Placebo makeup: Women in the simulation phase considered themselves more feminine, healthier, and with higher self-esteem than without makeup

Valentova, Jaroslava V., Anthonieta L. Mafra, Natália Machado, and Marco Antonio C. Varella. 2021. “Makeup and Its Application Simulation Affect Women’s Self-perceptions.” PsyArXiv. January 17. doi:10.31234/osf.io/nuvk5

Abstract: Appearance modification is ancient, universal, and influences other- and self-perceptions. The role of expectation of appearance modification has never been investigated. We analyzed self-assessments of women without makeup and after having makeup professionally applied at four increasing levels. In the simulation phase, women were treated with colorless cosmetics. Fifty Brazilian women (Mage = 24.26) rated themselves on attractiveness, health, self-esteem, femininity, satisfaction with appearance, age, dominance, confidence, and competence in all experimental conditions. Women in the simulation phase considered themselves more feminine, healthier, and with higher self-esteem than without makeup. In the real makeup phases, these ratings were higher than in simulation phase. Appearance satisfaction and attractiveness did not differ between simulation and the real makeup phases, both being higher than without makeup. Confidence increased only in real makeup phases, and there was no effect on competence. Thus, real appearance modification and/or an expectation thereof can differently affect specific domains of self-evaluation.