How Does Ambivalence Appear in Women's Relationship to Cosmetics?

Area of Science:

• Psychology of Appearance
• Cosmetics and Self-Perception
• Social Psychology

Background:

• Existing research suggests subtle ambivalence in women's feelings about wearing makeup.
• Understanding women's subjective experiences with cosmetics, including application and removal, is crucial.

Purpose of the Study:

• To analyze the manifestation of ambivalence towards cosmetics in women.
• To explore women's feelings during makeup application and removal processes.
• To investigate the presence and nature of facial appearance ambivalence in both makeup users and non-users.

Main Methods:

• Online survey with 261 women (229 users, 32 non-users) employing the double-blank method.
• Multiple case analysis of four selected respondents (2 users, 2 non-users).
• Walk-along experience involving interviews and observations during makeup removal/application, public appearance, and reapplication/removal.

Main Results:

• Ambivalent tension was observed in most participants, characterized by a shift from positive to negative, contradictory feelings.
• Similarities in tension were noted between makeup users and non-users, irrespective of context.
• Ambivalence extends to the natural face, not solely the makeup-wearing (masked) face, indicating origins beyond cosmetic use.

Conclusions:

• Ambivalence towards one's facial appearance is not exclusively tied to makeup use.
• The "mask" of makeup appears minimal, contributing to relatively minimal ambivalence.
• Future research should explore the origins of ambivalence concerning the natural face, including concerns about skin flaws like acne.