Transcript Effects of Cosmetics Use on the Self

Influence of Cosmetics
on the Confidence of
College Women:
An Exploratory Study
Sarah Scott
Hanover College
Background

Historically, research on women’s self-esteem
has been focused on body image


“A number of experimental studies have found that
exposure to images of physically attractive women
may indeed have detrimental effects on selfevaluation.” (Trampe, Stapel, & Siero, 2007)
Women’s confidence linked to their feelings about physical
appearance
General issues

Self is invoked through appearance practices
(LaBelle, 1988)

Mark of womanhood and femininity (Beausoleil, 1992;
Peiss, 1990)

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Enhances social interactions (Miller & Cox, 1982)
Illusion; looks can be altered per situation
Media influence and societal/cultural standards
of beauty (Kelson, Kearney-Cooke, & Lansky, 1990)
“Women who are beautiful or who achieve beauty
according to the imposed standards are
rewarded; those who cannot or choose not to be
beautiful are punished, economically and
socially.” –Naomi Wolf
How it makes them feel

Wearing more makeup has been positively
correlated with women’s public selfconsciousness (Miller & Cox, 1982)
 Cosmetics allow women to feel better about
themselves (Cash, 1987, 1988)
 Self-esteem increases (Wright et al., 1970)
Research Question

Does the presence of makeup and the extent to
which it is applied affect a woman’s confidence
in a given situation?

Specifically, do women match their make-up to
situations?
Participants

4 women attending a small Midwestern liberal
arts college
2 freshmen and 2 juniors
 Ages 19-20
 All Caucasian
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Materials
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Consent and debriefing form
Revised version of Cash Cosmetics use
Inventory (CCUI) (Cash, 1985)
Materials
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Spielberger’s State-Trait Anxiety survey

I felt nervous.
-
Not at all (+0)
Somewhat (+1)
Moderately so (+2)
Very much so (+3)
10 out of 20 were reverse-scored according to
standard procedures
 Participants completed one after each situation

Materials
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Use survey developed by researcher

Used to record the situation and style of makeup
worn, as well as a series of before questions

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e.g. “How do you think your makeup will make you feel
today while (circle one) at class/out with friends?”
and questions responded to after the situation

e.g. “Did you receive any comments/reactions from
others? If so, please list any you can recall.”
Procedure

Participants wore makeup in 3 different ways in
2 actual situations
Procedure
 At
the beginning of each week, participants
were given:
3
state-trait anxiety surveys
 3 before/after surveys
 Week
1=class
 Week 2=out with girlfriends
Influence on Anxiety
50
45
40
Anxiety
35
Situation
up
Class
Out
30
25
20
15
10
5
0
Class
Out
Makeup style
Party
Results

Participants felt the need to offset their makeup
usage

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“I thought that I would feel overdone so I kind of
dressed up to compensate.”
Anxiety levels may be due to awareness of
action

“I put eyeshadow on which I don’t usually waste my
time with.”
Conclusions


No significant relationship found between
makeup and situation
Anxiety levels may be due to extra thought given
to makeup
Participants were made self-aware of actions
 “Because I was wearing more makeup, I thought I
would attract more attention considering I normally
wear minimal makeup”
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Future Research

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This topic deserves further attention
Significant results may be obtained with:
Greater number of participants
 Differing method, such as picture study or openended survey
 More control over amount/type of cosmetics used
 Revised cosmetic survey – more specific

Any questions/comments??