Attitudes and perceptions towards the safety and efficacy of commonly used cosmetic and lifestyle products: Social media analysis

Social media platforms have flourished as a rick source of data over the last few years especially for healthcare and medicines data. Individuals from all backgrounds express their honest views and opinions towards medicinal and lifestyle products and that makes social media posts a rich source of information in relation to experience of using medicines. Very popular social media platforms include X (Twitter) and TikTok. Therefore, this work explores the attitudes and perceptions of individuals towards cosmetic and lifestyle medicinal and non-medicinal products. Qualitative thematic content analysis was applied to 479 social media posts that included texts and videos. The analysis assessed the sentiments of individuals towards the cosmetic and lifestyle products whether positive or negative. The results were shown for three key products being rosemary, antidandruff shampoo and Sudocream. Positive attitudes towards rosemary included improved hair growth, appearance and volume. On the other hand, negative attitude linked to rosemary was related to white hair and hair loss. In addition, positive attitude related to Sudocream was treating acne, face lighting and deodorizing effects. Moreover, negative attitudes related to Sudocream were worsening acne and burns. Attitudes towards antidandruff shampoo was limited to positive attitude in relation to treating fungal infection. The application of the three products varied depending on the region they were used. In summary, the study underpinned the importance of considering individuals’ attitude, cultural differences and environmental factors prior to recommending cosmetic products.