engleski

Womens' cosmetic use and self-concept

The frequency and variability of make-up usage (powder blush, eye-shadow, mascara, lipstick, facial cream, liquid make-up) of female university students were related to some aspects of self-concept (self-esteem, perception of incompetence, masculinity-femininity, social desirability, anxiety, fear of negative evaluation, private self-consciousness) in seven different social situations (university lectures, taking the exam, going out with friends, visiting friends, visiting relatives, shopping, medical check-up). The results showed that there was a substantial consistency in make-up usage through the situations (Cronbach alpha .94). According to regression analyses both, the frequency as well as the variability of make-up usage were best explained by masculinity and the level of self-esteem. Students with higher scores on masculinity and self-esteem scales report more frequent and more flexible make-up usage. The results reaffirm that the students with higher self-esteem, and higher masculinity are more proficient in using the strategies of self-presentation.

make-up; self-concept; social situations

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