Capitalising on self-love

By Jodi Yip Mei Kei

With Ms. Rona’s debut over a year ago, her presence has brought us into lockdowns after lockdowns with many of us having time to spare. As her unexpected arrival prolonged, postings about how our lives have been during the lockdown and living vicariously on social media has become our daily dose of entertainment.

For a while, having home-baked goods, online shopping, and tiptop productivity every single day has become a normalised way of life. Little did we know, we collectively branded that as an essential way to achieve the ‘ideal’ level of self-love amidst the pandemic as it seemed like the happiest and best way to live. That loving ourselves meant having to wear certain clothes, do certain things, and eat specific foods.

Luckily, we have quickly come to realise that that is not the case. Not at all!

As a result, brands started to leverage that idea of self-love by associating this term with treating oneself to products and services and promoting self-acceptance in accordance with their merchandises - an effective marketing scheme based on the emotional appeal of sublimely using consumers’ self-esteem.

“Brands define self-love as pampering yourself. Taking care of your body and appearance to feel better about yourself. Skincare brands have capitalised on the pamper yourself marketing. I haven't fallen for skincare products but for things such as aromatherapy and essential oils that do create a calming spa environment,” says Natascha Pleyer, a 22-year old Taylor’s University student.

Despite not having anywhere to go amidst the lockdown, retail therapy has taken a whole new meaning according to an article by Hook UK. Online fashion warehouses such as BooHoo capitalised on the lockdown comfort trend by creating the campaign #boohoointhehouse which made their clothes seem like a necessity to cope and feel ‘pampered’ and good at home.

Prior to the pandemic, Chucks.co, one of our many Malaysian skincare brands, incorporated self-love as part of their brand identity. Unlike #boohoointhehouse, Chuck’s way of campaigning promoted self-acceptance and individuality while loving yourself. Jane Chuck, the Founder of Chucks.co, mentioned that her brand is not just about the products but rather it is a lifestyle and community that welcomes all in their truest form.

Bay Doucet modelling for Chucks.co

(Source: @chucks.co via Instagram)

The core of loving yourself has not changed, and that is to accept your skin amidst societal sayings concerning your happiness in yourself, but the actions pertaining to self-love are subjective. It varies according to one’s perspective, thoughts, and feelings.

“I believe self-love is just really understanding yourself. Not just being yourself but understanding yourself. Understand where you are in life, whether it’s at a bad place or a good place. Also, to learn more about yourself. If you don’t understand yourself, you can’t love yourself,” says Esther Tan, a 22-year old Taylor’s University student.

In reality, self-love goes beyond an extensive skincare routine and instant gratification of likes on your posts. The products and services that you purchase are just byproducts to help you along in your journey. Reflect on your shadows in all their murkiness, confusion, and even disappointment. It will be painful but dear reader, no amount of products or brand visions can forgive or heal yourself as you could.

Frankly, there will be moments where you will trip, or fall and decide to lay on the ground for several moments before continuing. Maybe even ponder as to why this requires so much effort. Self-love is a lone and constant yet fulfilling journey, both mind and soul, filled with endless discoveries and possibilities that ultimately lead you towards self-acceptance.