The ‘Zoom Effect’: Exploring the impact of video-calling on appearance dissatisfaction and interest in cosmetic treatment during the COVID-19 pandemic

The popularity of videoconferencing platforms has skyrocketed during the COVID-19 pandemic, however, there have been concerns regarding the potential for video-calls to promote appearance dissatisfaction, as individuals are exposed to their reflection on camera for extended periods. The current study characterised current video-usage behaviours and their relationship with appearance dissatisfaction and interest in beauty procedures in the general population. An online survey was completed by 379 adults currently living in Australia. Multiple aspects of video usage were assessed, including engagement in ‘video-manipulation’ techniques to enhance appearance and the focus of visual attention while on video-calls (i.e. on self or others). The Dysmorphic Concern Questionnaire was administered to determine if video-use behaviours were associated with greater body image disturbance. Over one-third of participants had identified new appearance concerns while on video. Dysmorphic concern was associated with self-focused attention, video manipulation behaviours and increasing appearance concerns. Individuals who identified new video-based appearance concerns reported greater interest in obtaining future beauty and cosmetic procedures. This is the first study to report the potential risks of video-call usage on body image and appearance dissatisfaction. Further research is needed to understand how best to mitigate these risks, as COVID-19 accelerates a virtual age of communication.