“Behind the Façade: Motivations for Cosmetic Usage by Women”

Abstract

Given the wealth of literature on appearance manipulation generally, it is, perhaps, surprising that cosmetic usage receives so little empirical attention, and perhaps reflects a patriarchal approach to “appropriate” research areas. Incorporating a postfeminist approach, the current study aims to address, in part, this lacuna by providing a contemporary synopsis of the various and diverse motivations for cosmetic usage. Online, written responses to a semi-structured questionnaire were collected. In response to six broad questions, for example, “Why do you currently use cosmetics?”, respondents were encouraged to write, in as much detail as they liked, on their motivations for using cosmetics. Thematic analysis, using deductive and inductive approaches, revealed four main themes: “Multiple selves”—Conformity, Impression Management, and Judgment; Enhancement and Confidence; Fun, Creativity and Well-being; and Signification and Identity. Whilst some of these themes had been anticipated and, indeed, sign-posted in prior literature, the weight of interest in particular areas was unexpected (e.g., in terms of Fun, Creativity, and Well-being), whilst other areas did not receive the expected attention (e.g., in mate attraction). Additionally, and worthy of future research, entirely new areas also emerged (e.g., cosmetics for fun and creativity).

Predisposing factors of using cosmetics in Iranian female students: application of prototype willingness model

“…The most important attitude component for using cosmetics is to be attractive and be seen as attractive. Reviewing the literature, Robertson and Kingsley (2021) showed that attractiveness brings many benefits in the areas of relationships with the opposite sex, winning lawsuits, economic success, employment and career promotion, and educational opportunities. This is the reason why people use cosmetics to gain the advantage of attractiveness.…”

To Enhance, or not to Enhance: The Situational Context Shapes Women's Intentions on Amount and Diligence of Makeup Application

“…It has the power to increase a woman's self-esteem ( Brdar et al, 1996 ; Tran et al, 2020 ), and as a consequence can improve cognitive performance ( Palumbo et al, 2017 ). In fact, makeup can serve as a type of psychological “mask” (see Robertson et al, 2021 ), which helps to reduce negative self-perception ( Korichi et al, 2008 ), and allow individuals with elevated levels of social anxiety to present a more confident and self-assured image to the public ( Miller & Cox, 1982 ; Robertson et al, 2008 ).…”

Correction of mature skin with the help of decorative cosmetics

“…Mokslinėje literatūroje atskleidžiama, kad pagrindinė moterų kosmetinių priemonių, makiažo naudojimo priežastis yra grožio ir psichologinis siekis, makiažo naudojimas yra susijęs su asmeninių poreikių tenkinimu, socialiniu bendravimu. Makiažo naudojimastai socialinis elgesys, kuris padeda jaustis lygiaverčiam su kitais [8,15,16].…”

“…Motyvacija tobulinti savo išvaizdą, tiek sąmoningu, tiek pasąmoniniu lygmeniu, yra supratimas, kad taip elgiantis galima užsitikrinti reikšmingų gyvenimo pranašumų. Atlikti moksliniai tyrimai rodo, kad profesionaliai naudojama kosmetika didina patrauklumą, o amžius yra pagrindinis veiksnys, turintis įtakos požiūriui į makiažą [15,16].…”