwe amitundu yonse: L'Oréal, Unilever, Procter & Gamble Co, The Estee Lauder Companies, Shiseido Company ndi Lancôme.

Pofika mu 2016, French L'Oréal ndiye anali mtsogoleri wopanga zokongola padziko lapansi, ndikupanga ndalama $ 28.6 biliyoni pachaka. Kampaniyo ili ndi dzina lotsogola lotsogola padziko lonse lapansi, L'Oréal Paris, yamtengo wapatali $ 23.89 biliyoni (2017) komanso anali m'modzi mwa makampani otsogola pazodzikongoletsera, kulembetsa ma setifiketi okwana 314 mu 2015.

Zonse Za Ine

Ma media media akukulitsa malonda azodzikongoletsa ndi Instagram ndi YouTube ndikupanga zofuna zazinthu zokongola ndipo ndizolumikizana pakati pazopanga zodzikongoletsera ndi ogula. Kuyambira mu 2015, pafupifupi theka la makanema okongola pa YouTube anali maphunziro omwe amalangiza owonera za kukongola: momwe angagwiritsire ntchito chinthu kapena kupanga mawonekedwe.

Ma vlogger amakono ndi opanga ena odziyimira pawokha amapanga zokambirana zambiri komanso makanema ochezera azungulira ma brand okongola pa YouTube (97.4% kuyambira Juni 2016). Makanema azodzikongoletsera amawerengera 50+ peresenti yamavidiyo azodzikongoletsa pa YouTube.

Kuyang'ana Bwino Kupindula

Malinga ndi a Daniel Hamermesh, University of Texas ku Austin ogwira ntchito zachuma, amuna okongola amalandila ndalama zochulukirapo pa 13% pantchito yawo kuposa anzawo omwe amaoneka ovuta (Kukongola Amalipira) ndipo kafukufuku wina akuwonetsa kuti anthu okongola atha kulembedwa ntchito pazachuma.

Kukhala Bwino. Ulendo Wofewa

Kuti ndikwaniritse zosowa zanga komanso kuyambiranso kukongola, ndidasainira kalasi zodzikongoletsera ku Greenwich Village - mtsogoleri wazogulitsa zodzikongoletsera, Kryolan. Malinga ndi tsamba lawo lawebusayiti, ali… "akatswiri okhawo opanga zodzikongoletsera."

Kryolan adayamba kupanga zodzoladzola ku Berlin, Germany, zaka zoposa 73 zapitazo ndipo zinthuzo zimapangidwa kuchokera kuzinthu zawo zokha. Kryolan ndiye zodzikongoletsera zomwe amasankha, osankhidwa ndi akatswiri ojambula zaluso kwa makasitomala awo m'mafilimu, zisudzo ndi kanema wawayilesi. Imodzi mwazinthu zoyamba kupanga zodzikongoletsera zopangidwa ndi zinthu zopangira zoposa 16,000 zapamwamba komanso zowonjezera.

Zodzoladzola ziyenera kukhala zolimbikira kwambiri ndipo zodzoladzola za Kryolan zimakumana ndipo nthawi zambiri zimaposa zomwe makasitomala awo amayembekeza. Kaya ndi kuyatsa kwa HD kapena zovuta kujambula, malonda ake amakhala ndi zovuta. Kampaniyo imatsimikizira kupitilizabe kwamitundu, kulola akatswiri kuti apange mawonekedwe ofanana mobwerezabwereza. Chogulitsikacho ndichotetezeka komanso chodalirika ndipo chimakwaniritsa zosowa za akatswiri.

Kuphatikiza apo, asayansi a Kryolan amagwira ntchito ndi ma dermatologists kuti ayese mayeso azachipatala nthawi zonse kuti awonetsetse kuti mankhwalawa ndi ofanana ndi khungu ndipo kampaniyo yakana kuyesa mankhwalawo pa nyama. Kryolan ndiye kampani yoyamba kupanga zodzikongoletsera kuti alandire chiphaso cha European Center for Allergy Research Foundation. Zogulitsazo ndi hypoallergenic yokhala ndi khungu labwino kwambiri komanso zinthu zabwino, zomwe zimawapangitsa kukhala chisankho chabwino kwambiri kuposa malonda omwe amapezeka m'masitolo. Kuonetsetsa kuti kusasinthasintha kwa mitundu, ukadaulo muma laboratories umakhala ndi makina opanga zithunzi, omwe amapezeka m'ma laboratories asayansi, chifukwa amayesa ndi kuyang'anira utoto molondola.

Nkhani yabwino kwa ogula, ndikuti Kryolan tsopano akupanga zogulitsa zake ndi ntchito zantchito kwa ogula onse omwe akufuna kukonzanso mawonekedwe awo kapena kuwoneka ngati 'kanema-nyenyezi' wangwiro pamwambo waukulu, kaya ndikwezedwa kwa CEO kapena kubadwa wa mwana watsopano.

Kubwerera ku Sukulu. Zomwe Muyenera Kuphunzira

Kunali m'mawa kozizira komanso wamvula nthawi yachisanu pomwe ndimapita ku Greenwich Village kukakumana ndi akatswiri ojambula zaluso omwe amayang'anira shopu ya Manhattan. Chipinda chowonetsera ku Kryolan chimadzazidwa ndi zinthu zodzikongoletsera zingapo zomwe zimayambira pa beige mpaka utoto wabwino kwa Hava Chaka Chatsopano.

Pofuna kutichotsa pamayesero oyika zala m'miphika yamitundu yonse, ophunzira amatsitsidwa masitepe ang'onoang'ono kupita mkalasi. Tili ndi kapu ya khofi m'manja, tinalandiridwa ku Kryolan, ndikuwunikiridwa mwachidule za momwe kampaniyo idakhalira ndikudziwitsidwa kwa "mphunzitsi" wathu ndi mtundu wake.

Phunziro loyamba la tsikuli limayang'ana kwambiri zaukhondo komanso kufunikira kosunga zida za zida zoyera (maburashi, ogwiritsira ntchito, miphika yamitundu). Zilibe kanthu kuti ndinu akatswiri ojambula opanga kukongola kwa makasitomala, kapena mukukonzekera nkhope yanu kuti mugwire ntchito, ndikosavuta kuyika zala zanu mu ufa, mafuta odzola, ndikusiya DNA yathu pachilichonse chomwe tingakhudze.

Tsiku lonse tinaphunzira kupanga zodzikongoletsera (komanso kufunikira kwa burashi yoyenera), komanso gawo la malingaliro amitundu; momwe mungapangire "mawonekedwe" kutengera mawonekedwe, nkhope, matupi a khungu / kapangidwe kake; momwe mungapangire zowoneka bwino ndi mithunzi kudzera mumitundu, mawonekedwe ndi mithunzi. Tidakhalanso nthawi yophunzira momwe tingagwiritsire ntchito maziko, kupanga mthunzi wakuda kutha ndipo mphuno zazikulu zimawoneka zazing'ono. Milomo idalandira ola lawo lapadera ndipo imaphatikizaponso momwe angawonjezerere kudzera m'miyendo yamilomo, mitundu, kunyezimira komanso kunyezimira.

Tsikuli lidapita mwachangu kwambiri ndipo, monga zinthu zonse zabwino, pulogalamuyi, zachisoni, idatha. Mosiyana ndi magulu ena, pomwe ndinali wokondwa kuti kalasi yatha ndipo sindinabwererenso sabata lina, ndimafuna kubwerera ku Kryolan tsiku lotsatira (kapena sabata lotsatiralo).

Ophunzitsa ndi ogwira ntchito ku Kryolan ndiwowopsa kugwira nawo ntchito, kufikira ophunzira / makasitomala ndi "osaweruza". Cholinga chake ndikuthandiza mayi aliyense kudziwa zomwe akuchita bwino komanso "kulimbikitsa zabwino ndikuchotsa zoyipa."

Ndikulangiza mwamphamvu abambo ndi amai kuti azikakhala nawo m'makalasi a Kryolan - ndipo abweretse anzawo ndi abale. Ndi mwayi wabwino pakumanga timagulu ta makampani, kulumikiza amuna, ndi / kapena mphatso kwa mwamuna / mkazi yemwe ali ndi zonse - koma atha kugwiritsa ntchito mawonekedwe atsopano a Chaka Chatsopano.

Pambuyo pake, nsapato ndi magalimoto amabweretsedwera ku shopu kuti zikatsitsimutse ndikukonzekera ... si nthawi yoti mupereke chikondi chofanana pamaso panu ndi nkhope za omwe timawakonda?

© Dr. Elinor Garely. Nkhani yakulemba, kuphatikiza zithunzi, sizingatengeredwe popanda chilolezo cholemba kuchokera kwa wolemba.