Why do women wear makeup: History, today's world, and sociological understandings.

Cosmetics have a long, off and on again relationship with various cultures worldwide. These products’ functions range from ceremonial or spiritual meaning, marking an individual of an occupation, to trying to appeal to other’s sense of beauty. Certain simple cosmetics have long been in use, including henna, powders for lightening face, eyeliners, and paints.

The first believed applications of makeup were by the ancient Egyptians in 4,000 BC, as evidenced by the contents of their tombs: Kohl. This simple cosmetic was designed to darken the area around the eyes, and even thought to improve eyesight. Worn by women and men, it also had a very sexualized connotation, and makeup was often worn with revealing garments to signify a woman was a prostitute.

Around 3,000 BC, China had also developed a taste for cosmetic products. It was common for women to paint their face white, again to signify that they were a prostitute. Nails were also painted, but the bright colors were reserved for women of a higher social status, and in this way, cosmetics were a way of marking someone of class.

Greeks developed their cosmetics in a similar fashion, and marked their prostitutes with makeup and brightly colored dresses. 

Cosmetics through the middle ages represented promiscuous women and nobility (the two of which are not necessarily mutually exclusive or related). In fact, it was considered sin to wear makeup. The bible referenced ancient Egyptians and their use of cosmetics in a sexual manner, criticizing them for lustful dress.

Makeup made a surge of popularity in the Renaissance, but retained its social stigma. This common, but somehow frowned upon opinion of the open use of makeup continued into the early 20^th century everywhere (except France).

With the creation of photography and cinematography, makeup was brought into a new light. No longer was it the stuff of prostitutes and nobility alone. It was used by celebrities to attain flawless skin and defined features. So the standard of female beauty began to shift. Much more was required to look like the stars of the media. Thus began our current, Western stance with makeup, leading it to be a fully integrated part of our society. So where are we now? Into the 2000’s makeup has been largely directed at the mainstream consumers as opposed to the prostitutes, nobility, and celebrities that all preceded them.

Makeup now is worn on a daily basis by every layperson and even attempts to look “natural”, which greatly contrasts its former use as a specific mark for individuals. Understanding how the current social situation arose from thousands of years of a completely different use will only help so much. One also needs to analyze in depth the social environment and its effect on us as members of this Western society.

In our modern society today make up is the norm for most females. For many women makeup has become a just an everyday practice in their agenda. As the media and technology progressed the past couple decades the importance of self-image and the standards of women’s beauty has become more enforced in US society. Mass media these pasts few decades has exponentially increased with commercial advertising. Many people claim that advertising does not effect their conceptions and perspective, but the influences from advertisement are inevitable in the society we live in. The media suggests a direct correlation between someone’s worth as a person and that of owning a specific product or looking a certain way. For women their worth is portrayed by the standards of beauty shown through the media. Beauty is considered a subjective topic, but the mass media generates and upholds a narrow standard for what it takes to be beautiful. Mass media is no longer centered on the products that consumers make but also the consumers themselves.

A new study states that 1/3 of all women wear makeup every single time they leave the house, even if it is to just run a chore. 1 out of 4 women think that they wouldn’t been given the same opportunities in a professional field if they didn’t apply makeup, and 37% of the management field explain that they would assume that “they didn’t take care of themselves” if they showed up to a interview with a bare face. Women’s’ reasoning of why they apply makeup every day varies. Some women explain that it is to attract the opposite sex or because it’s consider professional for their careers. Other women explain that it acts as a placebo to raise self-confidence and makes them feel put together. Bobbi Brown, the founder of a cosmetic line, explains that “focusing on others’ perceptions misses the point of what makes makeup powerful.” She quotes “We are able to transform ourselves, not only how we are perceived, but how we feel.” While for Bobbi Brown view of makeup deals with convincing an individual’s perception of oneself, many other people view makeup as a necessity to survive in the workforce. According to past research, attractive people earn more salary and get more promotions than average looking people. This has cause women to spend an average of one-third of their salaries on their physical appearance. The significance of this is shown when we look at the success of the cosmetic industry. The cosmetic industry is a $30 billion dollar industry with an annual growth rate of 20%. Men explain their views on make up on “Yourtango” and they explain that way too much time and money is invested in makeup. One of the males viewed makeup as “lying paint” and many of the males thought that the natural look is more appealing than caked on makeup. There is a vast magnitude of reason why women might wear makeup and how society perceives makeup, but there is no denying that it has become a standard form of culture in our society. 

Many would argue that women wearing makeup is the result of a male dominated society.  Wearing makeup is, in a sense, one way in which women “do” gender.  They distinctly separate themselves from a male identity by doing something distinctly feminine.   Women are creating reality and identities with others just by their use of makeup; people will know how a woman views herself and wants to be viewed if she takes the time to make herself look nice.

Conflict theorists and Marxist feminists would argue that makeup is an invisible net which capitalism uses to control women.  Just imagine how many jobs and money would be lost if women weren’t taught to hate their bodies.  Capitalism creates displays designed to tell women, “You should look like this.  If not, then you aren’t good enough for a man.” Women wear products that are made by men.  So, in a way, wearing makeup is part of a patriarchal society; men telling women they aren’t good enough.  This represents the “looking glass self” of symbolic interactionist theory; a woman is basing her identity off of the opinions of others. Makeup is one thing, turned object, which allows women to perform their role in life.

Sigmund Freud would argue that women wearing makeup is a result of generations upon generations of “penis envy” among young girls.  When a girl realizes she cannot have intercourse with her mother, she envies the fact that her father can.  But soon she realizes she will one day be able to produce offspring and decides to emulate her mother instead.  She will emulate her in many ways, be that doing housework or what she wears, including makeup. 

The reasons for a woman wearing makeup are endless.  Some make complete sense, while others are quite controversial and hard to accept.  But, no matter what the reason, one cannot ignore the fact that our modern day Western culture has had a dramatic influence on how a woman chooses to present herself to others, and how she views herself in private.  


References: 

Conley, Dalton. "Gender." You May Ask Yourself: An Introduction to Thinking like a Sociologist. New York: W.W. Norton &, 2011. N. pag. Print.

"Cosmetic." Encyclopedia Britannica Online. Encyclopedia Britannica, n.d. Web. 15 Nov. 2012. <http://www.britannica.com/EBchecked/topic/139194/cosmetic>.

Hapman, Taylor. "Women in American Media: A Culture of Misperception." . N.p., n.d. Web. 14 Nov 2012. <http://www.studentpulse.com/articles/548/women-in-american-media-a-culture-of-misperception>.

"The History of Makeup." Safe Beauty Association. N.p., n.d. Web. 15 Nov. 2012. <http://www.safebeautyassociation.com/-become-a-makeup-artist/336-the-history-of-makeup>.

Pack, David C. "The Truth Hidden Behind Makeup." The Truth Hidden Behind Makeup. N.p., n.d. Web. 15 Nov. 2012. <http://rcg.org/books/tthbm.html>.

Reisman , Suzanne. "Would the American Economy Collapse if Women Stopped Hating Their Natural Appearance? ." . N.p., n.d. Web. 14 Nov 2012. <http://www.blogher.com/would-american-economy-collapse-if-women-stopped-hating-their-natural-appearance-look-makeup>.

"1/3 of Women Won't leave Home Without Makeup On; Are Not Me." . N.p., 27 2011. Web. 14 Nov 2012. <http://www.lovelyish.com/739965390/13-of-women-wont-leave-home-without-makeup-on-are-not-me/>.

Summary:

Makeup has been used throughout history with varying purposes.  One main purpose of makeup in several cultures has been to identify someone as a prostitute.  Makeup eventually evolved to be used by film stars and used by women who idolized these celebrities. In our Western society of today, women use makeup to create a flawless “natural” look.  Media displays the ideals of the perfect woman, and though women say this does not affect their opinions of makeup, one cannot argue that it must have some subconscious influence.  In the first video linked, comedian John Cleese sets out to discover why make up has such a major role in today’s world.  The next video shows men talking of why they don’t like makeup: comparing it to a mask, which lies to anyone who looks at it.  Some would argue that makeup is a result of a capitalist society controlling women and telling them how they should look.  Others would say that makeup is a “prop” that helps a woman play her role in life.  It is obvious that there is not just one reason why women wear makeup, and we may never know for sure what influences the female sex to wear it nearly everyday.