The study of relationship between self-concept and the cosmetic consumption

There has been a special discourse on the body in every historical period. Due to the emergence of the post-modernist approaches, the body meanings have undergone radical changes and the body has become a valuable subject. The body is no longer regarded as a static entity, but as a dynamic entity in which making it beautiful and its management and direction towards an ideal form is considered as the duty and responsibility of every woman and girl. In this way, the self-concept of women is mainly linked with the body beauty. Therefore, it seems necessary to examine the relationship between self-concept and cosmetic consumption and its mechanisms. The purpose of this study was to study the relationship between different aspects of self-concept with the cosmetic consumption. This study was conducted among the female students in 2018-2019. It is a survey and a cross-sectional study and the data were collected using a questionnaire. The sample of the study included 384 people chosen through stratified sampling method and Cochran formula. The most important results of the present study are as follows: Doing make up increased the students' self-esteem. 95.3% of students reported that they do makeup usually or occasionally. From the students' view, the mean value of body was 74.75% and the need for aesthetic considerations was 74.8%. Body value has a significant positive correlation with the amount of desire to do make-up, and there was a significant positive correlation between the amount of self-esteem affected by doing makeup as well as "amount of desire to do make-up". The results of the study also show that there was a significant inverse correlation between the students' age and the amount of doing makeup and amount of tendency to do makeup.