Quantifying the Impact Cosmetic Make-up Has on Age Perception and the First Impression Projected

INTRODUCTION: First impressions are lasting, consequential and defined as the immediate judgment made of another from zero acquaintance. Multiple studies have reported the benefits of cosmetic make-up. We set out to investigate the psychosocial and aesthetic effects of cosmetic make-up in order to better understand why women wear it.
MATERIALS AND METHODS: Twenty-seven women were recruited in order to examine the effects of cosmetic make-up on first impressions. The photographs of individual subjects wearing the control cosmetics, their own make-up, and no make-up were randomly assigned to three binders (A, B, and C). Three hundred evaluators participated (100 evaluators per book) and completed a 10-point First Impression Scale for each of the 27 photos in their binder.
RESULTS: Statistical analysis of the collected data was conducted in SPSS using two-tailed t-tests to determine the statistical significance of the differences between first impressions of Own Make-up vs No Make-up, No Make-up vs Control Make-up, and Own Makeup vs Control Make-up. There was a significant difference in improvement in all pairings across all 8 categories in the First Impressions questionnaire particularly in perceived age between own make-up, no make-up, control make-up (41, 42, 38; P<0.001).
DISCUSSION: Our study evaluated the first impressions, age perception, self-esteem, and the quality of life impact that cosmetic makeup has on women’s appearance and confidence. Subjects wearing cosmetic make-up appeared 4 years younger than those wearing no make-up. And the control cosmetic make-up subjects on average projected a 37% better first impression than subjects wearing no make-up. We objectively quantified and qualified the benefits of applying cosmetic make-up. Make-up can reduce the perceived age, improve the first impression projected and increase the self-esteem of those who apply it.

J Drugs Dermatol. 2015;14(4):366-374.