THE EXPERIENCES OF WORKING WOMEN IN USING MAKE-UP

Abstract

Beauty obsession is promoted by the popular culture. In search of a beautiful body and face, humans, especially women, struggle to achieve the ideal image of beauty. Understanding what is beauty and how beauty occurs are important. Cosmetics are expected to enhance physical attractiveness among women. Cosmetics can be viewed as a kind of technology for making the face more attractive. The aim of this study is to explore the experience of using cosmetics among working women; taking into consideration socio-cultural factors like education, occupation, economic status and gender role which influence them to use cosmetics in order to appear youthful and beautiful. This study employs the qualitative design. Focus group interviews (FGI) are conducted to obtain relevant data. Fifteen women are recruited in the study via the purposive sampling technique. All of them are working, married and use cosmetics in their daily lives. All interviews are transcribed and analyzed using the thematic analysis. Findings of the study reveal that cosmetics improve women’s marital and work relationship. Maintaining great physical appearance is a responsibility of every woman. The practice of beautification, in this case, via the use of cosmetics is considered an important effort in maintaining a happy and harmonious life. Also, by applying makeup, these women experience positive emotional benefits like increase in self-confidence, courage and a better self-control. All of them agree that there is something therapeutic in cosmetic usage. Indeed, purchasing and applying cosmetics are interpreted as a manifestation of care about women’s well-being.