Kuonjezera apo, 17% mwa amuna omwe adafunsidwa adanena kuti angaganizire kugwiritsa ntchito zodzoladzola m'tsogolomu; poganiza kuti izi ndi zolondola, zitha kuwirikiza kawiri kukula kwa msika.
Kugwiritsiridwa ntchito kwamakono kapena chidwi chomwe chingakhalepo kwa amuna ndi zodzoladzola zawo zikuwoneka ngati zaka zokhudzana ndi zaka monga 73% ya amuna 51 + adanena kuti SANGAganizire kugwiritsa ntchito zodzoladzola; komabe, izi NO NO NO udindo adawonetsedwa ndi 37% yokha ya amuna 18-34, kotero zikuwoneka kuti anyamatawa ali omasuka kugwiritsa ntchito mankhwala opangira khungu kuphatikizapo zonona, mascara, maziko, bronzer ndi concealer.
Kupeza amuna ovala zopakapaka
Ngakhale kafukufuku wapeza kuti abambo akugula zodzoladzola zambiri kuposa kale, sindikudziwa komwe abambowa amakhala…osati kuwawona m'misewu ya Manhattan, kumalo anga ochitira masewera olimbitsa thupi kapena kalabu yanga. Ngakhale kuti amuna a ku Amereka akhala akuchedwa kuvomereza zodzoladzola, malingaliro akusintha chifukwa cha chitsenderezo cha kukhala ndi moyo mogwirizana ndi miyezo ya kukongola kosatheka. Kuti athane ndi vuto latsopanoli, akugwiritsa ntchito gawo lalikulu la ndalama zawo pamilomo, ufa ndi zonona.
Malinga ndi wolemba mabulogu David Yi, Woyambitsa, Kuwala Kwabwino Kwambiri, zodzoladzola ndi skincare za amuna zimagwiritsidwa ntchito "podzisamalira, komanso kungowoneka ndi kumva bwino." Kafukufuku yemwe adachitika mu TIME ndi Cosmopolitan adapeza kuti amuna nthawi zambiri amakhala osasangalala ndi maonekedwe awo ngati akazi. Ngati zodzoladzola zingathandize amuna monga momwe zimakhalira "kuthandiza" akazi, ndi njira yachangu komanso yosavuta yothanirana ndi vuto lomwe lili ndi mayankho ochepa omveka komanso enieni. Danny Gray, woyambitsa War Paint, (kampani yaku UK yomwe idakhazikitsidwa mu 2019) akuti, "Zodzoladzola si za akazi okha…. Ndi za aliyense amene akuzifuna. Ndipo ngati mukufuna mtundu wa amuna omwe amalankhula nanu, yang'anani F ** mfumu yabwino m'bafa yanu, ndikuyimira china choposa zinthu zopangidwa, takupatsani msana." Gray amayamikira zodzoladzola zomwe zimathandiza thupi lake dysmorphic disorder.
Amuna, zodzoladzola ndi mbiriyakale
Kugwiritsa ntchito zodzoladzola kwa amuna sikwachilendo. Amuna akale a ku Aigupto, komanso akazi, ankavala kohl kuzungulira maso awo omwe, kafukufuku amapereka, mwina anali ndi antibacterial komanso zokongoletsera. Mapangidwe a eyeliner amphaka adayamba ku Egypt Yakale ndipo chinali chizindikiro chachuma. Amuna amavala zodzikongoletsera kuzungulira diso lonse ndipo amavala zopaka utoto pamasaya awo okhala ndi madontho amilomo kuchokera ku ocher wofiira.
Kuvala zodzoladzola inali njira yowonetsera umuna.
Ku Roma, amuna amaika pigment pamasaya awo ndikujambula pamisomali yawo yomwe inapangidwa ndi magazi a nkhumba ndi mafuta (zaka za zana la 1 AD). Mfumu Louis XVI (zaka za m'ma 18) ankakonda kwambiri mawigi pamene anayamba kuchita dazi ali ndi zaka za m'ma 20. Rockstars nthawi zambiri amayang'ana maso awo ndi liner wakuda. Boy George ankadzipakapaka m’ma 1980. Ku India amuna amavala zikope ndipo Amasai ku Africa amapenta ocher wofiira kumaso ndi matupi awo. Amuna akuda ndi zodzoladzola zimagwirizanitsa miyambo ya ku Africa ku Chad kumene amuna a Wodaabe amaphimba nkhope zawo ndi zodzoladzola zapamwamba kuti akope akazi.
Mtolo
Pali chitsenderezo chowonjezereka chakuti "amuna apitirizebe unyamata, choncho zikuwoneka kuti akufunafuna chithandizo chodzikongoletsera" malinga ndi Julie Lipoff MD, pulofesa wothandizira wa dermatology pa yunivesite ya Pennsylvania yemwe wawona chidwi chowonjezeka pakati pa amuna. mu skincare, ngakhale osati mu zodzoladzola makamaka.
Generation Z (anthu obadwa kumapeto kwa zaka za m'ma 1990 ndi kumayambiriro kwa zaka za m'ma 2000) tsopano ali patsogolo pa chikhalidwe ndipo Jaden Smith ndi Lil ZuiVert ndi zitsanzo. Odziwika achimuna awa nthawi zambiri amawoneka atavala masiketi kapena bulawuzi popeza m'badwo wawo wamadzimadzi ukupita patsogolo komanso wotseguka kuposa zaka chikwi (1981 mpaka 1996). Akuganiziranso zomwe zimatanthawuza umuna, zomwe zimatanthauza kukhala mwamuna, ndikuvomereza kuti kujambula nkhope yanu kapena kugwiritsa ntchito skincare sikukupangitsani kukhala wocheperapo ngati mwamuna.
M’mbiri yakale, ndi amuna ochepa okha amene anadzidetsa nkhaŵa ndi ndale za zodzoladzola. Ngati zodzoladzola zakhala zofala kwa abambo, komabe, amatha kukumana ndi zovuta zomwe zimafanana ndi akazi. Kuchulukirachulukira pamawonekedwe aamuna kumatha kukhudza thanzi lawo lamalingaliro pomwe capitalism yamakono ikuchita bwino kutipangitsa kumva ngati sindife oyenera.
Pofuna kulimbikitsa amuna kugula ndi kugwiritsa ntchito zodzoladzola, mitundu ngati Cover Girl ndi Maybelline awonetsa amuna pazotsatsa zawo.
Makanema a TV, Diso la Queer, adathandizira kusokoneza zodzoladzola za amuna ndipo Jonathan Van Ness adawonetsa Tom Jackson momwe angagwiritsire ntchito color corrector kuti achepetse kufiira kwa nkhope yake. Ndi mzere wa Boy de Chanel, Tom Ford amapanga concealer, bronzer ndi brow gel makamaka amuna.
Kafukufuku waposachedwa akuwonetsa kuti mabungwe odzikongoletsera ndi osamalira khungu akuyenera kuyang'anitsitsa momwe amuna akukula. Groupon anapeza kuti amuna a ku America amawononga, pafupifupi $ 244 pamwezi pa zodzoladzola, kapena $2,928 pachaka (22% zochepa kuposa akazi) pamene akazi a ku America amawononga, pafupifupi $313 pamwezi pa zodzoladzola kapena $3,756 pachaka.
Padziko lonse, amuna amakumbatira kukongola kwawo
Padziko lonse lapansi, msika wogulitsa amuna ndi wamtengo wapatali $70 biliyoni. Mu 2020, msika wa zodzikongoletsera za amuna ku Japan udakula ndi 4%, kufika pamlingo wa $341 miliyoni (Intage). Hot Pepper Beauty Academy, idatsimikiza kuti amuna aku Japan, 15-19 y/o amawononga $51.30 pamwezi pazodzikongoletsera zoyambirira pomwe amuna azaka za m'ma 20 amawononga $49.50 pamwezi.
Amuna aku South Korea adawononga $ 495.5 miliyoni posamalira khungu (2011, CBS Report) yomwe ikufanana ndi 21% ya malonda apadziko lonse, zomwe zimapangitsa dziko lino kukhala msika waukulu kwambiri wosamalira khungu la abambo padziko lapansi, ngakhale kuti ndi anthu ochepa. Amorepacific, kampani yayikulu kwambiri yodzikongoletsera ku South Korea, idapeza ndalama mu 2021 za $ 4.4 biliyoni ndipo ntchito idakwera 136.4% mpaka $298 miliyoni yochokera kumitundu 17 ya amuna, ndi malo ogulitsira awiri a Manstudio ku Seoul odzipereka kwathunthu pakusamalira khungu la amuna ndi zodzoladzola.
Kukula kwa chidwi m'mapangidwe a amuna aku South Korea kumafotokozeredwa ndi mpikisano wowopsa wa ntchito, kupita patsogolo ndi chikondi mu chikhalidwe chomwe "mawonekedwe ndi mphamvu." Azimayi amayembekeza kuti amuna atenga nthawi ndi khama kuti azikongoletsa zikopa zawo. Korea Air imakhala ndi makalasi a zodzoladzola apachaka aamuna oyendetsa ndege.
Zamgululi
Mu 2016, Coty adapeza CoverGirl ndipo adapanga mbiri poyambitsa, CoverBoy, yokhala ndi wojambula wa YouTube, James Charles (wazaka 17 panthawiyo). Kutsatira njira iyi, L'Oréal adalembetsa blogger wokongola Manny Gutierrez (Manny MUA) ngati nkhope ya kampeni yake ya Maybelline Colossal mascara (2017).
Malinga ndi Guitterez, "… Maphunziro a zodzoladzola a Gutierrez ndi kuwunika kwazinthu zimakopa olembetsa pafupifupi 5 miliyoni patsamba lake la YouTube ndipo Gulu la NPD lidatsimikiza kuti chinthu chimodzi chokhazikitsa ufa chidawona kuwonjezeka kwa 40% pakugulitsa Gutierrez atawalimbikitsa panjira yake. Kiehl wakhala wotchuka ngati mtundu wa unisex; komabe, amuna tsopano amapanga 39% ya malonda awo. Machine Gun Kelly posachedwapa adalengeza kuti akuyambitsa mzere wa unisex msomali.
Zomwe amuna amafuna
Malingana ndi Ipsos (2022) amuna a 18-34 y / o amafuna kudziwa momwe zodzoladzola zidzasinthira maonekedwe awo, zimawathandiza kubisala zilema ndi zolakwika komanso momwe, "anyamata ngati ine" adzalandiridwa akamavala zodzoladzola. Amuna opitirira zaka 51 amafunanso kuwongolera maonekedwe awo koma sakhala omasuka pamene anthu ena amadziwa kuti akugwiritsa ntchito zodzoladzola ndipo akufunafuna njira zogulira ndi kugwiritsa ntchito mankhwala omwe sangawopsyeze mphamvu zawo zachimuna.
Amuna, omwe ali ndi "programu" kale, akuyenera kupitiriza ndi chizoloŵezi chawo chokongoletsera. Vuto lidzakhala kutsimikizira misika yamwamuna yotsalayo kuti malonda ayamba kale; komabe, zidzatengera khama lalikulu kuti alowe nawo m'masitolo kapena kuyitanitsa zinthu zapaintaneti monga kusamba thupi, kusamba kumaso, kupopera thupi, ndi zinthu zina zodzikongoletsa. Zochita zamalonda sizidzangofunika kuthana ndi zosowa ndi zoyembekeza za msika uwu koma kulimbikitsa chizindikirocho poonjezera malingaliro a ogula za umuna, kuwonjezera kudzidalira kwake komanso kudzidalira.
"Chabwino kwambiri ndikuwoneka mwachilengedwe, koma pamafunika zodzoladzola kuti ziziwoneka mwachilengedwe." - Calvin Klein
Makampani okongoletsa (kuphatikiza chisamaliro cha khungu, zodzoladzola zamitundu, chisamaliro chatsitsi, zonunkhira, ndi chisamaliro chamunthu) adakhudzidwa ndi zovuta za COVID-19. Kumayambiriro kwa mliri, malonda adatsika ndipo masitolo ambiri adatsekedwa.
Makampaniwa adayankha ndikusintha opanga kuti apange zotsukira m'manja ndi zoyeretsa, kupereka ntchito zokongoletsa zaulere kwa ogwira ntchito akutsogolo, kusuntha malonda ku mwayi wapaintaneti ndikuwonjezera maphunziro, zidziwitso ndi kukwezedwa kudzera pawailesi yakanema.
Kufunika kwa mafakitale sikungatheke chifukwa kumapanga mabiliyoni akugulitsa pachaka, ndi udindo wa mamiliyoni a ntchito (mwachindunji ndi mosadziwika) ndipo ndi injini yachuma padziko lonse lapansi.
Mliriwu wasintha tanthauzo la "kukongola," ndikupangitsa kuti ukhale wapadziko lonse lapansi, wokulirapo komanso wophatikizidwa ndi malingaliro amunthu payekha komanso moyo wabwino.
Pofuna kuthana ndi gawo lazachumali, wolembayo wapanga magawo atatu awa. Mndandandawu umayang'ana kumbuyo kwa chinsalu kuti mudziwe momwe makampaniwa alili panopa.
1. Mukakayika Valani Zofiira, "Bill Blass: Mlozera wa Lip Stick
2. Valani zopakapaka kapena ayi: Akazi - m'njira zathu
3. Amuna Enieni Amadzipaka Zopaka
© Dr. Elinor Garely. Nkhani yakulemba, kuphatikiza zithunzi, sizingatengeredwe popanda chilolezo cholemba kuchokera kwa wolemba.
