Eminyakeni yamuva, kusukela kubafana abahle kakhulu kuya "kumadoda aphezulu abantu" athandwayo kuyo yonke inethiwekhi ngoJulayi kulo nyaka, konke kubonisa ukuthi amadoda aseShayina anaka kakhulu ubuhle.
Umkhiqizo omusha ukhathazekile kancane ngokuthi amadoda amaningi aseShayina sekuyisikhathi eside engasanelisi nje ukunakekelwa kwezinwele, ukuqina kwezemidlalo nokugqoka imfashini, futhi aqala ukusebenza kanzima ebusweni babo, noma ngisho nokuchitha imali eningi.
Ngokombiko wango-2021 wokusetshenziswa kwezimonyo zamadoda ku-inthanethi okhishwe yi-cbndata ngo-Okthoba 13, “iphrojekthi yobuso” yabesilisa iyathuthuka, futhi “esinye isikhathi” sokusebenzisa izimonyo sesifikile.
Umbiko ucaphuna idatha yokuqonda ekusetshenzisweni kweTanabata yabesilisa ekhishwe yi-cbndata ne-Hupu. Kubonisa ukuthi izimonyo nokuphathwa kwezinwele kuyisici sokumodela sabesilisa esisesibili ekugqokeni nasekugqokeni. Izinga lokusetshenziswa kwezimonyo eziku-inthanethi zabesilisa baseShayina landa unyaka nonyaka. Kusukela ngo-2019, isikali esisetshenziswayo kanye nenani labathengi bezimonyo zamadoda liyakhula unyaka nonyaka.
Kungani amadoda aseShayina ethanda ubuhle kakhulu?
I-make-up yabesilisa isiphenduke indawo esetshenziswa kakhulu eminyakeni yamuva nje. Okuhlabe umxhwele imikhiqizo emisha ukuthi umngane wesifazane we-inthanethi wake wabhala ku-twitter, “isoka lami lazi okuningi mayelana nezimonyo kunami, futhi kunemikhiqizo yokuzenzela eminingi kunami, futhi inekhono ukudlula mina.”
Ngakho kubonakala sengathi lapho isoka lakhe lithanda ubuhle futhi lenza kangcono kunalo, udadewabo omncane uqala ukuzizwa ekhathazekile. Akakwazi ukwenza ngaphandle kobuhle.
Ngakho-ke, kungani imakethe yobuhle besilisa ithuthuke ngokushesha kangaka eminyakeni yamuva? Mayelana nemikhiqizo emisha, ingabonakala ezicini ezintathu: ukuhlukahluka komphakathi, ukuguqulwa komqondo wokusetshenziswa kwamadoda kanye nezici zemakethe.
Okokuqala nje, ngokombono wendawo yonke, umphakathi uya ngokuya uhlukahluka, futhi ukwamukelwa nokubekezelela izimonyo zamadoda kuba ngcono kakhulu.
Eminyakeni emithathu noma emine edlule, bobabili abesifazane ngisho namadoda babebandlulula izimonyo. Ngaleso sikhathi, amadoda asebenzisa imikhiqizo eyisisekelo njengendawo yokuhlanza ubuso kanye ne-moisturizer, kodwa izinguquko ezinkulu zenzeke eminyakeni emibili noma emithathu edlule.
Eqinisweni, okubaluleke kakhulu ukuthi umphakathi uya ngokuya uhlukahluka. Ngaphansi kwethonya lomqondo wobuhle kuqala eminyakeni yamuva, hhayi kuphela izidingo zamadoda eziye zanda, kodwa futhi nabalingani babo ngisho nomphakathi wonke unezidingo eziphakeme zobuhle bamadoda. Kungashiwo ukuthi uthando lwamadoda ngobuhle luwumphumela wokuthuthuka okuqhubekayo kokuzithokozisa kanye nobuhle bezenhlalo.
Ngokwenhlolovo yangaphambilini eyenziwe ngu-Weibo, ngo-2015, u-31% wabasebenzisi “bamelene ngokuqinile” nokusebenzisa kwamadoda izimonyo, kuyilapho u-29% wabasebenzisi bezwakalise ukuthi “basekelwe ngokuqinile”. Ngo-2018, ingxenye yabasebenzisi “abasekela ngokuqinile” isikhuphukele ku-60%, kuyilapho ingxenye yabasebenzisi “abaphikisa ngokuqinile” ingaphansi kuka-10%.
Uma umphakathi ungasachemi ukwakheka kwamadoda, ukubekezelela kwabantu izimonyo kuyaqhubeka nokuba ngcono, futhi inkathi yobuso bamadoda iqeda “i-make-up bias”.
Okwesibili, umqondo wokusetshenziswa kwamadoda uyashintsha futhi bazimisele ukukhokhela ukubukeka kwabo.
Phambilini bekunombono wemakethe wokuthi amandla asetshenziswa ngamadoda abekwe phansi emalini asetshenziswa yimindeni, ngesisho esithi “amandla asetshenziswa amadoda awafani nezinja”, kodwa manje lesi simo sesishintshile ngokusobala.
Isibonelo, idatha yocwaningo lwemakethe yangaphambilini ibonise ukuthi abasebenzisi besilisa bavula i-Taobao kasikhombisa ngosuku, ngaphansi okuphindwe kathathu kuphela kunabasebenzisi besifazane. Ingxenye yabasebenzisi besilisa be-inthanethi yeselula ingaphezulu kweyabesifazane. Amadoda avame ukuchitha imali eningi ngokuthenga okukodwa kunabesifazane.
Okwesithathu, izici zemakethe ezifana ne-e-commerce yezenhlalo, ukusakazwa bukhoma ngezimpahla, utshani obubomvu be-inthanethi nokunye umhlahlandlela nokushayela.
Ukugqugquzela uthando lwamadoda ngobuhle, izici zokushayela ezimakethe zidlale indima enkulu engumhlahlandlela.
Eminyakeni yamuva nje, imibukiso ye-TV ehlukahlukene neye-inthanethi isidumile, iqondisa ngendlela engaqondakali umqondo wokwakheka kobuhle bamadoda. Ukuthuthukiswa kwe-e-commerce yeselula, ikakhulukazi ukuvela kwamafomu amasha okuthenga afana ne-e-commerce yezenhlalo kanye nokulethwa bukhoma, ngokusobala kugqugquzele ukuthengiswa kwemikhiqizo yobuhle yamadoda.
