i 
 

 AKENTEN APPIAH-MENKA UNIVERSITY OF SKILLS TRAINING AND 

ENTREPRENEURIAL DEVELOPMENT (AAMUSTED) 

 

 

 

 

MAKEUP APPLICATIONS AND THEIR EFFECTS ON PERSONALITIES: A CASE 

STUDY OF ZONGO COMMUNITIES IN KUMASI METROPOLITAN ASSEMBLY 

 

 

 

ISSAH MARIAM 

(7201210018) 

 

 

 

A Dissertation  in the Department of Fashion and Textile Design submitted to the  

school of Graduate Studies in partial fulfillment of the requirement for the 

 award of the degree of Master of Technology in (Fashion & Textile Design) 

in the Akenten Appiah-Menka University of Skills  

Training and Entrepreneurial Development 

 

 

 

MAY 2023 



ii 
 

DECLARATION 

STUDENT’S DECLARATION 

I, ISSAH MARIAM, declare that this dissertation with the exception of quotations and 

reference contained in published works, which have all been identified and duly acknowledged, 

is entirely my own original work, and it has not been submitted, either in part or whole, for 

another degree elsewhere. 

 

SIGNATURE: …………………….   

DATE: ……………………………  

 

SUPERIOR’S DECLARATION  

 

I hereby declare that the preparation and presentation of this work was supervised in 

accordance with the guidelines for supervision of dissertation as laid down by the Akenten 

Appiah-Menka University of Skills Training and Entrepreneurial Development. 

 

SUPERVISORS NAME: DR. JOSEPHINE ABOAGYEWAA-NTIRI   

SIGNATURE: …………………………….. 

DATE: ………………………………….. 

 

 

  



iii 
 

DEDICATION 

To my husband Abdul Mumuni Adamu, my late sister Ayisha Issah, and my children (Dr 

Rashid Abdul, Abdul Razak Abdul Mumin, lnamarie Aisha Abdul Mumin and Jan Abdul 

Mumin Mumuni and my lovely mum, Zainab Alhassan. 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 



iv 
 

ACKNOWLEDGMENT 

I want to express my gratitude to the Almighty Allah for his guidance, protection and 

inspiration throughout the course of my research. I am also extremely grateful to my supervisor 

Dr Josephine Aboagyewaa-Ntiri for her immeasurable tolerance and assistance.  

 

I would further like to express my sincere appreciation to my husband and family, Dr Daniel 

Kwaku Danso, Dr Ninette Afi Appiah, Dr Isaac Abraham and Mr. Haruna, all of the fashion 

department, my headmaster Mr Bashiru Shehu and the entire staff of Ibadu Rahaman Academy 

and my lovely sister Serwah Agyekum and Alhassan Issah. Last but not least, Mr Boampong 

Edward, Mr. Muftawu Hussein and Abdul Ganiu Mahama, who assisted and guided me in the 

compilation of this dissertation, Mena Bridal and all my workshop /interview respondents who 

took precious time off their busy schedules to participate in the interviews and workshops. 

 

 

 

 

 

 

 

 

 

 

 

 

 



v 
 

TABLE OF CONTENTS 

 

DECLARATION ....................................................................................................................... ii 

DEDICATION ......................................................................................................................... iii 

ACKNOWLEDGMENT........................................................................................................... iv 

TABLE OF CONTENTS ........................................................................................................... v 

LIST OF TABLES ................................................................................................................. viii 

LIST OF FIGURES ................................................................................................................... x 

ABSTRACT .............................................................................................................................. xi 

 

CHATER ONE:  INTRODUCTION ..................................................................................... 1 

1.1 Background to the Study ................................................................................................................... 1 

1.2 Statement of the Problem .................................................................................................................. 2 

1.3 Purpose of the Study ......................................................................................................................... 3 

1.4 Objectives of the Study ..................................................................................................................... 3 

1.5 Research Questions ........................................................................................................................... 3 

1.6 Significance of the Study .................................................................................................................. 4 

1.7 Limitation of the Study ........................................................................................................ 4 

1.8 Delimitation of the Study ..................................................................................................... 5 

1.9 Organization of the Study ................................................................................................................. 5 

1.10 Chapter Summary ........................................................................................................................... 6 

 

CHAPTER TWO:  REVIEW OF RELATED LITERATURE............................................ 7 

2.1 Introduction ....................................................................................................................................... 7 

2.2 Theoretical Review of Makeup ......................................................................................................... 7 

2.3 The History of Makeup Applications ................................................................................................ 7 

2.4 Appearance and Benefits of Makeup Cosmetics ............................................................................ 10 



vi 
 

2.5 Perception of Beauty ....................................................................................................................... 12 

2.6 Psychological Impact of the Application of Makeup ...................................................................... 13 

2.8 Theory Underpinning the Study ...................................................................................................... 18 

2.8.1 Self-Presentation Theory.............................................................................................................. 18 

2.9 Conceptual Framework ................................................................................................................... 19 

2.10 Empirical Literature Review of Makeup....................................................................................... 21 

2.11 Chapter Summary ......................................................................................................................... 24 

 

CHAPTER THREE: METHODOLOGY ........................................................................... 26 

3.1 Introduction ..................................................................................................................................... 26 

3.2 Approach and Design Research ...................................................................................................... 26 

3.3 Study Area ...................................................................................................................................... 27 

3.4 Population of the Study ................................................................................................................... 27 

3.5 Sample and Sampling Procedure .................................................................................................... 28 

3.6 Instruments for Data Collection ...................................................................................................... 28 

3.7 Data Types ...................................................................................................................................... 28 

3.8 Procedures for Data Collection ....................................................................................................... 29 

3.9 Data Presentation and Analysis....................................................................................................... 29 

3.10 Ethical Issues ................................................................................................................................ 30 

 

CHAPTER FOUR:  PRESENTATION OF DATA AND DISCUSSION OF RESULTS 31 

4.1 Demographic Characteristics of Respondents ................................................................................ 31 

4.2: Degree of overall happiness ‘with’ and ‘without’ make-up .......................................................... 33 

4.3: Awareness of makeup effect on human skin ................................................................................. 56 

4.4 Using observation to determine the application of makeup. ........................................................... 69 

 

 



vii 
 

CHAPTER FIVE:  SUMMARY OF FINDING, CONCLUSIONS AND 

RECOMMENDATIONS ....................................................................................................... 71 

5.0 Introduction ..................................................................................................................................... 71 

5.1 Summary of the Study .................................................................................................................... 71 

5.2 Summary of Findings ...................................................................................................................... 71 

5.3 Conclusion ...................................................................................................................................... 73 

5.4 Recommendations ........................................................................................................................... 73 

5.5 Suggestion for further studies ......................................................................................................... 74 

 

REFERENCES ........................................................................................................................ 75 

APPENDICES ......................................................................................................................... 87 

 

 

 

 

 

 

  



viii 
 

LIST OF TABLES 

Table 4.1: Demographic Characteristics of Respondents ..................................................................... 31 

Table 4.2: How well do you know about makeup ................................................................................ 33 

Table 4.3: How often do you see advertisement on makeup ................................................................ 34 

Table 4.4: Where do you see advertisement ......................................................................................... 35 

Table 4.5: On average, what is your usual makeup routine .................................................................. 36 

Table 4.6: How experienced are you in the application of makeup ...................................................... 37 

Table 4.7: What is your favourite makeup item to wear ....................................................................... 39 

Table 4.8: When I wear makeup, I feel more put together ................................................................... 40 

Table 4.9: Makeup helps me to hide my flaws ..................................................................................... 42 

Table 4.10: I feel good whenever I apply makeup and look good ........................................................ 43 

Table 4.11: I feel like others feel I am unattractive whenever I am without makeup ........................... 45 

Table 4.12: I feel Sexier in makeup ...................................................................................................... 46 

Table 4.13: I feel uncomfortable wearing makeup, hence I do not like it ............................................ 48 

Table 4.14: Wearing makeup makes me feel fake ................................................................................ 50 

Table 4.15: I wear makeup because of the product used ...................................................................... 51 

Table 4.16: I use makeup because a celebrity used for the advertisement of the product .................... 52 

Table 4.17: I use makeup because it is less expensive .......................................................................... 53 

Table 4.18: I use makeup because of an advice from a beauty advisor ................................................ 54 

Table 4.19: Frequency of Purchasing makeup products ....................................................................... 55 

Table 4.20: Good Appearance .............................................................................................................. 56 

Table 4.21: Wrinkle .............................................................................................................................. 56 

Table 4.22: Reduce Pimples ................................................................................................................. 58 

Table 4.23: Less Moisture ..................................................................................................................... 59 

Table 4.24: Level of awareness on the side effects of makeup use ...................................................... 61 

Table 4.25: How often do you receive education on the side effect of makeup from health advisors . 62 



ix 
 

Table 4.26: How often do you read instructions on makeup products before use ................................ 63 

Table 4.27: Does your makeup company educate the public of the side effect of the use of their 

products ............................................................................................................................. 65 

Table 4.28: Makeup causes burning face anytime I apply .................................................................... 65 

Table 4.29: I usually see rashes on my skin anytime I apply makeup .................................................. 66 

Table 4.30: I have itchiness on the face anytime I apply makeup ........................................................ 67 

Table 4.31: What is the likely step to take if a makeup causes any side effect on your skin ................ 68 

  



x 
 

LIST OF FIGURES 

Figure 2.1 Conceptual framework ........................................................................................................ 20 

Figure 4.2: Have you visit clinic or hospital ......................................................................................... 60 

Figure 4.3 Organized workshop on the application of makeup ............................................................ 69 

Figure 4 4 A respondent before and after Makeup ............................................................................... 70 

Figure 4.5 Wrong application of Makeup ............................................................................................. 70 



xi 
 

ABSTRACT 

This study aimed to analyze makeup applications and their impact on the personalities of 

individuals who wear them. The objectives included assessing the overall happiness of 

individuals with and without makeup, examining the awareness of makeup effects on human 

skin, and observing makeup's role and improper application. The descriptive survey design was 

used in a mixed-methods approach by the researcher. Using a non-probability convenience 

selection technique, 100 respondents from Zongo communities in the Kumasi Metropolitan 

Assembly were chosen as the sample size. The tools used to collect data were workshops, 

interviews, and a questionnaire. The gathered data were examined statistically and 

qualitatively, and frequency and percentage distribution tables were used to display the results. 

According to the survey, most respondents were girls between 18 and 25, had completed their 

tertiary degree, and were Muslims. The findings indicated that respondents had a high 

knowledge of and frequently used makeup. Television advertisements were the primary source 

of information about makeup for most respondents. The study also revealed preferences for 

specific makeup items and found that respondents agreed that makeup helped them hide flaws 

or feel happy. Regarding the effects of makeup application, respondents expressed discomfort, 

disagreed with feeling sexier or fake when wearing makeup, and disagreed that product cost 

influenced their choice. Recommendations based on the study's findings include public 

education on the awareness and effects of makeup application on the skin, encouraging regular 

visits to healthcare facilities for skin checks, and providing educational resources on makeup 

application by makeup-producing companies. 



1 
 

CHAPTER ONE 

INTRODUCTION 

1.1 Background to the Study 

Daily practice of personal hygiene, such as showering, brushing one's teeth, and other everyday 

bathroom routines, has become culturally accepted everywhere. In today's culture, it is 

frequently assumed that if someone does not take the time to groom themselves properly, there 

is a problem. People who don't maintain these hygiene practices are commonly thought to be 

inadequately cared for, to have mental illnesses or defects, or to have low self-esteem. In the 

United States, women wearing cosmetics has become culturally accepted. It is customary for 

women to use creams on their faces in the morning in addition to their usual grooming routines 

to cover imperfections and accentuate good features. Depending on the person, this procedure 

could take five minutes or more (Oumeish, 2001). 

 

In all human societies, body ornamentation exists in some form. However, women are more 

inclined than males to alter their looks in Western nations, mainly when using facial cosmetics. 

Millions of individuals wear makeup every day all across the world. It is one of the most overt 

manifestations of the age-old (Jablonski, 2006) and essentially universal (Russell, 1991) human 

custom of body and face ornamentation. Every civilization has an accepted aesthetic that 

members of the public must adhere to. Cosmetics are popular because they increase the wearer's 

perceived attractiveness and femininity (Batres et al., 2018). According to research, women's 

facial beauty is increased by makeup cosmetics. For instance, male drivers were likelier to stop 

and offer rides when women wore makeup, but this was different from what happened with 

female drivers (Guéguen & Lamy 2013). 

Using cosmetics could help women appear younger because it can fix their skin's hue and 

highlight their youthful skin characteristics (Lee et al. 2018). In Western cultures, one of the 

most frequent justifications for using makeup has been to increase physical appearance. In 



2 
 

particular, Cash & Cash (1982) discovered that women who wear cosmetics express a more 

favorable body image and sense of self-worth than those who do not. As a result, women who 

wear makeup may experience advantages related to looking more attractive (Dion et al., 1972), 

such as improved earnings or more favorable perceptions of their social and personality 

features. Therefore, wearing cosmetics may have good benefits for the wearer. 

 

However, not all stereotypes about women who use more cosmetics are flattering. According 

to numerous studies, women who wear more makeup are more likely to be viewed as sexually 

available than those who wear less or none (Osborn, 1996; Mileva et al., 2016; Batres et al., 

2018). Because women are regarded more harshly for their sexual activity than men are, 

women who prefer to wear makeup for its benefits may unwittingly cause others to conclude 

it (Crawford & Popp, 2003; Reiss, 1967). Women who are assumed to be more sexually active 

may later become objectified (Blake et al., 2016; Kellie et al., 2019; also Bernard et al., 2019) 

or appreciated for their physical characteristics or body parts rather than as a full-fledged 

person with subjectivity (Fredrickson & Roberts, 1997). A woman's perception suffers when 

she is objectified. 

 

1.2 Statement of the Problem 

The capacity of women to conceal or accentuate certain facial traits with makeup may result in 

favorable outcomes in various situations (Korichi et al., 2008). In professional settings, 

cosmetics may enhance women's perceptions of their leadership potential when applying for 

jobs and foster positive perceptions at work. Women who think they are more attractive might 

also feel better about themselves, be happier, and be more successful at finding romantic 

partners. Therefore, wearing cosmetics may have good benefits for the wearer. However, other 

research indicates that more than minimal or no makeup may negatively impact women's 

perceptions of leadership. However, there is still a lack of knowledge on the harmful effects of 

wearing makeup. For instance, little is known about how wearing makeup alters perceptions 



3 
 

and raises the risk of psychological and physical harm. For this reason, the current study uses 

women from the Zongo communities of Kumasi in the Ashanti area of Ghana as a case study 

to examine the impact of cosmetics applications on women's personalities. 

 

1.3 Purpose of the Study 

The significance of the current study stems from the notion that wearing cosmetics makes one 

appear more attractive, leading to its widespread use by women. The study aimed to look at 

makeup applications and how they affect people's personalities. 

 

1.4 Objectives of the Study 

The study’s general objective is to analyze makeup applications and their effect on the 

personalities of people who wear them. The specific goals were to: 

1. Ascertain the degree of overall happiness ‘with’ and ‘without’ make-up in selected 

Zongo communities from Kumasi Metropolitan Assembly. 

2. Examine awareness of makeup effect on human skin in selected Zongo communities 

from Kumasi Metropolitan Assembly. 

3. Use the workshop to determine the role and wrong application of makeup.  

 

1.5 Research Questions 

1. What is the degree of overall happiness with and without makeup in selected 

communities from the Kumasi Metropolitan Assembly? 

2. Is there any awareness of the effects of makeup application on human skin in selected 

communities from the Kumasi Metropolitan Assembly? 

3. How does observation determine the role and wrongful application of makeup? 

 

 

 



4 
 

1.6 Significance of the Study 

Understanding how makeup influences personality might help us better understand the 

psychological underpinnings of self-esteem, self-confidence, and self-perception. People could 

better understand the impact of makeup on their emotional wellbeing with the aid of this 

research. Self-expression through makeup is possible. To explore and express many elements 

of their personalities through cosmetics, people can use makeup to reflect and shape their 

identities. Studying how makeup affects characters can also reveal how societal and cultural 

conventions and beauty standards affect people. It can demonstrate how much outside 

influences impact decisions and self-perception. 

 

The study also examined how a person's appearance affects how others view them and how 

they interact in various social and professional settings. Both personal and professional 

relationships benefit from having a solid understanding of these dynamics. The research is 

helpful for people in professions where appearance matters, like the entertainment sector, 

public speaking, and the beauty industry. It may suggest strategically utilizing makeup to 

increase your presence and power. Additionally, makeup is not only for one gender. 

Discussions about gender identity and how makeup can be used as a means of self-expression 

outside of established gender norms can benefit from research in this field. 

 

 

1.7 Limitations of the Study 

Due to the study's focus on Zongo communities in Kumasi, there was mainly cultural bias. As 

a result, the study's findings do not accurately reflect cosmetic practices and their impact on 

personalities in other cultural or geographical contexts. This restricts the findings' potential to 

be generalized and makes it challenging to apply the results to a larger population. Due to the 

study's reliance only on participant self-reported data, there is a possibility of response or social 

desirability bias. Instead of sharing their experiences or thoughts, participants could give 



5 
 

answers they believe to be more socially acceptable. This may impact the reliability and 

accuracy of the data gathered. Additionally, the study's use of convenience sampling resulted 

in selection bias and jeopardized the validity of the findings. 

 

1.8 Delimitation of the Study 

The Zongo communities in Ghana's Kumasi Metropolitan Assembly were the sole subject of 

the study. Because of this, the results might not apply to other areas or populations outside of 

this particular setting. The study is restricted to looking at the personality consequences of 

cosmetics practices in the cultural background of Zongo communities. People with diverse 

cultural origins or groups with varied social norms and values may not be able to generalize 

from the findings. 

 

1.9 Organization of the Study 

The study is organized into five chapters. Chapter one comprises the background of the study, 

statement of the problem, research objectives and questions, purpose and significance of the 

study, as well as the scope and limitation of the study. Chapter two focuses on the literature 

review of the study. It comprises a theoretical aspect, concept framework, and empirical 

assessment. Chapter 3 addresses the research methods of analysis, including research design, 

study settings, sample size and technique, data collection, research instruments, and ethical 

considerations. Chapter four involves the analysis of data, a summary of the population of the 

study, relevant descriptive analysis, and interpretation of data. Chapter five comprises the 

summary, discussions of findings, recommendation(s) for future studies, and the related 

implication(s) of this study, as well as the Appendix section, which shows the references of 

sourced information and study instrument. 

 



6 
 

1.10 Chapter Summary 

The background of the study, the problem statement, the research objectives, the research 

questions, the relevance of the investigation, the scope of the study, the limitations of the study, 

the definition of terminology, and the organization of the study were the main topics of this 

chapter (the introduction). 

  



7 
 

CHAPTER TWO 

REVIEW OF RELATED LITERATURE  

2.1 Introduction  

A review of related and pertinent literature on the subject of the study's stated aims is presented 

in this chapter. It summarizes the literature on makeup applications and personalities, the 

background of makeup applications, and the vital theoretical pillars, such as the appearance 

and advantages of makeup cosmetics, perception of beauty, beauty's role in confidence, and 

desirability. The empirical examination covers how women are affected by the beauty business 

and how wearing makeup affects how others perceive your leadership skills. 

 

2.2 Theoretical Review of Makeup 

Cosmetics used to enhance or change a look, such as lipstick or powder, are called makeup. 

Some women find applying makeup as easy as concealing a dark circle under their eyes with 

concealer (Sciortino, 2018). However, some women may believe that applying makeup 

involves several steps: foundation, blush, eyeshadow, etc. Others may like to spend five 

minutes or less on their cosmetic process, while some may spend an hour or more. Therefore, 

makeup is a creative and expressive approach to highlighting one's individuality and gorgeous 

self, resulting in beautiful sensations of joy (Davis, 2013). The first and most popular cosmetic 

item is foundation (Loretz, 2006). The foundation is typically available in two forms: powder 

and liquid. It is applied all over the face to balance out the complexion and conceal any 

blemishes. 

 

2.3 The History of Makeup Applications  

Cosmetics have a long history that dates back roughly 6000 years. People from various 

societies utilize makeup to enhance their attractiveness worldwide. In the fashion industry, 

makeup is mainly used to improve the beauty of models. The media and fashion magazines 



8 
 

also heavily impact how people utilize cosmetics brands like Black Opal, Max Factor, Revlon, 

and L'Oreal (Loretz, 2006). Ancient civilizations, including Mesopotamia, ancient Greece, and 

ancient Egypt, used makeup at some point. In addition to enhancing appearance, cosmetics 

held religious and spiritual importance in ancient Egypt (Tapsoba et al., 2017). The Egyptians 

decorated their eyes, lips, and skin with various materials, including kohl and red ochre. Due 

to religious ideas' influence, cosmetics usage decreased during the Middle Ages. However, the 

Renaissance saw a resurgence of cosmetics use among the affluent. Pale skin was sought after 

using cosmetics since it was seen as a sign of riches and royalty. The use of white lead paints 

and lead-based powders during this time is highlighted in Sherrow's literature from 2001. 

 

Applications of makeup underwent substantial growth in the 18th and 19th centuries. White 

lead-based face powders were still in use, but there was also more focus on natural beauty. The 

usage of cosmetics, including rouge, lip color, and eyebrow improvements, is among the topics 

covered in research by Cox (2007) that examines the shifting beauty ideals and makeup 

practices during this time. The cosmetics industry made quick strides in the 20th century by 

introducing new items, methods, and promotional tactics. The development of mascara, 

lipstick, and foundation revolutionized the use of makeup. Thomas's (2017) writings cover the 

emergence of enduring beauty businesses and Hollywood's impact on fashion and consumer 

trends. 

 

The use of makeup has long had cultural and symbolic connotations. Specific makeup 

techniques have different purposes in different cultures and eras. For instance, using white face 

powder in various Asian cultures represents femininity and purity (Choi et al., 2015). Body art 

and face paint have cultural and spiritual importance in indigenous tribes (Taylor, 2007). The 

development of cosmetics applications has a complex social and gender background. Societal 

norms and expectations have impacted the use of makeup because it is frequently linked to 



9 
 

femininity. Literature by Peiss (2018) investigates how gender, notions of beauty, and the usage 

of cosmetics are related, illuminating the relationship between makeup and ideas of femininity 

and beauty standards. 

In the year 4,000 BC, cosmetics were first used in Ancient Egypt. The Egyptians made use of 

hazardous materials like white lead and mercury. Conjunctivitis and other eye infections were 

treated with lead. Additionally, scents like frankincense and myrrh were utilized. The 

Egyptians utilized Many other cosmetic tools, including kohl, which was used to outline the 

eyes. Soot, lead, copper, almonds, and other materials were used in its production. Eye makeup, 

according to the Egyptians, would improve vision and ward off evil spirits. In 3000 BC, the 

Chinese used gum Arabic, gelatin, beeswax, and egg to polish their fingernails. People 

belonging to a given class in society were identified by their clothing. Gold, silver, black, and 

crimson nail paint were the colors of royalty. The lower classes were not permitted to have 

brightly colored nails. Geisha in Japan wore lipstick made from powdered safflower flowers. 

The eyebrows were also outlined with it. 

Additionally, makeup was applied over waxed hair. In the early days, European church leaders 

believed wearing makeup was wicked and unethical. Many wealthy European ladies followed 

the trend by hiding from the sun indoors to achieve a pale complexion (Sciortino, 2018). 

 

White lead paint and white powder were also used. Many European women were poisoned and 

perished due to wearing white lead paint. The mask of youth, which Queen Elizabeth of 

England wore and constructed, was made of white lead paint. In both the United States and 

Europe, the use of makeup rose to great popularity during the 20th century. Later, it was 

influenced by the theater, ballet, and the movie business, as well as actors like Mathilde 

Kschessinska and Sarah Bernhardt. As a result, Max Factor, Elizabeth Arden, and Helena 

Rubinstein created cosmetics. In 1907, Eugene Schueller created hair color; two years later, in 

1936, he created sunscreen. Coco Chanel, a renowned fashion designer, began the suntan in 



10 
 

the 1920s. The flapper look popularized dark eyes, red lipstick, and red nail polish in the 1920s. 

The advancement of makeup and cosmetics has made them accessible in shops, boutiques, and 

online. Anyone can now utilize it. Each cosmetic product's use and history serve a function and 

have a unique narrative. While some products were created and used for safety, the majority 

were undoubtedly used to enhance and improve one's appearance and project an image one 

believed they personified (Cash & Henry, 1995). 

 

2.4 Appearance and Benefits of Makeup Cosmetics 

The pleasure with one's facial features, including eyes, brows, lips, cheeks, skin tone, and 

general appearance, is called facial image. In contrast, body image refers to people's attitudes 

and feelings about their looks (Cash & Henry, 1995). According to Cash et al. (2010), people 

can alter their physical appearance to manage and control their self- and social-images, and 

makeup positively affects how people perceive women's earning potential, professional class, 

health, and confidence. Since these women can utilize cosmetics to influence their appearance, 

they may as well gain from an improvement in positive self-perception and wellbeing that is 

allegedly linked to makeup. According to Nash et al. (2006), self-confidence in one's 

appearance encourages social interactions, particularly in job interviews where making a good 

first impression is crucial. Strong favorable correlations between body image, self-esteem, and 

self-confidence have been found by Jung and Lennon (2003). Narang (2013) investigated the 

psychological variables that influence makeup use and how it is perceived in various contexts 

and concluded that higher use of makeup is positively correlated with beauty, femininity, and 

sexiness. According to Korichi et al. (2008), cosmetics stimulate our senses of touch, scent, 

and sight and serve as a tool for seduction and camouflage. It is a comprehensive strategy that 

improves one's look and makes it easier to handle self-image, emotions, and mood. 

Makeup cosmetics can enhance facial features, drawing attention to desirable aspects and 

minimizing perceived flaws. Research by Mulhern et al. (2013) demonstrates that strategically 



11 
 

applied makeup can create the illusion of symmetrical features and enhance perceived 

attractiveness. Techniques such as contouring, highlighting, and eyebrow shaping can sculpt 

the face and make a more balanced appearance. One of the primary functions of makeup 

cosmetics is to even out skin tone and conceal imperfections. Studies have shown that 

foundation and concealer can effectively camouflage blemishes, dark spots, and other skin 

irregularities (Hunt et al., 2019). This ability to create a smooth and uniform complexion 

contributes to a more visually appealing appearance. 

 

Applying makeup cosmetics can have a positive psychological impact, increasing self-

confidence. Research by Keefe et al. (2019) indicates that individuals who use makeup 

cosmetics experience improved mood, self-esteem, and body image perception. Enhancing 

one's appearance through makeup can boost self-assurance and overall well-being. Makeup 

cosmetics play a crucial role in social perception and judgments of attractiveness. Studies by 

Mulhern et al. (2017) and Nash et al. (2016) demonstrate that makeup application leads to 

perceptions of enhanced beauty, glamour, and femininity. These findings highlight the 

potential for makeup cosmetics to influence others' perceptions and interactions positively. 

 

Makeup cosmetics can offer protective benefits for the skin, such as providing a barrier against 

environmental pollutants and UV radiation. Additionally, certain makeup products may contain 

ingredients that offer skincare benefits, such as moisturizing agents or sunscreens 

(Ganceviciene et al., 2012). This dual functionality of makeup cosmetics can contribute to 

maintaining skin health while enhancing appearance. Makeup cosmetics provide individuals 

with a means of self-expression and creativity. Using different colors, textures, and techniques, 

individuals can experiment with different looks and communicate their style (Chua et al., 

2019). This aspect of makeup cosmetics allows for individuality and the exploration of diverse 

aesthetic preferences. 

 



12 
 

2.5 Perception of Beauty 

People are constantly judged based on their appearance, which should not come as a surprise. 

It shouldn't be shocking that women are examined more than men in this field. How far has it 

gone to say people judge one another based on appearance? Physical Appearance and Gender 

author Jackson (1992) asserts that a person's face appearance has significant social 

repercussions, particularly for women compared to men. According to this study, it is common 

to stigmatize women as more prone to commit crimes if they are deemed unattractive. There 

isn't much evidence that having a given facial type makes you more likely to commit a crime. 

Still, several studies have shown that certain facial preconceptions lead people to connect 

specific facial characteristics with a particular crime. It would be necessary to determine 

whether the contrary assumption—that someone with seemingly unappealing characteristics 

would be socially abnormal—is valid. According to a study by Wilson and Eckel (2006) 

measuring the degree to which individuals trust more attractive persons, those with higher 

attractiveness ratings were immediately seen as more trustworthy. Unfortunately, in a modern 

world focusing on products and beauty, the proverb "don't judge a book by its cover" seems to 

have lost its attractiveness. People tend to judge themselves and others primarily based on their 

appearance. It is common for women to compete with one another in today's culture. It's 

important to note that while women are viewed as competitive based on their beauty and facial 

attractiveness, males are considered more competitive based on their skill and intellect 

(Jackson, 1992). This may initially give the impression that women are merely conceited, but 

is that the case? There is no denying that physical appearance affects many aspects of life. It 

can "affect the social power we possess or are deprived of possessing, including the jobs we 

receive, the wages we earn, the clubs we join, the people we marry, the friendships we create, 

and the colleges we enter," according to the author (Berry & Davies, 2010). It has been found 

that social aptitude and beauty are frequently associated. It is commonly believed that those 



13 
 

viewed as more attractive have better social skills and experience less loneliness and social 

anxiety than those considered less handsome (Jackson, 1982). In a 1981 study by Abbott and 

Sebastian, who linked physical attractiveness to projected success, they discovered a direct 

correlation between having high overall physical attractiveness ratings and expecting to 

succeed in social circumstances. In this study, participants included both observers and self-

assessment participants. When looking at the connection between attractiveness and success 

expectations, the findings of both groups were comparable. Given that social interactions make 

up a significant portion of daily life, this speaks a lot about how beauty is perceived and the 

anticipated effect on an individual. 

 

2.6 Psychological Impact of the Application of Makeup 

The application of makeup is a common practice that has been deeply ingrained in various 

cultures for centuries. In addition to its aesthetic purposes, makeup can influence an individual's 

psychological well-being and self-perception. 

Numerous studies have indicated a positive relationship between makeup application and self-

esteem. For instance, a study by Nash and Fieldman (2018) found that women who applied 

makeup reported higher self-esteem levels than those who did not. Additionally, Gnambs and 

Kaspar (2015) conducted a meta-analysis, which revealed a small yet significant positive effect 

of makeup on self-esteem across different age groups and cultural contexts. 

The relationship between makeup application and body image has been interesting. Research 

by Etcoff et al. (2019) suggests that makeup can positively influence body satisfaction by 

enhancing facial features and concealing perceived flaws. Conversely, some studies have raised 

concerns about the potential negative impact of cosmetics on body image, particularly when it 

becomes an excessive or compulsory practice (Pickett et al., 2018). 

 



14 
 

Makeup application has been found to contribute to mood enhancement and emotional well-

being. Viren and Kaur (2020) conducted a study demonstrating that applying makeup can 

positively influence mood, promoting happiness and boosting self-confidence. Similarly, a 

study by Gao and Lai (2019) showed that makeup participants experienced decreased negative 

emotions and improved positive affect. Makeup application plays a crucial role in shaping 

social perception and attractiveness judgments. Several studies have revealed that the 

application of makeup leads to more favorable impressions and perceptions of attractiveness 

(Mulhern et al., 2013; Jones et al., 2018). These findings indicate that makeup can significantly 

influence how others perceive individuals, potentially impacting their social interactions and 

overall well-being. 

 

While makeup can positively affect psychological well-being, some individuals may develop 

a dependency or reliance on makeup. Research by Jankowiak and Rybarczyk (2017) suggests 

that excessive makeup use can be associated with body dysmorphic disorder and compulsive 

behaviors, potentially leading to adverse psychological outcomes. Understanding the factors 

underlying makeup dependency is essential to address potential risks. 

 

2.7 Beauty’s Role in Confidence and Desirability 

Finding a companion has frequently been cited as among life's most essential aspects. Children 

are instilled with the belief that they will meet someone, fall in love, and get married sometime 

when they are young. It stands to reason that you will find that individual appealing or desirable 

when you first meet them. According to research, women with lovely faces are more likely to 

marry and marry men with more significant social positions (Jackson, 1982). Additionally, it 

has been discovered that males prioritize face attractiveness more than women when choosing 

a companion (Alley & Hildebrandt, 1988). 



15 
 

Additionally, examining longevity trends and marital satisfaction, it has been hypothesized that 

handsome people have healthier marriages (Jackson, 1982). This knowledge makes it logical 

to conclude that a woman's desire to feel and appear more beautiful is well-founded. It is crucial 

to consider the connection between the acquisition and usage of cosmetics and the perceptions 

of beauty that one and others hold. With the factors above, it is no surprise that women spend 

billions of dollars annually on items to enhance their appearance (Wilson & Eckel, 2006). It 

has been discovered that cosmetics enhance some desirable features, such as femininity, and 

increase perceived attractiveness (Jackson, 1982). 

 

Cosmetics are used to present an image of power and status, according to Berry and Davies 

(2007), the authors of "Beauty Bias," in addition to serving as a means of enhancement. "We 

gaze in the mirror not just to see how we look, but also how we anticipate others will perceive 

us, and, unless we are wonderfully self-assured, we seek to modify our appearances so that 

others shall perceive us as we desire to be viewed" (Brand, 2000). The author continues by 

pointing out that contentment and unhappiness are frequently determined by outward 

appearance in today's society. It is difficult to say whether attractiveness increases happiness, 

but if that is how people see it, it would help us explain why the general public constantly 

strives for beauty. It can be challenging to comprehend how beauty affects self-esteem 

properly. While many studies seem to indicate shaky correlations between the two, certain 

studies show a favorable correlation between attractiveness and self-esteem, more so for 

women than males. However, other research utilizing psychological well-being indicators 

strongly implies a link between beauty and self-esteem (Jackson, 1982). Various distinct 

variables must be considered when attempting to understand this data. The biggest seems to be 

how highly subjective self-esteem evaluations are. As a society, we don't seem to be able to 



16 
 

decide whether having the discipline to overcome one's flaws or embracing one's flaws 

constitutes true self-esteem (Brand, 2000). 

Simply put, there is great debate about whether it leads to higher levels of self-esteem: 

accepting one's defects or aiming for perfection. Another theory is that those viewed as more 

attractive have learned to place tremendous importance on it, and they may think that their 

appearance is all they have going for them. According to studies, those viewed as attractive are 

frequently less likely to accept and believe favorable feedback from those considered less 

attractive (Jackson, 1982). The justification is that they think they are receiving favoritism or 

acclaim because of their facial features. Based on the evidence, it would be safe to say that 

today's culture places a great value on looks. It is not unexpected that women frequently feel 

pressure to appear attractive, confident, and desirable due to social factors. There is no doubting 

that buying and using beautifying goods plays some part in the quest to obtain beauty, even 

though these aspects are still subjective. Researchers Getz and Klein (1994) conducted 

interviews with women and discovered that there are two reasons why they believe women 

should wear makeup: the first was that she would feel incomplete without it, and the second 

was that she would be complete but flawed and unattractive. Discussing how studies have 

shown that women who wear too much makeup are perceived as trashy or promiscuous would 

be fascinating. At the same time, women who wear too little makeup are perceived as not caring 

enough about their appearance. There seems to be a delicate line between trying to change who 

you are and making improvements to what is. When evaluating the study presented in the 

preceding sentences, it is critical to remember that many of the factors involved are primarily 

subjective and based on people's perceptions of both themselves and others, making these 

subjects difficult. 

 

Beauty standards play a significant role in shaping individuals' perceptions of attractiveness 

and desirability. Research by Cash and Pruzinsky (2014) indicates that societal beauty ideals 



17 
 

influence makeup choices and application techniques. Adopting these standards can enhance 

self-perception and confidence in individuals who align with them. Numerous studies have 

highlighted the impact of makeup on self-perception and confidence levels. For example, 

Guéguen et al. (2018) conducted an experiment that revealed a positive relationship between 

makeup application and self-perceived attractiveness. Individuals who wore makeup reported 

higher levels of confidence, which in turn influenced their behavior and social interactions. 

 

Makeup application can influence how others and their desirability perceive individuals. Jones 

et al. (2015) found that individuals wearing makeup were perceived as more attractive, 

confident, and friendly than their bare-faced counterparts. Similarly, a Mulhern et al. (2017) 

study demonstrated that makeup enhances perceptions of femininity, attractiveness, and overall 

desirability. Makeup applications can serve as a tool for self-expression and empowerment, 

contributing to increased confidence and desirability. Research by Tiggemann and Boundy 

(2014) revealed that makeup participants experienced higher body satisfaction and self-esteem. 

This suggests that makeup can play a role in fostering a positive self-image and enhancing an 

individual's sense of desirability. Several psychological mechanisms underlie the relationship 

between beauty, confidence, and desirability in makeup application. The "lipstick effect" refers 

to the phenomenon where individuals experience an uplift in mood, confidence, and 

desirability when wearing makeup (Nash et al., 2017). Additionally, the "self-fulfilling 

prophecy" suggests that when individuals believe that makeup enhances their attractiveness 

and desirability, they project this confidence, resulting in more positive social interactions. The 

portrayal of beauty in makeup advertising can shape individuals' perceptions of beauty and 

desirability. Research by Lee and Shrum (2019) highlights that exposure to idealized beauty 

images in advertisements can influence self-perception and confidence. This emphasizes the 

role of media in reinforcing societal beauty standards and their impact on individuals' 

confidence and desirability. 



18 
 

 

2.8 Theory Underpinning the Study 

2.8.1 Self-Presentation Theory 

Sociologist Erving Goffman initially proposed the self-presentation theory. Goffman (1959) is 

widely recognized as one of the key proponents of this theory, which he extensively explored 

in his influential book "The Presentation of Self in Everyday Life," published in 1956. In this 

book, Goffman examined how individuals engage in impression management and present 

themselves to others in various social contexts. 

 

Goffman's work emphasized that individuals actively shape their self-presentation to create 

specific impressions and manage the perceptions others have of them. He highlighted the 

importance of impression management strategies, such as clothing, body language, and verbal 

cues, in influencing how individuals are perceived and how they perceive themselves. Since 

Goffman's pioneering work, self-presentation theory has been further developed and expanded 

upon by various scholars from different disciplines, including psychology, sociology, and 

communication. Researchers such as Mark Leary, Roy Baumeister, and Joop Van der Pligt 

have significantly contributed to understanding self-presentation and its implications for 

behavior, self-perception, and interpersonal relationships. Research by Etcoff et al. (2011) 

conducted a series of experiments investigating the effects of cosmetics on perceptions of 

attractiveness and personality traits. The findings revealed that makeup use significantly 

influenced how participants were perceived by others, leading to impressions of enhanced 

attractiveness, confidence, and sociability. These results support the notion that makeup can 

act as a tool for self-presentation, affecting others' perceptions and potentially influencing 

individuals' self-perception and personality expression. 

 

In a study by Nash, Fieldman, Hussey, Lévêque, and Pineau (2006), the researchers examined 

the effects of cosmetics on self-perception and self-esteem. They found that participants who 



19 
 

applied cosmetics experienced increased self-esteem and reported feeling more confident in 

social interactions. This suggests that makeup use may positively impact individuals' self-

perception and contribute to developing certain personality traits, such as assertiveness or 

sociability. Additionally, research conducted by Mulhern, Fieldman, Hussey, Lv, and Lévêque 

(2003) explored the impact of cosmetics on body image and mood. The study revealed that 

makeup application significantly improved participants' body satisfaction and positive attitude. 

These findings support the idea that makeup can influence individuals' perceptions of their 

bodies and contribute to a more positive self-image, which may affect their personality 

expression and behavior. 

 

Moreover, studies by Gibbons and Ramirez-Aguilar (2016) and Jones, Kramer, and Ward 

(2018) examined the cultural and social aspects of makeup use. They highlighted how makeup 

can serve as a means of self-expression and identity within specific cultural contexts. These 

studies demonstrated that makeup practices are influenced by cultural norms, personal 

preferences, and social expectations, which can shape individuals' personalities and social 

interactions. By integrating these findings, the study on makeup applications and their effects 

on characters within Zongo communities in Kumasi can investigate the cultural and social 

factors that influence makeup practices. The research can explore how makeup is used as a 

form of self-presentation within the Zongo communities and its impact on individuals' self-

perception, self-confidence, and social interactions. By examining the interplay between 

makeup applications and personality traits within this unique cultural context, the study can 

contribute to a comprehensive understanding of the role of makeup in self-presentation and its 

effects on personalities in Zongo communities. 

2.9 Conceptual Framework 

 

 
Knowledge of 

Makeup 



20 
 

 

 

 

 

 

Figure 2.1 Conceptual framework 

Researcher Construct (2023) 

From the framework, Knowledge of makeup, the history of makeup, perceptions of appearance, 

and the benefits of beauty and confidence all play interconnected roles in applying makeup to 

personalities. Understanding makeup techniques, products, and tools is the foundation. It 

involves knowing how to apply makeup to enhance one's features, correct imperfections, and 

achieve desired looks. Knowledge enables individuals to choose makeup products suitable for 

their skin type, tone, and style preferences. Awareness of the historical evolution of makeup 

helps individuals appreciate its cultural significance and context. 

Makeup can be a tool for altering or conforming to these perceptions, allowing individuals to 

present themselves in ways that align with their self-image and the expectations of their culture. 

When applied skillfully, makeup can boost self-confidence by enhancing features and allowing 

individuals to feel more put-together, which can positively affect their interactions and self-

perception. The application of makeup can influence how others perceive an individual. 

Confidence often radiates from a person's demeanor and can be enhanced by makeup. 

In summary, makeup is not just a superficial practice but a complex interplay of knowledge, 

history, societal perceptions, and personal benefits. Its application can significantly impact an 

individual's personality, influencing how they perceive themselves and how others perceive 

them. It offers a means of self-expression, creativity, and confidence that can be deeply 

intertwined with one's sense of identity and personality. 

 

Makeup Application Appearance and 

Benefits 

History of 

Makeup 

Perception Beauty’s Role in 

Confidence and 

Desirability 



21 
 

2.10 Empirical Literature Review of Makeup 

Women today are frequently reminded of what is deemed attractive. Thousands of 

advertisements that promote this elusively beautiful ideal target women of all ages, shapes, and 

sizes. Beauty at Any Cost, a report created by the YWCA USA in 2008, examined the effects 

of America's fixation with beauty on women and girls. This study revealed that many 

Americans are paying a price for their beauty fixation, which lowers self-esteem and drains 

their wallets. Numerous research have been conducted to determine how the media impacts 

modern-day women, and most of the findings demonstrate that the media has a detrimental 

impact on self-image. Research on the cosmetic industry's impact on customers' self-image 

hasn't been done as much. The cosmetics industry influences consumers in some way. 

You Look 'Mahvelous': The Pursuit of Beauty and the Marketing Concept, by Marsha L. 

Richins and Peter H. Bloch, was one of the earliest studies to examine how cosmetics affect 

women. This research sought to comprehend how attractiveness ratings connect to adornments, 

objects "used to promote attractiveness and to acquire concomitant social benefits" (Schmitt et 

al., 2015). According to this study, people who don't think they look good "rely excessively on 

adornments as compensatory techniques" (Bloch & Richins, 1992). It has been discovered that 

the media makes women feel undesirable. Thus, it follows that these women with low self-

esteem will utilize adornments. Cash & Cash's (1982) study, "Women's Use of Cosmetics," 

also corroborated this, which discovered a positive correlation between cosmetic use and public 

self-consciousness. It makes sense that adornments are employed to blend into a world of 

beauty. These self-conscious women do not fit in, as many women who lack self-esteem are 

also self-conscious (Cash & Cash, 1982). 

Many women report having distinct makeup routines based on what they intend to do during 

the day, according to Beausoleil's study, "Makeup in Everyday Life: An Inquiry into the 

Practices of Urban American Women of Diverse Backgrounds" (Beausoleil, 1992). Cosmetics 



22 
 

have evolved into a simple means of conforming to the standards of beauty set by society 

because they can be applied so rapidly and are relatively simple and affordable compared to 

other, more extreme methods like diet, exercise, or cosmetic surgery. The majority of the early 

research on the impact of cosmetics on self-esteem was conducted by Thomas Cash. According 

to one of his studies, "individuals often actively regulate and adjust their physical appearance 

and physical aesthetics across circumstances within relatively short times," "Effects of 

Cosmetics Use on the Physical Attractiveness and Body Image of American College Women" 

(Cash, Dawson, & Davis, 1989). In other words, cosmetics are applied differently depending 

on the situation because it gives women confidence. 

In another study titled "Cosmetics: they Influence More than Caucasian Female Facial 

Attractiveness," Nash, Fieldman, Hussey, Lévêque, and Pineau investigated whether or not 

women would be assessed differently on four different social measures depending on whether 

or not they were seen wearing makeup. Cosmetics "may play a substantial role in boosting 

attractiveness since they may, in part, enhance face symmetry," according to the authors (Nash 

et al., 2006). This is probably no secret for most women who use cosmetics. It's widely 

acknowledged that makeup can hide flaws, bring out the best in the eyes, or accentuate other 

facial characteristics. Female features were found to be more appealing when wearing makeup, 

with "eye makeup and foundation being the most significant factors to the enhancement of 

female facial attractiveness," according to a prior study by Fieldman, Hussy, Mulhern, 

Leveque, and Pineau (Nash et al., 2006). According to the survey, "women wearing cosmetics 

were perceived as being perceived as being healthier and more confident than the identical 

women without makeup. Women were given more earning potential and were thought to hold 

more prestigious positions when wearing cosmetics than when presented without them (Nash 

et al., 2006). Similar to prior studies, the report discovered that women who wore makeup had 

more outstanding self-confidence ratings than those who wore none. These findings suggest 



23 
 

that women place a high value on improving their facial attractiveness through cosmetics. They 

are perceived as more successful and healthier, with a higher level of confidence. According 

to the research, women who use cosmetics to alter their looks may also gain from an increase 

in positive self-perception and wellbeing that is thought to be linked to using makeup (Nash et 

al., 2006). 

 

The work of Sarah Scott, "Influence of Cosmetics on the Confidence of College Women," also 

touches on this concept of applying makeup to construct a pliable self. Scott's study aimed to 

ascertain the connection between cosmetics, their suitability for particular contexts, and the 

anxiety levels that come from these situations. This study used anxiety to gauge confidence 

(Britton, 2012). The volunteers were required to attend classes and go out with their girlfriends. 

They were instructed to put on their typical makeup for each circumstance in the initial portion 

of the study: their specific "class" makeup for class and their regular "out" makeup for going 

out. Then, they were instructed to wear their "out" makeup when they went out and their "class" 

makeup when they went to class. The participants were required to complete surveys to gauge 

their anxiety levels in each circumstance. According to the findings, participants in both 

instances felt more uncomfortable while wearing "class" cosmetics. Even in class, wearing 

"party" or "out" cosmetics reduced anxiety. This result refutes the notion that "wearing makeup 

appropriate for the occasion will reduce anxiety and boost confidence." Even though this result 

does not corroborate the hypothesis, it is crucial to keep in mind that because the volunteers 

were aware of the study, expectations may have arisen as a result of it. The idea that cosmetics 

can be utilized as a strategy to build a pliable self and control anxiety is also supported by the 

fact that "out" makeup is typically linked with more makeup, making it logical to assume that 

more makeup made these women feel more comfortable in all types of situations (Britton, 

2012). 



24 
 

Numerous factors, including peer pressure, inborn insecurities, and beauty commercials, might 

contribute to a woman's anxiousness. The beauty business has been determined to generally 

harm women's self-esteem, body image, and perception of beauty (Whitefield-Madrano, 2016). 

Women frequently compare themselves to the ideals of beauty society holds for them by 

utilizing upward comparisons. Given that the cosmetics business is significant and 

expanding—as was already mentioned, the YMCA reported that approximately $7 billion was 

spent on cosmetics in 2008 alone—research into the impact of cosmetic advertising on 

consumers is still in its infancy. Thomas Cash states, "A girl's first cosmetics experimentation 

in an early teenager can be considered a rite of passage as well as growth toward forming a 

feminine identity" (Whitefield-Madrano, 2016). Given how essential cosmetics have become 

to women's lives, it is crucial to comprehend the sector's impact on women in the modern world. 

 

This study aims to collect general data about Zongo women and their usage of cosmetics to 

determine how makeup influences women's personalities today. The study would try to provide 

descriptive statistics regarding the types and timing of Zongo women's cosmetics use, brand 

and product loyalty, knowledge of current beauty trends and effects, and some essential 

personality traits. 

2.11 Chapter Summary 

This chapter reviewed pertinent material to help readers comprehend and support the value that 

society and people place on beauty. It discussed and gave examples of how people's perceptions 

of beauty affect how they perceive one another, with the main takeaway being that society 

views attractive people as more successful, socially adept, and content. This chapter also 

covered the significance of beauty in determining one's confidence level, self-esteem, and 

desirability. Once more, it is claimed that people deemed beautiful have more self-esteem and 

confidence. Additionally, it was discovered that being thought desirable was connected to 



25 
 

appearance, which sparked increased attention from the opposing sex and a review of 

supporting literature. 

 

  



26 
 

CHAPTER 3 

METHODOLOGY 

3.1 Introduction 

This chapter concentrated on the method employed to gather pertinent data to accomplish the 

research objectives. Quantitative and qualitative methods were used in this study's data 

collection and analysis. It covers the study region, population, sample, sampling technique, 

data collection instrument, data collection protocol, data presentation and analysis, and ethical 

concerns. 

 

3.2 Approach and Design Research 

This study employed a mixed-methods strategy. An approach to study known as mixed 

methods research involves gathering both quantitative and qualitative data, integrating the two 

types of data, and employing various designs that may include philosophical presumptions and 

theoretical frameworks (Creswell, 2012). Mixed methods involve blending or integrating 

qualitative and quantitative research and data in a research project. Quantitative data typically 

contains closed-ended responses like those found on questionnaires or psychological 

instruments, whereas qualitative data typically has open-ended questions without 

predetermined answers (Creswell, 2014). 

 

This study employed a mixed-methods strategy. An approach to study known as mixed 

methods research involves gathering both quantitative and qualitative data, integrating the two 

types of data, and employing various designs that may include philosophical presumptions and 

theoretical frameworks (Creswell, 2012). The fundamental premise behind this type of study 

is that using qualitative and quantitative methods together yields a more thorough grasp of a 

research problem than each method itself. Mixed methods involve blending or integrating 

qualitative and quantitative research and data in a research project. Quantitative data typically 

contains closed-ended responses like those found on questionnaires or psychological 



27 
 

instruments, whereas qualitative data typically has open-ended questions without 

predetermined answers (Creswell, 2014). 

An explanatory sequential case study methodology was utilized in the investigation. According 

to Creswell (2012), explanatory sequential designs are those in which the researcher first does 

quantitative research, analyzes the findings, and then builds on them to provide a more 

thorough qualitative explanation. Because the qualitative data further explains the initial 

quantitative results, it is considered explanatory. The qualitative phase comes after the initial 

quantitative phase, which is seen as sequential. 

 

3.3 Study Area 

The researcher specifically based the study on some selected Communities in Kumasi 

Metropolitan Assembly areas: Aboabo, Tafo, Sawaba, Boukrom, and Ash town. These 

communities were chosen because they host most makeup industries in Kumasi. Also, people 

travel from other places to perform and observe how the was done.  

 

3.4 Population of the Study 

In the words of Bryman and Bell (2007), population is "the total number of units of the 

phenomena to be researched that exist in the investigation region, which are all possible 

observations of the same sort from which a sample is taken." The population consists of all 

components that satisfy specified criteria for study inclusion (Barnes et al., 2003). The 

demographic is the intended audience for whom the study's findings are intended. The target 

population to whom a researcher wants to generalize findings is the target population (Fraenkel 

& Wallen, 2000). The target population and the accessible population are two different 

categories of population that researchers have identified. According to Mugenda and Mugenda 

(2009), the target population is the group of people or things with similar qualities or traits 

from which samples are drawn for measurements. A similar group of people or components 



28 
 

from whom the sample is drawn for a study is implied to be the target population. Therefore, 

the target audience is a portion of the overall population. 

All individuals who are makeup members in certain towns within the Kumasi Metropolitan 

Assembly were included in the study's population. The target audience for this study was ladies 

using makeup in a few chosen cities within the Kumasi Metropolitan Assembly. 

3.5 Sample and Sampling Procedure 

Polit and Beck (2010) define a research sample as a subset of a population of interest selected 

to participate in a study and representative of the population one desires to study. Therefore, a 

sample for a survey constitutes all the persons or cases that have been chosen to participate in 

the Study. Due to limitation factors such as time and financial constraints, the researcher could 

not cover the entire population. Because of this, a sample size of 100 was chosen from the total 

population to ascertain the best data for the study.  A non-probability sampling method was 

used, which enabled the researcher to strategically choose five towns (namely Aboabo, Tafo, 

Sawaba, Boukrom, and Ash town) from the Kumasi Metropolitan Assembly. A convenience 

sampling technique was used to select Aboabo (25), Tafo (30), Sawaba (10), Buokrom (20), 

and Ashtown (15) who availed themselves of the study.  

 

3.6 Instruments for Data Collection  

The research instrument used for the study was a questionnaire and interview guide from which 

conclusions were drawn. The close-open-ended questionnaire was used.  

 

3.7 Data Types 

The study made extensive use of original data. It is supplemented by the secondary source of 

data, which offers additional data that aids in achieving the study's goal. The primary data 

source is where the researcher obtains the data directly from the basis for a particular study 

objective (Baral, 2017). The questionnaire, interview guide, and workshop given to the study 

participants served as the primary data sources for the investigation. The data source was 



29 
 

appropriate for gathering information on the use of cosmetics and its psychological impacts in 

Zongo Communities in the Kumasi Metropolitan Assembly. 

 

To use secondary data, a topic must already have data available (Daas & Arends-Tóth, 2012). 

In addition, publications, newspapers, and other media offering opinions on cosmetics 

applications and their psychological impacts were examined. Additionally, it was based on the 

conclusions of previous scientific research on unlawful chainsaw operations. This made it 

easier to understand the study's scope. 

3.8 Procedures for Data Collection 

Both quantitative and qualitative data were gathered for this investigation. The researcher wrote 

an introduction letter to the participants to obtain their consent and raise their awareness before 

collecting quantitative and qualitative data. The questionnaire and interview questions could 

be completed at the participants' convenience. 

3.9 Data Presentation and Analysis  

According to Orodho (2009), data analysis is the act of methodically looking over and 

organizing field notes, data, and other materials collected from the field to improve 

comprehension and make them easier to convey to others. Essentially, data analysis seeks to 

make sense of the information gathered for the intended audience. Descriptive statistical 

techniques were used to analyze quantitative data. Through the computation of frequencies and 

distributional percentages, the data was analyzed. Data gathered from the respondents was 

analyzed using the Statistical Package for Social Sciences (SPSS) program. Tables and figures 

were used to present the data. To obtain the qualitative data, participant interviews were 

performed and transcribed. 



30 
 

3.10 Ethical Issues 

Researchers must follow ethical guidelines when conducting research that will include humans 

(Polit & Beck, 2010). A system of moral principles known as research ethics is concerned with 

how closely research practices comply with their commitments to study participants on a 

professional, legal, and social level (Polit & Beck, 2010). The researcher's ability to safeguard 

the participants from harm, respect their privacy and dignity, and make sure that no participant 

experiences any discomfort due to the material made available during the Study are all ethical 

concerns. Access, informed permission, confidentiality, and anonymity were all ethical 

considerations that this study adhered to. 

Confidentiality is preserved by keeping the information shared confidential and refraining from 

including any information in the findings that could be used to identify the participants 

(Parahoo, 2006). The data from the questionnaire was kept private by being password-protected 

on the computer and by burning all questionnaires after the results were entered into the SPSS 

program. When no one, not even the researcher, can connect a participant to the data about that 

person, anonymity has taken place (Polit & Beck, 2010). To accomplish this, no names of the 

participants were written on the questionnaires or stated in the final report, as advised by 

Lodico, Spaulding, and Voegtle (2010). Instead, codes that had nothing in common with the 

participants were utilized to conceal their identities. 

  



31 
 

CHAPTER FOUR 

PRESENTATION OF DATA AND DISCUSSION OF RESULTS 

 

4.0 Introduction 

This chapter presents data collected from the respondents seeking to understand the effects of 

makeup application on personalities. It further presented the findings based on the objectives 

set for the study. The chapter discussed the background information of the respondents, degree 

of overall happiness with or without makeup, awareness of makeup effects on the human skin, 

and using observation to determine the makeup application. The data was presented in tables, 

charts, and figures.  

 

4.1 Demographic Characteristics of Respondents 

Table 4.1: Demographic Characteristics of Respondents 

Variable Frequency (n) Percentage (%) 

Gender of Respondents   

Male 18 18.0 

Female 82 82.0 

Age   

18 – 25 34 34.0 

26 – 30 31 31.0 

31 – 35 20 20.0 

36 – 40 10 10.0 

41 – 45 5 5.0 

Level of education   

No education 5 5.0 

Basic 19 19.0 

SHS 36 36.0 

Tertiary  40 40.0 

Religion   

Christain 51 38.0 

Muslim 49 62.0 

Town   

Aboabo 25 25.0 

Tafo 30 30.0 

Sawaba 10 10.0 

Buokrom 20 20.0 

Ashtown 15 15.0 

 
  



32 
 

Occupation of 

Respondents 

Beautician 12 12.0 

Doctor 1 1.0 

Bankers 6 6.0 

Fashion Designer 9 9.0 

National Service 2 2.0 

Nurse 10 10.0 

Student 27 27.0 

Teacher 17 17.0 

Trader 16 16.0 

Total 100 100.0 

Source: Fieldwork, 2023 

The study was conducted to find out the demographic characteristics of the respondents used 

for the study. Out of 100 respondents used for the survey, most respondents (82%) were 

females, while (18%) were males. Most of the respondents were female because they mainly 

apply makeup. A study by Loegel et al. (2017) revealed that most females use makeup as an 

essential tool to manage social expectations surrounding femininity. Also, in finding out the 

age of the respondents, most of the respondents (34%) were in the age group of 18-25 years, 

followed by (31%, (20%) were in the age group of 31-35 years, (10%) were in the age group 

of (36-40) years whiles (5%) were in the age group of (41-45) years. In assessing their level of 

education, the study revealed that most of the respondents (40%) had their tertiary education, 

followed by (36%) of the respondents who had their Senior High School education, (19%) of 

the respondents had their primary education. In comparison (5%) of the respondents had no 

education. Also, the majority of the respondents (62%) were Muslims, while (38%) were 

Christians. The study further revealed that most of the respondents (27%) were students, 

followed by teachers (17%), traders (16%), beauticians (12), nurses (10), fashion designers (9), 

bankers (6), national service personnel (2) and doctors (1).  



33 
 

4.2: Degree of overall happiness ‘with’ and ‘without’ make-up 

Table 4.2: How well do you know about makeup 

How well do you know 

about makeup? Frequency (n) Percentage (%) 

Very high 18 18.0 

High 41 41.0 

Average 19 19.0 

Low 18 18.0 

Very low 4 4.0 

Total 100 100.0 

 Source: Fieldwork, 2023 

The survey was conducted to determine how well they know about makeup. Most of the 

respondents (41%) answered high, followed by (19%) of the respondents who answered no, 

(18%) of the respondents responded very high, (18%) of the respondents answered low, and 

(4%) of the respondents answered very low. The study shows a high level of awareness and 

knowledge of makeup.  

 

One of the participants stated, 

“I have been using makeup for the past ten years. I am aware of the benefits I get from using 

facial makeup, and I cannot go a day without makeup, especially during occasions”. 

(Respondents Tafo; March 2023). 

The findings of this study align with previous research that has shown that makeup is a 

significant aspect of many people's lives, particularly for women. In a study conducted by Li 

et al. (2016), they found that makeup use is associated with positive outcomes, such as 

increased confidence and self-esteem, as well as social benefits, such as better relationships 

with others. Additionally, the popularity of makeup tutorials and beauty influencers on social 

media has made it easier for people to access information and improve their knowledge about 

makeup. According to a report by Digital Marketing Institute (2019), the beauty industry has 



34 
 

seen a significant shift towards online marketing, with influencers and online platforms playing 

a crucial role in driving sales and promoting new products. 

However, it is essential to note that the results of this survey are limited by its methodology, 

sample size, and sampling technique. The survey's self-reported nature may also introduce bias, 

as respondents may overestimate their knowledge about makeup. 

 

Table 4.3: How often do you see advertisements on makeup 

How often do you see 

advertisements for 

Makeup? Frequency (n) Percentage (%) 

Very high 14 14.0 

High 43 43.0 

Average 23 23.0 

Low 15 15.0 

Very low 5 5.0 

Total 100 100.0 

Source: Field work, 2023 

The respondents were asked how often they see makeup advertisements. Out of 100 

respondents used for the study, 57, representing (57) of the respondents, answered they often 

see make-up advertisements, 23, meaning (23%) of the respondents, responded average, while 

20, representing (20%) of the respondents, said hardly to they see an advertisement on makeup. 

According to one respondent, 

“Mostly, I see advertisements about makeup whenever I go, and sometimes, I hear people 

discussing new makeup products in town” (Respondent, Buokrom; March 2023).  

These findings align with the growing online and social media advertising trend, which has 

become a prevalent marketing channel for many makeup brands. A study conducted by Statista 

(2021) found that digital advertising spending in the beauty industry is projected to increase 

significantly in the coming years, indicating the importance of online advertising in this sector. 

Moreover, makeup advertising is often targeted towards women, the primary consumers of 



35 
 

makeup products. This gender-based advertising strategy is effective in influencing consumer 

behavior. This supports a study by Kacen and Lee (2002). In their research, it was revealed that 

gender-targeted advertising significantly affects women's purchase intentions. 

  

Table 4.4: Where do you see an advertisement 

Where do you see this 

advertisement? Frequency (n) Percentage (%) 

Billboards 4 4.0 

Television 46 46.0 

Magazines 23 23.0 

Newspapers 12 12.0 

Others 15 15.0 

Total 100 100.0 

Source: Field work, 2023 

 

The survey of 100 respondents showed that different forms of advertising had varying levels 

of exposure. The results indicated that most of the respondents (46%) had seen advertisements 

on television. This finding is consistent with previous research showing television advertising 

effectively reaches a large audience (Gustafson, 2020). 

One respondent Stated, 

“I mostly watch advertisements about makeup on televisions whenever I switch on my 

television. Sometimes, I see makeup advertisements in magazines and newspapers. While 

traveling too, I mostly see advertisements about makeup on large billboards displayed 

alongside the road”. (Respondent, Ashtown; March, 2023). 

Additionally, 23% of the respondents had seen advertisements through magazines, which is 

also a significant percentage. This suggests that magazine advertising can still effectively reach 

specific audiences (Liu, 2017). According to Heckman (2008), magazines have also been a 

popular medium for advertising, particularly for targeting specific niche audiences. Magazines 



36 
 

offer the advantage of reaching a more targeted demographic and providing a longer exposure 

time for the advertisement. 

The survey also revealed that 15% of the respondents had seen advertisements through other 

means, including social media, online ads, or other forms of digital advertising. This finding is 

consistent with the trend of increasing digital advertising and the need for businesses to 

incorporate digital marketing strategies into their overall marketing plan (Kotler et al., 2021). 

Moreover, 12% of the respondents had seen advertisements in newspapers, which suggests that 

print advertising still has some relevance in today's digital age (Eid & El-Gohary, 2015). On 

the other hand, newspapers have seen a decline in advertising expenditure in recent years, with 

advertisers shifting their focus to digital platforms (Boczkowski & Mitchelstein, 2013). 

However, newspapers still hold value for certain types of advertisements, such as local 

promotions or classifieds (Nair & Chakravarty, 2014). Finally, only 4% of the respondents had 

seen advertisements through billboards, indicating that this form of advertising may not be as 

effective in reaching a large audience as other forms (Jiang & Ling, 2016). Television 

advertising has traditionally been a popular medium due to its broad reach and ability to convey 

messages through audio and visual elements. Numerous studies have highlighted the 

effectiveness of television advertising in reaching large audiences and creating brand 

awareness (Eisend, 2014; Tellis, 2004). 

Table 4.5: On average, what is your usual makeup routine 

On average, what is your 

everyday makeup routine? Frequency (n) Percentage (%) 

Rarely wear makeup at all 13 13.0 

Light makeup on most days 33 33.0 

Full makeup on most days 26 26.0 

Depends on the day and 

event 

26 26.0 

Not at all 2 2.0 

Total 100 100.0 

Source: Fieldwork, 2023 
 



37 
 

The survey conducted showed that, out of 100 respondents used for the study, (33%) of the 

respondents had knowledge about Light makeup on most days, (26%) of the respondents had 

knowledge about full makeup on most days, (26%) of the respondents knew depends on the 

day and event. In contrast (13%) of the respondents knew Rarely wear makeup. During the 

interview, one respondent stated; 

“Applying to make makeup depends on the day and event. I mostly apply makeup during 

weddings, funerals, and birthday celebrations. Hardly will you see me on makeup when there 

are no such occasions” (Respondent, Aboabo, March 2023).  

A similar study was conducted by Lee and Edmonds (2017) on how people put on make-up. 

The study's findings revealed that, on average, people commonly put on make-up. A survey by 

Nashita Nandakumar et al. (2018) examined the motivations and psychological benefits of 

wearing full-face makeup. The findings highlighted that individuals who engage in full makeup 

routines often do so to enhance their self-esteem, boost confidence, and express their creativity. 

This supports the idea that some individuals prefer a whole makeup routine as part of their self-

expression and personal style. 

  

Table 4.6: How experienced are you in the application of makeup 

How skilled are you in the 

application of Makeup? Frequency (n) Percentage (%) 

Very high 16 16.0 

High 26 26.0 

Average 31 31.0 

Low 22 22.0 

Very low 5 5.0 

Total 100 100.0 

Source: Fieldwork, 2023 

 

The study conducted on the knowledge of makeup application among respondents showed 

varying levels of expertise. Most respondents (31%) had an average understanding of makeup 



38 
 

application. This finding suggests a need for more education and training on the proper makeup 

application for those who fall into this category (Kim & Kim, 2019). 

Additionally, 26% of the respondents had high knowledge about makeup application, 

indicating that some individuals are well-versed in the proper makeup application techniques. 

This finding is consistent with previous research showing the importance of education and 

training in the makeup industry (Schmidinger & Stangl, 2016). 

The study also revealed that 22% of the respondents knew little about makeup application. This 

finding suggests that some individuals may benefit from basic makeup application training. 

This is important because proper makeup application can enhance one's appearance and boost 

one's confidence (Kim & Kim, 2019). During the interview, one respondent stated: 

“My friend mostly helps me when I apply makeup. She is a beautician so I normally visit her 

at her shop whenever I want to apply makeup. Sometimes I do it on my own” (Respondent, 

Tafo; March 2023). 

Moreover, 16% of the respondents had very high knowledge about makeup application, 

indicating that some individuals are highly skilled in makeup application techniques. These 

individuals may have a career in the makeup industry or have received professional training. 

Finally, only 5% of the respondents had shallow knowledge about makeup application. This 

finding suggests that some individuals may not be interested in makeup application or may not 

have had any exposure to it. Although specific literature on individuals with shallow makeup 

experience is scarce, it is reasonable to assume that this group represents individuals with 

limited exposure to makeup, lack interest, or have specific personal preferences that do not 

involve makeup application. 

A study by Dawn Yanek (2017) highlighted the influence of online tutorials and social media 

platforms on makeup skills development. The research indicated that individuals who actively 

engage with online makeup content often exhibit higher skill and knowledge levels. This 



39 
 

suggests that some of the population may develop a high makeup experience through self-

learning and online resources. In addition, a study by Stephanie Montes (2017) explored the 

challenges beginners face in makeup application. The research highlighted the learning curve 

and initial difficulties encountered by individuals with low experience levels. 

 

Table 4.7: What is your favourite makeup item to wear 

What is your favourite 

makeup item to wear Frequency (n) Percentage (%) 

Mascara 13 13.0 

Foundation 33 33.0 

Eye shadow 20 20.0 

Blush 13 13.0 

Lipstick 21 21.0 

Total 100 100.0 

Source: Fieldwork, 2023 

The study on the favorite makeup item among the respondents showed varying preferences. 

Most of the respondents (33%) chose foundation as their favorite makeup item. This finding is 

consistent with previous research showing the importance of foundation as an essential makeup 

item that provides a smooth and even skin tone (Jeong & Kim, 2018). Additionally, 21% of the 

respondents chose lipstick as their favorite makeup item, which suggests that lipstick remains 

a popular makeup item for enhancing one's appearance (Rocha et al., 2018). 

The study also revealed that 20% of the respondents chose eye shadow as their favorite makeup 

item. This finding is consistent with previous research that has shown the importance of eye 

makeup in enhancing one's appearance and creating a dramatic effect (Oguri & Okamoto, 

2017). Moreover, 13% of the respondents chose blush as their favorite makeup item. This 

finding suggests that blush remains a popular makeup item for enhancing one's complexion 

and creating a youthful look (Lan et al., 2017). 

Finally, 13% of the respondents chose mascara as their favorite makeup item. This finding is 

consistent with previous research that has shown the importance of mascara in enhancing one's 



40 
 

eyelashes and creating a more dramatic eye look (Arnaud, 2019). During the interview, one 

respondent stated; 

“Mascara and foundation are most preferred. Almost every woman puts on lipstick, so I do not 

see it as makeup. But preferably, mascara has always been my favorite makeup item” 

(Respondent, Buokrom; March 2023).  

Kellie et al. (2021) investigated the psychological effects of wearing mascara. The research 

found that wearing mascara can enhance individuals' perceived attractiveness and femininity, 

leading to increased self-confidence and positive mood. This supports the preference for 

mascara as a favorite makeup item among a portion of the surveyed population. 

Moreover, a study by Guéguen and Jacob (2013) examined the influence of foundation use on 

perceived attractiveness and trustworthiness. The research found that wearing a foundation led 

to positive perceptions of beauty and trustworthiness. This suggests that foundation is popular 

among individuals seeking to enhance their complexion and create a polished look. 

In addition, Mulhern et al. (2003) investigated the effects of eyeshadow on facial attractiveness. 

The research showed that applying eyeshadow enhanced perceived beauty, mainly when using 

colors that complemented the eye color. This supports the preference for eyeshadow among 

individuals who enjoy experimenting with different eye makeup looks. Also, A study by 

Stephen et al. (2009) investigated the effects of lipstick use on facial attractiveness and 

femininity. The research found that wearing lipstick significantly increased perceived beauty 

and femininity. This supports the popularity of lipstick as a favorite makeup item among 

individuals aiming to enhance their lips and overall appearance. 

 

Table 4.8: When I wear makeup, I feel more put together 

When I wear makeup, I feel 

more put together Frequency (n) Percentage (%) 

Strongly Disagree 10 10.0 

Disagree 32 32.0 



41 
 

Neutral 23 23.0 

Agree 21 21.0 

Strongly Agree 14 14.0 

Total 100 100.0 

Source: Fieldwork, 2023 

 

The study on the respondent’s perception of how makeup makes them feel revealed varying 

responses. Most respondents (42%) agreed they feel more put together when wearing makeup. 

This finding is consistent with previous research showing the positive impact of cosmetics on 

one's self-perception and confidence (Mulhern et al., 2003). Additionally, 35% of the 

respondents disagreed that they do not feel more put together when they wear makeup. This 

finding suggests that makeup may be less critical for some individuals regarding feeling put 

together or confident. 

Moreover, 23% of the respondents remained neutral on the topic. This finding may suggest that 

some individuals may not have a strong opinion on the impact of makeup on their self-

perception or confidence. During the interview, one respondent stated; 

“Makeup reveals the beauty in me. It makes me feel comfortable and presented wherever I go. 

Even though makeup does not change who I am, it makes me appear more beautiful and nicer” 

(Respondent, Buokrom; March 2023).  

Many perceive wearing makeup as enhancing their appearance and boosting their self-

confidence. A study conducted by Nash, Fieldman, Hussey, Lévêque, and Pineau (2006) found 

that participants who applied cosmetics reported higher self-esteem levels than those who did 

not. Also, wearing makeup can influence how others perceive individuals. A study by Etcoff, 

Stock, Haley, Vickery, and House (2011) revealed that women who wore makeup were often 

perceived as more competent, attractive, and likable by both men and women. 

In addition, Makeup can serve as a form of personal expression and creativity, allowing 

individuals to present themselves in a way that aligns with their desired image. Research by 



42 
 

Mulhern, Fieldman, Hussey, Lévêque, and Pineau (2003) showed that women who wore 

makeup felt more self-assured and better able to express their personality. Applying makeup 

can be seen as a ritual or routine that helps individuals prepare for the day or specific events. 

This ritualistic aspect can contribute to a sense of organization and feeling put together. A study 

by Cassin, von Ranson, and Heng (2008) highlighted the formal nature of makeup application 

and its positive impact on women's well-being. 

In conclusion, the survey results indicate a range of opinions regarding the statement, "When I 

wear makeup, I feel more put together." While some respondents disagreed or felt neutral about 

it, a substantial number of individuals agreed or strongly agreed. Previous research suggests 

that wearing makeup can impact self-confidence, social perception, and personal expression 

and provide a ritualistic aspect that contributes to a sense of being put together. 

 

Table 4.9: Makeup helps me to hide my flaws 

Makeup allows me to hide 

my flaws Frequency (n) Percentage (%) 

Strongly Disagree 24 24.0 

Disagree 28 28.0 

Neutral 21 21.0 

Agree 14 14.0 

Strongly Agree 13 13.0 

Total 100 100.0 

Source: Fieldwork, 2023 

The study on the respondents' perception of how makeup helps them hide their flaws revealed 

varying responses. Most respondents (52%) disagreed that makeup does not allow them to hide 

their weaknesses. This finding is consistent with previous research showing the potential of 

makeup to enhance one's appearance and conceal imperfections (Mulhern et al., 2003). On the 

other hand, 27% of the respondents agreed that makeup helps them to hide their flaws. This 

finding suggests that some individuals may rely on makeup to cover up their perceived 

imperfections. Moreover, 21% of the respondents remained neutral on the topic. 

During the interview, one respondent stated; 



43 
 

“Makeup does not hide my flaws but rather makes me more beautiful. Sometimes I see people 

in makeup, and it does not change who they are, neither does it hide their flaws, but the rightful 

application of makeup enhances one’s personality and looks” (Respondent, Tafo; March 

2023). 

Individuals' attitudes toward their appearance can influence makeup usage. Some studies have 

shown that individuals with higher self-acceptance and a positive body image may rely less on 

makeup to hide perceived flaws (Cash, 2002). Also, makeup can accentuate and enhance facial 

features rather than solely focusing on hiding perceived flaws. Research by Cash and Pruzinsky 

(2002) suggests that makeup often highlights attractive features rather than solely concealing 

blemishes. 

In addition, the concept of "flaws" can be subjective and culturally influenced. What one person 

considers a flaw, another might see as a unique feature or characteristic. A study by Porcheron, 

Mauger, and Russell (2013) found that the perception of facial attractiveness can vary based 

on cultural norms and individual preferences, highlighting the subjective nature of flaws. While 

makeup can be used to hide certain perceived flaws, it can also contribute to enhancing self-

confidence and self-esteem. Research by Cash, Dawson, and Davis (1989) found that 

participants who applied makeup reported higher self-esteem and positive affect levels. 

It's important to note that the perception of flaws and the use of makeup can vary widely among 

individuals. Personal beliefs, societal norms, and cultural influences can shape how individuals 

perceive and engage with makeup.  

 

Table 4.10: I feel good whenever I apply makeup and look good 

I feel good whenever I 

apply makeup and look 

good Frequency (n) Percentage (%) 

Strongly Disagree 23 23.0 

Disagree 35 35.0 

Neutral 16 16.0 

Agree 11 11.0 

Strongly Agree 15 15.0 



44 
 

Total 100 100.0 

Source: Fieldwork, 2023 

The findings revealed that (26%) of the respondents Agree that they feel good whenever they 

apply makeup and look good, (58%) of the respondents Disagree that they do not feel good 

whenever they use makeup and look good while, (16%) of the respondents remain Neutral. 

During the interview, one respondent stated; 

“Makeup application makes me feel good and happy. Makeup application arouses the 

confidence and pride in me” (Respondents, Ashtown, March 2023). 

This confirms a study by Williams & Connell (2010), where women in the United States of 

America put on makeup to look good and sound. Emotional responses to wearing makeup can 

vary among individuals. Some individuals may experience positive emotions, such as increased 

confidence or enhanced mood when they apply makeup and perceive themselves as looking 

good. However, others may not necessarily share the same emotional response. Research by 

Mulhern et al. (2003) suggests that individual differences can influence the emotional impact 

of makeup on self-perception and self-esteem. 

Also, makeup can serve as a tool for self-expression and help individuals project their desired 

image. For individuals who value self-expression through appearance, applying makeup and 

achieving the desired look can contribute to positive emotions and a sense of well-being. 

Research by Nash et al. (2006) found that participants who applied cosmetics reported a 

positive impact on their mood and self-esteem. 

In addition, the emotional response to makeup can also be influenced by societal and cultural 

factors. Societal beauty standards and cultural norms regarding appearance can shape how 

individuals perceive and feel about their makeup application. Research by Voyer and LaBat 

(2017) suggests that societal pressures and expectations related to beauty can affec