THE ILLUSION OF PERFECTION: UNVEILING SOCIETY’S BEAUTY STANDARDS AND WOMEN’S SUBJUGATION TO THEM

Abstract

This research examines women’s makeup practices as women are very conscious about their appearances. Women use cosmetic product to enhance their external appearances and make them feel gratified. The basic aim of this research is to discover makeup practices as well as how society constructs beauty standards and make women dependent on makeup. Furthermore it explores the factors that influence respondents’ preferences for buying makeup products. Qualitative research methods involving in-depth interviews have been used to conduct this study with the aim of obtaining insights about the societal constructed beauty ideals that make women dependent on makeup. It is a data collection technique, in which small group of people are interviewed to get holistic perspective regarding any phenomena. The sample of the study consisted of 19 women, of age range between 18 – 40 years. This age was sketched to include the perceptions of young as well as middle aged females, In order to fulfil on the perimeter of these beauty standards women rely on buying makeup products which make them feel satisfied. This research was conducted in Dheri Hassan Abad Rawalpindi. The sample was collected through purposive sampling technique. The findings suggest that women feel the need to change their natural appearance just to conform to societal norms of having flawless skin with no imperfection at all. So women incorporate advertising discourse, not yielding to them or resisting them, but rather altering them to suit their needs in using makeup products for constructing confidence and preparing themselves for engagement in the society. This research will help policy makers to deeply understand how our media play a crucial role in shaping makeup culture and feminine beauty ideals in a way that women feel dissatisfied with their natural beauty and how this dissatisfaction regarding women makes the advertisers sell their cosmetic products successfully.