Influence of Influence of Cosmetics on the Cosmetics on the

Confidence of Confidence of College Women: College Women: An Exploratory An Exploratory

StudyStudySarah ScottSarah Scott

Hanover CollegeHanover College

BackgroundBackground

Historically, research on women’s Historically, research on women’s self-esteem has been focused on self-esteem has been focused on body imagebody image ““A number of experimental studies have A number of experimental studies have

found that exposure to images of found that exposure to images of physically attractive women may indeed physically attractive women may indeed have detrimental effects on self-have detrimental effects on self-evaluation.” evaluation.” (Trampe, Stapel, & Siero, 2007)(Trampe, Stapel, & Siero, 2007)

Women’s confidence linked to their feelings Women’s confidence linked to their feelings about physical appearanceabout physical appearance

General issuesGeneral issues

Self is invoked through appearance Self is invoked through appearance practices practices (LaBelle, 1988)(LaBelle, 1988)

Mark of womanhood and femininity Mark of womanhood and femininity (Beausoleil, 1992; Peiss, 1990)(Beausoleil, 1992; Peiss, 1990)

Enhances social interactions Enhances social interactions (Miller & Cox, 1982)(Miller & Cox, 1982)

Illusion; looks can be altered per Illusion; looks can be altered per situationsituation

Media influence and societal/cultural Media influence and societal/cultural standards of beauty standards of beauty (Kelson, Kearney-Cooke, & (Kelson, Kearney-Cooke, & Lansky, 1990)Lansky, 1990)

““Women who are beautiful or who Women who are beautiful or who achieve beauty according to the achieve beauty according to the imposed standards are rewarded; imposed standards are rewarded; those who cannot or choose not to those who cannot or choose not to be beautiful are punished, be beautiful are punished, economically and socially.” –Naomi economically and socially.” –Naomi WolfWolf

How it makes them feelHow it makes them feel

Wearing more makeup has been Wearing more makeup has been positively correlated with women’s positively correlated with women’s public self-consciousnesspublic self-consciousness (Miller & Cox, (Miller & Cox, 1982) 1982)

Cosmetics allow women to feel Cosmetics allow women to feel better about themselves better about themselves (Cash, 1987, (Cash, 1987, 1988)1988)

Self-esteem increases Self-esteem increases (Wright et al., 1970)(Wright et al., 1970)

Research QuestionResearch Question

Does the presence of makeup and Does the presence of makeup and the extent to which it is applied the extent to which it is applied affect a woman’s confidence in a affect a woman’s confidence in a given situation?given situation? Specifically, do women match their Specifically, do women match their

make-up to situations?make-up to situations?

ParticipantsParticipants 4 women attending a small 4 women attending a small

Midwestern liberal arts collegeMidwestern liberal arts college 2 freshmen and 2 juniors2 freshmen and 2 juniors Ages 19-20Ages 19-20 All CaucasianAll Caucasian

MaterialsMaterials

Consent and debriefing formConsent and debriefing form Revised version of Cash Cosmetics Revised version of Cash Cosmetics

use Inventory (CCUI) use Inventory (CCUI) (Cash, 1985)(Cash, 1985)

Materials Materials

Spielberger’s State-Trait Anxiety surveySpielberger’s State-Trait Anxiety survey I felt nervous.I felt nervous.

- Not at all (+0)Not at all (+0)- Somewhat (+1)Somewhat (+1)- Moderately so (+2)Moderately so (+2)- Very much so (+3)Very much so (+3)

10 out of 20 were reverse-scored according 10 out of 20 were reverse-scored according to standard proceduresto standard procedures

Participants completed one after each Participants completed one after each situationsituation

MaterialsMaterials

Use survey developed by researcherUse survey developed by researcher Used to record the situation and style of Used to record the situation and style of

makeup worn, as well as a series of before makeup worn, as well as a series of before questions questions

e.g. “How do you think your makeup will make e.g. “How do you think your makeup will make you feel today while you feel today while (circle one)(circle one) at class/out with at class/out with friends?”friends?”

and questions responded to after the and questions responded to after the situationsituation

e.g. “Did you receive any comments/reactions e.g. “Did you receive any comments/reactions from others? If so, please list any you can recall.”from others? If so, please list any you can recall.”

ProcedureProcedure

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

ProcedureProcedure

At the beginning of each week, At the beginning of each week, participants were given:participants were given: 3 state-trait anxiety surveys 3 state-trait anxiety surveys 3 before/after surveys3 before/after surveys

Week 1=classWeek 1=class Week 2=out with girlfriendsWeek 2=out with girlfriends

Influence on AnxietyInfluence on Anxiety

0

5

10

15

20

25

30

35

40

45

50

Class Out Party

Makeup style

An

xiet

y

Class

Out

Situationup

ResultsResults

Participants felt the need to offset Participants felt the need to offset their makeup usagetheir makeup usage ““I thought that I would feel overdone so I thought that I would feel overdone so

I kind of dressed up to compensate.”I kind of dressed up to compensate.” Anxiety levels may be due to Anxiety levels may be due to

awareness of actionawareness of action ““I put eyeshadow on which I don’t I put eyeshadow on which I don’t

usually waste my time with.”usually waste my time with.”

Conclusions Conclusions

No significant relationship found No significant relationship found between makeup and situationbetween makeup and situation

Anxiety levels may be due to extra Anxiety levels may be due to extra thought given to makeupthought given to makeup Participants were made self-aware of Participants were made self-aware of

actionsactions ““Because I was wearing more makeup, I Because I was wearing more makeup, I

thought I would attract more attention thought I would attract more attention considering I normally wear minimal considering I normally wear minimal makeup”makeup”

Future ResearchFuture Research

This topic deserves further attentionThis topic deserves further attention Significant results may be obtained Significant results may be obtained

with:with: Greater number of participantsGreater number of participants Differing method, such as picture study Differing method, such as picture study

or open-ended surveyor open-ended survey More control over amount/type of More control over amount/type of

cosmetics usedcosmetics used Revised cosmetic survey – more specificRevised cosmetic survey – more specific

Any Any questions/comments?questions/comments???