Shopping culture is so pervasive that you can have a haul of hauls—that is a whole silo of content centred wholly around what one has purchased. The scale of them is nothing to sneeze at either. The visual spectacle attracts both curious and awestruck viewers, which, either way you slice it, is a win-win for the creator. But as we are inundated with these kinds of clips, the tide evidently turns. Now, viewers are jaded by the constant stream of products. Nimble creators are quick to realise this (if they themselves haven’t become overwhelmed by the very same thing), and with that, welcoming an era of anti-overconsumption.
No, we’re not talking about the total annihilation of consumption; that’s just unrealistic. Consumerism will always be a part of the social fabric. Instead, what the public is calling for is the moderation of the activity. If you’ve yet to hop onboard on this bandwagon, let us enlighten you.
How We Got Lost In The Sauce
In this little corner of the world, exchanges often revolve around transactions to purchase the latest and greatest. Rarely do we actually talk about the best of the season’s past, unless it’s for nostalgia. Unlike fashion, this is an industry that perpetually looks to the future. When buzzy new products drop, creators and enthusiasts alike race to the gondolas to pick it up, with the brazen urge to be the first to deign the item a “yay” or “nay”. Unlike the Olympics, this race is open to all.
The dopamine thrill of it all is like a vortex, one that figuratively whisks you off your feet at the sheer thought of future happiness once you hit check out. Just picture the intro sequence to Confessions of a Shopaholic—that film hit the nail on the head. But unlike the film, we now have wilfully installed a digital billboard on our personal phones. If storefront sale signs and traditional ads already have a pull like Shopaholic, imagine the magnified power wielded by short-form video content that is multiplied by a parasocial relationship. If you ask us, that is one compelling formula.
Mentally Skip The Ads
With little regulation keeping things in check, it’s up to the individual to make conscious decisions. Slowly but steadily, people are registering the fact that these hauls (both the rate and the size) are not practical. And with inflation, everybody is feeling the pinch. Now, not just in beauty, creators are putting out public service announcements on the importance of media literacy.
At its core, it posits mindful content consumption, including actively reflecting the financial motives of the content. It has less to do with the person or the video itself, and more with what effect it can have on the viewer. The algorithm creates a heavily personalised feed, therefore they have already premeditated the odds of your purchases. That, plus the fact that shopping is so seamless these days means it’s getting easier to be reckless with our money. The way around it? By educating ourselves to be more discerning—and this takes practice.
Know When To Tap Out
Today, not only are brands launching at lightning speed but more novel categories and new brands are entering the scene. Fast beauty is no longer a concept; it’s a reality. There can be multiple new products marketed every day, and consequently, a proliferous amount of content churned out to pair with it. This means, within the next 24 hours, we’re getting enticed by another slew of releases.
If all of this does not feel familiar to you, we congratulate you—you have not been primed for the kill. But if it’s starting to sound like a symptom of your behaviour, then it’s time for a reality check. The next time you go in to scroll around, settle on what you’re seeking. For many, it could be entertainment. For some, inspiration.
Maybe you’re even intently looking for a replacement for your favourite beauty product. Just remember to hold on to your purpose, and save yourself from unnecessary spending. The rush of pleasure you get from the purchase will run out, and you could end up with an item that, turns out, doesn’t “spark joy” that much at all.
This story first appeared on GRAZIA Malaysia October 2024 issue.
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