From Marc Jacobs to Adwoa Aboah, more and more creatives are filming makeup tutorials as a way to connect people during the global health crisis. Here, we investigate how this type of creativity provides a valuable space of peace and calm for the viewer
. “I personally don’t want to engage with the news all day because that starts to affect my mental health.” For Leanne, creating make-up tutorials has become a therapeutic act. “Whenever I’ve noticed myself slipping into a more negative headspace, sitting down and filming a make-up tutorial has lifted me right out of that.”
And it’s proving worthwhile for those watching, too. With so many of us stuck at home right now, beauty influencers and make-up artists are finding there has been a huge increase in viewers watching and engaging with their content. “As consumers have more playtime with cosmetics, online make-up tutorials have gained traction,” says Livvy Houghton, a creative researcher at strategic foresight consultancy. “Skincare demonstrations and haircare tutorials have also seen a spike.
Nieves, 24, who works in architecture in Ibiza, agrees. “I have been watching tutorials for inspiration for […] when we’re allowed to have a social life again. For me, the make-up world is almost a way of life. It’s a source of inspiration. It makes me feel better.”With everyone looking for things to do to keep themselves busy, particularly those in countries that are under the strictest lockdowns, tutorials provide a great outlet that anyone can participate in.
For those of us who are finding being physically isolated from our usual network of friends and family tough, this type of connection is proving invaluable. Make-up tutorials help foster an environment of communal bonding — a sense that we are all in this together. This is something Marc Jacobs emphasises by framing his videos as Too-torials.
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