Online influencers risk overloading consumers with information, according to one of the world’s leading cosmetic doctors.
Dr Mervyn Patterson from Belfast’s Woodford Medical said the huge numbers of recommendations coming from beauty bloggers on social media meant people felt more confused than ever about what skincare was best.
“Social media has a huge part to play in what information comes to people now,” said Dr Patterson.
“And with so much going on, with so many voices talking about the umpteem things they’re trying, it feels sometimes that there’s a rather chaotic side to it. All these people have got endless new ideas and new products to talk about and get out there in front of their followers.”
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One of the main problems to emerge from the many blogs and endless recommendations consumers are seeing online is the urge to leap from one treatment to another.
“A really frightening statistic is that 54% of females now have sensitive skin,” said Dr Patterson.
“In Ireland, we have a very high instance of Rosacea, so that accounts for some of it. But there is unbelievable pressure on women to try different products. There are huge budgets spent on marketing different treatments, and with advice coming left, right and centre on all these social media accounts, it’s not surprising people jump from one thing to another.”
Dr Patterson’s advice is to take a step back and resist jumping from one treatment to another when you find a beauty regime that works.
“I am not a fan of intermingling brands,” he said. “Lots of people move so quickly between products they won’t know what’s working and what’s potentially irritating their skin. Get sensible advice from a professional - not someone trying to push a brand at you - and take your time when deciding on your skincare.”
The Northern Ireland Beauty Excellence Awards launchedWhen it comes to more invasive treatment, Dr Patterson, one of the top judges for the Northern Ireland Beauty Excellence Awards says while the industry is growing year on year in Northern Ireland, discretion is the name of the game.
“For a while there there was a little bit of a trend for trying to copy some of the nonsense going on in England and America,” he said. “The extreme stuff, the big lips and the totally expressionless face.
“But I get the impression we’re starting to tone that down. Most people here just want to look a bit better, that’s 99% of the people who come for anything at all.
“The reality is they don’t want anyone to know they’ve done anything. In the US and the rest of the UK for some people it can almost be more of a statement, to show they have a bit of extra money, that they’re emulating celebrities. But here, it’s much more discreet. The business is growing.
"For us it’s 30% growth and I imagine it’s the same at other clinics, but the priority is looking healthy and feeling good.
“It’s a little bit of filler and botox, freshening and smoothing out the texture. It’s a gentle approach that most people want, because when your skin is healthy, that’s when you look your best.”
Joining Dr Patterson on the judging panel will be celebrity hair stylist Paul Stafford and Pamela Smyth, one of the most sought-after make-up designers in TV, as well Linda Stinson from Bellamianta Tan.
Completing the star line-up is make-up and skincare specialist Katrina Doran.
The Northern Ireland Beauty Excellence Awards, supported by Belfast Live, will take place on Sunday June 23 at the Crowne Plaza Hotel, Belfast.
For more information and tickets visit www.nibeautyexcellence.com.
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