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Makeup serves as a critical tool for individuals aiming to shape their public persona. Its application can vary significantly depending on the setting and circumstances, prompting questions about its use as both enhancement and camouflage. Researchers from SWPS University have taken on the task of exploring these dimensions, focusing particularly on women and their makeup habits.
The evolution of personal appearance alterations is a longstanding tradition across various cultures. People utilize different methods to modify their looks, including clothing, cosmetics, hairstyles, and body art. This behavior is not unique to humans; wildlife also exhibits similar instincts to adapt their appearances for specific purposes. For instance, certain bird species enhance their feathers by applying materials sourced from their environment.
Previous studies have largely concentrated on the everyday use of makeup, overlooking how its application can fluctuate based on situational contexts. To address this gap, Małgorzata Biesiadecka, Aleksandra Szymków, and Wiesław Baryła from SWPS University conducted a study examining how women’s makeup choices change according to various settings. Their findings were published in Evolutionary Psychology.
Professor Szymków, an evolutionary psychologist leading the Center for Research on Biological Basis of Social Behavior at SWPS University, emphasized the importance of understanding the psychological motivations behind makeup use. According to him, makeup can serve multiple objectives, such as enhancing attractiveness in social interactions, boosting confidence in professional environments, or even conveying socio-political statements.
Makeup Under Scientific Scrutiny
Research indicates that not all makeup application is aimed at beautification; rather, some scenarios may prompt women to intentionally downplay their appearance. Professor Szymków noted that the study was designed with the hypothesis that women might avoid using makeup in contexts where they preferred to go unnoticed.
The research involved over 900 women participating in two online surveys that assessed their intended makeup application. Factors measured included the anticipated intensity of makeup, the variety of products planned for use, and the extent of care expected during application. Contexts explored included everyday settings, social gatherings, scenarios involving a potential romantic interest, and situations perceived as threatening.
A Conscious Choice to Tone Down?
Results indicated that women expressed intentions to apply more makeup in party contexts, particularly when an attractive man was present, compared to professional environments. However, in scenarios where a threatening man was involved, women reported intentions to apply makeup with less care.
This study highlights that context dramatically impacts women’s makeup choices. The diligence with which makeup is applied varies according to situational demands. Notably, contexts that elicit feelings of threat led to decreased efforts in makeup application, suggesting that motivations to impress others or to avoid attention were significant factors influencing these decisions.
Some women may choose to blend in rather than stand out, affecting how they use makeup to project a less prominent image intentionally. Professor Szymków remarked that research into this theme remains scarce, despite its potential importance. Future investigations should explore not only the intentions of makeup use but also the actual practices observed among women.
More information:
Malgorzata Biesiadecka et al, To Enhance, or not to Enhance: The Situational Context Shapes Women’s Intentions on Amount and Diligence of Makeup Application, Evolutionary Psychology (2023). DOI: 10.1177/14747049231219283
Provided by SWPS University
Source
phys.org