Behind the makeup: The effects of cosmetics on women’s self-objectification, and their objectification by others

Abstract

Does wearing makeup benefit women by changing how they perceive themselves, or hinder women by changing how others perceive them? In two pre-registered experiments, we investigated the effects of makeup on women’s self-perceived traits, and others’ objectifying perceptions of them. In Experiment 1, 229 women imagined one of four scenarios (e.g., a romantic date). Half applied makeup for that scenario before rating their self-perceived agency, humanness and intrasexual competitiveness. Results showed little evidence that applying makeup affected women’s self-perceived traits. In Experiment 2, 844 participants rated images of women’s faces from Experiment 1 on their mental capacity and moral status. Women wearing more makeup were attributed less mental capacity and moral status, with attributions mediated by perceptions that heavier makeup-wearers have more sex and are more physically attractive. Findings suggest that although women experience cultural pressure to wear makeup, negative stereotypes of makeup-wearers may lead to detrimental perceptions of women.

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

“…As such, it is essential to understand how women use makeup as a means of strategic self-presentation. The specific style and degree of makeup a woman chooses to apply can vary significantly depending on a range of factors, including how attractive or competitive she feels, with whom she expects to interact, and the context in which that interaction will occur ( Kellie et al, 2021 ). Despite the potential significant role that contextual factors play in makeup application, the majority of research in this area has focused on everyday makeup use ( Batres et al, 2018 ; Mafra et al, 2020 ), which may not accurately reflect the variability of makeup use across different situations.…”

“…A study conducted in 93 countries showed ( Kowal et al, 2022 ) that women spend significantly more time than men on appearance-enhancing activities, with an average of 4 h per day, which is in line with the fact that cross-culturally, men highly value women's physical attractiveness in short-term and long-term relationships (e.g., Buss et al, 2001 ; Meltzer et al, 2014 ; Thomas et al, 2020 ; Walter et al, 2020 ). Women can modify their appearance to various ends, such as attracting potential mates, acquiring status, friends, or economic resources ( Kellie, 2021 ; Bradshaw & DelPriore, 2021 ). Undoubtedly, an important context for understanding appearance-enhancing behavior is related to mating, as women can strategically shape their image to gain benefits both in inter- and intrasexual selection ( Davis & Arnocky, 2020 ; Valentova et al, 2021 ).…”

“…Our studies focus exclusively on women's makeup as a tool to enhance their appearance (see Davis & Arnocky, 2020 ). Makeup allows individuals to hide or enhance particular facial features, and as such allows women to strategically shape impressions in a given context ( Kellie et al, 2021 ). It affects perceptions of competence and warmth ( Etcoff et al, 2011 ), allows for favorable impressions in the workplace ( Klatt et al, 2016 ), and plays an important role in attracting romantic partners ( Hill et al, 2012 ; Mafra et al, 2020 ).…”

“…It affects perceptions of competence and warmth ( Etcoff et al, 2011 ), allows for favorable impressions in the workplace ( Klatt et al, 2016 ), and plays an important role in attracting romantic partners ( Hill et al, 2012 ; Mafra et al, 2020 ). However, to date, the vast majority of makeup research has been limited to examining everyday makeup use ( Batres et al, 2018 ; Mafra et al, 2020 ), with very few exceptions ( Regan, 2011 ; Kellie et al, 2021 ), while the amount of makeup and the form it takes can vary depending on the situation. If makeup is used as a strategic tool, then we should observe variance in its application according to specific contexts.…”