The rising popularity of ‘looksmaxxing’ on social media platforms is ultimately “another recipe for unhappiness,” Shane Coleman has warned.
The trend, which mainly focuses on young men and teenage boys, encourages them to do everything they can to maximise their ‘physical attractiveness’ – based on a proscribed set of characteristics from jawlines and physique to skincare.
In its mildest form, referred to as ‘softmaxxing,’ the trend sees teenage boys obsessing over everything from cleansing, skincare and haircare to diet and gym workouts.
The more extreme end, known as ‘hardmaxxing,’ involves steroids, skin-whitening and plastic surgery.
The trend first emerged on incel (Involuntary Celibate) messaging boards; however, it has crossed over into the mainstream in recent years.
On Newstalk Breakfast this morning, presenter Shane Coleman said the trend is “another recipe for unhappiness” for our young people.
“I was watching a film with my daughter recently," he said.
“I can't remember even what film it was, but it was made about 20 years ago and there was a young man in it and he took off his shirt and he had a normal body.
"He was slim and all that, but he didn't have an eight-pack and it just struck me that nowadays, every teen movie, when I see the male character in it - who's supposed to be 16, even though he's probably 24 - has this ridiculous body,” he said.
“If you're a young man watching that - if you're a boy watching that - you're saying, ‘That's the norm.’
“My worry about this is the massive pressure it puts on kids.”
Ciara Kelly in the Newstalk studio. Image: NewstalkFellow presenter Ciara Kelly said she sees the changes in young boys’ attitudes through her sons and their friends.
“I see, you know, the haircut every three weeks,” she said.
“The textured powder for the hair, the expensive aftershaves – I wouldn't spend on perfume what they want to spend on aftershave to go to school.
“Then there’s the needing to be ripped.
“I was in a supermarket yesterday and I sent a text on the family WhatsApp going, 'Do we need anything?' - as in, bread or milk or whatever.
“I was asked for creatine, like, protein powder.”
Looksmaxxing
She said the trend is introducing boys to pressures girls have been dealing with for years.
“There's nine years between my eldest son and my youngest son and I think, even in that decade, it has changed radically in terms of the pressure on young guys now - young teenage boys - to look a certain way,” she said.
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Body image
Ciara said she also worries for the young men who will never be able to achieve the ideals of the trend, due to their build.
“I hope, truthfully, that some of them will outgrow it,” she said. “I think it is a manifestation of the insecurity of youth.
“In our day, you know, ‘What bands do you like?’ was what we used to say to try and prove that we were a bit cool.
“Now they have to have a six-pack. I kind of do worry about it.
“I hope they grow it a lot of them but I don't think it's without its problems and it is not without its pressures.”
Also on the show, The Times writer Maria Lally, explained the trend for listeners – you can listen back here:
