"Who wears Cosmetics?" Individual Differences and their Relationship with Cosmetic Usage

Julia M. Robertson · George Fieldman · Trevor Hussey

26 citations0/0 files storedIndividual Differences Research

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Consumer Perception and Purchasing Behavior Personality Traits and Psychology Body Image and Dysmorphia Studies

Abstract

What personality variables predict cosmetic usage, and why? In this correlational study 30 female participants, predominantly undergraduate students from a range of ethnic backgrounds answered questionnaires regarding 16 personality variables and their cosmetic usage. A multilinear regression analysis indicated that anxiety, self-presentation, and conformity, were positively correlated, and social confidence, emotional stability, self-esteem, and physical attractiveness were negatively correlated to cosmetic usage. The model, as a predictor of cosmetic usage, was highly significant. It is proposed that cosmetics are utilized primarily as a psycho-physical 'mask' in order to promote a desired image.

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2016Facial Cosmetics and Attractiveness: Comparing the Effect Sizes of Professionally-Applied Cosmetics and Identity 2012The Beauty Industry's Influence on Women in Society 2022Usage Patterns and Self-Esteem of Female Consumers of Antiaging Cosmetic Products 2021Makeup and Its Application Simulation Affect Women’s Self-Perceptions 2009Little Emperors grown up: a case study of cosmetic usage 2017Corporate social responsibility and consumer behavior in the cosmetics sector: a study in the Spanish context 2017Determinants of African Women's Brand Sensitivity Toward Cosmetics 2013Skincare Product Usage: Implications on Health and Wellbeing of Africans

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