P177 Adolescent skincare practices in the era of social media: implications for self-perception and body image

Abstract

Adolescence is a formative period for self-identity, during which appearance-related concerns and skincare behaviours are increasingly shaped by social media. Continuous exposure to idea­lized beauty standards may influence skincare practices, self-perception and body image, with potential implications for psychological wellbeing. The aims of this study were to assess skincare knowledge, attitudes and practices among adolescents; to evaluate social media influence and to examine associations with self-perception and body image. A cross-sectional study was conducted among 612 adolescents (age 13–17 years). Data on routine steps, product choices, side effects and information sources were collected using a structured questionnaire. Body image and internalization of beauty ideals were assessed using the Perceptions of Beauty Standards Scale (PBSS) and the Body Esteem Scale for Adults and Adolescents (BESAA). Multivariable analysis examined predictors of poor body image adjusting for age, sex and socioeconomic status (SES). Knowledge was moderate (shown by 67% of respondents), but only 34% followed ­evidence-based routines. Cleansing (92%) and moisturizing (58%) were common, while sunscreen use remained low (27%). Social media was the primary source of information for 82%. Side effects were reported by 32%. Higher PBSS scores correlated with increased social media exposure (P < 0.01), and elevated PBSS was associated with lower BESAA (P < 0.05). Higher Social Media Engagement Scale for Adolescents scores were associated with increased PBSS scores and lower BESAA (P < 0.05). After adjustment for confounders, adolescents across groups showed similar body-image patterns, reflecting high exposure to beauty-driven online content. SES differences were modest: adolescents with lower SES reported greater dissatisfaction due to limited access to trending products, while those with higher SES showed more experimentation yet increased comparison-driven dissatisfaction. Female respondents demonstrated lower BESAA than male, although social media remained the dominant influence among groups. Social media significantly shapes adolescent skincare behaviours and body image. Strengthening media and advertising regulations, alongside targeted education and media-literacy initiatives, is essential to promote safe skincare practices and healthy self-perception.