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(Reference retrieved automatically from Web of Science through information on FAPESP grant and its corresponding number as mentioned in the publication by the authors.)

Makeup and Its Application Simulation Affect Women's Self-Perceptions

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Author(s):
Anchieta, Natalia Machado [1] ; Mafra, Anthonieta Looman [1] ; Hokama, Roberta Tokumori [2] ; Correa Varella, Marco Antonio [1] ; Melo, Jailson de Almeida [3] ; da Silva, Luana Oliveira [1] ; Alves da Silva, Caio Santos [1] ; Valentova, Jaroslava Varella [1]
Total Authors: 8
Affiliation:
[1] Univ Sao Paulo, Dept Expt Psychol, Ave Prof Mello de Morais 1721, BR-05508030 Butanta, SP - Brazil
[2] Natl Commercial Learning Serv SENAC, Dept Beauty & Aesthet, Sao Paulo - Brazil
[3] Anhembi Morumbi Univ, Dept Cosmet & Aesthet, Sao Paulo - Brazil
Total Affiliations: 3
Document type: Journal article
Source: ARCHIVES OF SEXUAL BEHAVIOR; v. 50, n. 8 NOV 2021.
Web of Science Citations: 0
Abstract

Appearance modification is ancient, universal and influences other and self-perceptions. It has been rarely addressed how expectation of appearance modification would affect women's self-perception. We analyzed self-assessments of women without makeup and after having makeup professionally applied at four increasing levels (light, moderate, heavy 1, and heavy 2 makeup). In the simulation phase, women were treated with colorless cosmetics. Fifty Brazilian women (M-age = 24.26 years; SD = 5.53) rated themselves on attractiveness, health, self-esteem, femininity, satisfaction with appearance, age, dominance, confidence, and competence in all experimental conditions. Women in the simulation phase considered themselves more feminine, healthier, and with higher self-esteem than without makeup. In the real makeup phases, these ratings were higher than in the simulation phase. Appearance satisfaction and attractiveness did not differ between simulation and the real makeup phases, both being higher than without makeup. Confidence increased only in real makeup phases, but there was no effect on competence. Thus, real appearance modification and/or an expectation thereof can differently affect specific domains of self-evaluation. (AU)

FAPESP's process: 18/16370-5 - Effect of makeup on the users and third parties' perceptions and behaviors
Grantee:Anthonieta Looman Mafra
Support Opportunities: Scholarships in Brazil - Post-Doctoral