The IKW Youth Studies

Young people are currently struggling with uncertainties – not only due to their unusual mood swings and burgeoning sexuality. On a social and familial level, they likewise experience sort of a loss of control. To counter this uncertain basic feeling, young people try to strengthen their self-confidence and regain control over their own life. To this effect, they develop their very own strategies, which have been decoded by Lönneker & Imdahl rheingold salon on behalf of IKW in three in-depth psychological-representative studies.

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Insta Undisguised – The dream of invulnerability!
The focus of the current study is on the relationship of Generation Z with Instagram. What is so fascinating for young people about this social media platform that they can hardly imagine a life without Instagram? What role do the perfectly structured posts and the application of cosmetic products play for the self-finding of the young people? Within the framework of the in-depth psychological-representative study these questions were examined in detail. In several group interviews with a total of 24 young people aged between 16 and 22 years and a representative online poll with more than 1,000 young people aged between 14 and 21 years, answers were provided.

Selfies Undisguised
A study which deals with the phenomenon of selfies and asks why young people take selfies and why a whole generation defines itself through selfies. Why are young people on the one hand embarrassed by selfies and why do they make an enormous effort, on the other hand, for the perfect picture to be created at the end of the day? What is the role played by recognition? An in-depth psychological-representative study during which a total of 20 young people aged between 14 and 21 years disclose their attitudes and views concerning selfies in face-to-face interviews. In a representative quantitative survey 1,000 adolescents and young adults aged between 14 and 21 years were interviewed online.

Youth Undisguised
A study on the development of self-esteem in adolescents and young adults aged between 14 and 21 years. What role is played by a neat appearance for adolescents and young adults? What influence does taking care of their appearance have on the self-esteem of young people? And in how far can cosmetics and beauty products support young people in their self-discovery? The first in-depth psychological-representative study on the transition to adulthood provides answers to these exciting questions. Within the framework of the qualitative survey, group discussions and individual in-depth interviews were conducted with altogether 56 adolescents and young adults aged between 14 and 21 years. For the representative quantitative survey 1,012 adolescents and young adults aged between 14 and 21 years were interviewed.


Contents at a glance








Downloads | Press releases


Study Youth Undisguised - Interview with Ines Imdahl


"Insta undisguised"

"Youth undisguised"

"Selfies undisguised"



Contact: Birgit Huber
Head of Department beauty care



Industrieverband Körperpflege- und Waschmittel e. V.

Industrieverband Körperpflege- und Waschmittel e. V. – IKW
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