The Truth About Beauty Focus Groups, From a Tired Moderator

In the room, there is a “celebrity jewelry designer,” a “travel vlogger,” a “houseplant influencer,” a “life coach in-training,” and a woman who specializes in “unboxing videos.” But the spreadsheet reads: social worker, educator, professional data entry, bank manager, and pain clinic associate ... that’s okay, though. This dissonance is understandable, and it’s important they have their moment, that quick bump of confidence that comes from validation in a room of strangers. I listen as they describe their morning routines and how the tautness of their forehead is social currency. They will use anything their dermatologist recommends.

That is just one passage from a darkly engaging essay from writer Katiy Heath, who spent the last several years moderating focus groups for skincare companies and is currently writing a memoir about her experience.

As I read about her experience, it reminded me of a time in my own past when I was involved in joyless sessions like the ones she described. I suppose there is something to be learned from bringing a group of 18 to 34 year old women together to talk about skincare. Reading Heath’s retelling of those sessions, though, is a lot more fun.