EFFECTS OF MAKE-UP AND OTHER

COSMETICS ON SELF-ESTEEM
By: Alesa Gerald

Literature Review

Make-up has become a growing trend over the last few years. The cosmetic industry has

spurred with more and more beauty blogs and the rise of make-up icons such as Kylie Jenner and

James Charles. But with that, we should look at the effects those products have on our bodies.

More specifically, the self-esteem of its consumers.

In a 2017 survey by Statista, only 28% of women in the U.S report that they never wear

make-up. This survey shows that make-up plays an important part in majority of women across

the nation, so therefore its effects would be prominent for many women.

In a 2016 study by S.K. Robin and L.J. Alex, researchers surveyed college students and

asked them to rate the attractiveness of models after their makeovers. The results showed that

models were rated more attractive by both genders when they used cosmetics. Many people can

attest to the fact that when you have on make-up, you are seen as to have enhanced beauty. Even

in job interviewing situations, the prospective employee is “more professional” when the face is

made up. When a society consistently proves that make-up is “better,” when and how does that

begin to effect the self-esteem of its users?

It is important when thinking about the qualities that society values to research body-

image and what proves to be more appealing when looking at oneself. In the study Effects of

Cosmetics Use on the Physical Attractiveness and Body Image of American College Women,
Cash (1989) surveyed 38 female college students. During the experiment, researchers completed

several body-image measures and photographed the subjects while wearing their typical facial

cosmetics and following the removal of their makeup. Results indicated more thoughts of

positive body-image in the cosmetics-present picture than in the cosmetics-absent condition. The

more makeup typically worn by the subject, the greater the body-image differences between the

two cosmetics conditions. Because of the beauty standards society rewards, make-up users begin

to feel that the only way to meet those standards, is by applying cosmetics. Similar to that

research, a study was done testing the mood and feelings of women after posting selfies of

themselves to social media. One group posted the selfie without filter or re-touching, one used

those aspects and another served as the control group. Women who took and posted selfies to

social media reported feeling more anxious, less confident, and less physically attractive

afterwards compared to those in the control group. Harmful effects of selfies were found even

when participants could retake and retouch their selfies. (Mills, 2018)

Other than to meet self-inflicted and societal standards, make-up stimulates our senses

and gives positive stimulation. Therefore, they stimulate our psychological structure as well.

According to a 2007 study make-up functions as “camouflage” and “seduction.” The vibrant

colors from the makeup enhance physical features which helps with self-image and scientifically

give the user warm feelings and confidence. (Korichi)

Many arguments have been made that make-up and other cosmetics don’t alter self-

esteem, but they alter confidence levels. New York Times released a series of debate articles on

the topic: Does make-up help or hinder a woman’s self-esteem. Author and make-up artist, Scott

Barnes, states in his book “Face to Face” that, “Looking good leads to feeling good, feeling good
leads to empowerment.” In his New York Times debate article he argues that feeling good will

make others respect you, and ultimately that leads to empowerment and furthermore, confidence.

Another belief is that cosmetics can enhance people’s perception of the users’

personality. A 1981 study by Grahm and Jouhar determined that the use of cosmetics leads to

more favorable appearance ratings by others and thus more favorable ratings of personality as

perceived by others.

As it’s evident that make-up has effects on many aspects of its user’s self-esteem, body-

image, perceived attractiveness, psychological state, and personality it is not clear if cosmetics

are truly the cause of low self-esteem in its consumers, or if the cosmetic industry targets

costumers that already possess low self-esteem. Therefore, the following research question is

raised.

RQ: What percentage of make-up sales are to consumers who self-report as having low

self-esteem as result of using the products?

Research Plan

Like stated in the literature review, the make-up industry is booming and is becoming

more and more lucrative. With that, there is a need to stay up to date on all the recent trends.

This can cause the users that are not keeping up to feel insecure. In this study, I will evaluate

what percentage of make-up sales are to consumers who self-report as having low self-esteem as

result of using the products.

Sample

The sample that I would like to investigate would be at least 1,000 men and women

ranging from ages 18 to 50 in the United States. Although this is a large groups, there are reasons

behind the scope of age. At 18 is when people are considered adults and they are able to make

their own decisions on how to alter their body and what products they want to buy. At 50, habit

have been developed based on those purchases and enough time has passed to determine a trend.

Also, it encompasses two generations allowing generational cultures (for example, the stereotype

that hippies don’t shave) to not be a barrier to the study. As far as genders, choosing both men

and women because men and women are influenced by different factors.

Procedure

I believe that in order to investigate the full scope of the question multiple types of

research procedures are needed. First, I believe that surveys are needed. Because the nation is so

big, surveys would be the easiest and most cost effective way to get the responses that are

needed. After receiving the 1,000 responses, researchers should analyze the data points and

proceed in researching the participants that reported to have very low levels of self-esteem. The

100 participants that consider themselves to have the lowest self-esteem should be brought in for

qualitative interviews.

Qualitative interviews would be the best method to find results because the interviewers

will ask questions to determine if the source of their self-esteem is related to make-up or to other

variables. In a one-on-one interview the participants are more likely to be honest with their
answers than in a focus group. They can report without feeling that they are being judged by

others in the group. Questions will be mostly open-ended to allow the interviewee to talk and the

interviewer enough information to come to the conclusion about the source of their low self-

esteem. While many questions will be related to make up, a few will ask about their background.

For example, while one question will be, “Tell me about how you feel about yourself when you

don’t wear make-up?” another might ask, “In your opinion, as a child, where you involved in

leadership positions?” This will allow the researcher a better understanding of where their low

self-esteem began. Also in the interviews, the researcher would ask about the brands the

participants prefer and why they prefer them. Using this information you can analyze how those

consumers are being marketed to and why.

Next, the researchers would use thematic analysis to analyze how these brands market to

their consumers and are they choosing these marketing methods to attract users with lower levels

of self-esteem.

Discussion

This research is important because if make-up companies are purposefully targeting

defenseless individuals, it needs to be stopped. Preying on the weak may be good for business,

but not for society. Putting this research to light will allow the companies to be held accountable

for this behavior. It also puts an emphasis on the effects that make-up has on individuals and can

eventually lead to a change in societal standards. If researchers can prove that these beauty

standards hurt people, it will force change.

 "Exposure to beauty-enhancing products in advertisements lowered consumers' self-

evaluations, in much the same way as exposure to thin and attractive models in advertisements

has been found to lower self-evaluations," conclude the authors of The Self-Activation Effect of

Advertisements: Ads Can Affect Whether and How Consumers Think about the Self. (2010)

This study is more important now than ever before. Social media and other digital

platforms have enhanced the lives of many, but with that it’s also created a timeline full of

problems. This study focuses on the problem with the change in society’s perception of beauty.

With the invention of Photoshop, filters and other photo editing software people believe

that the ideal person has the best body and clear skin which elevates people’s desire to look a

certain way. These cosmetic companies exploit those feelings of inadequacy. They target

consumers the have these tendencies of feeling not being good enough. Proving how much these

businesses profit off of their consumers’ problems will show them that things need to change.

This growing issue leaves people for generations to come in a position where they feel

they do not meet an expectation of greatness. This can cause mental illnesses such as anxiety and

depression. Rather than building our society on principles of physical beauty, our society needs

capable minds to make the world a better place.

References

Makeup: Frequency of use by age U.S. 2017 | Statistic. (2017, May). Retrieved February 10,

2019, from https://www.statista.com/statistics/713178/makeup-use-frequency-by-age/

Jones, A. L., & Kramer, R. S. (2016). Facial Cosmetics and Attractiveness: Comparing the Effect

Sizes of Professionally-Applied Cosmetics and Identity. Plos One, 11(10).

doi:10.1371/journal.pone.0164218
Cash, T., Dawson, K., Davis, P., Bowen, M., & Galumbeck, C. (1989). Effects of Cosmetics Use

on the Physical Attractiveness and Body Image of American College Women. The

Journal of Social Psychology,129(3), 349-355. doi:10.1080/00224545.1989.9712051

Mills, J. S., Musto, S., Williams, L., & Tiggemann, M. (2018). “Selfie” harm: Effects on mood

and body image in young women. Body Image, 27, 86-92.

doi:10.1016/j.bodyim.2018.08.007

Korichi, R., Pelle-De-Queral, D., Gazano, G., & Aubert, A. (2007). J. Cosmet. Sci.,59, 127-137

(March/April 2008) Why women use makeup: Implication of psychological traits in

makeup functions. International Journal of Cosmetic Science,31(2), 156-157.

doi:10.1111/j.1468-2494.2008.00452_3.x

Barnes, S. (2013, January 2). The Power of the Rouge Pot. Retrieved April 29, 2019, from

https://www.nytimes.com/roomfordebate/2013/01/02/does-makeup-hurt-self-

esteem/look-your-best-feel-your-best

Graham, J. A., & Jouhar, A. J. (1981). The effects of cosmetics on person perception.

International Journal of Cosmetic Science,3(5), 199-210. doi:10.1111/j.1467-

2494.1981.tb00283.x

University of Chicago Press Journals. (2010, October 26). How do beauty product ads affect

consumer self esteem and purchasing?. ScienceDaily. Retrieved May 1, 2019 from

www.sciencedaily.com/releases/2010/10/101018163112.htm
Appendix

Survey Questions
1. What is your age?
a. 18 – 28
b. 29 – 39
c. 40 – 50
2. How often do you use make-up/cosmetics?
a. Never
b. Sometimes
c. Often
d. Always
3. You believe you are more attractive after using make-up/cosmetics.
a. True
b. False
4. Do you believe the use of make-up/cosmetics has changed the way you view yourself?
a. Yes
b. No
5. On a scale of 1 to 5, how high is your self-esteem? (5 - highest)
6. I feel that I’m a person of worth, at least on an equal par with others.
a. Strongly Agree
b. Somewhat Agree
c. Somewhat Disagree
d. Strongly Disagree
7. I take a positive attitude toward myself.
a. Strongly Agree
b. Somewhat Agree
c. Somewhat Disagree
d. Strongly Disagree
8. On the whole, I am satisfied with myself without make-up/cosmetics.
a. Strongly Agree
b. Somewhat Agree
c. Somewhat Disagree
d. Strongly Disagree
9. Approximately how much money do you spend on your cosmetics per year?
10. How confident do you feel when you are wearing make-up/cosmetics on a scale from 1-
10? (1-the least confident, 10-the most confident)

Qualitative Interview Questions

1. As a child, tell me about how your parents treated your successes? Failures?
 2. Growing up, did you have any leadership positions?
3. Tell me how you feel about yourself in general?
4. Tell me about when you started using make-up/cosmetics?
5. Why do you begin using make-up/cosmetics? Why do you use make-up/cosmetics now?
6. How much time do you spend applying make-up/cosmetics per week?
7. Does the use of make-up/cosmetics bring you happiness? Do you feel unhappy when you
are not using make-up/cosmetics?
8. What make-up/cosmetic brands do you use the most?

Thematic Analysis
Using thematic analysis, the researcher will analyze the marketing strategies used by the most
common brands stated by the participants of the qualitative interviews. Marketing materials will
include tweets, ads and commercials. The most common themes will be used to find how their
customers are targeted.