Makeup and its application simulation affect women’s self-perceptions

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 (Mage = 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.