Less research has been done specifically on the cosmetic industry and how it affects consumer’s self-image. Based on the $7 million that is spent on cosmetics each year, it’s evident that the cosmetic industry influences consumers in some way. One of the first studies that involved the effect of cosmetics on women was done by Marsha L. Richins along with Peter H. Bloch, “You Look ‘Mahvelous’: The Pursuit of Beauty and the Marketing Concept.” This study focused on understanding adornments, items “used to THE BEAUTY INDUSTRY’S INFLUENCE ON WOMEN 5 increase attractiveness and to obtain accompanying social benefits,” and how they are related to assessments about attractiveness (Bloch & Richins, 1992, p. 4). Adornments could range from a pair of clothing, makeup, jewelry, etc., anything that makes a person feel better and more attractive. This study found that consumers who believe they are unattractive will “rely heavily on adornments as compensatory tools” (Bloch & Richins, 1992, p. 9). Because the media has been found to cause women to feel unattractive, it correlates that these women lacking in selfesteem are going to use adornments. This is also supported by Cash & Cash’s (1982) study; “Women’s Use of Cosmetics,” which found that public self-consciousness is positively related with cosmetic use. Because many women who lack self-esteem are also self-conscious, it makes sense that adornments are used to blend into a world of beauty these self-conscious women do not fit into (Cash & Cash, 1982). As stated before, there is much less information on the direct effect of cosmetic advertisement on consumers, but much of the previous research discussed has implications for the cosmetic industry as well. From a young age, girls are taught to experiment with makeup to increase their attractiveness. Different amounts can be applied as needed, and it works as a temporary boost in self-esteem. What is so appealing to most women about cosmetics is that it can be a quick an easy way to temporarily solve beauty problems. In Beausoleil’s study, “Makeup in Everyday Life: An Inquiry into the Practices of Urban American Women of Diverse Backgrounds”, he states that “many women report having different makeup routines depending on what they expect to do during the day” (Beausoleil, 1992, p. 33). Because it can be applied so quickly and is relatively easy and inexpensive compared to other more drastic measures such as diet, exercise, or cosmetic surgery, cosmetics have become an easy way to measure up to the standards of beauty enforced by society. THE BEAUTY INDUSTRY’S INFLUENCE ON WOMEN 6 Thomas Cash performed much of the early research on the influence of cosmetics on selfesteem. One of his studies, “Effects of Cosmetics Use on the Physical Attractiveness and Body Image of American College Women,” reported “individuals often actively control and modify their physical appearance and physical aesthetics across situations within relatively brief periods of time” (Cash, Dawson, & Davis, 1989, p. 249). In other words, makeup is used differently in different situations because it makes women feel more self-confident. This idea has been a theme for many other studies done on the use of cosmetics. To further support this idea, Cash argues “cosmetics use and grooming behaviors, in general, function to manage and control not only social impressions but also self-image” (Cash et al., 1989, p. 350). To further support the idea that makeup is used in all types of situations to increase self-image, this particular study required that volunteers take photos with and without makeup and then rank their attractiveness based on these photos. The results of this study confirmed that “facial cosmetics, as typically self applied, influence both social perceptions of college women’s physical attractiveness and the women’s own self-perceptions (i.e. body image)” (Cash et al., 1989, p. 353). In summary, this study found that both women and their peers viewed the women as more attractive with makeup than without. The women themselves felt that they were more physically attractive with makeup, and often overestimated their attractiveness with the makeup, while underestimating their attractiveness without makeup. Although not proven by this study, this overestimation of attractiveness while wearing cosmetics could very possibly lead to confidence and increased self-image. A further finding of this study was that “the more women appeared to believe in the beautifying effect of cosmetics, the more makeup they tended to apply on a daily basis” (Cash, et al., 2006 p. 494). This is an important realization, especially for the beauty industry and the marketing of the products within the industry. THE BEAUTY INDUSTRY’S INFLUENCE ON WOMEN 7 Nash, Fieldman, Hussey, Lévêque, and