An in-depth psychological-representative study from Lönneker & Imdahl rheingold salon compiled for IKW – German Cosmetic, Toiletry, Perfumery and Detergent Association
Do we really need another youth study? For almost 10 years, IKW has regularly looked at young people. In 2016, the first study “Youth undisguised” was published, a representative in-depth psychological study that not only examines individual facts, but also decipheres the basic psychological structure of a generation. The study hits a nerve, so that a selfie and an Instagram study followed in the subsequent years. Currently there is still a great deal of interest in the content of this the 2016 fundamental youth study, as it explains what it means to grow up in today’s world and it addresses the importance of cosmetic products for young people. So yes, another study is needed, because a lot has happened in the world in recent years. What impact did all the crises have on young people, on their dreams, fears and selfesteem? How do young people deal with today’s crisis-ridden challenges? What has changed in recent times? And what special methods have young people developed to cope with it?