The effect of personal grooming on self-perceived body image

Grooming behaviours, including the application of fragranced products, are thought to reflect a means of managing social impressions and self-image. Although application of deodorants has previously been shown to make individuals appear more confident to others, few studies have specifically examined the psychological effects of such rituals on the wearer. Here, we investigated how grooming behaviours affect self-perceived body image, a central component of an individual's self-image.

In two separate experiments, using a psychophysical forced choice task, male and female participants with a normal Body Mass Index (BMI) indicated whether projected life-size images of their own body were bigger or smaller than their actual size. In the experimental condition, participants applied a fragranced deodorant before performing the task, whereas in the control condition, no product was applied. Our dependent measures were the point of subjective equality (PSE), the size at which participants report their body is subjectively equal to their actual body size, and the difference limen (DL), the amount of change in body size distortion necessary for it to be reliably detected. These measurements provide an index of attitudinal and perceptual components of body image, respectively.

Both male and female participants who, at baseline, overestimated their body size, made significantly more accurate judgments about their body size, as measured by the PSE, following application of a fragranced deodorant or antiperspirant than they did in the control condition. This effect was seen in the absence of differences in perceptual sensitivity to changes in body size (DL) across groups and conditions. People who underestimated their body size did not show this effect. Of note, both male and female overestimators had a significantly larger BMI than underestimators.

These results demonstrate that the attitudinal component of body image is malleable and can be influenced by everyday grooming routines, suggesting such behaviours have psychological benefits for both genders, beyond their basic hygiene function. However, there are individual differences in people's susceptibility to these effects, perhaps reflecting variability in self-esteem.