Influence of Cosmetics on the Confidence of College Women: An Exploratory Study

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Influence of Cosmetics on the Confidence of
College Women An Exploratory Study

• Sarah Scott
• Hanover College

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Background

• Historically, research on womens 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
  self-evaluation. (Trampe, Stapel, Siero, 2007)
• Womens confidence linked to their feelings about
  physical appearance

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General issues

• Self is invoked through appearance practices
  (LaBelle, 1988)
• Mark of womanhood and femininity (Beausoleil,
  1992 Peiss, 1990)
• 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)

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• 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

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How it makes them feel

• Wearing more makeup has been positively
  correlated with womens public self-consciousness
  (Miller Cox, 1982)
• Cosmetics allow women to feel better about
  themselves (Cash, 1987, 1988)
• Self-esteem increases (Wright et al., 1970)

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Research Question

• Does the presence of makeup and the extent to
  which it is applied affect a womans confidence
  in a given situation?
• Specifically, do women match their make-up to
  situations?

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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

• Consent and debriefing form
• Revised version of Cash Cosmetics use Inventory
  (CCUI) (Cash, 1985)

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Materials

• Spielbergers 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

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Materials

• Use survey developed by researcher
• Used to record the situation and style of makeup
  worn, as well as a series of before questions
• 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.

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Procedure

• Participants wore makeup in 3 different ways in 2
  actual situations

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Procedure

• At the beginning of each week, participants were
  given
• 3 state-trait anxiety surveys
• 3 before/after surveys
• Week 1class
• Week 2out with girlfriends

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Influence on Anxiety
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Results

• Participants felt the need to offset their makeup
  usage
• 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 dont usually waste
  my time with.

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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

• This topic deserves further attention
• Significant results may be obtained with
• Greater number of participants
• Differing method, such as picture study or
  open-ended survey
• More control over amount/type of cosmetics used
• Revised cosmetic survey more specific

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• Any questions/comments??