Women's use of cosmetics: psychosocial correlates and consequences

Synopsis Few systematic studies have examined individual differences in women's use of facial make-up or the possible psychosocial effects of such use. In the present investigation, the researchers developed several measures of the amount and the situational and temporal patterning of cosmetics use. Among forty-two female college students, differential use was associated with a number of selected personality variables-public self-consciousness, public body-consciousness, social anxiety, and various body-image factors. Through the imagery-induction of cosmetics use and non-use conditions, cosmetics users' self-evaluative responses were studied. In a variety of imagined situations, subjects reported being more self-confident and sociable when wearing as opposed to not wearing their customary cosmetics. Findings were discussed in the context of the role of cosmetics in self-image enhancement and social impression management.