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

1. Influence of Cosmetics on the Confidence of College Women: An Exploratory Study Sarah Scott Hanover College

2. 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 self-evaluation.” (Trampe, Stapel, & Siero, 2007) • Women’s confidence linked to their feelings about physical appearance

3. 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)

4. “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

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

6. 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?

7. Participants • 4 women attending a small Midwestern liberal arts college • 2 freshmen and 2 juniors • Ages 19-20 • All Caucasian

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

9. Materials • 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

10. 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.”

11. Procedure • Participants wore makeup in 3 different ways in 2 actual situations

12. 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

13. Influence on Anxiety

14. 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 don’t usually waste my time with.”

15. 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”

16. 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

17. Any questions/comments??