New Australian research has revealed working from home – and spending more time looking at our ‘digital reflection’ during video calls – has focused our attention much more sharply on looking our best during on-camera performances.
Working from home, especially during successive COVID lockdowns, has prompted a big shift in Australians’ approach to, and view of, their own beauty – and giving rise to self-imposed pressure to ‘look good’ on video calls.
With the frequency of video calls increasing by 71% during 2020 for employed Australians, a new research project has reported 94% of people surveyed ‘notice their own appearance before anything else at the start of a video call’ – and, as a result, they confirmed allocating significant preparation efforts to lighting, camera angles and a range of beauty treatments.
The survey titled ‘Up Close And Personal’ (conducted by Lonergan Research for Allergan Aesthetics) involved 2,018 Australians aged 18+ and included both capital and non-capital city areas.
With viewing our own digital reflection on a daily basis becoming the norm for many Australians – and taking our place amid rows of headshots featuring colleagues and acquaintances displayed side-by-side, just centimetres apart, for up to an hour or more at a time – the research reveals the harsh reality of living life ‘up close and personal’, with:
- 66% confirming they sometimes feel anxious about their appearance on video calls;
- 31% reporting they feel more aware of their flaws on video calls; an
- 27% admitting they have felt more critical of their appearance in the last 12 months due to digital interactions.
- 67% care about how they look online and on video calls and make an effort to p esent well, with makeup and clothing choices;
- 48% consider a range of beauty treatments to improve their personal appearance on video calls, from over-the-counter skincare to medical aesthetic treatment;
- 22% admit to being conscious of the proper set-up for video calls and adjusting camera heights to ensure they are not looking down; and
- 62% feel self-conscious enough to not have the camera on at all unless absolutely necessary.
As a result, experts align increased use of the ‘digital mirror’ with increased interest in medical aesthetics and the rise of so-called Zoom dysmorphia.
The research reported it’s not just fine lines and wrinkles that Australians are taking a closer look at, with camera angles prompting a new perspective on the jawline – over a quarter (27%) of people surveyed cite double chins, drooping jowls and the jawline as key facial concerns.
Sydney dermatologist Dr Natasha Cook commented: ‘Not only are we seeing our own faces more often on video calls, but the format also adds an additional layer of scrutiny, by reflecting our emotions and reactions in real time.
‘For some people, this is far more confronting than simply looking in a physical mirror for daily grooming.’
The survey researchers noted that, with life online becoming the new norm, Australians are taking action to put their best face forward – emphasised by 48% considering ways to improve their personal appearance on video calls ‘from over-the-counter skincare to medical aesthetic injectable treatments’.
This trend has been echoed internationally, with a recent US study noting 86% of dermatologists reported their patients referenced video conferencing as a reason for their new cosmetic concerns.
Another recent study found that among those who previously did not have an interest in facial cosmetic treatments, 40% now plan to pursue treatments based on concerns from their video conferencing appearance alone.
Sydney plastic surgeon Dr Steven Liew commented: ‘Video calls are now a norm in our daily communication. Unfortunately, it now provides a platform for people to not only scrutinise their own features more closely but also compare themselves to others.’
‘This harsh reality has translated into increased interest in facial aesthetics in clinic, with many people stating their motivation for enhancement is directly related to seeing themselves on screen,’ he adds.
Allergan Aesthetics ANZ general manager Nathalie McNeil commented: ‘We are excited about the growing interest in medical aesthetics, both locally and globally.
‘Whether it be for digital or in-person interactions, we’re proud to offer a range of medical aesthetic options for Australians, to help them achieve their desired look.
‘As always, it is important that consumers balance new interest in treatment with information and education from a medical aesthetic professional.’
We’re all now in ‘presentation mode’
Video calls present a platform for unprecedented facial comparison and, in turn, judgement.
In a physical meeting, there are speakers and listeners, but video calls constantly beam faces to everyone, regardless of who is speaking. We are now all in ‘presentation mode’ – with our faces in full view for constant assessment by others. As a result:
- 68% of Australians surveyed felt pressured to be ‘on’ during video calls;
- 21% were comparing their appearance to others while on the call;
- 27% admitted they are more judgemental of other people’s facial features on video calls (than in person); and
- 23% are more likely to judge someone’s effort on appearance online (than in person).
Furthermore, regardless of age, 32% of survey respondents felt ‘women are increasingly judged on how they present themselves online during video meetings’.
Videos prompt surge in medical aesthetics
Among the Australian survey respondents, it was found 14% were considering dermal filler or anti-wrinkle injections to improve their appearance for online video calls.
Meanwhile the Cosmetic Physicians College of Australasia (CPCA) has reported that, compared with the previous year:
- dermal filler injections saw a significant increase of 25%; and
- anti-wrinkle injections were up 14%.
Asked about their motivations for considering aesthetic medical treatments, key reasons given by survey respondents for wishing to improve their facial appearance included:
29% to feel better about themselves;
- 24% wanting to look their best;
- 21% not wanting to look or feel old; and
- 18% to stop looking tired.
Growing interest in filler injections
Awareness of medical aesthetics is on the rise in Australia, with 39% of survey respondents ‘curious about procedures like dermal filler and anti-wrinkle injections’.
Additional research found that for 49% of those planning to have dermal filler injections in the next year it will be the first time.
However, when it comes to knowledge of dermal filler injections, Australians still have a way to go – with over 47% unaware this treatment can enhance or replace volume, reduce deeper lines and help contour the face. AMP
Feeling uncomfortable and exposed
Video calls have been commonly used to help people connect face-to-face from a distance for many years, but they were often reserved for people with whom we had close relationships – with whom we could be ‘comfortably vulnerable’.
The COVID-19 pandemic has catapulted video calling into everyday working life – blurring the lines of personal space and how we present ourselves with others.
As a result, many participants feel ‘uncomfortable and exposed’. By sharing our faces (and flaws) mo e intimately with others – particularly those we don’t know well – 70% of people surveyed felt digital interactions are harder than those in person.
We see more in the
‘digital mirror’
A global survey revealed women spend nearly 5 hours per week on their personal appearance (including bathing, hair styling and applying makeup) compared to just over 3 hours for men.
In 2020, 71% of employed Australians spent more time in front of the ‘digital mirror’ (in online meetings and video calls), with 34% of these reporting their increased time at up to 10-20 hours per week.
The digital mirror adds an additional layer of scrutiny, allowing users to watch themselves speak and react to others – which may cause a person to notice expression lines and wrinkles they are not used to seeing while looking in the mirror.
As a result, 25% of survey respondents said they ‘feel they look continuously tired and drawn when they see themselves online’.
Ageing was also a key issue among respondents, with 20% ‘feeling they look older on video calls’ and 25% ‘feeling pressured to look younger online’.
Pursuing the perfect angle
Depending on the set-up for video calls, we may be seeing more of our face looking down or a side profile if our camera is off-centre – for example, when using multiple screens for work.
Our self-assessment of facial features now goes beyond the norm of fine lines and wrinkles, with Australians now in pursuit of the perfect angle online:
- 17% of survey respondents reported they are specifically ‘more conscious of their facial frame on camera, especially their jawline’; and
- 14% feel their jawline ‘is not defined when they look in the camera and see themselves online’.
Historical research suggests that when meeting face-to-face, 60cm is classified as ‘intimate’ – the type of interpersonal distance reserved for families and loved ones.
With video calls offering a similar distance between ‘faces’, the researchers noted ‘it’s no wonder we’re doing all we can to enhance our angles’.
We rely on the face to communicate online
With video calls now strongly integrated into our professional and social lives, 83% of Australians surveyed believe being able to see people and their body language is important.
However, with the video on, we are projected from the waist up (often closer) and more emphasis is placed on the face to offer communication clues.
With this in mind, 50% of survey respondents said they spend time making sure they have favourable lighting and angles on video calls.
To help video participants put their best face forward on video calls and feel more comfortable ‘up close’, 45% said they spend more time making themselves look presentable for video calls than they would for in- person interactions.
In addition, 47% of women who use video calls feel women are under far more pressure than men to look good online.
